Far too few law firms spend time creating compelling ad copy with strong calls-to-action. They just throw up a banner ad with their firms’ logo and call it a day. While that type of ad will help you with brand recognition, it won’t go far when it comes to landing new clients. You need to go the extra step and create ads with strong copy and calls-to-action.
Strong copy often only consists of a few powerful, attention-grabbing words. Less truly is more on the Google Display Network. If you bog the ad down with too much copy, you’ll overwhelm the viewer and won’t get conversions.
Regarding the call-to-action (CTA), it’s important that you avoid the mistake that so many firms make. If you spend any time looking at law firm Display Network ads, you’ll notice that lots say “Click Here” for the CTA. That is not a true CTA. You need to give people a reason to click. The CTA can include social proof, such as “See Our Client Successes,” or it can include information that explains a benefit. These are just a couple of the directions you can go in with Google Display advertising for lawyers. The key is to match the CTA to the specific piece of content you’ve selected.