Why Solicitors Should Not Fear Their Competition, Especially With Google Ads.

I know that a lot of solicitors become slightly terrified by their competition. I know this because they tell me. They look at their website and think that the firm must be doing so much better than them, or see them advertising and believe that everything must be going swimmingly for them.

99% of the time they couldn’t be further from the truth!

My story of my competitors might make you feel less worried about your competition.

As you know I offer downloadable guides from my website for solicitors on a large variety of law firm marketing topics.

I do this for two reasons:

1. It allows a solicitor to read my materials before speaking with me to see if I know what I am talking about; and
2. It proves my expertise in the legal marketing arena.

The second part is important. I couldn’t write all that I do about legal marketing and offer a number of legal guides if I didn’t live and breathe law firm marketing, which I do and have done for nearly 30 years now.

The funny thing is that a lot of my free guides are downloaded by my ‘so called competition’.

When it comes to Google ads I constantly have generalist digital marketing companies downloading my Google Ads Whitepaper and all of my other marketing resources.

They download my guides usually because they have landed a law firm client and they now need to know how to do marketing for law firms. I know this because I have asked a number of them and they are happy to tell me, which I have to say I find utterly bizarre.

The point is that whilst they might know the very basics of running a Google Ads campaign, they have absolutely no knowledge of the nuances and intricacies of doing it for law firms, so they look to me to show them.

Most of the success my clients receives comes from my working with them on their website and on their conversion processes and procedures. This is where I can dramatically improve the return on investment for a client and have done so time and time again.

A general digital marketing agency cannot acquire this knowledge from reading my guide. It has taken me 30 years and I am still learning.

So I don’t fear my competition. I do, however, feel frustrated and saddened that another law firm has fallen for a glossy pitch and is going to pay over the odds for a below par service. But I don’t fear the competition.

You shouldn’t fear your competitors either.

If you are good at what you do and have true faith in your skills to deliver a quality legal service, you have nothing to fear from your competitors.

One final point.

To beat your competition you only have to do slightly more than they are doing. As many law firms do very little, you are probably already beating them. I bet they keep seeing your ads and cursing how well you are doing….

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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!

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