Law Firm Marketing BLOG

One important thing to look for in a lawyer internet marketing company is that the company realizes that what works in one region of the US does not necessarily work in all of them. 

For example, in some parts of the US, Yahoo is used more than Google (hard to believe, I know).  Some US searchers in one part of the country use the word “lawyer” more than “attorney”.  Some terms, such as DUI or DWI, vary state to state.  Now, while your marketing company may not have clients everywhere (which is good for you since the company doesn’t focus on your competitors), the company has to have the ability to adjust your campaign to allow for these differences.

Whether you are doing PPC campaigns, optimization, or print campaigns, your marketing needs to flexibility to adjust with the consumer needs and searches.

You are a busy individual and you don’t have the time to analyze every marketing strategy available to you.  So, let’s get right to it.  Why should you use pay-per-click (PPC) as part of your lawyer marketing strategy?

1. It is targeted.  We choose keywords very carefully based on your geographic location and practice areas.
2. It is cost effective.  You only pay when someone clicks through and goes to your ads for more information.  There is no flat fee (like with Yellow Pages); you only pay when someone clicks through and goes to your website for more information.  Plus, the more specific your keywords are, the more likely it is that you have less competition for it.
3. Placement is guaranteed.  Since placement is a bidding process and you pay only 1 cent more than the person below you, we can guarantee your placement by bidding higher than the person below.
4. You pre-screen many of your leads.  Because the keywords are so targeted and so specific, your leads had to type in exactly what they are looking for.

One of the many law firm marketing services that we provide to our clients is management of a pay-per-click (or sponsored ad) campaign.  Basically, if you go to Google (or any major search engine) and type in any term, you will see sponsored listings.  On Google, these are the peach-y boxes at the top and the boxes on the right hand side of the page.

While I could spend a lot of time giving away trade secrets on how to pick the “right” and “best” keywords, one thing that people who manage their own accounts often forget is the plurals.  If you use Google AdWords, you have to list every keyword you can think of and then go back and add all of the plurals.  This can be a very time consuming process.  For example, “product liability lawyer” also needs to be made into “product liability lawyers”, “products liability lawyer”, “products liability lawyers”, “product liabilities lawyer”, “product liabilities lawyers”, “products liabilities lawyer”, and “products liabilities lawyers”.  You can quickly see how you can get bogged down in this.  The reason that it is so important to have all of the variations is so that you can really track what people are typing in and adjust your campaigns accordingly.

Don’t just put in the most obvious keywords, put in some that the layperson may think to use (for example, most average people don’t throw around the term mass torts).  Then go ahead add spend the time to add a few plurals.  Once you get into your groove, you can add or take away more keywords.  But don’t let your law firm internet marketing campaign miss out on big opportunities by forgetting the plurals.