When someone clicks your ad, they should land on a page that keeps the ad's promise, gives them what they came for, and tells you later whether they became a client.
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped attorneys prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads. That ad sent people to a landing page built the way this page describes.
This is how I got into legal marketing. Brenda Clark, a family lawyer I'd worked with on litigation, asked me to look at her ads. You'd click the ad, which she was paying for every time, and it went to the firm's homepage, which wasn't built to capture anyone arriving cold from Google. In most industries, that click would land on a page built to get the visitor's contact details and permission to follow up.
Bought leads can pay back more than they cost, but they leave no brand behind once you stop paying, and in many firms' experience, more of them fall away before signing. A page your firm owns keeps working, and every sign-up becomes part of your own list.
In one industry survey, 70% of people at law firms and their agencies said their firm had wasted money in the past year on marketing that didn't pay off.¹ Without a page for each campaign, there's no clean way to tell which ads bring clients and which only bring clicks.
On average, about 94 of every 100 clicks on a law firm's search ad don't produce a lead.² Many of them were offered nothing smaller than a consultation. A landing page gives them a step that fits where they are, like a guide, a checklist, or a short video, and it gives you a way to keep helping them until they're ready.
The guide, the workbook, the video campaign, and the ChatGPT ad each get their own page, so every page speaks to the one person that ad was written for.
The same words, the same offer, and the same situation the ad described. A visitor who has to hunt for what they clicked on leaves.
Name, email, and maybe a phone number. The resource arrives the moment they sign up.
Some people are ready to talk the moment they sign up. The confirmation page lets them book a consultation right then.
Tracking on the landing page and on the confirmation page, with the codes matched to the ad that sent the visitor. We've found pages carrying different tracking codes from the ads they belonged to, so sign-ups could never be matched to their clicks. We check for it on every page.
Each sign-up is tagged with the page and the ad it came from and goes into follow-up written for that situation.
A cheaper click is a worse deal if the people behind it don't sign. We follow every source through to consultations and signed clients, so you can see which ones are worth more of your budget.
We build the pages on your firm's own website, with the forms built in. You own the pages, the domain, and every account.
Built for everyone who might visit, with a dozen links, a general request for a consultation, and no way to tell which ad brought whom.
Built for one ad and one situation, with one offer and one next step, and every sign-up traced back to its source.
Landing pages are where the Client Magnet System captures people. Every ad and every channel that promotes a resource sends people to one, and your website is the hub they all sit on. As your Fractional CMO, I use the page-by-page numbers to decide where the budget goes next.
Guide and workbook pages behind your search ads, each matched to a situation, with the count carried from the sign-up through to the retained client.
Pages your firm owns, in place of bought leads. Even at the low end of vendors' published prices, $100 to $200 a lead, with about 3 in 100 shared leads signing, a signed case from bought leads works out to roughly $3,300 to $6,700.³ A page that captures your own sign-ups builds something that stays with the firm.
Someone who clicks an ad inside ChatGPT was in the middle of a conversation about their situation. They land best on an education page built for that conversation, with its own form and tracking.
The same model, guide by guide: a page for each resource, written for the business owner or family it serves, and easy for an advisor or CPA to pass along.
Pages for your firm's own campaigns and signed clients.
Landing pages in Spanish for the clients you serve in Spanish, with their own forms and follow-up.
New clients at about $200 each, leads at about $21, and about $135,000 in estimated case value.⁴
"In 40 years of practicing law, this is the best way to get more clients that I've ever had." Brenda Clark, Family Law Attorney
Leads at about $44, booked consultations at $234 each, and about $75,000 in estimated case value from $6,547 in ads, from a campaign built on the Client Magnet System, tracked to the booked consultation.⁴
Over 20% of the people who clicked it signed up for the resource it offered.
A 14.1% conversion rate, at $46.29 per conversion. Legal search ads average 5.55%, at $131.63 a lead.²
Your homepage is built for everyone, so it fits nobody who clicked a specific ad. A landing page keeps the ad's promise, offers one clear next step, and tells you which ad brought each person in.
One for each campaign and each resource, and more as your campaigns grow.
Yes, on your firm's own domain, with the forms built in.
Your firm does: the pages, the domain, and every account behind them.
Every sign-up is tagged with the page and the ad it came from, and we follow it to the consultation and the signed client. You get a monthly report by page and by source.
Yes. Someone who clicks an ad in ChatGPT was in the middle of a conversation about their own situation, so the page starts by helping them understand it and offers a resource that fits.
¹ A call-tracking provider's published data, a survey of 600 full-time employees at law firms and legal-focused marketing agencies, taken in October 2022: 70% said their firm had wasted money on low-return marketing in the past year.
² LOCALiQ, 2026 search advertising benchmarks: attorneys and legal services average a 5.55% conversion rate and a $131.63 cost per lead.
³ Our calculation from personal-injury lead vendors' published prices and sign rates for shared leads ($100 ÷ 0.03 and $200 ÷ 0.03).
⁴ Case value estimated from average case value.
A 45-minute to one-hour video call with me. We map your firm's marketing together on a whiteboard, including where your ads send people today, and you keep the map whether or not we work together.
Currently accepting a limited number of Fractional CMO relationships.