Nowadays, it’s not enough to be a great business lawyer to get cases through word-of-mouth referrals. If your law firm isn’t online, you might as well be invisible. To get the referrals and new cases a law firm needs, more and more are embracing the power of digital advertising. While there are plenty of marketing solutions out there, few are as effective as digital marketing in the form of paid ads.
In a digital age where every online move counts, harnessing the power of paid advertising for your business law firm can be a game-changer for your practice. We’re here to share some insights to help you soar above the competition and connect with the right people.
The Significance of Paid Advertising for Business Law Attorneys
Although organic marketing (SEO, content, and social media engagement) has its place, nothing can do it all on its own. Paid ads offer a strategic edge to legal professionals that other forms of digital marketing don’t. Here’s why.
- The legal field is fiercely competitive. Because multiple law firms are vying for the same clients, getting noticed organically can be slow and arduous in certain places of the country.
- Organic marketing takes time to yield results. For law firms looking to attract clients quickly, this can be a significant drawback. Sometimes, you just need faster results while things like SEO work towards long-term success.
- Search engine algorithms frequently change, impacting organic search rankings. This unpredictability can make it hard to maintain a consistent online presence.
So, how does paid advertising for business lawyers break these barriers?
Increased Visibility
Paid ads ensure your practice is prominently featured when potential clients search for relevant keywords. The more visible you are, the higher your chances of pulling a new client.
Targeting Precision
With PPC for law firms, you get to reach a specific audience. You can tailor your ad campaigns based on factors like location, demographics, interests, and behaviors to reach the right people at the right time.
Lead Generation
PPC for attorneys lets you push clients toward the next step in the “sales” funnel, whether it’s scheduling a consultation or contacting your firm. All you need are compelling ad copies and well-crafted call to actions, and you’re golden.
Quick Results
Unlike organic methods, PPC for a business law attorney provides quick results. This is especially beneficial for business law attorneys who want to attract clients promptly or analyze time-sensitive legal issues.
Choosing the Right Paid Advertising Platforms
When it comes to paid advertising for business lawyers, the platform you choose plays a pivotal role in the success of your campaign. Attorneys can benefit from multiple ad platforms, each with their unique advantages and limitations.
In this regard, let’s explore three prominent options, including Google Ads, LinkedIn Ads, and Facebook Ads.
Google Ads
Google is the most widely used search engine in the world, processing over 3.5 billion searches per day. With Google, your ads have the potential to reach a vast audience actively seeking legal services.
And because you can choose which keywords you want to target with which ad, you can easily change your copy to suit the searchers’ needs. That means they’re more likely to click through.
That said, the cost of advertising on Google can add up quickly. Although you only pay when someone clicks through your ad, the bidding model means the cost-per-click can increase, especially for competitive legal fields.
Facebook Ads
Sure, Facebook has declined in popularity among younger people. But the platform is far from dead. In fact, it had nearly 2.989 billion monthly active users in April 2023.
Now, Facebook famously makes it hard for businesses to find new clients through organic posting alone, but with paid advertising for attorneys, law firms can get themselves in front of new audiences.
Facebook offers retargeting options, meaning you can re-engage users who have previously visited your website or interacted with your content. You can also choose from various ad formats like images, video, carousel, etc., to engage your audience effectively.
On the downside, users can get overwhelmed by the number of ads they see on Facebook, leading to ad fatigue and reduced effectiveness. Additionally, frequent algorithm changes can impact the reach and visibility of your ads.
LinkedIn Ads
When most people think about LinkedIn, they usually think of a professional platform filled with job seekers, recruiters, and aggressive salespeople looking to touch base. However, most marketers miss a big opportunity on this platform – LinkedIn Ads.
LinkedIn is THE playing field for professionals and decision-makers. If your practice specializes in corporate law, this platform can be highly effective. Plus, you can always build credibility and position yourself as an industry thought leader through sponsored content.
However, advertising on LinkedIn can be more expensive than other platforms. Thanks to the professional audience it attracts, the platform can justify charging users more. What’s more, LinkedIn has a smaller user base compared to Facebook, which can limit the reach of your ads.
The choice of platforms should align with your specific marketing goals and the nature of your legal services. For example, you can use Google Ads when you want to target users actively searching for business attorneys. Or, opt for Facebook when you want to raise awareness, build your brand, or target a specific demographic.
Keyword Research and Selection
Keyword research is the cornerstone for any successful PPC campaign, especially for business law attorneys. Effective keyword research helps you identify the terms and phrases that potential clients are using.
Identifying niche or long-tail keywords with less demand can also give you a competitive edge. It allows you to capture leads that might be overlooked by others.
To conduct effective keyword research:
- Begin by brainstorming a list of keywords that you believe potential clients would use to find your services.
- Study your competitors’ keyword strategies. Look for gaps and opportunities they might have missed.
- Utilize keyword research tools like Google Keyword Planner or Moz’s Keyword Explorer.
- If your practice serves a specific geographic area, include location-based keywords. For instance, “Chicago business attorney” or “Miami corporate law firm” can help you connect with clients in your area.
Crafting a Compelling Ad Copy
Content was, is, and will always be king. A well-crafted ad copy can work wonders for your law firm, not just by grabbing the attention of potential clients but also by persuading them to act. But there are rules to the perfect ad copy. For starters, it should be clear and to the point. Potential clients should immediately understand what you’re offering and why they should consider you. There are two components that you have to consider with all ad copy.
- A compelling CTA is essential to guide potential clients on what to do next. Use action verbs like “Contact us,” “Get a free consultation,” or “Request a callback” to prompt a response.
- Your ad headline is the first thing potential clients see, so it must be relevant and catchy. Remember to use keywords, highlight your USP, and create a sense of urgency to encourage action.
Lastly, emphasize what makes your law firm unique in your ad copy. Make it a central part of your messaging to convey your value effectively.
Landing Page Optimization
In the world of paid advertising for business lawyers, a well-optimized landing page acts as a linchpin that turns ad clicks into valuable leads. Since it’s where users arrive after clicking on your ad, it must be:
- Relevant
- Conversion-focused
Intrigued? Here are a few best practices to make your landing pages more effective.
- Keep the design clean and uncluttered. Minimize distractions to make sure visitors stay focused on the conversion goal.
- The content on the landing page must be directly related to the ad they clicked. If your ad promised a free consultation, your landing page should prominently offer that.
- Write persuasive and informative content that highlights the benefits of choosing your law firm. Use bullet points, subheadings, and visuals to make it scannable.
- Incorporate trust-building elements, such as client testimonials, professional certifications, and awards. These help establish trust with visitors.
- Make it easy for visitors to get in touch with you. Include a phone number, email address, and a contact form if applicable.
Ad Performance Tracking and Analytics
Tracking and monitoring PPC for law firms allows you to assess the impact of your efforts, make data-driven decisions, and optimize your campaigns for better results.
- Set up conversion tracking to measure actions that matter, such as form submissions, phone calls, and/or consultation requests
- Integrate Google Analytics with your advertising platforms to track website behavior, user flow, and goal completion
- Utilize the Google Ads dashboard to track clicks, impressions, click-through rates (CTR), conversion rates, and costs.
- Keep an eye out for KPIs like click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS).
A/B Testing and Optimization
A/B testing, also known as split testing, compares two versions of a paid ad campaign to determine which performs better. It involves creating two models of something and presenting each to a subset of your audience.
A/B testing provides empirical evidence of what works and what doesn’t, enabling data-driven decision-making. Improved ad copies, landing pages, and targeting lead to better campaign performance and a higher return on investment.
- Determine the element you want to test. This can include ad headlines, ad copy, visuals, landing page layouts, forms, CTAs, or even targeting options.
- For each element you want to test, create two distinct versions.
- Divide your audience into two random groups. One group sees the original (A) version, while the other sees the new (B) version.
- Run the A/B test for a specific period.
- Compare the performance of both versions by looking at key metrics.
- If the B version outperforms the A version, implement the changes from the B version in your campaign.
Compliance and Ethical Considerations
Let’s delve into a critical aspect of PPC for attorneys: compliance, and ethical considerations. Legal advertising comes with specific rules and regulations to ensure transparency, integrity, and fairness.
To begin with, be honest about your qualifications, services, and fees. Avoid any language that could be perceived as misleading, such as any implications of a guaranteed outcome.
While it’s crucial to differentiate yourself, avoid disparaging competitors or making unjust comparisons. Periodically review your advertising materials to remain compliant with current rules and regulations.
Contact ENX2 Marketing For Help With Your Paid Advertising
At a time when clients are increasingly turning to the internet to find legal services, paid advertising for business lawyers can be a powerful tool for your law firm. Continue to adapt, experiment, and refine your digital marketing efforts, and you’ll be well-positioned to thrive in the competitive world of business law.
Ready to take your business law firm’s online presence to the next level? Let the marketing experts at ENX2 craft a customized strategy to attract more clients and grow your practice. Contact us today for a free consultation!
