You will never be noticed as long as you do what others do.
We suspect that this is the slogan of those who decided to distinguish their company from others thanks to original advertising.
1. Chopsticks in a Chinese restaurant
Marketers or representatives of a law firm believe that every opportunity should be used to make a name for themselves. Why is a Chinese restaurant not suitable for this? Laconic advertising, however, quite clearly makes it possible to understand that we are talking about the conduct of divorce cases. When the sticks are separated, the heart “breaks” very symbolically. There is also a site where you can choose a lawyer who will help you alleviate the situation (at least in legal terms).
2. Business cards
You never know who might actually need your business card. So let your customers find you. A box with business cards attached to the car is another original advertising move.
3. "American Gothic", Grant Wood (1930)
These lawyers, obviously lovers and connoisseurs of art, decided to use Grant Wood's famous painting "American Gothic" to advertise their services and cosplayed it. This picture has repeatedly been the object of memes and parodies, she had to endure a lot of gossip. In the original, the author placed in it a lot of symbols and things collected from different eras, however, for these lawyers, I think it was just an interesting idea to present their legal services in the field of agriculture.
4. Erotica
It is not for us to judge the expediency and morality of such advertising. However, as you can see, everyone expresses their creativity differently. Thus, the law firm offers to help with the resolution of legal issues in a divorce.
5. Elevator
As you may have noticed, it is divorce lawyers who show the greatest originality when advertising their services. Here is another, in our opinion, the most interesting example. The doors open, the couple separates and you see an advertisement for a law firm. Simple and very creative at the same time.
Company information
The PromoPult system is a software package that allows you to automate all stages of website promotion and contextual campaigns.
Thanks to the use of optimal schemes and constant monitoring, the PromoPult System allows you to achieve maximum results with minimum budgets. Due to the automation of all technical operations, the System completely relieves the optimizer of routine work and saves his time. Technologically, the System is a complex of modules, each of which provides automation of a certain stage of work: from the selection of requests to the formation of reports.
There are many companies providing legal services on the Internet today. In view of fierce competition, effective, effective promotion methods are needed that will allow the company's website to receive high-quality traffic from search, whether it's SEO or contextual advertising. As practice shows, high competition in legal topics makes contextual advertising quite expensive, and SEO is traditionally difficult and the result will not be quick. How to be a business owner in this case? You can contact a professional agency if you have a sufficient budget and you are confident in the quality of the services provided to you, or you can try to promote your business on your own using modern advertising automation technologies. In this case, it is necessary to take into account certain factors that contribute to the effectiveness of search promotion.
What to pay attention to
Law firms presenting their sites on the Internet should be aware of some of the features of SEO promotion, as well as those nuances that are important for high efficiency or, as they say, "return" from the site. There are no trifles in Internet promotion.
So, when developing and promoting a site, we take into account the following points.
The promotion is positively affected by the presence of such a section as, for example, "Free legal assistance", in which potential clients can get on such requests as "free legal advice", "online legal assistance", etc. The bottom line is that many people want to consult with a specialist for free, get some direction in which they should continue to act, and after that, they may want to use the paid services of lawyers. In addition, it is welcome to have an online consultant on the site, to whom people can contact and receive prompt feedback. In addition to user-friendliness, the online consultant module is also positively evaluated by search engines.
Create a special section on the site dedicated to questions and answers to them. Again, referring to Yandex.Wordstat statistics, we conclude that the number of people making requests like "how to draw up a donation agreement" or "appeal template" is quite large. This fact suggests that the site simply needs a section where specialists will answer the most frequently asked legal questions, as well as contract templates and application forms. Such sections may not bring profit to the company at the first stage, but they can give the so-called "delayed effect" - people will remember that it was on this site that they saw competent information, and if there is a need for a paid consultation or the provision of a service, it is highly likely choose this organization.
The undoubted advantage is the presence of a large number of services. Practice shows that narrowly focused sites are much longer and more expensive to promote for the client. The fact is that search engines "catch" the relationship between various user requests, and if the site contains a large number of such requests (and, accordingly, sections of the site), then its chances for effective promotion increase significantly.
The presence of a large number of specialists also has a positive effect on the promotion of the resource as a whole. It is welcome when several lawyers are represented on the site, including when each of them specializes in some particular area. The availability of contact information for each specialist, at least a brief biography, a list of successfully completed cases, a photograph inspires confidence. Personal data is known to inspire confidence.
Convenience and functionality. The visitor should quickly and easily find the information or service he needs. A clear site structure, the ability to quickly move from one section to another (including with the help of linking), access to contacts - all this leads to high results in promotion.
Company image. Availability of letters of thanks, certificates, positive feedback from a variety of clients (both individuals and legal entities). This factor once again speaks in favor of the company, confirming that it can be trusted (the following logical chain works here: “If dozens of companies and hundreds of people have already been helped, then they will help me too”).
The information contained on the site must be useful. At the same time, it is desirable that the volume of texts is not large. Brevity, conciseness and accessibility of information are the main criteria for a successful text.
Compliance of the site with these requirements will allow not only to occupy high positions in the issue, but also to convert site visitors into customers well.
For readers of the article, we suggest using promo code LAW, according to which you can get an initial audit of your site and a manager's consultation.
Of course, there are still many aspects that you need to consider when promoting your site, especially in such highly competitive topics as legal services. With the help of the PromoPult automated advertising service, you can start promotion taking into account all the features of your business area, while not overpaying the agency or freelancer.
Automatic algorithms will allow you to set up SEO promotion and contextual advertising in one account even without special training. And the service specialists will provide you with professional advice on setting up campaigns, website optimization, and give recommendations on other possible channels for attracting customers from the Internet.
As you know, professionals employed in the political and business spheres are well aware of how important technologies for promoting certain services or goods are. Even the same PR technologies have been used for these purposes for a long time. You can achieve a lot with their help. True, lawyers, which is interesting, treat these technologies with some distrust and even apprehension. Many still naively believe that they can be completely dispensed with. However, this is a fundamentally wrong approach, since it should be noted that well-known and well-established lawyers have become such largely due to a good command of PR and marketing technology. Even though they may not even be aware of it. In some periods, in particular, in times of crisis, the number of potential customers decreases sharply, which is why it is necessary to use all possible methods for the competent and successful formation of a business reputation. No one will argue with the fact that every civilized person at least once in his life had to draw up papers and conclude a variety of contracts. For example, trade transactions, any partnership agreements, marriage contracts or contracts for the sale, inheritance or deed of gift, and so on.
It goes without saying that during the execution of these papers one has to sign something, imposing certain obligations on oneself, which will need to be fulfilled at all costs. Therefore, before signing anything, every person should definitely consult with an experienced lawyer who knows his business well and is able to understand any, even the most controversial situation. It is such a highly qualified specialist who will be able to observe all your interests and in no case will let cunning scammers mislead you.
Of course, it is easy to follow the following logical pattern: since legal services are in great demand at any time, they are, accordingly, not cheap. Nevertheless, this is a very good and very promising option for making money at home. The main condition is that it requires a legal education and certain business qualities that can help in promoting the services provided to the population. In general, in order to start working as a lawyer on the Internet, you either need to open your own website or register on any exchange of services, even if it is free. To do this, you need only any search engine and a certain amount of time allotted for the search.
However, everyone who wants to create their own business on legal services on the Internet must definitely know some of the nuances that will inevitably emerge in the process of promoting their project. So, you should not start working at all if you do not have a legal education or if you have, but have not practiced for a long time. In the case when you have not refreshed many of the subtleties of the legal case in your memory for several years, you should definitely re-acquaint yourself with the details, paying attention even to those that at first glance seem quite small and unworthy of your close attention.
When determining the prices for your services, you should take into account the situation in the market. In no case should the prices for your services be exorbitant - you should definitely display them with an eye to the economic situation in the country. After all, you must admit that it is unlikely that even a well-to-do person will, in a severe crisis, lay out fabulous sums, even for professional services. On average, for example, the price for legal expertise exceeds fifty dollars, for the development of a contract it can reach one hundred and fifty dollars. If we are talking about a court case, then the cost of its analysis exceeds the threshold of one hundred dollars. Based on these figures and the number of specialists in the service staff, you can calculate the expected income.
Given the specifics of organizing the work of any service located on the Internet, you should have an electronic wallet in advance, to which the money earned, in fact, will be regularly received. In the event that you work on the stock exchange, you should not forget. Do not forget that if you work on the stock exchange, your rating and direct feedback on your work become very important.
For greater convenience in work, you should take care to get a fax machine. If you have your own legal services website, you often have to send verified documents in this way.
Of course, when fulfilling an order, you have a great responsibility. Every person who gives you a job of a legal nature wants to protect himself from Internet scammers, of which there have been an indecently large number on the Web lately. That is why the execution of each order should be approached with high quality and carefully, trying to justify the trust placed in you. In the case when you are just starting your own business and are actively engaged in the promotion of the legal services you provide, this becomes even more important, as it directly works for your reputation. And, as you know, where there are positive reviews about the work from customers, there are success and stable profits.
If you are still studying to be a lawyer, then it is justified to start working only from senior years, when you have already formed the ability to overcome all those many "pitfalls" that are so often present in contracts and transactions.
You should not shy away from working on the stock exchange - a lot of lawyers, now quite successful and talented, started out working in small offices. They started, as a rule, with small orders, gradually increasing the size and number of works. We can give universal and very important advice for young and not yet professionally formed lawyers with exorbitant enthusiasm: in no case take up the organization of work for the provision of legal services without a legal education, because by doing so you will not only let your clients down, but also You risk ruining your entire professional career.
If you still opened a website for legal services and need competent promotion of services on the Internet market, you need to attract potential customers to the website. To do this, you just need to place ads on sites that are originally focused on jurisprudence and advocacy. Of course, the word "simply" is used here only to indicate a specific action to post a message about your service, indicating contacts for communication. In fact, it is very difficult to come up with an advertising text that could interest potential customers and make them give preference to you. Of great importance in this case is the unusual presentation of your services and the persuasiveness of the text. This does not require countless kilosigns at all - you need to attract the attention of a potential customer and convince him to tip the scales in your favor, even if on the other side there is an experienced and already established competitor on the Web. In any case, in order for your work on the Web to be profitable and comfortable, you should work on all fronts of activity and actively remind yourself at the initial stage of organizing your business, when you are just starting to work for your name. Do not be afraid of difficulties - later the name itself will work for you.
A very common type of orders is the legal examination of the contract. What form does it take? Let's consider in more detail. First of all, the client is offered a deal. He sends the documents received for processing the transaction to the legal service of his choice, where highly qualified specialists subject these documents to an in-depth analysis. In the event that their captious eye finds any inconsistency or error, the customer is advised to change some points. Sometimes you even have to explain that the contract provides for the possibility of non-fulfillment of obligations, in other words, later it will be simply impossible to go to court to restore the violated right. It may well be that the text of the agreement contains provisions that directly contradict the legislation of the Russian Federation. Why is this happening? It's simple: often the developer of a document intentionally puts such a restriction of his right into the text so that later it simply has no effect. These are just a few of a number of interesting tricks.
Contract development is also one of the most common types of order.
Such a business can be organized by any good specialist who is not devoid of business ingenuity and professional vigilance. Almost all one hundred percent of the work in this case is done alone with the document. Most often, this is the end of the work, therefore, no additional investments are needed to switch to this mode of operation - only your professional knowledge and patience. The first stage in the organization of legal services can be considered work on clients' computers, if the number of available funds is very small. The second stage can rightfully be considered work on your computer, when the documents that have been worked out are later submitted on paper, as, in fact, most people work.
Already further, we can talk about simply accepting documents, processing them and sending them via e-mail after work on them is completed.
In the future, a gradual increase in the number of clients, because with such an already fully formed regime, a lot can be done, bypassing meetings and wasting precious time on them and on the road. The main advantage of this type of legal service is that it is not even just a home business, but a real remote work that can follow you everywhere. After all, you can work, in fact, anywhere where there is a telephone socket. In addition, to receive money from customers, there is no need to come to another city. All problems are solved by simply issuing an international plastic card.
But before thinking about how best to use the profits received as a result of orders, you should think about how to reach people in such a way that they come to you with a desire to use your services. In other words, you are faced with the task of promoting your service in the relevant service market.
Of course, first you need to determine what, speaking in a purely professional language, the target audience you are counting on. Accordingly, the attention of which people you need to attract to your law firm and its employees working on the execution of orders. It seems that only wealthy citizens, successful entrepreneurs, heads of both large and small companies can afford professional legal services. How to attract the attention of such dignitaries? The answer is obscenely obvious and there is no need to reinvent the wheel here: you just need to become visible to your target audience, maintaining your so-called visibility in the market in various ways. And you can support it regardless of the extent to which the income of your law firm reaches, or how long it has been present on the legal services market in general. Such visibility can be achieved by constant presence or mention in those media, and to them, no doubt, you can and should add various specialized sites that are read and watched by the people you need.
How to achieve this? In general, choosing the media you need is quite easy. Look through the relevant publications in newspaper and magazine kiosks, leaf through subscription catalogs in the mail, paying attention primarily to those business publications that are read by the first persons of companies. You can pay attention to specialized publications devoted, for example, to real estate, taxation, the automotive industry, or the so-called glamorous publications that are read by financially independent successful business women. You just need to write out their names for yourself, include them in your plan and think about how to get in touch with them, what and how to offer them in order to interest this or that person, and start working with him.
It should be remembered that, in a sense, newspapers and magazines, TV channels and radio stations themselves are not bad interested in relations with law and law firms. After all, judge for yourself: the media always feel the need for professional legal commentary on current events or legal problems. Therefore, you do not need to be afraid to call the editorial office directly and offer your services in exchange for promoting the service. There are many ways to offer your editorial services. For example, say that the specialists of your company will periodically give short oral or detailed comments on the materials that journalists prepare for publication. If necessary, you can oblige yourself to give telephone advice on complex legal issues. In some cases, you can artificially create a situation where your specialists do something for the editorial office for free. Of course, we are talking only about partial gratuitousness, because in the future it assumes that journalists will also meet you halfway and provide some invaluable service.
There is a tendency that editorial offices are very reluctant to take for publication ready-made articles that were once written by lawyers. This is largely due to the fact that each mass media has its own ideas about the relevance of the material and its own thematic plans, which are being developed by editors. Therefore, it is quite expected that the articles prepared by the lawyers of your service may not correspond to these plans. But to effectively promote your legal services service, these articles simply need to be on the pages of the publications you need. How to achieve this? Try to build a conversation with editors a little differently. To get started, just ask if they have a thematic plan for the near future. And if the answer to that question is yes, ask if there are articles on legal topics. In the event that here you receive a positive answer, suggest writing them by the deadline set by the editors. That's when your material will be published in the newspaper you need or in the magazine you are interested in, which will significantly add points to you on the scale of the so-called market visibility.
And it is not at all necessary to demand a fee for articles or comments by specialists in the media. In the conditions of the financial crisis, editorial offices and television and radio studios have sharply reduced their fee funds, so it is quite possible to ask for your work not money, but such advertising services you need. The editors can indicate not only the name and surname of the author, but also the name of your company, and, if possible, and even more desirable, phone numbers, website address or e-mail. In case of a successful location of the editorial office for your service, you can agree on the placement of a small advertising module containing information about the company name, a brief description of the service and contacts. Maintaining good relations with journalists is not only desirable, it is necessary. Moreover, your obligations in relation to them must be approached with all seriousness, and if for any reason the specialist of your company, who undertook to prepare the material, cannot do this in the right time, urgently recommend another lawyer, otherwise you risk letting the editors down and seriously undermine the established business relationship with her. After that, it will be very difficult to restore trust and a solid business reputation.
Currently, there are countless exhibitions, conferences, seminars organized by various media. Take part in them, and it is advisable not to pay for it, but to agree in advance on mutually beneficial participation, working, say, at the stand of a publication, promoting its interests and, in parallel, your services. To do this, try to present your company from the best side.
If your company's lawyers or solicitors are successfully involved in litigation of well-known public figures or high-ranking officials, do not hide it. Work on building a successful professional image for one or more specific people in your firm. It is necessary to advertise them personally, indicating their names and ensuring that they are recognized by their names. This is done with the expectation that the name of the company will automatically be displayed after this. A common truth: the louder and more significant the resonance is for the case that your lawyer or attorney is handling, the more attention he will get, respectively, most of this attention will be paid to your service.
In connection with the ever-increasing role of the Internet in human life, there is a need to make the most of this wonderful information resource. Therefore, the advice that you need to participate in forums as often as possible, maintain blogs and websites, you need to heed. In the world wide web, and this is no longer a secret, there are many sites that operate legal forums. Online, visitors to the site leave their questions, and lawyers answer them. Often among those who leave questions there are lawyers. In a word, this is the so-called exchange of experience between lawyers. But what is most important is that, by communicating on the forums, lawyers often find clients for themselves, promote themselves and their firm in which they work. Sometimes visitors themselves offer the lawyers who answered them to work for them: for example, to help in court. Lawyers should not ignore such Internet resources as social networks. The most famous of them are Odnoklassniki and VKontakte. Today, these are perhaps the most visited Runet sites. Even old acquaintances or classmates of a lawyer of your firm, having found him in this resource, can offer to work for them, representing interests in court or performing an examination of a disputed contract.
In promoting legal services, you should not rely solely on the so-called "word of mouth". This fancy term refers to a simple method of spreading information about your company through those who are already your customers and are completely satisfied with working with you. It consists in the fact that they simply tell their friends about you, recommend your company to them. As a result, you get new customers. However, this method can only work for a certain time. Relying only on it as the only way to attract new customers is strongly discouraged. It is necessary to apply other technologies to attract new clients and maintain positions in the legal services market.
We could compose and give you a template of a single text describing the service, for example. But we will not do this, because templates are evil in creating selling texts. The client is very difficult to deceive. If he is interested in purchasing a service, he will quickly notice in comparison that texts with legal advertisements are similar, like twins.
You must find the distinctive aspects of your company, your services, come up with unique offers - in a word, stand out from the rest, and not copy their material. We will show you how to do it.
1. Creating benefits
Individual approach, services of the highest quality, great experience - is that about you? Nodding? Do you think that one of the competitors is now writing “I graduated from high school yesterday and so far I am a so-so specialist”? Naturally, no. They write the same thing as you, in the same words.
Competitive advantages should really set you apart from others. For example, not all offer 24/7 support or travel to a customer's office when needed.
Even if you are an average representative of the legal services market and work “like everyone else”, you can focus on the benefits for the client.
Badly: Comprehensive advisory support.
Fine: Already at the first consultation, you will receive specific recommendations on your issue.
2. Practice in numbers
People love statistics. People believe in statistics. And in marketing this can be effectively used.
Badly: We help many clients every year.
Fine: In 2016 alone, we successfully handled 49 civil litigations.
By entering exact indicators, you convince a potential client to trust you based on facts, and not faceless laudatory odes.
Badly: All clients are satisfied with cooperation with us.
Fine: We have already assisted 65 clients, and 64 of them are ready to give us positive recommendations.
3. Structure
Prepare a text plan, think over which paragraph will follow which and why. What do you need to talk about in more detail? What information is not needed in the description of this particular service? Will it be clear to the potential client how much work he will receive?
And most importantly - strictly adhere to the chosen marketing model. For example, AIDA, which we wrote about a little higher. Do not cross out or rearrange the main blocks of the model.
Step by step, the selling text should repeat to the potential client: here is the solution to your problem, it is a useful service. Then the call to action in the final will not be an “irritating advertisement”, but a long-awaited start to cooperation.
Learn how to effectively promote legal services on the Internet. Offline and online advertising methods need to be combined.
Our site is dedicated to the methods of Internet promotion, but you should not forget about traditional methods either. And remember, your services must be of high quality. If your customers are not satisfied, they will certainly spread information about it on the network, which will inevitably hit your reputation. High-quality service is the basis and a prerequisite for an effective business.
Standard types of legal advertising:
Outdoor advertising
Be sure to have a prominent sign. You can also place your ad on your own car. Bigboards, lightboxes should be bought only in the most passable places.
Leaflets and announcements
Leaflets can be distributed in places such as tax offices, business centers, public transport, various exhibitions and conferences. Ads on city streets, in elevators and specially designated places still continue to work. There are still many people who are not used to searching everything on the Internet.
Direct sales
Direct sales can be telephone, personal at conferences or exhibitions, and it can also be bypassing employees of different specific territories, for example, trading floors, business centers.
If we talk about how to promote the legal services of a start-up company, then we can say that for it, at first, direct sales will be the fastest type of promotion.
Exhibitions, conferences, seminars
This method is excellent for promoting legal services, so you can find clients from the business segment. And here it is worth noting that the status and size of the conference can be absolutely anything, that is, it can be an international conference, or, for example, a conference of residents of a certain area who solve a particular problem.
Law office website
Legal services are a specific product, so the site of a lawyer, lawyer, must meet the following requirements:
- Be trustworthy. This is facilitated by photos of employees and the owner of the company, full details of the company, certificates and licenses on the site.
- Convince to choose you. Client reviews, success stories of your clients, a solid portfolio, and a competent video presentation come to the rescue.
- Be convenient to communicate. Be sure to have phones in a prominent place, an online map of directions to the office, a simple feedback form. Callback call button, online consultant who must be in the chat while doing this!
How to promote a legal website on the Internet
- The fastest solution is contextual advertising. You can start a campaign very quickly. The main thing is to select the requests for which you want to receive calls. A good solution would be to combine contextual advertising with the creation of landing pages on the site for each service.
- Articles about the problems of clients and their solution. People are looking for information on how to solve a problem and find your article. If she helps them, then you will acquire expert status for them.
- Video promotion. You can also "write video articles" - it is not necessary to create masterpieces. To show off, it is enough to order a video footage with your office logo and contacts and insert it at the beginning and at the beginning of each video. And the videos themselves can be just shooting with a regular camera on a neutral background. Tell clients about how you can help them, how you have already helped other people.
- If you work in a large city, then look for newsletters on subscribe.ru on the topic of business, always with an audience from your city. Try to advertise in a popular mailing list - so a large number of businessmen will immediately know about you.
- Bulletin boards can also bring in customers very well. And you can try paid services so that your ad stays at the top every day.
- Social networks are great for legal topics, where you can give free advice in exchange for a comment and a repost from your group.
- Be sure to place information about your site in Yandex Directory and Google Addresses, it's free and will allow your site to appear on online maps
- Work for a few months on the forums - participate in discussions, give advice, increase your presence in business thematic communities. On the forums you can put (
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