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See Fran Jakubowicz' article on digital marketing for law firms in The Lawyer's Daily
Lead Generation For Law Firms
B2B Digital Lead Generation
December 6, 2023Nussbaum Law
May 5, 2024Digital Lead Generation Services for Enterprising Law Firms
New business is the cornerstone of law firm growth. Discover the transformative power of SunHouse Marketing. Our campaigns are proven to boost your client acquisition and revenue by an impressive 400%.
SunHouse Marketing stands out as a dual force in the marketing world, combining our digital inbound marketing prowess with specialized legal marketing expertise. Our deep understanding and extensive experience in key legal areas uniquely position us to grasp and fulfill the distinct needs of your law firm.
We don’t just deliver leads – we bring in inbound qualified leads and calls that are cost-effective and have a significantly higher potential for conversion. Our strategies are meticulously crafted and proven to yield results, ensuring that your law firm receives not just any leads, but the right leads that align with your specific goals and areas of practice.
Legal Marketing Practice Areas
Estate Planning
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Law Firm Marketing Strategies Include:
✓ Advanced Paid Media Optimization: Utilizing cutting-edge techniques in Google, Microsoft Bing, LinkedIn, and Meta, our experts A/B test and optimize campaigns to maximize ROI.
✓ Enhanced Localized Landing Page Optimization: Tailoring each landing page to resonate with local markets, improving user experience and conversion rates.
✓ Integrated Multichannel Engagement: Coordinating across platforms like social media, email, and web to create a cohesive user journey.
✓ Comprehensive Local SEO Strategies: Focusing on local search optimization to increase visibility and attract clients in specific geographical areas.
✓ In-Depth Google Analytics Insights & Reporting: Leveraging detailed analytics to continually refine strategies and understand user behavior.
✓ Automated Lead Management & Nurturing: Implementing sophisticated automation tools for efficient lead follow-up, ensuring no opportunity is missed.
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Fran Jakubowicz
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.
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Lawyers are wrestling for cost-effective, qualified leads for their firms but because of the incredibly competitive digital playing field, the cost per qualified lead has spun way out of control. Law firms need to take advantage of all the digital channels available to them in a tightly orchestrated strategy by a competent agency or marketing team.
One of the highest yielding and most popular digital lead generation channels for law firms remains Google Ads. When implemented well, Google ads allows you to tap into an audience of users who are actively searching for your legal expertise and are anxiously ready to book a consultation with you. A poorly executed Google Ad campaign however, is a leaky pipe that can be costing you thousands in wasted ad dollars.
Google Ads: A Prime Lead Generation Channel
Google Ads remains a dominant channel for law firm lead generation. When executed correctly, these ads connect you with potential clients actively seeking legal services, increasing the chances of booking consultations. However, inefficient Google Ads campaigns can lead to substantial financial losses.
Evolving Aspects of Google Ads for Attorneys
Cost Per Click (CPC) Trends: Legal keywords remain some of the most costly on Google, often exceeding $100 per click. Advanced tools like SemRush reveal that even niche terms like “Personal Injury Lawyer Near Me” can cost up to $245 per click. It’s vital to balance the high CPC with effective targeting to ensure ROI.
The Importance of Negative Keywords: Negative keywords prevent ads from appearing in irrelevant searches, saving you from unnecessary expenses. For instance, excluding the term “insurance” from your “car accident lawyer” campaign can prevent your ad from appearing in irrelevant queries, thus saving costs.
Refined Audience Targeting: Broad Match, the default option in Google Ads, often leads to untargeted exposure and wasted budget. It’s advisable to use a combination of Exact Match, Phrase Match, and Broad Match Modifier for better control over ad triggers.
Embracing AI and Machine Learning: Leverage AI-driven tools for smarter keyword analysis and audience segmentation. These technologies can significantly improve targeting precision and optimize ad spend.
Integrating Voice Search Optimization: With the rising prevalence of voice-activated devices, optimizing for voice search becomes crucial. Tailor your keywords and content for conversational queries.
Landing Page Optimization and Message Match
Enhanced Message Match: The congruence between your ad and landing page is more critical than ever. Use AI tools to analyze and ensure alignment in tone, content, and user intent between your ads and landing pages.
Interactive Landing Pages: Incorporate interactive elements like chatbots, video consultations, or virtual tours of your firm. These features can significantly boost user engagement and conversion rates.
Data-Driven Personalization: Utilize advanced data analytics to create personalized landing pages based on user behavior and preferences. This approach can dramatically increase relevance and conversion effectiveness.
Mobile-First Design: With mobile usage continually rising, ensure your landing pages are optimized for mobile devices, offering a seamless and responsive user experience.
Three Major Risks to Law Firm Ad Campaigns
(Not Using) Negative Keywords in Google Ads
The role of negative keywords in Google Ads remains crucial. With advancements in AI and machine learning, it’s possible to more accurately predict and prevent your ads from appearing in irrelevant searches. For instance, if you’re bidding on “car accident lawyer” but don’t want to appear in searches related to insurance, sophisticated algorithms can better understand and filter out such unrelated queries. Regular audits using advanced tools can further fine-tune your negative keyword strategy, ensuring more qualified leads and reduced ad spend.
Not Using Broad Type in Your Google Campaigns
The drawbacks of using Broad Match have become more pronounced. Now, with the evolution of Google’s algorithm, it’s even more likely that a Broad Match could trigger your ad in highly irrelevant searches. The use of Exact Match, Phrase Match, and Broad Match Modifier, coupled with AI-driven predictive modeling, can offer much more precision in targeting. This approach minimizes wasted ad spend and ensures that your ads are displayed to the most relevant audience.
Not Considering Message Match In Your Ad Campaign Landing Pages
The concept of message match has advanced significantly. It’s not just about aligning the ad and the landing page content, but also about personalizing the user experience. Utilizing AI for dynamic content creation, the landing page can now adapt in real-time to the specific needs and behaviors of the visitor, providing a highly tailored experience. This personalized approach, combined with a strong congruence between the ad, landing page, and user intent, significantly enhances conversion rates. Tools that track user engagement and feedback in real-time can be used to continuously optimize the message match for better performance.
In addition to these core areas, law firms should also explore emerging digital marketing trends, such as voice search optimization, leveraging social media platforms for brand building and lead generation, and utilizing predictive analytics for better audience targeting. With these updates, law firms can effectively mitigate risks in their digital ad campaigns and achieve superior results in the ever-evolving digital landscape.
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