Posted at Apr 16, 2019 1:30:00 PM by THAT Agency | Share
Attracting new clients is one of the most significant challenges law firms face: even those who have retainers still need to bring new business in. Developing an effective advertising strategy is essential; you need to make it easy for potential clients to find you - and you need to make sure that they are comfortable placing their trust in you. Law firm ads can help you grow your practice and build a healthy roster of clients.
As you are no doubt aware, there is no shortage of lawyers practicing in Florida! The competition for clients, and for visibility, is fierce. It is essential that you differentiate yourself, your team, and your firm so you stand out from the crowd.
What is your identity? Are you aggressive and bold? Relatable and compassionate? Energetic and passionate? There is no wrong answer: but clarify how you want clients to perceive you, and then emphasize that in your law firm ads to attract the clientele you want.
2. Use AdWords
Google AdWords is a pay-per-click (PPC) advertising platform. Paid search is a quick way to achieve increased visibility in search engine results pages, which has a major impact on click-through and conversion rates.
A major advantage of AdWords is that you can target people by location and by their stage of the customer journey. That is, you can pinpoint where they are and what they need and tailor your ads so they are relevant and timely.
Best practices: list specific services you offer and benefits that come when clients hire you in your ad copy.
3. Optimize Your Content for SEO
Your website is one of your most potent advertising tools. Make sure that you implement effective search engine optimization (SEO) strategies to optimize its performance. For example, use carefully chosen and organically placed keywords to ensure that searchers who are looking for solutions to specific inquiries find you.
You can also use Google’s featured snippet tool. Say you search for: “what to do if I’m injured in a car accident?” A featured snippet provides an easily accessible answer:
This puts your firm at the top of the search rankings, generating incredible visibility and traffic to your website. You also position yourself as the authority in this area of the law and build trust.
SEO is complex, and it requires ongoing effort. Outsourcing to an agency experienced in both SEO and legal advertising can help save you time, money, and energy - all of which you can spend on your clients.
4. Make Sure Your Site Is Easy to Navigate
There is little sense in creating great PPC and display ads that only lead people to a difficult-to-use, confusing, complex website. They will immediately click the “back” button and find a competitor who offers a more user-friendly experience.
Your site must make it easy for visitors to find the information they need, whether it is your FAQ section, your phone number, your areas of service, etc. And it should include clear and compelling calls to action (CTAs). What do visitors do next? They shouldn’t have to wonder.
Ensure that your design is clean, clear, and simple. While you want to make sure it is visually appealing and unique, it must be geared towards the needs of visitors first and foremost.
4. Use Multiple Methods to Generate Contact
Make it easy for people to connect with you, and offer them different ways to do so. On this site, for example, there are a variety of ways to connect:
The phone number is clearly listed, there is a live chat option, there are links to more information, and there is a form for a free case evaluation. People can complete the CTA that aligns with their stage of the customer journey and take action immediately. They don’t have to click around your site, wandering through the digital weeds, as it were.
Need more law firm advertising ideas to grow your practice? Contact the team at THAT Agency. We are ready to strategize - and to put ideas into action to ensure you achieve your goals.