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Former Saturday Night Live writer and acclaimed stand-up comedian John Mulaney does an awesome bit about solving murders before DNA technology was invented. He jokes that a detective’s assistant could literally find a pool of the killer’s blood in the hallway, only to be told to clean it up while the detective further explores his vague hunch.
The idea of law marketing back in the day is equally funny. You basically had to trust in the power of hearsay to spread the word about your law practice around the town. In fact, without a website or a social media presence for validation, anybody could claim to be a lawyer if they looked the part. Fake lawyers must have been a huge problem when smoke signals were the most effective way to communicate over distance.
Nowadays, of course, it’s a whole different ballgame. Sure, you were smart enough to make your way through law school and the bar exam. But now, you find yourself in need of help when it comes to marketing your practice. That’s where we come in and drop some knowledge.
Let’s start by addressing some of the challenges for lawyers using paid search. Most pressing is how expensive it is. It’s not uncommon for the average law firm’s monthly PPC spend to fall between $50,000 and $100,000. On top of that, the competition is huge, and it’s difficult to target ads towards consumers with cases that offer a big enough return. So, without a strong grasp of online advertising, your practice can end up spending tens of thousands every month on clicks that offer little to no ROI. Yikes.
A good first move is to search those keywords and see what your competition is doing. Then, be better. Craft some stellar CTAs to get your prospects moving. Build out ad extensions to give them as much information as possible. Tell them one or two things about your practice that makes it better than the one next door.
It is critical to match your ad to the searcher’s level of intent. If they search something with low intent (“what do personal injury lawyers do?”), you’re far more likely to attract a click to an FAQ page or a blog post. Alternatively, if the searcher shows high intent (“personal injury lawyer near me”), it’s wise to advertise a fast solution: Get Injury Compensation Today. Understanding where a prospect falls on the intent scale and tailoring your search ads accordingly is critical.
Better yet, when crafting your search ads for high intent keywords, skip the landing page altogether and tell the prospect to call right away. You can do this by replacing your headline with your phone number, or simply by using a call extension. In either case, track your phone calls. This allows you to adjust your strategies and to observe when prospects call most frequently – information you can use to tailor your bids to certain times of day.
In the situations when landing pages are preferable, use video content to build personality and gain trust. You can go a couple different ways with video. If you make a quick video of yourself explaining who you are and how you can help, that will make prospects more trusting of you. Alternatively, you can use video to share customer testimonials. These will show prospects that you have done a stellar job with clients just like them. Plus, video content boost traffic from SERPs, partially because they make your landing pages better in terms of Google’s Quality Score.
Finally, make use of the Google Display Network (GDN) to supplement other ads and build your brand. Display ads are vastly underused in the law industry, and the CPCs are extraordinarily low. Display is a cheap way to make your brand stronger and more recognizable among the competition.
For more marketing advice, check out the WordStream blog.