Law Firm Advertising: Top 7 Tips to Attract More Clients

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Ever wondered how long it takes people to form a first impression of your firm? The answer is probably about seven seconds. Seven seconds is your countdown to make a good impression on someone before they’re gone forever.

The problem is that you need people to visit your law firm instead of the hundreds of others out there. A factor in driving them to your website will be your method of law firm advertising. After all, that’s where most people are going to learn who you are in the first place.

Not sure where to start? You’ve come to the right place. Keep reading for seven top tips on attracting more clients.

1. Make Your Legal Blog the Landing Page for Law Firm Advertising

Think of the most likely scenario for a client to stumble upon your page. Invariably, it will be through a Google search. They’ve just gotten into a car crash, and they search, “Should I contact a lawyer after a car crash?”

At first, that person is looking for information alone. They haven’t committed to anything just yet. They’re going to get an expert’s opinion on their query, then stew on it for a bit.

A legal blog is by far your most effective form of advertising because it uses SEO to bring clients to your doorstep. Once they finish reading the blog post that answers their question, they get a CTA invoking your services. It’s the perfect way to sink the hooks and make sure they at least stick around to ask for a free consultation.

Invest in some quality blogs on a wide range of topics relating to your specialty. The more information you provide, the wider a net you cast. Even a few articles on edge cases will be invaluable for sweeping in a few additional clients.

2. Use PPC for Lawyers

PPC (pay-per-click) is one of the most effective forms of advertising. In contrast with others, you only pay when a customer clicks on the ad. It’s a guarantee that you’re only investing in those who care enough to dig deeper.

PPC isn’t just an effective means of advertising, though. It’s a great way to gauge the effectiveness of the ads in the first place. You can track the metrics with Google’s powerful tools, and evaluate why you aren’t getting as many clicks as you want.

3. Change Up Your Match Types

There are two ways of deploying ads: targeting very broad, general terms, or specific ones. Some of the match types include:

  • Broad match: even if law firm clients don’t search for your exact term, they may get you as a result anyway
  • Broad match modifier: clients may find you if their keyword is a variation of yours
  • Exact match: only those who search the exact keywords find results related to you
  • Phrase match: when your keyword makes up at least part of the phrase that a person searches for

No single one of these match types is a silver bullet. Your campaign should include variations of each, to capture clients from both broad and narrow search terms.

4. Employ a Keyword Planner

Keywords are the lifeblood of your advertising campaign. These are the words or phrases that customers search for with the hope of finding your services. If you have the wrong keywords, customers simply will not arrive at your page.

Fortunately, Google offers useful tools such as its keyword planner. This allows you to get a hard number of searches for your keywords, as well as find successful keywords used by your competition. Without this, your SEO campaign won’t be nearly as successful.

5. Buff Out Your Ad Copy

The problem with many law firms is that they just repeat what has always been done. The same drab fonts, the same legal buzzwords, and the same 90s-style photos. It’s time to revamp your ad copy for the modern era.

While you don’t want to let your ads be mistaken for another industry, you do want them to stand out. Try to break away from the norms of most lawyer ads these days.

Use clever slogans that stick, hire a decent graphic designer, and update your photos. If you haven’t renovated your logo in a while, now is the time to do so.

6. Make Your Website Accessible

Law firm clients aren’t just in search of the best informative blogs or the best rates. As we mentioned, they’re forming an impression about your brand as soon as they enter their website. Something that will weigh heavily on their decision-making is how easy it is to use the site.

Far too many lawyers neglect web design. Many fail to include a mobile version despite how many searches are coming from phones. Do some work on streamlining your site so it’s intuitive to use and works well.

7. Hire a Marketing Team to Build or Strengthen Your Campaign

Marketing isn’t rocket science, but it is a science. It’s hard to deploy a campaign and then tweak it to make it more successful. Sometimes, it’s a lot easier to put things in the hands of professionals.

Consider hiring a marketing team instead of doing it yourself. They can identify how to boost traffic and make more conversions. They can tell you why certain aspects of your campaign aren’t landing, and how to change them for the better.

Build a Bulletproof Marketing Campaign Today

Law firm advertising is difficult given that you have to fight for attention among dozens of competitors. Your law firm clients often see an ocean of lawyer ads that look all the same. Use better keywords, ad copy, and a quality legal blog to catch their attention and draw them in.

At Law Firm Marketing 360, we understand how difficult it can be to attract a steady stream of clients. That’s why we help law firms that service diverse fields from personal injury to immigration law. Contact us today to get a consultation for your firm.

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