If your law office is not advertising online, you are missing a significant opportunity to reach potential clients and generate leads. Internet advertising reaches a broad segment of the population and can be targeted to meet your specific demographic needs. When planning an Internet advertising campaign, it is important to create a comprehensive strategy. Know your options and consult an attorney marketing firm to reach your full potential.
Internet Attorney Advertising Rules
Before beginning any advertising campaign – online or otherwise – it is essential to know the rules that should be followed. The United States government regulates marketing and has labeled certain practices as illegal, some specific to the field of law. Additionally, there may be different bar regulations in place in your specific state. The Federal Trade Commission (FTC) also regulates the solicitation of information over the Internet. Your advertising must comply with all state and federal laws and rules.
Internet Attorney Advertising Methods
There are several different types of advertising from which to choose. Your preference will depend somewhat on your budget, but consider these two, which are the most common.
Banner advertising consists of a graphic placed on another website that users can click through to visit your website. It conveys a message using images and words that will motivate users to want to find out more about your firm. Rates are generally determined at the cost per click (CPC) or cost per thousand impressions (CPM). There are benefits to both, so you will need to determine which is more economical and produces the higher conversion to clients.
Keyword advertising is accomplished when Internet users find your website through a search engine. Paid keywords allow your website to appear in the sponsored content at the top of a search engine’s results. The success of this depends heavily on the keywords you choose and the rate you pay. Common phrases will generate more views, but fewer clicks. Unique phrases will generate fewer views, but may have a higher click-through rate when you have exactly what someone is searching for. Ultimately this method is generally more successful when a balance between the two is achieved.
Updating Your Website
Advertising is only successful when users find the information for which they were searching. When advertising by any method brings visitors to your website, it is essential for it to be up-to-date and provide a thorough profile of your law firm. Your website needs an appealing layout and design and should be easy to navigate. It should also answer a potential client’s questions and give them confidence that you will meet their needs. Click here for more information on advertising online.
Crafting a complete Internet attorney advertising campaign requires attention to detail and a thorough understanding of the best marketing practices. Enlisting the services of a marketing company ensure that no details are overlooked. A quality organization can provide a comprehensive plan that includes media negotiations, website development, and analysis of the results.
