This post outlines five common-sense mistakes that attorneys and law firms make when they embark on a PPC (pay-per-click) advertising campaign. Here are two additional considerations.
Based on Your Practice, Does PPC Make Sense?
If you have a consumer-based niche such as a estate planning practice for a middle class clientele, a personal injury plaintiffs’ or DUI defense, I think PPC could make sense. That kind of practice requires a steady and constant stream of leads involving one-time matters. You need leads and that is exactly what PPC will provide.
However, if you work mostly for insurers doing defense work or specialized environmental work for public agencies and mid-size companies, then you need to focus on building a strong referral network. You are looking for a relatively small group of referral partners who can feed you work.
Need a Compelling Landing Page
Too often attorneys link a home page or practice page that isn’t completely relevant to what a visitor is looking for. This failure greatly increases the risk that the visitor will click off your website. For example, if your advertisement offers a set price for an estate plan and you want people to review the terms and then fill out a form, the linked page should reference those items and make it easy for the visitor to convert.