Every law firm under the sun is looking for the quickest way to grab more traffic—and not just any traffic, but the best traffic. When it comes to web traffic with huge potential for your firm, it doesn’t get any better than PPC. But what exactly is PPC?
PPC for Law Firms—Explained
PPC stands for “Pay Per Click,” which is just about as accurate an acronym as you’ll ever find.
With PPC, an advertiser pays a fee each time their ad is clicked on by a potential customer. You’re basically buying visitors for your site, but it’s a lot less shady than it sounds—these clicks are generally very high-interest.
One of the most common forms of PPC advertising is via Google, where you’re essentially bidding against other firms for top placement of your ad in the search results.
While it might seem like only the biggest firms with the biggest wallets can afford to play the game, that’s simply not accurate. Google has shown time and time again that advertisers with the most relevant ads (the ones that deliver useful, satisfying landing pages and content to users) are rewarded with lower costs and better placement.
So is PPC pay-to-play? Well, yes. But just like how a football or baseball team can spend millions of dollars more on players than their rivals but still fail to make the playoffs, it’s all about how you execute. When your PPC campaign is set up correctly—and with Legal Legends, it will be—you have the potential to get a return on your investment hundreds to thousands of times over.
That’s all fine and dandy, but why exactly is PPC traffic so lucrative? Glad you asked—here are five reasons to start your PPC campaign yesterday.
From Zero Traffic to Tons of Traffic in No Time Flat
Having trouble attracting people to your site? Still waiting in vain for your firm to crack the first page of Google’s search results? Wouldn’t it be great if you could flip a switch and instantly make your business competitive and profitable online?
With PPC, that’s no longer a fairy tale.
Organic traffic is fantastic when you can get it, but building a legal site with enough authority to make you competitive takes time—often months, or longer for extremely competitive locations and niches. Instead of sitting around and twiddling our thumbs, let’s spend a few bucks to get you traffic instantly that might become your next big client.
You’re in Control
With PPC, you have complete control over just about everything, including:
- Which queries you want to place ads on
- How much you’re willing to pay per click
- What you’re willing to spend overall
- Exactly what your ads will say (within reason)
- Ability to set goals for both cost per lead and cost per new client
Once your PPC ad is nailed, it’s time to scale it and turn your site into a money-making machine.
Get the BEST Traffic
If a thousand people visit your site every day and you get a grand total of ZERO new clients, then that traffic isn’t very good. In situations like these, the traffic you’re getting is probably at a different stage of the buying process than the stage you’re interested in.
For example, a search for “what to do when I’m rear-ended” is far less likely to lead to a new client than a search for “car accident lawyer in X city,” even if both of those people wind up on your site. Smart PPC strategies enable you to target traffic that’s further along in the buying process and are ready to hire an attorney sooner rather than later.
Get the SECOND BEST Traffic, Too
Getting the second-best search traffic in addition to the best traffic is a lot like placing first and second in the Olympics.
Simply put, there are millions and millions of Google searches every month. While most firms are gunning for the biggest, most competitive keywords, a vast majority of those firms are ignoring (or don’t know about) the millions of other daily searches that could lead to new clients.
Imagine a simplified world where there are ten separate search terms a potential client might type into Google. If there are a thousand searches per day, the #1 term might make up 500 of those searches, with the other 500 being split between terms 2-10.
Now, a firm that spends all of their time and resources fighting for the “best” term is actually missing out on HALF of the relevant traffic—traffic that’s consequently cheaper to go after.
Smart PPC strategies know how to divide your money and effort to target the keywords that are most relevant and profitable for your firm, especially the low-hanging fruit.
Better Data, Better Decisions
When you embark on a PPC campaign, you’ll have access to a whole lot more than just clicks and potential leads.
During the campaign, we’ll collect tons of useful data to tell us what’s working with your ads and how to improve them—far faster and more affordably than other avenues.
Get Down with PPC
Legal Legends has extensive experience doing PPC for lawyers, and over the years we’ve developed our own unique strategy for finding cheaper, better keywords that the other guys overlook.
Our PPC strategies are designed to synergize with our overall website and organic search strategies, bringing you multiple sources of traffic and potential clients for years to come.
Put simply, our landing pages convert better because they’re built around YOUR sales pitch—a pitch we’ll help you perfect to meet the needs and expectations of your clients.
Mark’s situation is a recurring theme among Legal Legends’ clients. Can you imagine handing Google forty bucks and having a new client within the next week? Well, you can stop daydreaming—get in touch with us ASAP and let’s iron out the details to get you more business than you could ever imagine.