You spent $50,000 on CTV. Your completion rate was 96%. Thousands of people saw your commercial.
Your website got 500 visits. You got 12 leads.
That’s a 2.4% conversion rate. You didn’t have a CTV problem. You had a landing page problem.
The CTV Traffic Difference
CTV traffic is not cold traffic. These people just saw your 30-second commercial. They picked up their phone. They typed your URL or searched your name. They’re warm.
But warm doesn’t mean patient.
CTV visitor mindset:
- “I just saw the ad”
- “Is this the right place?”
- “Can I trust them?”
- “How do I contact them?”
You have 3-5 seconds to answer all four questions. Above the fold. On mobile.
Legal Landing Page Benchmarks
Why PI Benchmarks Are Higher
Personal injury CPCs run $600-$1,000+. At those costs, a 6% conversion rate means you’re paying $10,000+ per lead before you even talk to them.
Optimized PI landing pages must convert at 15-20% minimum to justify spend. The best campaigns hit 35%.
If your CTV landing page converts below 10%, the page is the problem, not the traffic.
The Above-the-Fold Audit
Above the fold is everything visible before scrolling. On mobile, that’s roughly 600-700 pixels of vertical space.
What Must Be Visible
- Headline that matches the ad
- Clear value proposition
- Trust signals (reviews, verdicts, years)
- Phone number (tap-to-call)
- Form or CTA button
What Kills Conversion
| Problem | Why It Hurts |
|---|---|
| Generic headline | No message match, confusion |
| No phone number | Mobile users can’t call |
| Form below fold | Extra friction, lower completion |
| Slow load time | Bounce before page renders |
| Stock photos | Doesn’t match TV creative |
| No trust signals | No reason to believe you |
Message Match: The Silent Killer
Message match means your landing page echoes your ad.
TV ad says: “Injured in a car accident? We fight for maximum compensation.”
Bad landing page headline: “Welcome to Smith Law Firm”
Good landing page headline: “Injured in a Car Accident? We Fight for Maximum Compensation.”
When message match is strong, visitors feel confirmation: “I’m in the right place.”
When message match is weak, visitors feel confusion: “Wait, is this the firm from the commercial?”
Confusion = bounce.
Mobile-First Is Non-Negotiable
69% of TV viewers use a second screen after seeing an interesting ad. That second screen is their phone.
CTV traffic is mobile traffic.
Mobile Landing Page Requirements
| Element | Requirement |
|---|---|
| Load time | Under 3 seconds |
| Phone number | Tap-to-call, above fold |
| Form | Short (name, phone, email max) |
| Text | Large, readable without zooming |
| CTA button | Thumb-sized, high contrast |
Test on Real Devices
Don’t just check Chrome’s mobile simulator. Load your page on an actual iPhone and Android at real network speeds. Time it.
Trust Signals That Work
CTV viewers don’t know you. They saw one commercial. Trust must be established immediately.
High-Impact Trust Signals
| Signal | Placement |
|---|---|
| Google review stars + count | Above the fold |
| ”500+ 5-Star Reviews” | Near headline |
| Verdict amounts | Above the fold if impressive |
| Years in practice | Secondary, but visible |
| Bar association badges | Footer or secondary |
| Real attorney photos | Matches TV if possible |
What Doesn’t Work
- Generic “We care about you” copy
- Stock photos of gavels and handshakes
- Trust badges no one recognizes
- Testimonials buried below the fold
Form Optimization
Above the Fold or Sticky
The form should be visible without scrolling, or sticky so it’s always accessible.
Field Count
| Fields | Effect |
|---|---|
| 2-3 fields | Highest conversion |
| 4-5 fields | Moderate drop |
| 6+ fields | Significant drop |
For PI, the minimum viable form is:
- Name
- Phone
- Brief description (optional)
Qualify later. Capture first.
Form vs. Phone
Some visitors want to call. Some want to submit a form. Offer both. Above the fold.
The CTV-to-Landing Page Checklist
Before launching CTV:
- Headline matches TV ad messaging
- Phone number above the fold (tap-to-call)
- Form above the fold or sticky
- Trust signals visible immediately
- Mobile load time under 3 seconds
- Real photos (ideally matching TV creative)
- Clear CTA button with action text
- No distractions (minimal nav, no popups)
What 15% vs 6% Actually Means
Scenario: $50,000 CTV spend, 1,000 landing page visits
| Conversion Rate | Leads | Cost Per Lead |
|---|---|---|
| 6% | 60 | $833 |
| 10% | 100 | $500 |
| 15% | 150 | $333 |
| 20% | 200 | $250 |
Moving from 6% to 15% doesn’t require more ad spend. It requires a better page. Same traffic, 2.5x the leads, $500 saved per lead. That’s $250,000 in efficiency on the same $50K spend.
The Full System
Your landing page is one piece of the funnel. What happens to visitors who don’t convert immediately?
For retargeting architecture, branded search capture, and attribution, see our Full-Funnel CTV guide.
Frequently Asked Questions
What conversion rate should I expect from CTV traffic?
CTV traffic is warm. Visitors just saw your ad. Optimized PI landing pages should convert at 15-35%. If you’re below 10%, your landing page needs work, not your CTV campaign.
What’s the most important element above the fold?
Message match. Your headline should echo your TV ad. If the ad says “Injured in a car accident?” and the landing page says “Welcome to our firm,” you’ll lose visitors to confusion.
How many form fields should I use?
2-3 fields maximum for highest conversion. Name and phone are essential. Capture first, qualify later. Every additional field reduces completion rate.
Should I use a phone number or a form?
Both. Some visitors want to call immediately. Others prefer to submit a form. Offer both options above the fold.
References
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Unbounce. “What’s a Good Conversion Rate?” 2025. https://unbounce.com/landing-pages/whats-a-good-conversion-rate/
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Majux. “PPC Benchmarks: CPL, CTR, Conversion Rate for Law Firms.” 2025. https://www.majux.com/ppc-benchmarks-cpl-ctr-conversion-rate-law-firms/
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Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/