Law firms must continually add new clients to continue growing. For your law firm to thrive and succeed, you need to stand out to prospective clients. Google Ads can be an effective tool in accomplishing helping to stand out to prospects and generate more leads. If you follow these 10 tips for Google Ads lead generation for law firms, you can convert those visiting your website into new and returning clients.
Use Good Keywords
You need to be conscientious about the keywords you’re using in your Google Ads. Using a blend of both short- and long-tail keywords is the best approach. This will cover more ground and give your firm more visibility and exposure for terms related to your practice areas.
Know Your Target Audience
Knowing your audience will help you cater your ad copy and make it more compelling to the people you want to connect with. To help identify your audience, you can do demographic research and analyze the interests and behaviors of potential clients. This is especially helpful on display campaigns in Google Ads.
Improve Your Firm’s Landing Page
Your goal is to drive people to your website so they can learn more about your services. To convert these visits to clients, you must build an optimal landing page. The National Law Review advises, “Optimized landing pages specific to your service offering are often more effective in enticing leads than a generic contact form.” You should clearly explain your services, have a call to action, and provide a way for people to contact you and learn more.
Develop Engaging Copy
Getting people to your firm’s site is one thing, but you need to keep them there by writing compelling copy. Your landing page and other pages should be interesting, relevant, informative, and persuasive.
Test Your Ads
Once you have created Google Ads for your firm, test them and optimize them for your audience. Test for cost per click and conversion rate, among other important metrics.
Monitor Your Performance
You’ll need to keep a close eye on how your campaign performs. Fortunately, Google has some useful analytics and tools to track website traffic, conversion rates, and other valuable information. On this subject, Legal Soft adds that by measuring your campaign’s performance, you can: “Identify areas for improvement, make data-driven decisions, and adjust your strategies accordingly to optimize lead generation.”
See What Competitors Are Doing
To stand out from the competition, understand their strategies and how they are performing. This can help you understand what works in the industry and what adjustments to make to reach your audience better.
Use Ad Extensions
Ad extensions let you provide extra information about your law firm in your Google Ads. You can use call extensions, location extensions, and sitelinks, for example.
Do a Local Search
A local search helps your site to rank higher on Google searches. This method allows you to add information to your business on a Google search result, such as business hours and contact information.
Use Social Media
Social media sites like LinkedIn, Facebook, and Instagram can be effective ways to connect with your audience and lead them to your website. Here, you can also ask clients to provide testimonials and recommendations.
Using these 10 tips for Google Ads lead generation for law firms is crucial. Implement them today so you can start converting prospective clients into actual ones.
If you need help growing your law firm, contact Search Pros today for a free growth plan.