RIGHT WAY TO DO MARKETING FOR LAW FIRMS
If You Build It Then…
You Might Still Need Some Advertising
Utilizing Pay-Per-Click Advertising, commonly known as PPC or SEM, can help your firm generate additional leads, and compete for visibility to your customers on the websites they use most. We’ve worked with attorneys around the country to create successful advertising campaigns with a strong ROI, in a variety of practice areas. We’re pretty great at what we do – take a gander.
AD ACCOUNTS
The Cookie Cutter Belongs In The Kitchen, Not Your Advertising Accounts
Your practice area and geographic location are unique. While digital advertising does have some “absolutes” in terms of best practices, we also recognize that every client needs a customized strategy to fit their business.
With this particular client we overhauled their existing account with our own proven set of best practices. We then communicated very closely with the client, and let the data accumulate. Once we had a firm understanding of this market, further optimizations were made and the outcome in lead volume (aka “conversions”) and cost/lead has been fantastic.
LEADS
Leads: Quality + Quantity
Leads and clients are the lifeblood of your law firm. We get it. However, we also know that quality leads which become cases are far superior to hundreds of unqualified leads.
We work closely with our client’s to identify what qualifies as a ‘lead’, then carefully execute a strategy to identify the best quality leads before scaling the advertising account. Typically our primary tracking focuses on phone calls, contact form fills, and chat submissions.
LOWER COST
More Leads At A Lower Cost
Along with our focus on lead quality we also work diligently to reduce the cost per lead, and resulting ROI for each client. Our approach to accomplish this is multi-faceted and we’ll communicate with you to set goals and expectations for your specific market.
Strategies
What Does the Strategy Look Like?
Pay only for viable leads, and receive refund credits on unqualified calls. This new advertising channel by Google is a completely separate platform from PPC/Google Ads. At Nifty, we were one of the first to adopt Local Services Ads (LSAs) for our clients, and the results have been phenomenal. Because Google vets each advertiser before they join the platform and earn the 'Google Screened badge', firms using this channel are immediately viewed as more trustworthy. Here’s a look at some of the advertising channels and strategies we have employed for other attorneys:
SEARCH ADS
Advertise to your customers at the very moment they are ready to take action. When they perform a search in Google or Bing, make sure your website appears at the top of the page. Ads are only shown for keywords relevant to your business, and can be customized to target a user based on location, device, and more.
Social Media Ads
Your customers are actively using Facebook, Instagram, and Linkedin - but are they finding you there? Organic reach is extremely limited on these platforms making ads necessary to ensure visibility. We’ll work with you to create the perfect combination of demographic, interest, and behavior targeting to zero in on your ideal client profile. With Facebook’s 1.47 Billion active daily users you can’t afford to ignore this advertising channel.
Remarketing
Show ads to your website visitors after they leave, regardless of how they originally arrived at your website. Remarketing is a great way for law firms to nudge “warm leads” into contacting you after showing interest. With advanced segmenting options, ads can be crafted to each unique client behavior on your website, and removed from targeting when desired goals are completed.
Display Ads
Present image ads to your customers when they are visiting websites relevant to your practice area. Display ads are like billboards of the internet, the difference is they are infinitely more targeted and trackable. We work closely with our clients to match ad creatives are on point with the desired branding and messaging.
Youtube Ads
It’s no question that video content is a key asset in today’s marketing climate. Creating quality content is the first hurdle in this equation. Publishing that video content on YouTube and promoting it to targeted, relevant viewers can have a strong impact on your firm’s brand awareness.
Landing Page Creation
When customer’s click an advertisement, they expect to see a web page that is highly relevant to their interests and needs. Our most successful clients utilize pages that are unique to each customer and cater to their progress in the buying process. A potential client in the ‘research’ phase needs a different landing page than one who just did a Google Search for “personal injury attorney near me”
LET'S DO THIS
FILL OUT THE FORM BELOW TO GET STARTED.
Results
WE GET RESULTS
YOU BE THE JUDGE
EXHIBIT A.
AN INCREASE OF 267%
IN CALL VOLUME
With no connection to the area, Joshua Goldstein moved to Boston to attend law school in 1994 and never left. Over time, he built a successful firm with a stellar reputation. He had it all. But after a brutal winter in 2015, Josh decided enough was enough and that it was time to relocate to Los Angeles where he had been considering moving to for years.
Joshua Goldstein
1560%
increase in local organic traffic
450
increase in form completions
267%
increase in phone calls
717%
increase in total leads
EXHIBIT B.
AN INCREASE OF 1300%
IN SIGNED ONLINE CASES PER MONTH
The team at Naqvi Injury law has more leads than ever and an ever expanding team to take on the increased workload. In fact, the team has grown from 11 people in 2013 to over 70 people today. The firm will soon be opening a second office and are already looking into options for a third.
The results from this campaign are the outcome of both Nifty and Farhan being willing to push the envelope, try new things and take calculated risks. This is why we have worked with Naqvi Injury Law for 6+ years with many more to come.
Farhan R Naqvi, Esq
1050%
increase in local organic traffic
70
Staff members
have grown from 11 people in 2013
1900%
Growth in leads
1300%
More online signed cases per month
EXHIBIT C.
AN INCREASE OF 550%
IN MONTHLY BRANDED SEARCH VOLUME
In January 2018 Walthew’s branded search volume accounted for only 8% of overall traffic. 12 months later that number had grown to 24%, and by June 2019 that number had risen to 47%.
While a 550% increase in the branded search volume was certainly impressive, the Nifty team wanted to prove the true value of social ads. A closer look at search ads lead volume (with no budget changes) revealed that lead volume had increased 85% compared to the same time frame before and after social ads.
Patrick C. Cook
550%
increase in local organic traffic
85%
increase in local organic traffic
51%
increase in local organic traffic
FREQUENTLY ASKED QUESTIONS
How large of a budget do I need?
Every practice area and geographic market is different in terms of competition and cost per click. It can also vary greatly depending on the advertising channels you wish to employ for your law firm. However, we are always happy to put some data together and do some market research for your particular specialty and location.
How long does it take to start seeing results from my advertising?
The great thing about advertising is that it’s very agile. Once we have a strategy outlined for your firm, and the account launched we will typically start to see leads come in relatively quickly. However, like any good advertising, our optimizations will be based on data – which can take time to accumulate, so the account will continue to improve in lead volume and cost per lead over time.
How is my adspend budget controlled?
All of the advertising channels that we utilize have very strict budget controls to ensure that you will not overspend in a given month.
How does reporting work?
You will hear from our advertising team at least monthly to get a performance report where you’ll be able to see the results of our efforts. Some of our client’s also like to have additional phone calls scheduled for a detailed walk through of performance and to strategize. Just let us know what level of communication you would like and we can work with you.
Make Law Sexy
WITH BETTER MARKETING FOR YOUR LAW FIRM