# Dynamic text landing pages for a law firm: +12% conversion rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Dynamic text, Message match
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/Corso%20Law%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-corso-law-group-ppc-landing-pages/

Corso Law Group's conversion rate rose 12% and bounce rate fell 12% after KlientBoost moved paid traffic to landing pages that swap their text to match each service searched. KlientBoost ran the work for the criminal defense firm and published it as a PDF case study. The pages launched together with call-only ads, negative keywords and micro-conversion tracking, so the lift belongs to the whole package, not the pages alone.

## Result

**+12% conversion rate**

- Conversion rate: up 12%. A modest gain, credited to the whole engagement rather than the pages alone.
- Bounce rate: down 12%. Fewer visitors left right away, which fits better message match.
- Search impression share: up 11%, an ad-side metric that the landing pages did not drive.
- The agency also says spend was cut in half over the same period, though no exact figures were given.

## Control

Paid search traffic went to the firm's earlier pages, which did not adapt to the specific legal service a visitor had searched for.

## Variant

New landing pages used dynamic text replacement, so the headline and copy reflected the service in the visitor's search. The account also gained call-only ads, negative keywords and micro-conversion tracking.

## Why it likely won (our reading)

- A person searching for one charge, such as a DUI, sees that charge named on the page and feels they are in the right place.
- Legal searches are urgent and specific, so a generic practice page makes visitors work harder to confirm the fit.
- Negative keywords likely removed poor-fit clicks, which would lift conversion rate on any page.
- Call-only ads may have moved some ready-to-act visitors to the phone, which changes who reaches the page.

## Caveats

This is an agency-reported before-and-after result from a full paid-search engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, no sample size or significance was shared, and the date is not stated. The agency also reports halving spend in the same period, which changes traffic mix.

## How to run this test

- Hypothesis: If we change the landing page headline to name the exact legal service in the visitor's search, then more visitors will submit a consultation request because the page confirms we handle their case.
- Primary metric: Consultation form submissions and tracked calls per landing page visitor
- Guardrail: Cost per lead
- Guardrail: Bounce rate
- Guardrail: Share of leads that qualify as real cases
- Who should test it: Law firms and other service businesses that run paid search across several distinct services. It matters less if you only offer one service or your traffic is mostly branded searches.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-corso-law-group-ppc-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.