A bankruptcy landing page that converts does one job: it tells a scared, embarrassed person that their exact problem has a solution, that this firm won't judge them, and that calling now is easy. It matches the ad that brought them, puts a tap-to-call button and a short form at the top, explains cost and next steps plainly, and carries the federal debt relief agency disclosure.
Most bankruptcy firms send paid traffic to their homepage or a generic “Chapter 7” page. That page was built for everyone, which means it speaks to nobody in particular.
What Goes Above the Fold on a Bankruptcy Landing Page
The top of a bankruptcy landing page should answer three questions in the time it takes to glance at a phone: Is this about my problem? Can these people help? How do I reach them? On mobile, which is where most of this traffic arrives, that means:
- A headline that repeats the search. Ad says “Stop Wage Garnishment.” Page says “Wages Being Garnished? Filing Bankruptcy Generally Stops It.”
- One reassuring line. “Talk to a local bankruptcy attorney. No judgment, no pressure.”
- A tap-to-call button with the hours someone actually answers.
- A three-field form for people who can't talk right now (at work, family nearby).
- A trust marker: the attorney's name and photo, bar admission, review rating if you have a healthy number of reviews.
The Sections Below the Fold
Below the fold, the page should answer the questions the visitor would otherwise call three other firms to ask. In order of importance for bankruptcy:
- What happens when you call. Who answers, how long the consult takes, whether it's free, whether it's by phone or in person.
- What it costs. Your flat fee range or how payment works. Silence on price reads like a trap to someone in debt. If you offer payment plans or a split-fee option, say so accurately (see our bifurcated Chapter 7 fee marketing guide).
- “Will I lose...?” Short answers on house, car, retirement accounts and tax refunds, with “it depends on your state's exemptions” where true.
- What to bring. Pay stubs, recent tax returns, the garnishment order or lawsuit papers, a list of debts.
- Reviews. A few real Google reviews, ideally mentioning how clients felt treated.
- The disclosure. The debt relief agency statement, visible and readable.
Skip the long firm history, the photo of the courthouse, and the stock image of a broken piggy bank. None of those answer a question.
One Page per Ad Group
A landing page should match the ad group sending it traffic. For a bankruptcy practice, a practical set looks like this:
- General Chapter 7 for “bankruptcy lawyer near me” and “chapter 7 attorney” searches.
- Chapter 13 / keep your house for foreclosure and “catch up on mortgage” terms (more in marketing Chapter 13 cases).
- Wage garnishment for garnishment searches.
- Sued for debt for collection lawsuit searches.
- Spanish-language if you can serve Spanish callers (see Spanish bankruptcy marketing).
Five pages sounds like a lot. They share most of their content. What changes is the headline, the first paragraph, the “what to bring” list and the reviews you choose. Our landing page service builds them this way, and you can see full-site versions in the sample bankruptcy website designs.
Forms and Calls: Ask Less, Get More
Every extra form field costs you leads. A bankruptcy form needs a name, a phone number and one question. The most useful question is a dropdown: “What's happening right now?” with options like wage garnishment, sued by a creditor, foreclosure or sale date, car repossession, and “just can't keep up.”
That single answer lets intake prioritize. A sale date tomorrow gets a call in minutes. Don't ask for Social Security numbers, debt totals or income on the landing page. People in debt are wary of exactly that kind of request, and it belongs in the consultation anyway. Our guide to bankruptcy intake prescreening covers what to ask once they're on the phone.
Add a short privacy line near the form. Prospective clients are protected under rules based on ABA Model Rule 1.18, so “What you tell us is kept confidential” is generally accurate. Check your state's version.
A landing page is an advertisement. Under 11 U.S.C. § 528, it must clearly and conspicuously disclose that your services involve bankruptcy relief and include “We are a debt relief agency. We help people file for bankruptcy relief under the Bankruptcy Code” or a substantially similar statement. Under § 526 and your state's version of ABA Model Rule 7.1, avoid guarantees (“stop foreclosure guaranteed”), unqualified “keep everything” claims and superlatives like “best bankruptcy lawyer.” Details in our attorney advertising compliance guide.
Is your bankruptcy ad traffic landing on your homepage?
We'll review the page your ads point to, check message match, form length, mobile call buttons and the § 528 disclosure, and show you what to fix first. Free audit.
What to Test, and What Not to Bother Testing
Test things that change the visitor's decision: the headline, whether price appears above the fold, the form length, and whether the attorney's photo appears near the call button. Button color tests are mostly a distraction at small-firm traffic levels. You won't have enough visitors to reach a reliable answer.
Measure filed cases, not just form fills. A page that produces more leads but fewer consults that show up is worse, not better. Tie call tracking and form submissions back to signed clients, then compare pages by cost per filed case. The math is laid out in our bankruptcy cost per lead and per filed case guide, and the Google Ads management side is where the traffic to these pages comes from.
Frequently Asked Questions
A headline that matches the ad, a tap-to-call button, a short form, a trust marker such as the attorney's photo and bar admission, plain answers about cost and what happens on the call, short “will I lose...?” answers, real reviews, and the § 528 debt relief agency statement.
Usually not. A homepage speaks to every visitor, while an ad targets one problem such as wage garnishment or foreclosure. A dedicated landing page that repeats the ad's message and removes navigation distractions generally converts better. Build one page per ad group; most of the content can be shared between them.
Many firms find that showing a fee range or explaining payment options builds trust, because people in debt are wary of hidden costs. If you show prices, make them accurate, including any filing fee and any post-filing fee in split-fee arrangements, to avoid misleading statements under § 526 and state advertising rules.
Three is plenty: name, phone and a dropdown asking what's happening right now (garnishment, lawsuit, foreclosure, repossession, or falling behind). That answer helps intake prioritize urgent cases. Leave income, debts and Social Security numbers for the consultation.
Yes. A landing page promoting bankruptcy services is an advertisement under 11 U.S.C. § 528, so it must clearly disclose that the services involve bankruptcy relief and include “We are a debt relief agency. We help people file for bankruptcy relief under the Bankruptcy Code” or a substantially similar statement.