In this case, all these factors were combined, and the agency’s main task was to emphasize the lawyer’s experience and convey its value to the right audience through integrated marketing in various channels.
Project information
- Niche: legal services;
- Region: all of Ukraine and Lviv region separately;
- Selected period: 2 months;
- Total period of cooperation: from 02.2020 to 06.2023
- Services: targeted advertising Meta Ads, website development, PPC advertising Google Ads, SMM, automated sales funnel.
Client’s problem
The client, the owner of a law firm operating throughout Ukraine, contacted us with a problem: previous advertising campaigns brought in applications, but at a very high price, and the quality of applications was low. The team was spending a significant budget on advertising the services of a lawyer, but was not getting the expected increase in clients.
The main goal of the cooperation was to scale the number of consultation requests through the website, while reducing the cost per lead. The client also expected to improve the quality of applications: more targeted leads that were really interested in the services of a lawyer. We immediately determined the way to process incoming requests: the lawyer had to receive a request for consultation and call each person independently, clarifying the details of the problem and offering an effective solution.
Our Approach to Marketing Legal Services
To achieve a sustainable result, we decided to go beyond just setting up ads and take a comprehensive approach to the sales funnel – from the first touch to the application. This included both website development and advertising strategy with a focus on testing and scaling the best results.
We also used LeeLoo’s funnel automation settings and developed a holistic marketing strategy.
1. Development of a lawyer’s website
We created a high-quality website that solves the main task – to convert traffic into appeals. To develop the lawyer’s website, we chose the WebFlow platform with an individual design and well-thought-out structure.
Our approach:
- Individual design based on competitors’ analysis and client’s wishes;
- Simple and clear blocks that explain the essence of services in the language of the audience;
- Calls to action (CTA) after each key block;
- Examples of cases and areas of work of the lawyer;
- Mobile adaptation, as most traffic is from phones;
- Minimum distractions, maximum benefit;
- Landing pages for all the main areas of lawyer’s services: obtaining licenses, lawyer for IT, lawyer for business, etc.
This site has become a powerful tool in the sales funnel and has significantly improved conversion from advertising channels for legal services.
2. Meta Ads targeted advertising of legal services
After launching the website, we moved on to creating an advertising strategy in Meta Ads (Facebook + Instagram). The key task was to find those audience-creative connections that would yield the maximum number of applications at the lowest price.
We divided the work into several stages:
- Analysis of the target audience: who is looking for legal services, what problems they have, at what stages they make decisions;
- Audience testing: we launched both broad audiences and targeted audiences (interests, lookalikes, behavioral data);
- Creatives: We used various formats – videos, static banners, carousels with examples of situations that a lawyer solves;
- Retargeting: for those who have already visited the site but have not left a request;
- Flexible scaling: the budget was redistributed to effective communications every week.
The Lviv region was launched separately, and later the whole of Ukraine. A positive indicator for the Lviv region is the reduction in the cost of a lead. At the time of the case study, the average Cost-per-Lead (CPL) price for the main directions ranged from $6 to $8. Previously, the average CPL was $13.30.
Results for the region:
- 163 applications for consultation;
- average cost of application – $7.87;
- CTR – 1.27%;
- clicks – 13,569.
The result for Ukraine:
- 489 requests for consultation;
- average bid price – $1.97;
- CTR – 2.59%;
- clicks – 16,665.
These areas usually worked in turn: when we launched targeted advertising for a lawyer in Ukraine, the client did not have time to process all the applications. So we switched the display to the Lviv region at that moment. Accordingly, the ad could run for 2 weeks for the whole country and for two weeks only for the Lviv region.
3. Marketing automation for a lawyer
Our team set up a sales funnel in messengers using the LeeLoo automation tool, so that the user made a clear request and was well informed about the lawyer’s services and approaches.
Our automation work included:
- Setting up the automation service;
- Development and modernization of the lead magnet;
- Development of materials to accompany the funnel: graphics, PDF documents;
- Formation of a content strategy: materials for warming up and retaining the audience;
- Identification and modernization of the lawyer’s unique selling proposition (USP);
- Building a sales funnel in the LeeLoo system and connecting the internal CRM.
The result after a month of the funnel:
- 22 leads out of 214 contacts that went through the sales funnel;
- 7 leads from Facebook Messenger.
In total: 29 requests were received with a cost of $1.9 per lead.
4. Google Ads PPC advertising
For 16 months in a row, we also worked on advertising the company’s legal services on Google. We used search PPC advertising for commercial queries to take advantage of the hot demand and immediately direct the audience to the relevant landing pages of the lawyer’s services.
Here, users could leave a request, request a callback, or call to get an initial free legal consultation on their own.
The main areas that were advertised in this channel were:
- Family cases;
- Land issues;
- Inheritance cases;
- Property disputes.
Anti-collector, customs issues, and other areas were also tested, depending on the lawyer’s priorities and demand for services.
5. Additional areas of promotion
In general, the marketing cooperation project with a law firm lasted from 02.2020 to 06.2023, and during this time, the AG.Marketing team solved not only the tasks of website development, automatic sales funnel, and targeted advertising, but also the following:
- Support for the lawyer’s social media – SMM, which complemented the work on targeted advertising and the auto-funnel.
- Creation of SEO content for the lawyer’s service pages and blog articles.
- Design support – all banners, videos, materials used in the funnel, targeting and SMM of the lawyer were prepared by the AG.Marketing team.
Examples of creatives that have shown good results in targeted advertising: both high click-through rate and effectiveness in terms of calls and their quality.
Key findings
The legal market is quite competitive, and competition is not only among law firms, but also among lawyers who represent private practice. It is becoming increasingly difficult to attract the attention of a potential client. But this case proves that a high-quality website + advertising combination can make a difference. By emphasizing key advantages, expertise, and experience, you can get consistent results in both limited and broad locations.
Key insights:
- The website should be user-friendly and convincing, especially for an audience that often makes decisions emotionally and quickly.
- Multichannel is a must-have for a stable result in terms of the number and quality of leads.
- Flexible budget management and continuous optimization are the key to a stable result.
Comprehensive support of legal activities, effective online representation and close cooperation with the client have allowed us to deliver results and develop the lawyer’s brand for several years in a row.
Marketing of a lawyer, attorney online with AG.Marketing
Do you want a similar result for your business? If you are looking for a team with experience in legal promotion, contact us for a free consultation!
Leave a request, and we will show you how you can get a steady stream of clients in the near future with the right website and advertising, social media, and content marketing. We formulate a strategy based on the current state of the business, taking into account all the nuances of lawyer’s activities to attract your target audience!
Get a free consultation on how to effectively promote your company or law practice online. Comprehensive lawyer marketing from a team with experience!
