Well-placed adverts are a powerful part of marketing a law firm, but it is crucial that the design and copy are spot on. We take a look at how to put together a compelling static advert and what you should be telling the reader about your business.
What to include in your law firm advert
Your advert has a lot of work to do. It needs to sum up your firm so that the potential client knows whether you are likely to be the right choice for their needs and it needs to convince them that you know exactly how to solve their legal problems.
Every part of your advert should be contributing something to the picture the reader is building of you.
The image you choose should be clear and professional and linked to the services you offer. For example, if you are a rural practice dealing with agricultural matters or a high street family law and conveyancing business, your image should reflect this.
Ideally, you already have a logo for your business but if not, you might want to consider having one designed. This is a visual tag that will help the reader identify you each time they come across you. As they become more familiar with you and your brand, it should evoke the right feeling in them when they see it, such as reassurance or quality.
The wording of your advert is, of course, crucial. This is your opportunity to sum up who you are, what you do and how you can help the reader with their legal requirements.
You won’t have many words in which to convey everything, so it is vital to make every sentence count. You might want to be known for your depth of experience or for being friendly and approachable or for your exceptional commercial understanding. Whatever expertise, character or attributes you want to get across, you need to sum it up perfectly.
How to design and write a persuasive law firm advert
You need to start by considering exactly who your ideal client is and what services they need from you. Your style and tone of voice needs to be allied to this. For example, if you are a commercial firm, your language will be crisp, professional and to the point. If you are a family law firm, your tone can be softer and your language aimed at portraying your team as understanding and supportive.
The graphic design of your page should also reflect your business in its spacing, imagery and font. You can also consider what it is that you want the client to do next and simply ask them to do it. If you are employment specialists and you’re targeting employees with grievances, tell them to call you to tell you what has happened to them. Your contact details should be clearly displayed.
While it’s true that creating the perfect advert is hard work, the good news is that once it’s done, you can sit back and watch it work its magic.
Contact our legal business marketing experts
At Orion Legal Marketing, we regularly create dynamic and authoritative adverts for our clients, reflecting their expertise and strategically targeting their ideal clients. We also offer a range of other services, including website design, law firm PPC, help with social media and legal content and copywriting for websites and newsletters.
If you would like to discuss the creation of a strong advert for your law firm, ring us on 0118 380 5980, email us at email@example.com or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs and the marketing strategy that would best suit your business.