How lawyers can attract qualified leads through pay-per-click advertising
Anyone who has ever used Google (is there anyone who has been online and not used Google?) would probably be familiar with the pay-per-click (PPC) ads that appear at the top, and sides of the results page. For lawyers who are seeking a prime search spot, PPC may understandably generate a lot excitement because it would mean a prominent position for their firm in Google's search result pages.
Targeting clients through pay-per-click
For legal practitioners who are trying to attract qualified leads, having a focused approach that is targeted towards a specialised area of law, may prove to be effective when it comes to PPC. For example, if your suburban firm deals with a broad range of practice areas that include wills and estates. A PPC campaign centred on your expertise in dealing with complex international trust instruments, may be a more successful PPC strategy, rather than a generic blurb relating to wills and estates.
Revisiting our suburban law firm example: Why would a targeted PPC campaign centred on the firm's international trust expertise be effective? Take a close look at the autocomplete query suggestions when you're conducting a search yourself: What's the striking feature? You'll probably notice that users are generally searching for a specific service and may type in a more expansive search query for their matter such as: "lawyers in Dandenong who deal with complex international trust matters". As a consequence, most users will choose firms that feature on the first page of results because they are trying to attain services that match their specific query - and a PPC campaign can put your practice front and centre of Google's search results.
Besides putting your firm at the top in terms of page position, a PPC strategy also allows you the ability to adapt your message towards your desired target audience - within certain character limits.
In addition to being able to mould your message to a specific client base and occupying a prominent position on Google, perhaps the most attractive selling point of PPC is that your organic search campaign will not be affected.
There are many positives with engaging in a PPC strategy, there are many subtleties involved as well.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.