If you are still relying on good reviews or word-of-mouth to promote your law firm in 2024, chances are you are not reaching nearly as many potential clients as you could be.
Lawyers should advertise their law firms using all available software, technologies, strategies, and platforms. This means focusing on clients' needs and providing information and services that solve their problems.
If you create client-focused ads, you provide value to the point where leads turn into consultations. For instance, a mother may search for family legal services and see one of your ads. If your ad speaks to the mother, she will likely call you for advice or to set up a meeting.
This is ultimately the goal of creating advertising. You want to highlight a pain point and demonstrate how your law firm can eliminate it.
How can you create the best client-focused ads for your law firm? Keep reading to find out.
Discover Your Target Audience
Not everyone in your state will become your client. Not even everyone in your local area or suburb will need your firm’s services. Only specific people with specific needs will become clients of your law firm.
If you want to create ads that appeal to these potential clients, you must ask yourself:
- What age are my ideal clients? How much money do they earn? Where do they live?
- What are my ideal clients’ most likely legal issues? Would they seek help with personal injury, estate planning, or family law?
- What will motivate my ideal client to seek legal help? This could include anything from disputes to protecting their children or preventing financial loss.
- Where do my ideal clients search for services? It is important to know which platforms your potential clients use so you can advertise your law firm on them.
You must combine your ideal audience with your law firm’s expertise and focus. If you specialize in divorce, you will target a very specific group of people. The same goes for personal injury law and medical malpractice law.
Create a Message That Drives Action
You don’t want your ideal audience to come across your ads but do nothing about them. Your client-focused ads must draw and hold attention. Most importantly, it must motivate people to take action.
Therefore, your ads must include the following elements:
- Addressing pain points. As mentioned above, you must highlight the pain points your specific audience will likely struggle with. For example, if your audience is likely to have custody issues, your ads must demonstrate how your law firm can protect parental rights.
- Listing benefits. Showing potential clients how you can solve their problems is not enough. You must also show the benefits of choosing your law firm over another.
- For instance, you can include figures in your ads such as ‘we have won over 20,000 malpractice cases’ or ‘our law firm has grown its client base by 50% in two years.’ Your potential clients want to know what they will gain by choosing your firm to represent them.
- Using calls to action (CTAs). You also want to use calls to action that create urgency. You want to guide your audience into scheduling a consultation online or calling and booking a meeting.
Use Images That Connect With Potential Clients
Visuals usually speak louder than words when it comes to advertising. You can have the perfect copy and CTA, but if your visuals are lacking, your ads will not be as impactful.
For law firms, it is crucial to use images that resonate with potential clients. For instance, if your firm specializes in family law, you want to use images that promote family unity.
It is also important to diversify your ad content. Do not always use static posts for your social media platforms and website. Switch things up by creating videos, carousels, and even podcasts where possible.
Whatever you do, ensure your brand colors and logo are always there. This will help improve brand recall among existing and potential clients.
Use Ads to Tell Stories
Use ads to tell stories if you want a foolproof strategy to connect with potential clients. Most law firms in 2024 have taken to using client reviews or testimonials in their ad campaigns.
For instance, you can use video clips of two to three clients telling their stories in under 30 seconds. These can be success stories of settlements won or child custody awarded.
These videos should include a short but effective CTA, such as ‘We secured $200,000 for Jane after her car accident. We can secure your settlement, too.’
Keep in mind that these are just examples and starting points. When creating the perfect visual and script, you should be working with an agency.
Make the Most of PPC Ads
Some advertising strategies are more technical than others. Once you have perfected your storytelling, images, and CTAs, you start on the technical side of advertising.
This includes using a PPC (pay-per-click) strategy. With PPC, you pay a specific amount when someone clicks on your ad. This is an amount payable to make your ads as visible as possible.
PPC ads are usually at the top of Google or social media search results. Their strategic placement means you get immediate visibility for your law firm. It also means using specific keywords to target a specific audience.
If you choose PPC ads, you must have impeccable ad copy that includes relevant keywords and a call to action. You must also ensure that all those who click on your ads are directed to the correct landing pages.
Try Social Media Advertising
Most people in 2024 have a social media profile. This includes your target audience. You must create social media-friendly advertising to reach your ideal clients on the platforms they use.
This means using targeted ads that specific users will see. These users can be filtered based on demographics, social media usage, and interests.
You can also use reviews on social media to build trust. Trust is huge when it comes to attracting more clients. When you have hundreds of positive reviews, trust will come naturally. At the same time, you must engage with your online following so people can get to know your law firm and learn more about your services.
Advertising is About More Than Promoting a Name
When you advertise your law firm, you want to promote more than just your name. You want to connect clients to the services they need the most. You must show them that your law firm is the right choice for solving legal problems.
