CTV Landing Page Optimization for Law Firms
CTV visitors are 40% more likely to visit. 3 fields max, under 3 seconds load, 5-8% is a good conversion rate. Message match your ad or lose them.
CTV drives traffic. Your landing page converts it. A great CTV campaign with a bad landing page wastes media spend.
How CTV Traffic Is Different
CTV visitors aren’t like search visitors:
| Factor | Search Traffic | CTV Traffic |
|---|---|---|
| Intent level | High (searching for lawyer) | Medium (saw ad, curious) |
| Journey stage | Decision | Awareness/consideration |
| Knowledge | Knows they need help | May still be exploring |
| Device | Often mobile | Often mobile (second screen) |
| Expectation | Immediate answers | Continuity from TV message |
Landing pages for CTV need to bridge awareness to action.
Message Match Is Critical
The landing page must continue the TV experience:
Visual Continuity
- Same colors, fonts, imagery
- Same attorney (if on-camera in ad)
- Same logo treatment
- Familiar visual elements
Message Continuity
- Same language/phrases
- Same value proposition
- Same emotional tone
- Same differentiation points
Bad: Ad emphasizes empathy, landing page is aggressive and salesy Good: Empathetic ad leads to empathetic landing page
Essential Landing Page Elements
Above the Fold (No Scrolling)
Phone number: Large, clickable, visible immediately Headline: Matches ad message, speaks to their situation Form: Short, visible, easy to complete Trust signals: One or two credibility elements
Mobile First
88% of Americans use second screens while watching TV. Most will visit on mobile.
Mobile requirements:
- Click-to-call button prominent
- Form fills on one thumb
- Fast load (under 3 seconds)
- No horizontal scrolling
- Readable without zooming
Form Optimization
Fewer fields = higher conversion:
| Fields | Typical Impact |
|---|---|
| 3 fields (name, phone, injury) | Baseline |
| 4 fields | -15% conversion |
| 5+ fields | -25%+ conversion |
For CTV traffic, minimize friction. You can qualify on the phone.
Recommended fields:
- Name
- Phone number
- Type of injury (dropdown)
That’s it. Get them on the phone.
Page Speed Matters
CTV visitors are in the moment. Slow pages lose them:
| Load Time | Bounce Rate Impact |
|---|---|
| 1-3 seconds | Baseline |
| 3-5 seconds | +32% bounce |
| 5-10 seconds | +90% bounce |
| 10+ seconds | +123% bounce |
Speed checklist:
- Compress images
- Minimize code
- Use CDN
- Lazy load below-fold content
- Test regularly
Trust Elements
CTV visitors don’t know you yet. Build trust quickly:
High-Impact Trust Signals
- Case results (with required disclaimers)
- Years of experience
- Review ratings (Google, Avvo)
- Association memberships
- Awards/recognition
- Attorney photos
Placement
- One or two above the fold
- More available below
- Don’t overwhelm. Support, don’t distract
Call Tracking Integration
Phone calls matter. Track them properly:
Dedicated Numbers
Use unique tracking numbers for CTV traffic:
- Different number than organic/paid search
- Enables attribution
- Measures CTV-specific call quality
Click-to-Call Behavior
On mobile, phone number should:
- Be tappable
- Open phone dialer
- Track as conversion event
Testing and Optimization
What to Test
- Headline variations
- Form length
- CTA button text
- Trust signal selection
- Page layout
- Phone number prominence
How to Test
- A/B testing (one change at a time)
- Sufficient traffic for significance
- CTV traffic specifically (not blended)
- Focus on conversion rate
Conversion Rate Benchmarks
| Performance | Conversion Rate |
|---|---|
| Below average | Under 3% |
| Average | 3-5% |
| Good | 5-8% |
| Excellent | 8%+ |
CTV-exposed households are 40% more likely to visit. Make sure they convert when they arrive.
Common Landing Page Mistakes
❌ Mistakes That Kill Conversion
- − Generic home page. Message doesn't match, too many distractions
- − Too much content. Walls of text bury conversion elements
- − Missing phone number. Buried in footer loses high-intent callers
- − Slow mobile. Desktop-first design kills CTV traffic
- − No message match. Ad says one thing, page says another
Page Types for CTV
Dedicated CTV Landing Page
Built specifically for CTV traffic:
- Maximum message match
- Optimized conversion flow
- CTV-specific tracking
Best for: High-spend CTV campaigns
Practice Area Pages (Optimized)
Existing pages refined for CTV:
- Updated for message match
- Streamlined conversion elements
- Added CTV tracking
Best for: Moderate CTV budgets
Home Page (Not Recommended)
General firm home page:
- Weak message match
- Multiple competing CTAs
- Suboptimal conversion
Use only if: No resources for dedicated pages
Tracking Implementation
Required Tracking
- Page views by source
- Form submissions
- Phone calls (tracked number)
- Time on page
- Scroll depth
CTV-Specific
- UTM parameters from CTV platform
- Verified visit matching
- Attribution window tracking
Connect landing page conversions to CTV attribution for true ROI measurement.
For complete conversion strategy, see the CTV creative and conversion guide.
References
- GWI. (2025). Social media and screen time report. https://research.gwi.com/reports/social-media-screen-time
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/