"We tried it already but it didn't work"
... We hear this every week from the lawyers we talk to. Almost everyone says something to this effect.
Can it really be the case that Google ads and Facebook ads don't work for lawyers?
Google made $95.4 BILLION US dollars from AdWords in 2017.
Facebook made $28.17 billion in 2017, and has surpassed it in 2018.
Is this the most elaborate scam of all time?
Here's the thing:
It's not as simple as your friendly neighborhood ad rep makes it out to be.
These ad platforms are POWERFUL machines.
And like any powerful machine, they are also very DANGEROUS.
And, like any powerful machine, they require an experienced operator.
You pay for mistakes with your wallet.
There's hundreds of ways a campaign can go wrong. Minute settings that have not been properly adjusted. A box hidden somewhere in the settings that should have been unchecked. Many more things easily overlooked that can mean the downfall of your campaign.
If you don't know what you're doing, you'll pay for it with not much to show for it.
Imagine an inexperienced driver getting behind the wheel of a Formula 1 race car...
The odds are probably close to 99% that he'll crash pretty much immediately.
Imagine, then, that he survives the wreck... climbs out of the vehicle... and proclaims
"F1 racing doesn't work!"
No... that's not it!
It simply requires an experienced driver.
With that said, there are a lot of things to get right. But after analyzing hundreds of campaigns, we see a few consistent things that people get WRONG all the time.
Small hinges swing big doors. If you're looking for a place to start, see if you're making any of these mistakes with your ad campaigns.
A home page is like a business card. It gives an "average" visitor a general idea about who you are and what you're about.
But people who are clicking your ads have something that your "average" visitor doesn't:
They are interested in very specific things, and a home page simply has too many things going on. Too many distractions. Too many reasons for them NOT to pick up the phone and call you.
Instead of sending people to a home page, you need what's called a "Landing Page".
A landing page should have three simple options:
Because there are very few distractions on a landing page, you get a MUCH higher percentage of people actually engaging with you and contacting you.
When you send people to your home page, you're lucky to get 3-5% of them to engage with you.
With a landing page we routinely see 20-30%.
To see our favorite landing page template that's crushing it for our clients right now, check out our "60 Second Funnel".
Marketing for other products or services can be much more simple.
Because no one WANTS an attorney!
I'm sorry, but no one gets up in the morning and thinks "Man, I really want to hire an attorney today!"
People want their Starbucks grande frappucino, the latest iPhone, and a first class flight to the Maldives.
They DON'T want a lawyer!
Why is this important?
Well, when Apple announces the new iPhone, all they need to do is say, "hey we got a new iPhone!" ... and people will get up at 3 in the morning to stand in line in front of their nearest Apple store.
But this kind of marketing style fails catastrophically when lawyers try to do it themselves.
And yet, it's exactly what almost everyone does!
They talk about THEMSELVES!
Think about it. What does the marketing messages look like from 99% of attorneys out there?
"My name is John McLawyer of McLawyer Law Firm. I've been practicing law for 27 years and I specialize in these 14 areas of law. If you need a lawyer who can represent your best interests, give me a call at 1-800-McLawyer."
But here's the problem:
They don't care about YOU!
Apple is in the business of fulfilling desires.
But YOU are in the business of SOLVING problems!
The number one thing you need to change in your marketing is to STOP talking about yourself and START talking about your client's PROBLEMS!
See our "60 Second Funnel" article for a real life example of how we're doing this.
In advertising, attention is everything.
It doesn't matter how good your website is or even how good of a lawyer you are, if you can't get people's attention.
You might be 10X better than your competition, but if someone else gets your prospect's attention with their ad, they'll get the click, and they'll get the client.
Have a look at these two Google ads.
One is much better than the other. I'm not affiliated with either of these firms, by the way. They are just random examples I found with a Google search.
The first one? Talks mostly about themselves. Founded in 1969. Free consultation. Contact us today!
In other words... saying EXACTLY what every single law firm on the planet is saying.
What about the second?
The headline directly calls out to the prospect's situation. Injured in an auto accident? Talk to an attorney for free.
Note the use of language... They're actually using words the way the prospect would talk. If you're a prospect you would much rather "talk to an attorney for free" than "contact us for a free consultation."
The words mean the same thing but one has much more impact than the other.
The second ad is also taking advantage of all their ad extensions. The phone number is right there, their address is right there, they have several links to different parts of their site, all of which take up more space on the page. It commands attention in a way that the first ad simply doesn't.
Again, this isn't a perfect ad, and we actually do things a little differently for our clients, but I felt like these two ads illustrate my point.
You have to do your absolute best to get someone's attention. Before you have their attention, nothing else matters!
If you're getting in one of these beasts, you better know how to drive!
It's hard to win a race when you're still in driving school.
I don't mean you can't run your own ads.
You certainly can. Just know that there's a lot to learn, and you need to EXPECT to lose a lot of money learning how to do it effectively. It's a process everyone goes through.
Your chances of winning improve dramatically when you hand over the keys to an experienced driver.
This is what we do all day, and if you're curious to see how these strategies could be used for your firm, I'd be happy to get on a call.
If you want to learn more about how this can work for you, I can walk you through our system and answer any questions you have.
If you liked this article, please like and share it on Facebook or tag a lawyer friend who might find it helpful.
Thank you for reading!
Co-Founder, North Edge
P.S. One of the ways we get massive results for our cilents is by using advanced data and AI to pinpoint the hottest prospects in your market. We actually CAN pin-point everyone who's been involved in an accident and are looking for a personal injury attorney right now. Watch this video for more info.