Below are some of the services we offer to law firm clients:
1. Optimizing for the highest ROI from your marketing channels, audiences, and messages
We analyze the client’s law firm, including practice areas, locations, and goals. We take this into account to determine the marketing strategies that we think would deliver the highest quality and quantity of legal clients for the best price. This includes the right marketing platforms, the right audiences, and the right messages for those audiences.
Which marketing levers to pull depends on the intensity and nature of the competition. Competing firms in the same practice areas and locations often leave significant gaps in their marketing that can be profitably filled by savvy law firms. We can manage paid search ads, paid social media ads, and search engine optimization (SEO).
We only work with lawyers. That means we focus exclusively on increasing the quality of legal client opportunities and decreasing their cost. We will work with you to determine which rainmaking channels make the most sense for your firm given your goals and the competitive landscape.
2. Nurturing visitors into a funnel that converts them into clients
We offer strategic planning as to all aspects of ad and marketing campaigns. Campaigns often involve a “funnel” structure that nurtures prospects into leads. This involves a solid combination of big picture thinking and tactical implementation.
You shouldn’t ask someone to marry you on the first date. The friction is insurmountable. Marketing funnels recognize this simple principle. They are designed to make it very easy for new prospects to take action to learn more about you. These people then take increasingly big steps all the way toward signing a representation agreement.
3. Attracting audience attention to your ad and ultimately your website
We handle ad creation and optimization. This involves testing different “creatives” (such as images or videos) and ad copy. Strong visuals (such as with social media ads or banners) can redirect people’s attention right to your ad. Once we have their attention, we don’t try to convert the person into a client right from the ad. We just want them to take the next action in a sequence. If they are seeing an ad for the first time, that next step is usually just clicking on to your landing page. A high click through rate improves your “quality score” which can substantially lower your costs while simultaneously earning you better quality traffic.
4. Engaging website visitors through compelling copywriting
Your law firm’s website can be it’s best salesperson. However, most law firm sites are stodgy and unoriginal. They tend to consist of boring images and recitations of a few facts the firm assumed were salient.
The most important person involved in a website is the visitor, not the author. Potential clients browsing your website want someone to speak directly to them. They want to feel that their legal pains are understood.
How many times has a client spoken to you at length about issues that didn’t fit neatly into the elements of their cause of action or defense? How many times did you disregard those points or hurry a client away from them in favor of what is legally relevant? What is relevant to the court is often very different from what feels relevant to potential clients. When it comes to deciding whether to call your firm, the clients are the judges. If you want website visitors to ultimately hire you, you need to know your audience and what moves them to take action.
Visitors also want to see the specifics of the value proposition your firm provides. Of course, you shouldn’t guarantee outcomes. However, your firm website should tap into the deep legal needs of your audience and connect those pain points to how your firm can actually attempt to solve their problems.
5. Laser-targeting the highest value audiences that lead to the highest quality client opportunities
We use advanced audience identification techniques to understand two main categories of people. First, we identify the people who know they need your services. These are the low hanging fruit that every firm wants. We also identify the people with “latent demand.” These are the people who have a real need for your firm but don’t quite know it yet. We then laser target these groups with messaging specific to their stage of interest.
To use a basic example, competing in an ad auction for the term “car accident attorney” can cost hundreds of dollars for a single click. Competing for the phrase “what to do after a car accident” can cost much less than 10% of that. Sure, it may be more work to convert a search for the latter into a signed engagement agreement. However, that’s where a solid marketing funnel (and agency) comes in. Most lawyers aren’t thinking about people earlier in the buyer’s journey. That means less competition, lower prices, and higher potential returns.
6. Drilling down into the data to extract the biggest sources of additional value
We monitor detailed analytics metrics that enable us to analyze your ROI and other key performance indicators. We don’t care about vanity metrics such as how many people saw your ad or visited your website. It doesn’t matter. We care about getting you quality clients who need your services. Analytics lets us pull the right levers to scale up the good parts of your marketing and ratchet down the bad.
7. Capitalizing on competitor firms’ publicly available marketing data to see what works best for them
We perform deep competitor research on both a marketing level (how are they getting clients) and a practice area level (what do similar firms offer that you could also offer to make more profit). We can unearth competitor firm activity from the big new investigation of a potential class action, to the blog post that unexpectedly brought in a ton of new interested clients. Your competitors don’t have a patent on achieving massive scale. And they are all doing it in the open if you know where and how to look.
Our founder is a digital marketing instructor with a large audience. He often covers sophisticated competitive analytics services. As a result, we have exceptional access to enterprise grade products that the biggest companies use to secure competitive edges.
These products surface highly valuable insights as to how competing firms are marketing their services. In other words, we can let the biggest competitors spend millions to split test optimal marketing strategies for their firms. Then, we can scrutinize their strategies to reverse engineer their road maps to success.
Of course, we cannot see their private or confidential data. Nor would we want to. However, marketing is generally an inherently public exercise. If a potential client can see an ad (and other details such as why it was shown), so can a competing law firm. These services acquire, curate, and organize data about legal marketing campaigns driving enormous amounts of attorney’s fees. We can bring those services and their insights to work for your firm.
8. Providing progress reports so you know where your investment dollars are going and what you are getting back in return
We provide regular campaign progress reports. You’ll get the metrics that matter. What matters the most is how much your firm is investing, and the tangible return on that investment. With industry leading data, we can continually assess how your firm’s marketing is improving in terms of the quantity and quality of new clients.
9. Providing completely free competitor analyses and marketing plans for law firms
We are happy to go over your specific firm’s geographic and practice area competition. We’ll share the juicy details about your competitors’ marketing strategies. All of this data is public, but it can reveal gaping holes in your market that you can capitalize on. We’ll also give you a personalized rainmaking road map so you can scale your firm. All of this is completely free and gives us a chance to evaluate the law firms with the most potential to take on as marketing clients ourselves.
To get your free competitor analysis and marketing road map, click the button below now.