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

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!