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.

Would You Like More Advice Like This?

Click the book below to discover more about advertising:

Ready To Take Action And See Results Now?

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Law Firm Marketing

Case Study

A straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

I first stumbled across Nick when searching on Amazon for help growing a firm in the legal sector.

Straight away I was struck by his no-nonsense approach, so after checking out a preview of his book, I bought it on Kindle and started devouring it straight away.

What was immediately apparent was that Nick really does know what he’s talking about, which was hugely refreshing in an industry with plenty of bluffers and chancers.

I found the fact that Nick has actually been there and done it in the legal world very compelling indeed, and after finishing the book, I knew there was plenty he still had to teach me.

I booked a free call, which contained plenty of value, but what became clear is that if I was really going to get Nick’s personalised help to grow my firm, I needed to do it properly, so after speaking to a couple of Nick’s clients to reassure myself I was making the right decision, I took the plunge, and booked the Steady Stream of New Clients meeting.

And I’m so glad I did.

From the moment my wife Rachael and I arrived, Nick put us at complete ease and we quickly built up a strong rapport, and thanks to the pre-meeting preparation put in by all parties, we were able to wring a huge amount of value out of it, because most of the fact-finding had already been completed before the meeting began.

Consequently, the meeting was chockfull of useful, actionable information, and most importantly, that information was grounded on what actually works in the real world – no theory in sight.

When we left Bristol, we were hugely energised and excited; but more than that, we also had clarity, and three days later, things were even clearer, thanks to the report Nick prepared for us detailing exactly what marketing we needed to be doing AND how to make sure that that marketing was actually implemented.

Having used a consultant in the past, my biggest fear was that there’d be a lot of talking around the issues, and a whole lot more questions than answers, but that simply isn’t how Nick works.

Instead, he calls a spade a spade, and fuses that straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

If you’re considering booking one of Nick’s Steady Stream of New Clients meetings, I would say, unhesitatingly, that you need to go for it”

Bill Ward, Ward Trademarks