Avvo Advertising Review – Worth it for Lawyers?

Today I signed up for an Avvo premium profile.

I’ve been getting a lot of questions on whether advertising with Avvo is a worthwhile endeavor to replace or supplement a law firm’s online marketing efforts. Other lawyers have recommended it, but I had no firsthand experience with the service.

If you’re not familiar with Avvo – they are a lawyer directory, forum, marketing service, CRM, and rater of lawyers. You may see some lawyers’ websites proudly displaying Avvo-branded badges noting, “Rated 10/10 by Avvo.” Avvo also has incredible positioning in search engine results. If you search for a lawyer in a particular city and practice area, usually Avvo’s lawyer directory shows up somewhere on page 1.

So, after months of getting calls from sales reps on the team, curiosity finally got the better of me.

Their pitch was this:

  • We’re one of the highest trafficked websites when it comes to people looking for lawyers
  • We can direct some of that traffic to you for practice areas that you choose to advertise
  • For ~$100 per month with Avvo Advertising you can expect ~1,000 searches (in the practice areas I wanted to target)
  • For the ~1,000 searches you can expect 2-2.5% to reach out to you (so roughly 20-25)
  • Minimum is $100 in spend per month with a 3-month commitment
  • People love us – On average lawyers stay with us much longer beyond the 3-month commitment
  • This is a great way to supplement, not replace, your existing marketing efforts
  • We’ll also throw in Avvo Pro for free
  • We’ll also help you improve your Avvo rating

For someone who does Internet marketing for a living, the numbers seemed too good to be true.

At 20 leads per month the cost per lead would be $5. Even if only 1 client panned out per month, or even in the three months, $100 / client would be a great deal.

A few things were left uncertain, but the main question anyone should have is: How many paying clients can I expect? Avvo understandably couldn’t provide an answer (it differs widely by practice area, region, the willingness of a lawyer to take a weaker case, and the lawyer’s salesmanship to close a deal). Though, now that Avvo has its premium CRM tool (Avvo Ignite), they probably could figure that out.

At the end of the day, my Avvo marketing budget came to around $113 / month.

Oh, one more thing. During my call with the sales rep, he mentioned that it’s important to fill out my Avvo profile. After taking some of his advice, namely, adding my full education background and some more personal information, my rating went up from a 7.7 to an 8.2. Look at that – in 15 minutes I’m a better-ranked lawyer.

I have no idea if it’s going to be worth it. But I am documenting my experience here. I thought it would be helpful to give you a sense of what it’s like.

Next week – how much did Avvo make it rain for me in 7 days?

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.

One comment on “Avvo Advertising Review – Worth it for Lawyers?”

  • I am interested to see your results. I am confounded by how “AVVO” nets search for any legal term I can think of. In addition, if the page is found, the proper practice area is selected, and our attorney’s profile is selected, there are several other attorney’s on the profile page – potential with better ratings. The soft cost associated with bolstering your rating is something not factored into the monthly cost – time to file in the multi-pages of bio info, contacting other attorneys willing to (and then actually doing) provide a reference, and the process of directing clients to complete referrals.
    It may be more practical for some practice areas.
    On an aside, they are planning to roll out discounted legal service referrals too. So now someone can get bargain basement legal advice in competition to getting a referral to our office or our website.
    Just some observational concerns of mine…
    Looking forward to your findings.

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