Advertising A Solicitors Practice

How To Make Your Legal Advertising More Effective

1. What is your intention with your advertising?

This should be a simple response: – to win new clients. Most firms do not have the substantial budgets required to produce “brand advertising” like Coca Cola or Nike. The one response you want is to recruit new clients. If your advertising is not achieving this, change the advertisement, and if that does not work, stop doing it. It really is that simple.

2. Who is your target audience?

Remember who you are writing your advertisement for at all times. I know that approximately 90% of all solicitors’ advertisements start with the name of the practice. Do your prospective clients care about your name? The simple answer is no.

If you are advertising conveyancing services, they want to know that you will be there when the exchange breaks down. If you are offering wills, they want to know if you will visit them at home and why they should pay a premium for you over a will writing agency. If you are advertising personal injury services you need to educate the public to use you instead of claims companies. Think carefully about what matters to your audience. If you currently have your practice name at the top of your advertisement, change it now!

3. Benefits NOT Features

Talk in terms of benefits to the client of using your law firm rather than the features of your firm. You can change a feature into a benefit by using the terms “which means that” in the middle of the sentence.

Eg. We were established in 1910, which means that our experience can ensure you have a trouble and stress free house purchase.

4. Monitoring Response Rates

Many solicitors I visit have no idea how much business each advertisement generates. If you are spending a significant amount of money advertising you must know if it is money well spent. I know solicitors are not always quick to ask where the new business has come from, but you can make it easier for them. One method is to place a false name in the advertisement so that when the caller speaks to reception and asks for that name you immediately know it is in response to the advertisement. Obviously you need to forewarn the receptionist.

5. Design and Copywriting

If you are spending approximately £100 per week in a local paper and do so every week, make sure you have the ad professionally designed and copywritten. Saving money by allowing the newspaper to finish your advertisement is a false saving.

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Law Firm Marketing

Case Study

One Partner Law Firm Changes Direction

We’ve been working with Nick about 10 years and throughout this time I have always valued his expertise.

When we first made contact with Nick we had been recommended to get in touch with him by another solicitor to “give us a hand with marketing”.

At that time we were focusing on personal injury work, but we had already decided to enter the medical negligence market.

Obviously breaking into a new market takes time and we still needed the income that came from the personal injury work to finance this going forward.

Nick put together a high conversion website which meant we had all the personal injury work that we needed allowing us to build the medical negligence side of things up gradually.

Now we specialise exclusively in medical negligence. Nick has been part of that growth in terms of strategy and the use of Google Adwords to generate good quality leads.

As part of that, he helped us with the entire website build, making it very marketing focused and it has worked extremely well.

As a result our firm has gone from strength to strength, more than doubling fee earing staff and turnover.

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