Want to learn more about lawyer advertising?

Did you know that nearly 40% of small law firms don’t have a website? It’s unfortunate because 96% of people who seek legal advice use a search engine. In other words, they’re narrowing their choices by the lawyers’ online presence.

This is just one of many common legal marketing blunders. Nowadays, small businesses must build their own advertising campaigns just to stay in business.

Fortunately, we’re here to help. In the sections below, you’ll find five advertising ideas experts use to boost their leads. Read on when you’re ready to learn what it takes to blow your competition out of the water.

Get More Reviews

Think of reviews as free advertising. A whopping 66% of consumers trust online reviews. Social proof is king in our modern digital age.

Not to mention, it doesn’t cost you a penny. Simply ask clients with whom you’ve created a good rapport to leave a review. Here’s a list of worthwhile sites to leave those reviews:

• Google
• Avvo
• Yelp
• Lawyers.com

Other sites may be helpful, but those listed above will give you the most bang for your buck.

Use Ad Extensions

When you sign up for Google AdWords or other PPC advertising, see whether they offer ad extensions. They’re a relatively inexpensive way to improve your chances of landing more leads. Let us explain.

When you run a “search campaign” in AdWords, your ad pops up when users search for specific keywords. Your ad looks similar to the organic results the search engine returns.

In order to make it stick out from the competition, you can pay Google for extra space on the page. This space falls below the link to your website. These are the three most common ad extensions:

• Sitelinks
• Call Extensions
• Location Extensions

Each gives potential leads more information about your law firm. If used properly, you’re more likely to entice those leads.

Also, make certain you’re avoiding common PPC optimization mistakes. If you aren’t, you might as well flush your advertising budget down the toilet for all the good it’s doing you.

Protect Your Brand

Why would you want to spend money on brand searches if you’re already showing in organic searches? To protect your brand name of course!

If you don’t bid on your brand name, competitors might. Then they’ll be the first thing users see.

Fortunately, you can use it to your advantage. You can bid on your own brand name as well as your competitions. In other words, steal their strategy and make it your own.

Here’s an example. If their brand is the sober lifestyle, you bid on “sober lifestyle,” “sober living,” and “sober lifestyle activities.” Get your name viewed before theirs.

Track Everything

The most important rule of marketing is to understand your audience. The better you understand them, the better you can give them what they want in the form they want it.

Add Google Analytics to your website, so you can track users’ behavior. You’ll receive all sorts of metrics that you can use to better understand what’s working and what needs adjustment.

You can even integrate other useful software like heatmaps and call tracking. They’ll give you further insight into your prospects’ minds.

Try Call-Only Campaigns

In traditional PPC ads, users are redirected to your website when they click on your ad. Call-only ads are different. When a user clicks on them, a layover screen with your number pops up.

They’re perfect for users who browse with their smartphones. They can simply click on your number and call you immediately.

Beyond Lawyer Advertising

Now that you’ve learned a few lawyer advertising tricks, put them to use. We recommend you start with the call-only campaigns. They’re straightforward and likely to increase your prospects in a matter of days rather than months.

Did you find this article helpful? If so, hop over to our library to browse our vast store of other law firm web hacks.

So long and good luck!