Google is the best place to find people that are already looking for an attorney (like the phone book was back in the day), which means all you have to do is convince them they should choose you over your competitors.
So how do you do that? Well, for simplicity’s sake, let’s break it down into 3 steps:
Before You Write Your Ad
Creating The Perfect Google Ad
After The Ad
1. Before You Write Your Google Ad
Before you write your ads, you should take some time to write down who your ideal client is that you would like to attract. Now, try to put yourself in their shoes by asking yourself….
What pain do they desperately need a solution for?
What emotions are they experiencing?
What are some things they might type into Google?
2. Creating The Perfect Google Ad
Google ads are small, so you need to pack enough punch in that space to get people to click on your ad.
You don’t need to get this perfect to start because you can test and tweak over time, but here’s a good framework to get you started:
Clear Headline: Usually just using your city name with the corresponding keyword works well for attorneys (ex. “Dallas Divorce Attorney”)
At least one benefit the person will get (ex. “No fee unless we win.”)
Reason to act now (example: “Call now for a free consultation.”)
Include your address if you serve a local area
Use as many ad extensions as you can to make your ad larger
3. After The Ad
Most attorneys send people who click on their ads directly to the homepage of their website. This dramatically decreases the likelihood that these people will call you, because there are just too many distractions on your homepage.
People who click on your Google ads need to be taken to a separate page that’s focused on getting them to call you. Here’s some keys to getting this page right:
Pretend you’re writing to your ideal client you came up with before writing your ads.
Talk about their pain points and how you can solve them.
Include a photo of yourself (or even better, a video).
Include past client testimonials.
State your call to action multiple times and make it easy for them to contact you.
Once your Google Adwords campaign and landing page are up and running you’ll be able to test and tweak it to improve its performance over time.
That’s why you don’t necessarily have to have the details nailed down at first. You do, however, need to have a clear picture of who you’re looking to attract and why they should choose you over everyone else. Get this right and you’ll be well on your way to success!