Law Firm Advertising Ideas – 5 Point Checklist

Looking for law firm advertising ideas? Use this 5 point checklist to write better advertisements and win more client instructions.

Every firm of solicitors advertise somewhere, yet with little or no success. Some simple changes to your current advertisements can increase the responses and income earned from your advertising.

Follow this five step plan and see an immediate improvement.

1. What is your intention with your law firm 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. This is not good advertising. If you are doing this you must change your advertisement immediately. We need people seeing a great headline and being compelled to read your advertisement and then at the end of the advertisement to take action. Write some headlines and then put yourself in your clients’ shoes. If you look at the headline and can say “so what”, you need to think again.

In the body of the advertisement, consider what is important to your clients. For example, if you are advertising conveyancing services, your prospective clients might want to know that you will be there to talk to them 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, I beg of you, change it now, please!

3. Features not benefits

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

E.g. 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 To Your Advertisements

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 that fee earners 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 or she will send your new enquirers packing, but it is a very simple and effective way of measuring the success of your marketing (and remember there is ‘no treasure without measure’).

5. Tell Them What To Do!

At the end of every advertisement make it abundantly clear what you want the reader to do. If you are offering a free legal guide, tell them where to get it or if you want the instruction tell them how to make a free enquiry. You must tell your reader what you want them to do and how to do it (phone, online or email).

Summary.

Following this simple 5 step plan will ensure that your advertisements provide you with some success.

The Only Way To Find Out When A New Blog Post Has Been Posted Is To Sign Up For Blog Alerts Using The Form Below:

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.

Legal Website Design

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.

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

Anthony McCarthy

Nick gives simple and clear advice which makes sense.

In a field full of smoke and mirror merchants he is the real deal.

His book, content and webinars are first class.

Highly recommended.

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.

Carl Atkinson

I have enjoyed working with Nick over the past couple of years and his advice has helped me manage and improve the marketing of my business.

Nick has provided many helpful and practical suggestions to improve my marketing strategy and I am happy to recommend his services.