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In our blog from July 1st, 2020, we looked at how digital marketing can benefit realtors. In this blog, we’d like to explore what kind of opportunities a sound online advertising strategy can provide for law offices. New clients can only drop-in so much via referrals. You’ll need a digital marketing strategy for lead generation and awareness in this extremely competitive and cut-throat field. 

Where do people usually start their research for an attorney? Well, that would be online, correct? A person would perhaps search for “Immigration Lawyer” on Google. Looking at Google search terms in the past 12 months from today, the search term “Immigration Lawyer”, for example, has an average monthly searches of 74,000 in the U.S. Further, to get on top of the SERP (Search Engine Results Page), i.e. to have your search ad on top of the page, you need to be prepared to pay approximately $15 per click for this particular search term. More precise search terms can run much higher. This means it’s vital to have a PPC specialist manage your account so you don’t waste your precious dollars. 

How many “ugly” websites have you seen for law offices? I am sure there have been quite a few in your lifetime. Your law office’s website needs to be a) optimized for SEO (Search Engine Optimization) and b) optimized for conversions. You want to ensure that visitors to your website will become qualified leads. One qualified lead can result in thousands of dollars of revenue for your law office. We are not talking about eCommerce here where thousands of leads can come in every single day and result in a purchase percentage of perhaps less than 1%. Also, eCommerce has a much lower CPC (cost-per-click) whereas the law vertical pays a premium CPC. The math is easy. A good strategy is better left to the experts.  

One nice advantage of Paid Search is that the advertising strategy allows you to optimize constantly to get the most out of your media investment. Ad copy is one of those optimizations and you must differentiate yourself from the competition. You need to cut through the noise. For example, maybe you offer a free consultation or 24 hours customer service? What could be important for your industry? Well, one possible source of more revenue is phone calls from, especially mobile phones. People that dial your office’s number with an urgent need and thus have high intent. Call-only-ads and call extensions for the search ads and optimized for mobile devices can be implemented to optimize conversions. More calls might be coming in during certain hours of the day, so your PPC expert can adjust the bids to meet that demand and capitalize on the traffic. 

Another important aspect to note with a Paid Search campaign is that the strategy can level the playing field. If you are a small office or even a solo practitioner, PPC allows you to compete with the big players. It allows you to have a precise audience and geo- targeting as well. The right PPC strategy can create more profit for your law office. More cost-effective image ads (display ads) can be used to raise awareness and push people further down the marketing funnel while paid search ads can catch high intent and drive relevant traffic to your website or increase your phone calls volume. Remarketing, targeting visitors that have been to your site, can further optimize your revenue. 

First, you need to put on your “marketing-think-hat” and analyze if a digital marketing campaign makes sense for your law office. If it does, PPC can grow your revenue and give you a positive ROAS (Return On Advertising Spend) even with expensive CPCs.     

Contact us if you want to find out more how we can help your law office build more business. We will be happy to chat with you. For now, be safe out there and always remember, people, are still searching during COVID-19.