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

Michael Birch

Less than a year ago I asked Nick to help me grow our practice by making the telephone ring.

He’s certainly done that and much more.

The improvements are incredible and Nick has guided me through the many challenges of scaling up, not least the need for a client focused approach.

This has allowed me to start the next phase; organising the practice to ensure a better lifestyle balance for all of us, whilst we continue to grow.

Vinay Tanna

As a medium sized Law Firm we have been dealing with Nick for a good few years now – his assistance and support delivered in a friendly but professional way has been invaluable; added to this, coming from a legal background he has a firm understanding of what solicitors require.

At our initial meeting with Nick he advised on various marketing strategies including simple changes to our website that would enhance traffic to the site.

We are now working on a new marketing project and know, as always, we are in safe hands.

Chris Thomas

As usual with Nick he was super informative and helpful and gave me some very good tips for me to go forward with. He exudes positivity and makes dealing with him a pleasure. Also gave me a steer in helping two other contacts I have who may be able to use his services

Tim Weir

Having implemented a raft of improvements to our website and marketing campaigns suggested in Nick’s excellent books, I decided to contact the man himself for a one-to-one discussion.

The thirty minutes spent with Nick on that video call provided me with more business improvement tools than I could’ve hoped for. Nick even took the time to give me some insights on client conversion particular to our area of practice.

Online reviews are often brimming with trite phrases and hyperbole, but I cannot find any other way of saying that my only regret is that I didn’t contact Samson Consulting sooner.

Tim Bishop

As the owner of a small to medium-sized law firm, I have found that Samson Consulting’s Marketing4Solicitors monthly newsletter has proved absolutely invaluable throughout the last three years or so. Of all the marketing advice I’ve had over the years, this has proved by far the best value – bringing us tens of thousand of pounds of extra work every year.

One of the best tricks Nick Jervis [who owns Samson Consulting] uses, is not only to identify the kind of marketing actions a small or medium-sized business can take themselves, but he also explains why it works and most importantly then takes you through, step-by-step exactly what you need to do. As someone who is passionate about growing my business, I really look forward to receiving Nick’s excellent newsletter every month.

It’s worth pointing out that initially I was sceptical about his promises – so many marketing businesses promise the earth. But within a couple of months I was absolutely convinced he was right and I have been hooked ever since.

I recommend Nick Jervis and Samson Consulting without any hesitation whatsoever.