Effective advertising for your family law firm can drive traffic and eyeballs.
Ineffective advertising will just burn a hole in your pocket – quickly.
Instead of just listing a number of different avenues where you can advertise your family law firm, I’m going to talk about how to use those avenues effectively.
This is the difference between a true family law advertising campaign and just throwing money at a wall, hoping something sticks.
Likely, some of these will work better for your practice than others.
Some might even sound a little kooky.
However, any of them can work, so long as they’re done well – and that’s the important part. You can only get out of these advertising ideas what you put into them.
Let’s get started.
The #1 Family Law Advertising Option – Powerful Paid Directory Listings
A recent study of 112,000 personal injury law firm search results found that directories like FindLaw, Super Lawyers, and Justia maintained a distinct advantage over other websites.
What does that mean?
In most markets, pages from those directories ranked higher than many individual law firm websites – sometimes, even those paying for family law SEO.
Does that mean that SEO is worthless? Of course not.
It’s still an integral part of your family law digital marketing strategy.
But it does mean that these directories get tons of targeted traffic from Google. And since Google clearly likes them, the backlinks they provide are very powerful.
Keep in mind: your profile will only be as good as the work you put into it. Most of these directories allow you to put many different details about your practice and your individual practitioners. If you’re going to pay for these platforms, you should put some time into creating the best listing you possibly can.
Here are some of the best paid options:
Of course, there are tons of free options as well:
6 Digital Advertising Options
Part of a robust family law digital marketing strategy includes advertising on platforms your potential clients frequent – namely, Google, Facebook, Instagram, or Youtube.
Of course, you’d better have a killer website design for your family law firm for any of these platforms to work, as that’s where the traffic you’re paying for will end up.
I won’t sugar-coat it: advertising on these platforms is a dog-eat-dog world.
If you don’t get your targeting crystal-clear, you could end up with thousands in wasted ad spend – with little to nothing to show for the money you’ve spent.
1. Google Ads
While not for the faint of heart, Google Ads can be a great digital advertising option for your family law firm to get traffic to your website quickly.
With Google Ads, you bid on keywords. When someone searches for that keyword, your ad shows up. You’re only charged when someone clicks on your ad, leading them to your website.
There are plenty of pitfalls to watch out for, but Google Ads can be profitable when done correctly – earning you leads at a cost lower than the revenue they bring in.
Here are 5 tips to get you started.
1. Create Relevant Landing Pages
The landing page is where visitors “land” on your website after clicking on your ad.
In order to get better conversions (ie. phone calls, form submissions, or something else) from the traffic you’re paying for, your landing pages must be hyper-targeted.
For this reason, it’s generally a bad idea to send visitors to your home page.
For instance, you might bid on a keyword like “Divorce lawyer in Chicago.”
Your landing page content should be focused completely on that keyword, including a relevant call to action to convert your traffic into leads.
If you bid on a keyword like “Child custody lawyer in Chicago,” you would need a separate page to be as relevant to that keyword as possible.
Depending on how many keywords you target, you might need a dozen or more landing pages.
2. Use the Right Match-Types
Keywords come in different match-types, and using the correct ones will mean the difference between success and failure in your campaign.
In general, if you’re not proficient at using Google Ads, it’s best to stick with the exact match case for the majority of your keywords. This tells Google to only show your ad when someone searches for the exact keyword you’re bidding on, without any modifiers.
An example looks like this: [divorce lawyer in chicago]
While this isn’t the optimal strategy for your keyword targeting, it will save you a great deal of money on wastage if you’re just dipping your toes into Google Ads.
3. Use Negative Keywords Liberally
Negative keywords tell Google not to serve your ad when they are searched in combination with any other search term. To make things easy, you can ad these at the campaign level.
For instance, as a family law attorney, you likely serve clients in a specific radius. If you’re located in Chicago, you wouldn’t want your ad showing up to someone searching in Sacramento.
You can include terms like “free”, “cheap”, “guide”, or “blog” to filter out low-quality requests.
If you’re using exact match case as described above, this step is a little less necessary, but it’s still a good idea to include negative keywords as a form of best practice.
4. Utilize Extensions
Extensions allow Google to automatically add valuable information to potential visitors.
Some of the extensions you may want to include are:
- Call extension: allows you to list your company’s phone number.
- Location extension: allows you to connect to your Google Business Profile, showing your address.
- Sitelinks extension: allows you to show other valuable pages on your website.
By including these, you can give much more relevant information to your ads.
5. Track Everything
Google Ads is a numbers game. Can you make more money than the money you spend?
The only way to find out is by tracking everything.
You need to be able to determine which keywords are winners, which ads convert, which landing page gets the most sign-ups or phone calls, and more.
Conversely, you need to be able to determine which of those lose money.
The only way is with effective tracking.
2. Facebook Ads
With more than 220 million Facebook users in the United States alone, it is one of the largest social media platforms today.
A survey from the American Bar Association shows that more than 63% of law firms use Facebook for online advertising.
Your law firm should consider a few types of posts for running advertisements on Facebook:
- Informative articles relevant to your area of law
- Testimonials and feedback from your clients
- Blog posts from your law firm
- Relevant firm events or news
- Answers to frequently asked questions
- Inspirational or motivational content
- Legal memes or humor
The key to any creative Facebook marketing strategy is to have the right balance of these types of posts. A law firm that consistently shares informative articles may display substance, though a lack of user-friendly content or event postings won’t do much to showcase their human side.
3. YouTube Ads
73% of U.S adults use YouTube, and with two billion users and growing, it can almost be overwhelming to think of the reach this platform has.
There are several reasons why you might consider running ads for your firm on YouTube, the most popular of which are increased brand awareness and leads.
With YouTube, you can choose between numerous campaign formats, set specific daily budgets, set location targeting, and dig into advanced options to ensure you’re getting the maximum reach at a minimum price.
Podia has a wonderful guide on the various types of YouTube ads and the pros and cons of each.
4. Remarketing Ads
Remarketing can help put your ad in front of a visitor that has already expressed interest in your law firm’s services.
Just because a potential client leaves your website doesn’t mean they are a lost cause. Remarketing can be used to bring these visitors back and convert them into new clients.
For example, let’s say you decide to serve ads on Google and Facebook to people who visit your law firm website.
Those people visit your website to find out more information, but leave before getting in touch with you or purchasing your services. A few days later, they open their web browser and notice an ad for your law firm’s site. If they haven’t already made a decision on another firm, they’ll have an easy opportunity to revisit your site, providing you a greater chance of conversion.
This is the way remarketing works.
As an popular online advertising method for law firms, it can be an incredibly efficient and cost-effective way to attract new clients. You are simply targeting people who have already shown interest in your firm’s services, putting them back in the funnel and on the way to conversion.
5. Sponsored Content
While there are many types of sponsored content, one of the most effective types for law firms is guest posting.
A guess post is an article or blog created by your firm to be published on another website. While not every site will accept guest posts, those that do can help maximize credibility for your website, establishing you as an authority in your field.
Guest posting can optimize your digital marketing efforts in a few key ways:
- Get your content in front of more viewers
- Increase the number of backlinks and referring domains to your site
- Build your domain authority
Search engines see your guest posts on other websites as affirmations that you are a credible source or authority for a particular subject matter. When selecting websites to pitch guest posts to, consider the relevance of the site.
For example, if you are a divorce lawyer, consider searching for non-competitor websites that offer general legal advice or news to showcase your specific expertise.
9 Offline Advertising Ideas
While your firm’s online advertising and SEO strategies are important, offline advertising can be just as effective.
The legal industry is competitive. Having a multi-faceted offline marketing strategy that complements your online marketing campaigns can help ensure success.
Offline advertising is any form of marketing or promotional practice that takes advantage of traditional media, including television, billboards, radio, print, and in-person events.
A multi-channel campaign can drive a greater return on investment by providing better exposure. You can take a single campaign initiative and drive it across multiple channels, squeezing more opportunity out of your current promotional material.
There are several unique types of offline advertising ideas you can consider for your firm.
Though all of these methods can act as direct response marketing, it’s not the primary goal. Instead, think of these as tools to optimize brand awareness, PR, and lead generation.
Let’s take a look at a few.
1. Billboards
Most people associate billboard advertising with large law firms.
However, you can also benefit from billboard advertising if you run a small firm or a firm with unique expertise.
Many family law firms don’t consider billboard ads, as they can feel out of reach financially. The truth is, this is typically only the case for billboard ads on popular city streets and major highways.
Indeed does an excellent job at breaking down costs for billboard advertising.
If you choose the right location and negotiate with the advertising company, landing a nicely-placed billboard ad doesn’t have to tank your marketing budget.
Here are a few memorable, effective, and eye-catching law billboard advertising ideas to spark some inspiration.
2. Direct Mail
Direct Mail can help you reach your clients in their homes or offices.
It is an excellent advertising for family law firms to reach audiences that can be challenging to connect with online.
It is also one of the best methods for targeting potential customers that fit a particular demographic profile.
When developing a direct mail marketing strategy, personalize your mailers so those receiving them are more likely open and read. Give your mailer physical attributes to help it stand out.
It isn’t difficult for curiosity to get the best of someone if they feel something inside an envelope. Get creative!
Your direct mail should be more than a simple one-page letter. Why not make the most of the postage that you’re already paying for?
Include a testimonial sheet, a few bookmarks, or some other trinkets.
Beyond that, any piece of direct mail should follow the following fundamental rules:
- Give your mailer a solid headline
- Personalize the content inside
- Let the body of the message speak to the benefits of working with your firm
- Use interesting captions and photos
- Provide a call-to-action
- Use a lead magnet
- Consider a tracking phone number to see how well your direct mail is performing
3. Sponsor Scholarships
Sponsoring scholarships can be an effective marketing strategy for your family law firm while also showing commitment to your community and its education system.
When you factor in the soaring cost of Google ads, it’s easy to see that sponsoring scholarships can be an incredibly cost-effective way to market your firm.
A decade ago, the typical strategy for a marketing agency was to set up a $1,000 scholarship for a firm and blast it to colleges across the nation.
The result? – Hundreds of EDU backlinks.
Nowadays, search engines are more focused on context. If your firm is listed on a page with 100 other firms, it won’t do you much good.
This is why you need to think locally.
A local scholarship can be extremely effective for highlighting the values of your firm and formulating a stronger narrative about your care for the community.
In turn, information regarding a new scholarship can spread organically through several mediums, including:
- Bulletin boards at local churches, colleges, rec centers
- Word-of-mouth guidance counselor recommendations
- Local print
4. Sponsor Local Sporting Teams
Sporting team sponsorships are beloved traditions that can make your family law firm a local household name, all while working in the favor of neighborhood progress.
Rather than risking fees to optimize ads for consumers who may not even be interested in your services, these types of sponsorships provide opportunities to advertise to the crowds that have already gathered.
Furthermore, journalists appreciate feel-good stories.
A firm invested in local sporting teams is positive PR.
Sporting sponsorships can come in many forms:
- Announcements during the game
- Custom sports apparel
- Signage
As a bonus, if the team you sponsor is connected to regional championships or larger leagues, there is an opportunity for more substantial exposure.
5. Sponsor Local Events
If your family law firm has the budget, sponsoring a local event can be a great lead generation strategy.
Local news outlets will advertise the event both online and offline. Within this advertising, you may be able to secure a link on the event’s website or a mention in the local newspaper.
Consider looking for local events in your area and then analyze the kind of coverage they are receiving.
If last year’s event received praise through online or offline advertising, it’ll likely have the same level of promotion this year. In turn, your sponsorship will be seen by any event goers.
There are several ways to sponsor a local event, though we recommend attending the event or purchasing a booth if possible to show involvement.
Local events can present excellent networking opportunities. By simply passing out flyers or business cards, you can drive new potential clients to your website and connect with other local businesses.
Some events you might consider sponsoring include:
- 5k runs
- Walk-a-thons
- Toy drives
- Book fairs
- Food festivals
- Talent shows
- Block parties
- Heritage celebrations
- Charity concerts
6. Sponsor a Podcast
Podcasts have become an increasingly trusted medium for news and information.
As a result, advertising through a trusted medium can help you develop trust with your target audience.
Firms that traditionally relied on radio advertisements are beginning to invest in podcast sponsorships due to their undeniable growth over the past decade.
According to Podcast Insights, there are more than two million active podcasts today.
Podcasts can also offer the perfect opportunity to establish your firm as an authoritative voice in your field. You may even consider a guest appearance on a popular podcast to provide answers to common legal questions.
While you can certainly create digital audio ads for a podcast or produce your own entirely, sponsoring a podcast offers the marketing benefits without having to create anything.
Typically, a podcast host will announce their sponsors at some point during the show using an agreed-upon plug.
There are two main reasons why this can be effective.
For starters, listeners have rapport with the podcast host. Though the sponsorship announcement might interrupt the podcast’s flow, the fact that they are the ones announcing it can mitigate the feeling of a traditional advertisement.
Secondly, when you sponsor a podcast, you directly support the creator and the community, building trust with the listening audience.
Navigating the realm of podcast sponsorship can be overwhelming.There are a few key things to keep in mind as you begin testing the sponsorship waters:
- Search for podcasts that align with your firm’s values: Listeners tune into podcasts to get informed about specific topics. If your sponsorship aligns with those topics, listeners might be more interested in the services you offer.
- Consider frequency over reach: Investing in a single sponsorship for a major podcast is far more risky than investing in multiple sponsorships for smaller podcasts.
- Work with legitimate podcast networks: A quality podcast network may have a wider variety of podcasts and more legitimate view numbers, taking your ads further.
7. Distribute Business Cards
One of the most effective ways to get your firm’s name out there is by investing in well-made business cards. Set your firm apart with a unique design that reflects your values.
Think of your business card as an extension of your firm’s brand.
Be consistent. Use the same logo, colors, and fonts used on your website or other marketing materials.
It may be tempting to use an online business card generator to save money. However, to create cards that reflect the unique attributes of your business, you’re better off opting for local print shops or designers that can customize the colors, layouts, textures, and more.
Ensure every employee has their own business cards, as you never know when a prospective client might appear.
Forbes has an excellent guide on how to make your business card stand out.
8. Radio Advertising
Though digital marketing is sweeping the globe, radio advertising is still kicking hard.
While it may be a prohibitive cost for smaller firms, radio advertising can be exceptional for targeting niche or local audiences that regularly tune into the medium.
Instead, you want to use radio advertising to get clients to think of your law firm first when they require legal assistance. You want to use radio advertising to build brand awareness.
Clarity and consistency are key.
Make sure listeners know who you are and how they can learn more.
Tell them why you are an expert in your specialized practice and direct them to your website for more information.
Timing is one of the most crucial factors in radio advertising. Slotting an advertisement in the best time block can mean more ears.
In radio land, there are five major time blocks:
- Morning commute (6 AM to 10 AM)
- Mid-day (10 AM to 3 PM)
- Afternoon commute (3 PM to 7 PM)
- Evening (7 PM to 12 AM)
- Overnights (12 AM to 6 AM)
As you can probably guess, morning and afternoon commute slots are the most popular, and also tend to be the most expensive.
However, these popular times may not necessarily be the best times for your advertisement.
Consider when your ideal client will be listening to the radio.
The answer may not be during their commute.
9. Newspaper Ads
Firms with younger target audiences often shy away from print advertising.
We’re not going to lie — it can feel a bit outdated.
However, a large portion of consumers still obtain most of their information without an Internet connection.
In fact, around 16% of American consumers say they still get their news from physical newspapers.
Most of these consumers are part of the elderly demographic, so if your firm deals in estate law or elder law, you may want to consider newspaper ads as a crucial part of your offline advertising strategy.
Revamp Your Advertising Strategies
The best firms understand the importance of comprehensive advertising strategies.
With these online and offline advertising strategies in mind, there is no limit to your firm’s ability to get your message to the largest audience possible.
Start implementing these strategies today.
