By using these four strategies, you’ll be well-positioned to bring your campaigns to a new level – generating more qualified leads online, and increasing revenue for your firm.
By Fran Jakubowicz, Digital Lead Generation Expert
More and more family lawyers today are wrestling for the lifeblood of their firms: cost-effective, qualified leads. It’s an incredibly competitive digital playing field, however, and the Pay-Per-Click (PPC) bidding war has spun out of control. Law firms need to take advantage of all that’s available to them, including competitor data, unique ad types and hyper-focused landing pages, in order to run an efficient, tightly orchestrated campaign. Here are four strategies that will boost your law firm’s digital marketing campaigns and help outperform your competition.
Strategies for Family Lawyers to Generate Qualified Leads Online
1. “Spy” on your competition
One of the foundations of a digital marketing campaign is to discover what your competitors are implementing in order to emulate and improve your own strategies. Fortunately, through competitor research tools such as SEMRush and SimilarWeb, you can get insight into your competitors’ Google Ad campaigns. For example, you can see:
- Which keywords companies are bidding on.
- Their ad copy, including headlines and call to actions.
- The messaging on their landing pages.
Armed with this information, you’ll now be in a better position to structure your campaigns in a way that targets the same audiences as your competitors, yet expresses your law firm’s unique selling points, setting your business apart from other firms and better positioning you for success.
2. Create landing pages with messages that match your ads
A well-crafted, strategically-targeted ad is only half the battle. Once a user clicks on your ad, they need to be driven to a landing page that is relevant, informative and solves a problem they have. One of the best methods to increase conversions on landing pages is through a conversion rate optimization practice called “message match”. Message match refers to the practice of fine-tuning the landing page experience according to the context of the ad. The better the congruence between the ad and landing page (and search term, when relevant), the higher the likelihood of success.
3. Take the risk out of Google Ads
One of the highest yielding and most popular digital lead generation channels for family law firms remains Google Ads. When implemented well, Google Ads allow you to tap into an audience of users who are actively searching for your legal expertise and are ready to book a consultation with you. A poorly executed Google Ad campaign, however, is a leaky pipe that can cost you thousands in wasted ad dollars.
Let’s say you are bidding on the term “family lawyer,” but Google serves your ad up to a user who has searched for the query “pro bono family lawyers,” a term with hundreds of searches per month across Canada. If even a handful of users search for this term and then click on your ad, this could cost you hundreds of dollars.
However, if you add “pro bono” as a negative keyword, this will prevent any search with this term from triggering your ad.
Needless to say, this tactic can save you hundreds (or even thousands) of dollars in otherwise wasted ad spend and ensure that your money is spent on search queries that will bring in qualified, revenue-generating leads.
4. Optimize landing pages for phone calls
According to Brian Massey of Marketing Land, a phone call is worth between 500 to 1,000% more in revenue than a completed lead form will generate. By making simple adjustments to your landing pages to optimize them for calls, your call rates will soar. Here are a few examples of adjustments that can be made:
- Build unique mobile landing pages for click-to-call that are simple in design and load quickly.
- Prioritize phone call CTAs on landing pages.
- Use call tracking software (such as CallRail) to measure the number of phone calls generated from your campaigns.
Digital marketing is the most effective way for family law firms to generate an influx of cost-effective, qualified leads. By making these adjustments, you’ll be well-positioned to bring your campaigns to a new level, generating more leads, and increasing revenue for your firm.
Fran Jakubowicz is the CEO of SunHouse Marketing, a full-service digital marketing agency. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for their clients across multiple sectors, including law, tech, health, pharmaceutical, finance, education, non-profit, and eCommerce. www.sunhousemarketing.com
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