Online advertising for family law practices can be very productive and a key part of an effective family law marketing plan when done well. There are many ways to improve your online advertising for your practice. We’re going to look at a few action items that will immediately help improve your firm’s results from online advertising.
Improve Your Online Family Law Advertising – Action Item 1
Review your online advertising accounts regularly.
We recommend weekly check-ups. You should be looking at and making changes to keywords, bids and ad copy. When reviewing the keywords, make sure you look at the search terms. The search keywords are the words you selected to show ads. The search terms are the actual phrases that people typed into Google and then clicked on your ad. You can find new keywords to add to your campaign and you can also add negative keywords to help filter out undesirable searches all in the search terms.
Improve Your Online Family Law Advertising – Action Item 2
Make a specific offer for your specific divorce prospect.
Your ideal family law prospects are probably less familiar with the divorce process and are looking for education on the process and about how divorce will affect the things that are most important to them. When you can educate them and answer their specific questions they will interact with your ad.
You will need to test some offers to see which will be the most productive. Your family practice can offer free ebooks that have content that your prospects will find valuable. You can answer the most common questions you get from your ideal prospects in the text of the ebook.
Keep the content focused on the very targeted prospect for the best results. So for people who are interested in children and divorce, keep the content focused on issues related to children.
Improve Your Online Family Law Advertising – Action Item 3
Focus on your landing pages.
If you’re running ads for your family law practice, the ads are only half of the equation. What happens after they click on an ad? Are you just sending them to your home page and hoping they find a way to convert amongst the many images, videos, and countless links? Those are all distractions. You have spent good money to get them to click on an ad, now make sure you maximize your chances of getting that conversion by using targeted landing pages.
Your family law landing page should match your ad in terms of tone and what you’re promising. If it doesn’t people may feel like they made a wrong turn. If you’re offering an ebook about children and divorce include a big bold headline that reinforces the benefit of the content to your prospect. What will this content do for them?
You can include an image of the cover of the ebook and several bullet points that explain what is it going to do for them and how will it help them. Plus use a simple easy to fill out form. Don’t try to gather more information that you can get at a later date. The landing page form is not your initial information gathering for the divorce. Keep it simple. The fewer fields your form has, the better response you will get.
Improve Your Online Family Law Advertising – Action Item 4
Use conversion tracking to see which ad clicks are turning into real leads.
You will see data in your ad platform that will show you how many people saw your ad, clicked on your ad, and what that click cost. But only a small percentage of those clicks will actually fill out your form and convert into leads. So knowing those conversion numbers is crucial. You can and will have ads that look good on the front side with good ad clicks but poor conversions.
When you are tracking your conversions, you can also see the true cost of your ads or the cost per conversion. Your goal is to get the conversion, the ad click is just a means to that end so your conversion is your money metric.
Improve Your Online Family Law Advertising – Action Item 5
Test other ad types and platforms.
Most family law practices that are running online ad campaigns are using Google Ads or Facebook Ads. Each of these platforms has several ad types that you can test.
Google Ads offers display ads. Display ads are image ads that are shown on the Google Ad network around the internet. You can target different keywords even within display ads to identify the prospect’s intent. The display ads usually have lowe click percentages but you do get a lot of impressions that have branding value. We have seen these ads be productive in terms of generating leads. They are worth testing.
You can also run ads on Instagram (through Facebook ad manager), Twitter and even LinkedIn. While running consumer ads on LinkedIn may not seem to make sense, business people are still people. Plus very few family law practices if any are running ads there so you’d have little to no competition. We believe that a test is always useful. Even if it fails you have learned something.
Improve Your Online Family Law Advertising – Action Item 6
Understand that online advertising is still a numbers game.
We recommend that a campaign for a family law practice spend at least $1,000 per month in a test online advertising campaign to get readable results.
Like any advertising campaign, online advertising is still a numbers game. If you spend $1,000 in your family law practice advertising test you’ll probably get clicks on your ads for around $3.00 each. That would give you 333 clicks on your ad for the month. Out of those 500 people who clicked on your ad only a percentage will take you up on your offer. If you do really well you could see a 30% conversion rate which would give you 100 leads. Likely most of those people are not ready to move forward yet so you need to nurture those leads to determine how many are actually ready to move forward with a divorce. So you will likely end up with a handful of actual clients.
The math works with an ad spend of $1,000, but going below that ad spend makes the numbers not work as well. Like any advertising, online advertising for family law practices requires a commitment to the campaign so that you can get a great ROI.
These action items have worked great for our family law clients and they will work for you as well. If you need help with online advertising for your family law practice reach out to us at Peak Inbound Marketing (973) 770-4668.