Article About Marketing For Law Practice

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This article uses my ad as an example of a quality AdWords ad. Mine is the second ad…


Now that you have a way to capture leads with a highly effective ‘problem first’ approach, you need to find people with that problem.

Remember, your landing page and angle is going to be infinitely more effective than anything else in this market.

So you can afford to buy traffic, knowing that every $1 you put in will bring back $20 in clients.

All you have to do is put your new landing page in front of the right people with the right problem.

Luckily there is a place people go to search for answers to pressing problems they face.

And it is called Google.

I know… I know…

You’ve probably tried Google before and it was either too expensive or it didn’t work.

Yet, I bet you’ve never tried Google ads using this meticulous approach before. You can literally write your own ticket and grow your firm as big as you want it to be.

Let’s pretend I got a DUI and went to Google to look for a solution to this problem I have.

I came across these two ads. Have a look at the first one:

This Is Not My Ad!

What’s wrong with this picture?

Well, the top one is what most lawyers do (a.k.a. your competition).

It states “Criminal Defense Attorney: Get Aggressive Representation. Available 24/7 – Free Consultation.”

Firstly, I am not looking for a criminal defense attorney. I am looking for someone to help me with my DUI.

Remember, as a consumer I am only interested in myself and I cannot see past my own problems.

The ad that is crystal clear, when it comes to my problem, is the one that is going to get my attention.

There are a few more issues with that ad, but that’s the biggest.

Now, lets have a look at this ad:

This Is My Ad!

Firstly, it speaks to the problem I am having.

“I have a DUI and this is a DUI attorney. Great!”

Never underestimate the power of specificity.

Even though a criminal attorney deals with DUIs, don’t assume that the prospect knows this.

The next part of the ad is even better: “Former Prosecutor Specializes In DUI Defense. Free Consultation.”

That implies that this guy knows how people get out of DUIs. He’s a specialist and a former prosecutor – he knows all the tricks.

Do you see how this will put the web visitor at ease?

Remember, even though you’ve done all of the right things, the majority of people still won’t become a lead.

That’s because people like putting stuff off. In the next section I am going to show you how to get the people back who initially say “no”.