Make Your Law Firm Advertisements Work

I want to talk about saving your practice £5,000 to £10,000 per annum on a wasted marketing activity – advertising. By the end of this article, if you do not feel compelled to act, your advertisements are either excellent, or you are happy throwing away your hard earned profits.

Nearly all solicitors advertise, but do you ensure that your advertising is producing the results it really should be producing?

1. How much does your advertising cost you?

An advertisement in a local paper will cost in the region of £100 to £300 on per week. I know that many firms advertise weekly and that this is often their main or only form of marketing. At an average cost of say £200 per week, this amounts to an annual spend of £10,000. This is not an insignificant sum, so you really must make sure it is money well spent.

2. The Position of your advertisement

A simple change to the position of your advertisement can have a dramatic impact on your response rate. Like my website marketing article last month, the position must be on the right hand side of the page. If it is not, move it now. There are many facts and figures to back this up, but the easiest way to prove it is to ask your paper to move your advertisement and see if your enquiries increase. They should do, if not read on for other reasons.

3. What are you trying to achieve?

If you have a huge marketing budget, you may carry on advertising and not worry about achieving results. The reality for many High Street practices, however, should be very different. If you are advertising and it is not generating business for you, change your advertisement or stop right now.

Your ad should be promoting only one service. If your only advertisement is a general advertisement simply listing all of your services, stop it now. Target only one area of law at a time, and ensure there is a strong message to encourage your audience to pick up the telephone and call you. For Wills and Probate, this might be telling them that you will be able to save them over £100,000 on Inheritance Tax, or for conveyancing that you will complete the transaction in the fastest time possible.

4. Monitor responses

This is vital. Whether you use a different telephone number or put an unusual name (Eg Ask for June Law when you call) in the advertisement you need to monitor response rates. If you are spending £5,000 to £10,000 per annum you must ensure that you are receiving value for money.

5. Which Newspapers?

Local free newspapers with property and car sections will normally provide the best results.


If you want the same results you have always achieved carry on doing as you are. If you would like to achieve better returns on your investment in advertising, download the free guide below now:

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Legal Marketing Services

Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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