The Best Type of Advertising for Lawyers

What’s the best type of advertising to use if you’re a lawyer? You’re probably thinking I’m going to say the Internet right? Not exactly. The best type of advertising will be different in most situations. The most popular options are:

• The Internet
• Yellow Pages
• TV
• Radio

 I think the best option depends on:

1. What area of law you’re advertising
2. Where (geographically) you’re advertising
3. Price (ROI)

1. What area of law you’re advertising: If you’re a business attorney, do you really think that you’re potential clients (or better yet the clients you want) are using the Yellow Pages to find a lawyer? Absolutely not. Do you think people use the Internet to find a business attorney?  100% without a doubt, yes they do.  Now are people using the Yellow Pages to find immigration lawyers, criminal lawyers and personal injury attorneys? Of course they are, but not like they did in the past. The Internet is now the # 1 resource that people use to find an attorney. Internet marketing for lawyers is good business practice if done the right way.

2. Where (geographically)  you’re advertising

Where you’re advertising will also help determine what is the best solution. If you’re in a major city then people are online and the Internet is a great solution. If you’re in a small town where there isn’t even high speed Internet, stick with the yellow pages. But those areas are becoming rare with the spread of high speed Internet. A recent UCLA study I’d seen showed over 70% of Americans use the Internet. Yes, even the elderly use the Internet though of course not like the teens of today.

3. Cost and Return on Investment

Cost of course is what controls or limits the advertising law firms use. The bottom line is, with pretty much anything in life, you have to spend money to make money. Don’t expect to spend $300 a month advertising your law firm on the Internet and plan on getting 5 new cases a month. That’s not going to happen. The amount you have to spend also depends on what it is you’re trying to market. The most competitive? Personal Injury, Criminal Defense and Family Law. Not to say that other areas aren’t competitive, they are, but those are the most competitive. Bottom line is return on your investment. If you spend $1,000 a month and that returns $2,000 in fees is that a good investment? Not really. In my mind, at least a 3-1 return is good but 5-1 should be  your target. If you’re spending $2,000 a month in advertising, $10,000 in fees is pretty good.

Yes, the Internet is a great source of business for attorneys who know how to market their practice online. But it’s not right for everyone. Now here’s why I say that: The Internet has become incredibly competitive, especially when it comes to attorneys.  If you can’t invest any money in your Internet marketing, you can’t reasonably expect to get a good return back.  I’ve also listened to lawyers complain that the Internet doesn’t work to bring in business. Those are the same attorneys who have a website that looks like it was build by their son or nephew (meaning it works but it’s not exactly very professional looking) and don’t spend any money with a company that provides search engine optimization for lawyers. You can have great success on the Internet, but just realize you have to spend money to make money.