Effective Law Firm PPC (Part 1): 7 Ways To Lose Prospective Clients

Interested in learning more about tracking your law firm marketing efforts to find your ROI? Download our free guide on trackable law firm marketing now.

This is the first post in a series on law firm pay-per-click advertising (See Part 2 Here). We’ve been working with our clients and speaking with lawyers who want to learn more about effective Internet advertising. In this series, we’ll go over how firms end up wasting their online advertising budget and what you can do to make an effective PPC campaign that brings in new business to your firm.

First up in the series – what you’re doing wrong with your PPC campaign.

7 Mistakes With Law Firm PPC Landing Pages (and how to fix them)

Many law firms spend thousands of dollars each month in online marketing, aiming to bring in new business via Internet traffic. Whether it’s people on Facebook who have expressed interest in finding a real estate lawyer to help them buy their new house, or people searching Google for “How do I draft a will?” lawyers have significant opportunities online to connect with people in need of attorneys.

But, if you’re advertising with Google, Bing, Yahoo, Facebook, you may be losing out on potential clients. How is this? Your landing pages aren’t inspiring your visitors to reach out to you.

Related: 5 Internet Marketing Tips to Increase Traffic

The ultimate goal of your law firm landing pages should be to get the visitor to reach out to your firm, either via a contact form submission or calling your phone number.

Sending people to your homepage when people are looking for specific information is like handing someone a dictionary when they ask “how do you spell probate?”

Law Firm PPC and Landing Page Optimization

JurisPage helps law firms run the best possible Pay-Per-Click campaigns. We manage law firm advertising campaigns and create effective landing pages while continually performing A/B tests to ensure that our clients’ landing pages are bringing in the most new clients possible. If you are interested in learning more about how we help law firms bring in more new clients each month, you can learn more.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

6 comments on “Effective Law Firm PPC (Part 1): 7 Ways To Lose Prospective Clients”

  • I would like more information. I an am older lawyer and want to cut back on areas I have no real interest in. I prefer to concentrate on my area of expertise, which is estate planning. How do I get in touch?

  • Hi Andrew, I am a lwyer,banker and marketer from Switzerland. Online marketing is fairly new to most of the conservative lawyers. However I have specialized in this aera. I have been asked by a commercial law firm to help with their online marketing. They have asked me to show how landingpaged work in the B2B sector, as they are only working with commercial clients. I couldn’t find good examples. Have you ever created a landingpage for B2B lawyers and would you mind sharing these with me? Best regards and thank you Petra

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