Buying Attorney Leads Online – Dos and Don’ts
Whether your newly established law firm is looking to find its first case or you want to dominate as the top law firm in your area, choosing the right marketing solution is vital to your firm’s success. In addition to thoroughly vetting your potential marketing partners, when it comes to marketing your law firm online, consider the following:
- DO find a marketing partner with a proven track record of helping other attorneys generate leads online.
- DON’T simply choose the quickest or cheapest way to buy attorney leads.
- DO choose a partner who is dedicated to providing transparent performance data to help you evaluate your ROI.
- DON’T waste your money on shared leads. Find a marketing partner who will provide you with exclusive attorney leads you’ll never have to fight for.
- DO research every potential partner’s user reviews and obtain a reference when possible.
- DON’T try to do it all yourself!
Despite the growing number of attorney marketing agencies available, finding the right partner doesn’t have to be a daunting task if you consider these best practices when making your choice. With a little research and effort, you can avoid marketing scams and instead find a partner committed to generating high-quality, high-converting attorney leads online.
How Does Attorney Pay-Per-Call Work?
If you’ve spent any time researching online attorney marketing, you’re most likely familiar with pay-per-click advertising and SEO. While these strategies are a welcome addition to your law firm’s marketing framework, they can take a long time to produce results. Plus, these tactics often take a lot of effort to maintain and costs can easily eat up your marketing budget before you know what hit you.
In contrast, just as its name suggests, pay-per-call (sometimes referred to as “pay-per-lead”) advertising ensures you only pay for calls you receive from real people seeking your representation, allowing for a much larger return on investment than spending your entire marketing budget on expensive clicks. When you pay-per-call, versus paying per click, your money is going towards landing potential clients who already have made the decision to choose your firm rather than anyone who may click on your ads who may or may not even have the intent to hire a lawyer.
One of the best parts about only paying for actionable leads is how much time you will save marketing your law firm. Because your pay-per-call partner will do all the heavy lifting of getting your name in front of real potential clients who are searching for legal services, you are saving hours of work researching and building ad strategies, adjusting bids, and optimizing your ad performance. With pay-per-call all you have to do is answer your phone and do what you do best – serve your clients.
How Much Does Online Marketing Cost for Attorneys?
It’s no secret that buying clicks for keywords like “attorney” or “lawyer” is an expensive strategy. In fact, these keywords often exceed $100 per click! With that in mind, it’s not uncommon for a law firm to spend tens of thousands of dollars on PPC advertising every month – especially if you’re unfamiliar with running successful ad campaigns. That said, with the right bidding strategy, paid traffic is an excellent way to find new clients from a variety of sources including search engines and social media.
With pay-per-call attorney marketing, you pay significantly less for your efforts and spend far less time weeding through potentially bad clicks to find a client you can actually help. This way, you’re seeing a return on your investment much quicker than you might with other marketing strategies. Because you’re not paying for bad clicks with pay-per-call, you assume far less risk with this type of advertising strategy.
Search engine optimization (SEO) is another way to make sure your law firm is found online. SEO works by building your website’s authority on a set of keywords your target audience is likely to search and providing rich, valuable content that search engines will naturally put higher in search results. While you can do SEO in-house, because SEO takes a lot of time to manage, many attorneys find a qualified partner to manage their efforts. A qualified SEO partner will typically charge anywhere from $2,000 to over $10,000 a month depending on the workload and competitiveness of your industry.
Tips for Marketing Your Law Firm Online
When drafting your new marketing plan, we recommend these tips to get the most out of your attorney marketing efforts:
Diversify your marketing sources.
One of the best pieces of advice any law firm, new or old, can adopt when considering their marketing strategy is to diversify. Relying on one source for new client acquisition will increase the likelihood that you’ve missed an opportunity to meet your clients where they exist online. Creating a well-rounded marketing plan is the best way to ensure you have the most opportunities to build new client relationships.
Bring in new clients with valuable content.
Offering legal advice could seem counterintuitive, but when you think about the journey your clients take to find you, it often starts with researching their situation. FAQs, long form blog posts, or even case studies all help your company’s website rank organically on search engines, but most importantly, help build trust and authority with your target audience. With literal billions of searches occurring every day, you want to make sure your name is present in the conversation and the best way to do so is with keyword rich, high value content.
Make sure you are listed on various legal directories.
While direct advertising is one of the primary ways your new clients will find you, many consumers still visit directory sites, like lawyers.com, when they are searching for an attorney. These directories allow the user to input their location as well as the type of legal trouble in which they find themselves. Getting your law firm listed is sometimes free, but in many cases you will incur a nominal fee. Here are a few popular directories to get you started:
Build your brand and generate leads via social media.
Social media is one of the single most valuable tools any business owner can use to build their client base. Social media provides an avenue for companies to humanize themselves and interact directly with potential, current, and past clients. It also helps to cultivate your brand and display your core values for anyone who engages with you on social. When done correctly, social media can also be an excellent source for client acquisition, especially as more and more platforms are exploring the idea of offering their own paid ads.