This article was submitted by Brent Baltzer from Baltzer Marketing. Since 2014, the PPC experts at Baltzer Marketing have been helping law firms dominate Google Ads, bring in highly qualified leads, sign new cases, and exceed their revenue goals.
Pay-per-click advertising (PPC) is a fantastic way to quickly start driving leads for your law firm. But PPC doesn’t exist in a bubble. It’s important to understand the various factors that complement and contribute to the success of your PPC campaigns.
In this article, I will discuss four key areas to focus on to maximize the effectiveness of your online advertising: answering phones in a friendly and professional manner, generating online reviews, a strong and engaging website, and targeting a specific mindset. By focusing on these areas, you can increase the chances of attracting qualified leads and converting them into paying clients.
Friendly and Professional Phone Intake
Leads from PPC are typically “cold,” as opposed to referral leads. They don’t yet know you, so it’s critical that they walk away from their first interaction feeling positive. 95% of decisions are driven by unconscious urges, the biggest of which is emotion. A friendly and knowledgeable individual answering the phone can help establish trust and increase the chances of converting a lead into a client.
On the other hand, if a potential client leaves their initial phone call feeling confused or frustrated, it’s more likely it will result in a no-show for their initial consultation. It’s crucial to ensure that the people answering your phones are trained to handle calls professionally and with a friendly attitude.
Action item: Regularly listen to phone calls and provide both positive and negative feedback.
Ask for Reviews
Some studies have shown that up to 95% of people view online reviews before shopping. This is especially true with PPC. As stated before, PPC leads are different than referral leads. A referral lead already has trust. Online reviews act as a “referral,” conferring trust in your brand. A good portfolio of reviews makes it more likely that a viewer of your ad will contact you over your competitors.
Action item: Set up a system to automatically send out messages requesting reviews from your clients.
Have a Strong & Engaging Website
Having a well-designed and engaging website is crucial for a law firm to continue building trust and confidence with potential clients after they have made initial contact through PPC. After setting up their initial consultation, potential clients are likely to do further research to determine if your firm is the right fit for their needs.
A website that effectively showcases the firm’s services and expertise, as well as provides valuable information and resources, can help establish the firm as a thought leader in its field and continue to build trust. A strong and engaging website can play a critical role in helping a law firm establish trust and build confidence with PPC leads, increasing your likelihood of success.
Action item: Ensure that your website is designed correctly. Consult with someone who understands best practices for law firms.
Target a Mindset
Crafting a message that resonates with your target audience is crucial for successful online advertising, particularly with Pay-Per-Click advertising. One way of crafting a message that stands out is to target a specific mindset. By targeting a specific type of mindset, you can tailor your messaging to better meet the needs and motivations of your target audience.
For example, if your target audience is seeking relief from stress, your messaging and PPC ads could emphasize the benefits of resolving legal issues and the peace of mind that comes with it. On the other hand, if your target audience is seeking an aggressive approach to resolving legal disputes, your messaging and PPC ads could highlight your firm’s assertiveness and determination in legal matters.
By understanding the specific mindset of your target audience, you can craft PPC ads and landing pages that stand out and resonate with potential clients. This can increase the likelihood that your ads will capture their attention, drive traffic to your website, and ultimately convert leads into paying clients.
Action Item: Get specific about the mindset of your target audience.
Conclusion
Pay-Per-Click advertising is a valuable tool for driving leads to your law firm. However, it’s important to understand the various complementary factors that contribute to the success of your campaigns. By focusing on having a friendly and professional phone intake, soliciting online reviews, having a strong and engaging website, and targeting a specific mindset, you can increase the chances of attracting qualified leads and converting them into paying clients.
By implementing these tips, you can maximize the return on investment from your PPC advertising efforts.
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