How to write advertising text for legal services? Promoting legal services on the Internet - tips Advertising legal services and promoting law firms.
It's no secret that promoting legal services on the Internet is an extremely difficult and costly task.
The problems of promoting a law firm or legal education lie in the extremely high competition that has developed in this area, as well as the lack of clear criteria for assessing the quality of the services offered.
For example, in the case of promoting a product, everyone understands perfectly well what we are talking about. The buyer knows exactly what he needs. He can evaluate the appearance of the product, its properties, and understands the possible limits of its value.
The same applies to any household service. Mend a hole in clothing or cut hair - the consumer knows what the result of such work should look like.
When looking for legal services, the client does not always understand what exactly he is looking for, since he has no idea how his problem can be resolved. A legal service is not material, does not have physical properties (color, weight, size, etc.) and a transparent order.
Different companies may offer different ways to solve a client’s problem, but he will not understand which method to choose. Therefore, potential clients, as a rule, call many legal sites and compare different options, extracting as much free information from lawyers and attorneys as possible and comparing available offers primarily by cost.
The situation in the legal services market is also complicated by the proliferation of unscrupulous companies that set themselves the goal of extracting as much money as possible from clients, without caring at all about the quality of their work. They lure citizens with free consultations, a 100% guarantee of success, and the ability to pay for services “based on results.”
The consequence of such activities is the formation of distrust on the part of clients towards lawyers and lawyers in general, a statement of the extremely low level of professionalism of specialists in the field of jurisprudence and an unwillingness to adequately pay for their services.
Based on the foregoing, one can come to the disappointing conclusion that many advertising and promotion methods that are effective for goods and most services in the case of legal services they do not work.
In order not to be unfounded, I will briefly outline the main pros and cons of some traditional methods of promoting legal services on the Internet:
1) contextual advertising– promises an instant drive of targeted visitors to the site with a subsequent guaranteed purchase of the advertiser’s services, and therefore his inevitable enrichment. Money is debited from your advertising account only if a visitor interested in your services clicks on your ad. Ad positions are determined on the basis of bidding - according to the principle: whoever sets the highest cost for their click will occupy the most profitable places in the advertising blocks.
In reality, everything looks a little different. Since, I repeat, the main feature of legal services is insane competition, the cost of clicks from contextual advertising, as a rule, reaches astronomical heights. For example, the cost of one click in Yandex Direct contextual advertising for the key queries “lawyer services” or “legal services” in the Moscow region can reach several thousand rubles(yes, you heard right). Spending money on advertising so mediocrely is unacceptable even for large companies.
But this is not the main problem of contextual advertising. There are also more significant ones. Considering the specifics of our activities, even with large advertising budgets and proper setup of an advertising campaign, there is no guarantee that you will not receive empty clicks and “idle” calls, the essence of which will be to receive a free consultation from you and compare your offer with the offers of dozens of your colleagues . At the same time, the likelihood that the client will choose you is minimized, and money will be debited for each “click”. Moreover, recently the so-called “clique” of successful competitors has become very popular in order to waste their money and take them out of the game.
Pros and cons of contextual advertising.
Pros. Temporarily improving the site's visibility in search engines, increasing the number of visitors to the site, and as a result, improving behavioral factors. The likelihood of potential clients turning to your services increases.
Minuses. Your site will be of interest to search engines and visitors as long as there is money in your advertising account. As soon as the money runs out, your site will cease to exist - provided that you did not use other promotion methods. In most cases, there is a large-scale drain on the budget for contextual advertising with extremely low returns. If the amounts received from clients from such advertising at least cover the costs of it, consider yourself very lucky.
2) Installation of various “lead generators” on the website: contact windows, feedback forms, telephone connections at your expense, etc. - promises an increase in the number of calls from visitors to your site, works on the principle of keeping customers on the site using various calls to action, for example: “Leave your phone number, and we will call you back within five seconds”, “Hello, we are ready to answer any of your questions absolutely free”, “We have big discounts especially for you, find out which ones” and the like.
In reality, you will receive a stream of useless calls from lovers of free consultations, mainly from other regions, asking you a lot of stupid questions, with the goal of squeezing you out like a sponge at your own expense, since it is you who will bear the unjustified costs of paying for these calls and installed on widget site.
This method is very successful for selling goods - I received an order from the buyer and sent him the goods by mail to the other end of Russia. You can’t send a lawyer in a parcel, and in most cases clients can’t afford to pay for travel expenses.
Pros and cons of feedback forms.
Pros. Improving the statistics of visits to your website, primarily behavioral factors, by attracting new visitors and keeping them on the site.
Minuses. Achieving in this way the main goal in the form of new clients actually turning to you for help and decent payment for your services is very, very doubtful.
3) SEO (seo) website promotion- a classic promotion method designed for the long term. It includes many factors - from internal website optimization to building external link mass. Read more about SEO promotion of a legal services website below in the recommendations.
Pros and cons of SEO website promotion.
Pros. Increase in the site's position in search results for selected keywords, improvement in site performance, among which the most important indicator today is the citation index (TIC) - the degree of authority of the site in the eyes of the Yandex search engine, increase in site traffic, including due to customers who are ready to contact at your service.
Minuses. Just like in contextual advertising, this method contains a real danger of wasting your money. The fact is that without understanding the specifics of legal services, even experienced SEO specialists may not achieve the effect you need. At the same time, the costs of SEO website promotion in well-promoted studios will be fabulous, and you need to pay constantly. Monthly budget can be from several tens to several hundred thousand rubles.
4) Separately, I would like to note website promotion using behavioral factors and strengthening external links due to visitors clicking on them to the site - this is a prohibited method of promotion, but with the right approach it works effectively in conjunction with other methods. An example of this is the presence on the Internet today of many successful services that specialize in this method of promotion.
Of course, if you take advantage of some offer of cheap traffic and “flood” this traffic to your site in the amount of several thousand visitors per day, you will remain resting on the outskirts of search results in an embrace with thousands of bots, or even fall under one from numerous filters of good-natured search engines.
Pros and cons of promotion by behavioral factors.
Pros. Improving the qualitative and quantitative indicators of site traffic by simulating search sessions (increasing the depth of views and time spent by visitors on the site, reducing the number of “bounces”). The consequence of this is an increase in the site’s position for the selected keywords.
Minuses. Visitors who visit your site will not enter into an agreement with you and will not share their money with you. If you configure search sessions incorrectly, there is a risk that your site will fall under the filter.
And now I will tell you point by point about the procedure that should be performed to successfully bring your site to the desired TOP 10.
1) First of all, you need to choose a good domain name for the site. The catchphrase is relevant here: “Whatever you call the boat, that’s how it will float.” Before choosing a domain, decide what you are going to promote - your name or the name of your company. In the first case, it is advisable to use your last name in the domain with reference to the type of your activity. For example: “advokat-petrov.ru”. In the second case, the domain will promote not the surname, but the brand, for example: “vashe-pravo.com”. Alternatively, you can name the domain with the keyword for which you want to promote your site.
Verified. One of my sites entered the TOP 10 for a mid-frequency keyword that matches the domain name, without any costs for promoting this word, and is confidently staying there.
2) After the domain is selected, you need to decide on hosting and a site management system. I recommend creating a website using a free platform that provides ready-made website templates. If you are not a great programmer and do not trust your site to third-party great programmers who will experiment on it, then you better learn how to manage your site yourself. I use the WordPress platform - it is the most convenient for me. I don’t recommend using website builders - they significantly limit the possibilities of website promotion.
Placing a manually designed website on hosting is fraught with regular virus attacks, which will most often end successfully - for the viruses, and not for you. If the site runs on a paid platform, you will receive constant technical support from specialists, and ensuring the functionality of your site will become their headache, not yours.
Of course, you will have to pay for such pleasure. But we are not talking about serious costs. In any case, the costs will be significantly lower than paying for the exclusive labor of website layout designers, and then paying for no less exclusive labor for the treatment of the same site.
Verified. One of my sites is located on a free platform without technical support. I'm tired of cleaning out malicious codes that appear on the site from nowhere. Even a paid antivirus program installed on the site does not fully cope with these scourges.
3) After selecting and installing a suitable website template, you need to create a so-called semantic core for it - select a sufficient number of keywords that characterize your activities, by which you will promote your website. It is advisable not to include in this list high-frequency words that are very popular among Internet users, since promotion on them will be tantamount to hitting your head against a concrete wall. It is unknown what will suffer faster: your head or the wall.
4) Next, when the keywords are selected, the most difficult and interesting part of the internal website optimization begins - filling it with thematic content. The phrase “content is king” is well known among SEO specialists. The essence of this procedure is as follows. You need to place unique thematic articles on your website that are optimized for promotion. Each article should contain your chosen keywords correctly. That is, each text page of the site should be relevant to one or more keywords that users will search on the Internet.
And therein lies the main problem. To create a unique text on a legal topic that will appeal to both search engines and site visitors, the author needs to be well versed in both jurisprudence and SEO promotion. Otherwise, you will get useless text stuffing that will be of no use.
Personally, this is how I started at the time - creating thoughtful philosophical articles without proper optimization and wondering why my site was not taking leading positions.
If you do not have writing skills, you will have to buy high-quality ready-made articles, and buy them expensively. Unfortunately, articles that are sold on online text exchanges are often written by authors who are not at all familiar with jurisprudence. In the best case, after purchasing such an article, you will need to deeply rewrite it; in the worst case, the article will be an unreadable “abram-kadabra” generated using some kind of synonymizer program. The problem is that you cannot read the article before purchasing, and therefore you are buying a “pig in a poke.”
To attract attention to the texts, you can add original pictures or videos to them. To help search engines index the pages of your site with posted articles, many special parameters are assigned to each text: title, subtitle, description, keywords.
Verified. For one of my sites, I wrote a unique optimized article on the topic: “How to find?” And this article alone brought my site to the TOP 10 of Yandex and Google for the following mid-frequency keywords: “good lawyer”, “find a lawyer”, “find a good lawyer”.
5) After posting texts on the site, it is necessary to constantly improve and develop it so that search engines see that work is being done on the site and that it is useful for visitors. If the site contains non-unique content, or there are no visitors for a long time, the site will most often be safely sent under the filter. To prevent such developments, you can use the following techniques:
— create internal linking of the site, which consists of placing links on some pages of your site that lead to other pages. This is good for behavioral factors, as site visitors follow internal links from one page to another and spend more time on the site.
— create a special website page with current promotions and discounts and constantly update the content of this page. I think there is no need to explain the magical effect of discounts on the minds of consumers.
— regularly add new thematic articles to the site. You can place them in a special section of the site, for example, create a news feed.
In addition, the site must be optimized for mobile devices, that is, it must be easily readable on phones, tablets, etc. Recently, this factor has significantly influenced the site’s position.
6) After the main page of the site is indexed by search engines, you can begin external optimization of the site - building up high-quality link mass.
Recently, Yandex representatives announced that links no longer work and are not taken into account in site rankings. For the active purchase of links, many large sites that firmly held the top positions were sent under the “Minusinsk” filter - they fell below five dozen positions in the search results.
However, then everything gradually calmed down, and today we can confidently say that links work, but only high-quality links.
The main ways to obtain high-quality links include the following:
Adding your organization to online directories;
Posting information about your organization on bulletin boards;
Doing all this manually is long and tedious. But SEO specialists have many programs in their arsenal that can significantly speed up the process of placing links.
Verified. Registering your site in directories still works, but you need to select the directories carefully, create unique descriptions of your site for each directory, and select suitable thematic categories in them. If everything is done correctly, after registering in the catalogs you will receive the first well-deserved top ten TIC from Yandex. The “runs” offered on the Internet through thousands of catalogs do not count. The result of such runs will be the indiscriminate addition of your link to low-quality directories, to all categories indiscriminately, which can only harm your site.
WE RECOMMEND TO REGISTER YOUR ORGANIZATION IN THE ADVOKATI-ROSSII LEGAL SERVICES CATALOG AND ACTIVATE ONE OF THE PAID TARIFFS OF THE CATALOG.
This catalog provides a unique opportunity to create your own personal website on the Internet with a convenient administration panel. You will be able to post any information about your organization: logo, contact information, placement on the map, photographs, prices, videos, press releases and much more. At the same time, you will not incur any costs for paying for a domain name, hosting and advertising. All advertising opportunities are collected in this catalog.
You can apply for registration in the catalog by this link.
Article website promotion is perhaps the most effective method today. Includes posting unique articles with links to your site included on reputable sites with similar topics. You can post articles in article directories, buy placement on other sites yourself or through article exchanges, and exchange articles and links with the sites of your colleagues. Unfortunately, there are currently no working services for the free exchange of articles between legal websites, but there are good article exchanges for purchasing articles. As a rule, prices on such exchanges are not cheap, but if you try, you can look for acceptable options.
Personally, I am constantly looking for suitable sites for sharing articles and considering paid options for both purchasing links and selling space for articles on my sites.
Another popular method of obtaining natural links is promotion on social networks: creating and promoting thematic groups, advertising the site on the walls of thematic groups, etc.
Verified. For one of my sites, I created groups in Odnoklassniki (currently there are more than eleven thousand people in it) and in VKontakte (about four thousand people in it). If a site has a group on social networks, its promotion has a number of advantages. Social networks add natural links to your site. For example, social network users can “repost” links to your website and post your advertisements on their wall. From these groups, visitors follow a link to your main website and from there they can access your services.
To consider in detail each of the promotion methods I listed separately, you need to write more than one book. If, after reading this article, anyone has questions, comments or suggestions, write, I will answer everyone.
I wish you successful promotion!
Sincerely, lawyer V.Yu. Bondarchuk
2017, . All rights reserved.
We could compose and give you a template of a solid text describing the service, for example. But we won’t do this, because templates are evil when creating selling texts. It is very difficult to deceive a client. If he is interested in purchasing a service, he will quickly notice in comparison that the texts with legal advertising 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 among others, and not copy their material. We'll show you how to do this.
1. Create benefits
Individual approach, services of the highest quality, extensive experience - is this about you? Are you nodding? Do you think that one of your competitors is now writing “I graduated from university yesterday and am still a so-so specialist”? Naturally not. They write the same thing as you, in the same words.
Competitive advantages should truly differentiate you from others. For example, not everyone offers 24/7 support or travel to the client’s office if necessary.
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 statistics. And this can be used effectively in marketing.
Badly: We help many clients every year.
Fine: In 2016 alone, we successfully handled 49 civil dispute cases.
By including accurate metrics, you convince potential clients to trust you based on facts, not faceless eulogies.
Badly: All clients are satisfied with cooperation with us.
Fine: We have already provided assistance to 65 clients, and 64 of them are ready to give us positive recommendations.
3. Structure
Prepare a plan for the text, think about 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 what scope of work he will receive?
And most importantly, strictly adhere to the chosen marketing model. For example, AIDA, which we wrote about just above. Do not cross out or rearrange the main blocks of the model.
Step by step, the sales text should tell the potential client: here is the solution to your problem, this is a useful service. Then the call to action in the finale will not be an “annoying advertisement”, but a long-awaited start to cooperation.
As you know, specialists involved in the political and business spheres are well aware of how important technologies for promoting certain services or goods become. 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, interestingly, are somewhat distrustful and even wary of these technologies. Many people still naively believe that they can completely do without them. However, this is a fundamentally wrong approach, since it should be noted that well-known and well-established lawyers became such largely due to their good command of PR and marketing technology. Although at the same time they may well not even realize it. In some periods, in particular in times of crisis, the number of potential clients decreases sharply, which is why it is necessary to use all possible methods to competently and successfully build 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 purchase and sale agreements, registration of inheritance or deed of gift, and so on.
It goes without saying that in the process of drawing up these papers you have to sign something, imposing certain obligations on yourself that 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 situation, even the most controversial one. It is such a highly qualified specialist who will be able to take care of all your interests and will in no case allow cunning scammers to mislead you.
Of course, it is easy to follow the following logical pattern: since legal services are in great demand at any time, then 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 need to either open your own website or register on some service exchange, even a free one. To do this, you only need any search engine and a certain amount of time allocated for the search.
However, everyone who wants to create their own business using 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 do, but have not practiced for a long time. In the event that you have not refreshed your memory for several years on many of the intricacies of a legal matter, you should definitely re-familiarize yourself with the details, paying attention even to those that at first glance seem very minor and unworthy of your close attention.
When determining prices for your services, you should take into account the market situation. Prices for your services should in no case be exorbitant - they should definitely be calculated with an eye to the economic situation in the country. After all, you will agree that it is unlikely that even a well-to-do person will shell out fabulous sums in times of severe crisis, even for professional services. On average, for example, the price for a legal examination 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 on staff, you can calculate the expected income.
Taking into account the specifics of organizing the work of any service located on the Internet, you should create an electronic wallet in advance, into which the earned money will, in fact, be regularly received. If you work on the stock exchange, you should not forget. Don't forget that if you work on the stock exchange, your rating and direct feedback on your work become of great importance.
For greater convenience in your work, you should make sure to get a fax machine. If you have your own legal services website, very often you have to send verified documents in this way.
Of course, when fulfilling an order, you have a great responsibility. Every person who gives you legal work wants to protect themselves from Internet scammers, of which there have been an indecent number on the Internet lately. That is why each order should be completed efficiently and carefully, trying to justify the trust placed in you. In the case when you are just starting your business and are actively promoting the legal services you provide, this becomes even more important, since it directly works on your reputation. And, as you know, where there are positive reviews of work from clients, there is success and stable profits.
If you are still studying to become a lawyer, then it is justified to start working only from senior years, when you have already developed the ability to overcome all those numerous “pitfalls” that are so often present in contracts and transactions.
One should not shy away from working on the stock exchange - many lawyers, now quite successful and talented, started out working in small firms. They started, as a rule, with small orders, gradually increasing the size and number of works. We can give universal and very important advice to young and unformed lawyers who have excessive enthusiasm: under no circumstances should you take on the task of organizing work to provide legal services without a legal education, because by doing so you will not only let down your clients, but also You risk ruining your entire professional career.
If you have opened a website for legal services and need to competently promote your services on the Internet market, you need to attract potential customers to the website. To do this, you simply need to place advertising on sites that are initially focused on law and advocacy. Of course, the word “simply” is used here only to denote the specific action of posting a message about your service with contact information. In fact, coming up with advertising text that could interest potential customers and make them give preference to you is very difficult. In this matter, the unusual presentation of your services and the persuasiveness of the text are of great importance. This does not require countless kilos - you need to attract the attention of a potential customer and convince him to tip the scales in your direction, even if on the other side there is an experienced and already proven competitor on the Internet. In any case, in order for your work on the Internet 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 own name. Do not be afraid of difficulties - later the name itself will work for you.
A very common type of order is legal review of a contract. In what form does this take place? Let's take a closer look. First of all, the client is offered a deal. He sends the documents received to complete the transaction to his chosen legal services service, where highly qualified specialists subject these documents to in-depth analysis. In the event that their picky eye finds any inconsistency or error, the customer is advised to change some points. Sometimes you even have to explain that the contract contains the possibility of non-fulfillment of obligations; in other words, it will simply be impossible to go to court later 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 does this happen? It's simple: often the developer of a document deliberately puts into the text such a limitation of his right so that later it simply does not have force. These are just a few of a number of interesting methods of deception.
Development of a contract is also one of the most common types of orders.
Such a business can be organized by any good specialist, not lacking business savvy and professional vigilance. Almost one hundred percent of the work in this case is done alone with the document. Most often, this is where the work ends, so to switch to this mode of operation no additional investments are needed - only your professional knowledge and patience. The first stage of organizing legal services can be considered working 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 processed documents are later submitted on paper, which is how most people actually work.
Further, we can talk about simply accepting documents, processing them and sending them after finishing work on them via e-mail.
In the future, there will be a gradual increase in the number of clients, because with this 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 services is that it is not just a home business, but a real remote work that can follow you everywhere. After all, you can essentially work anywhere where there is a telephone socket. In addition, there is no need to travel to another city to receive money from clients. All problems can be solved by simply issuing an international plastic card.
But before you think about how best to use the profit 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, in purely professional terms, target audience you are counting on. Accordingly, what kind of people do you need to attract the attention of your law firm and its employees working on the execution of orders. It seems that only wealthy citizens, successful entrepreneurs, and managers of both large and small companies can afford professional legal services. How to attract the attention of such high-ranking officials? The answer is obscenely obvious and there is no need to reinvent the wheel here: you just need to become noticeable to your target audience, maintaining your so-called visibility in the market in various ways. And you can maintain it regardless of the level of income of your law firm, or how long it has been present on the legal services market in general. You can achieve such visibility by constant presence or mention in those media, and to them, without a 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 relevant publications in newsstands, look through subscription catalogs at the post office, paying attention primarily to those business publications that are read by top officials of companies. You can pay attention to specialized publications devoted, for example, to real estate, taxation, the automotive industry, or the so-called glamor publications, which are read by financially independent successful business women. You just need to write down their names for yourself, include them in your plan and think about how to get in touch with them, what and how you should 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, television channels and radio stations themselves are quite interested in connections with legal and advocacy firms. After all, judge for yourself: the media always feel the need for professional legal comments on current events or legal problems. Therefore, there is no need to be afraid to call the editor directly and offer your services in exchange for promoting the service. You can offer your services to the editors in different ways. For example, say that your company’s specialists will periodically give short oral or detailed comments on materials that journalists prepare for publication. If necessary, you can oblige yourself to provide telephone consultations on complex legal issues. In some cases, you can artificially create a situation where your specialists do something for the editorial office free of charge. 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 editors are very reluctant to accept for publication ready-made articles that were once written by lawyers. This is largely due to the fact that each media outlet has its own ideas about the relevance of the material and its own thematic plans, which editors are working on to develop. 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, these articles simply need to appear on the pages of the publications you need. How to achieve this? Try to structure your conversation with editors a little differently. To begin with, just ask if they have drawn up a thematic plan for the near future. And if the answer to this question is positive, ask whether there are articles on legal topics. If you receive a positive response here too, offer to write them by the deadline set by the editors. Then your material will be published in the newspaper you need or in a magazine that is interesting to you, which will significantly add points to your scale of so-called visibility in the market.
And it is not at all necessary to demand a fee for articles or comments from specialists in the media. In the context 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 the advertising services you need for your work, not money. The editors can indicate not only the last and first name of the author, but also the name of your company, and, if possible, and even more desirable, telephone numbers, website or email addresses. If the editorial office is located well in your service, you can agree to place a small advertising module containing information about the company name, a brief description of the service and contacts. Maintaining good relationships with journalists is not just desirable - it is necessary. Moreover, you need to approach your obligations in relation to them with all seriousness, and if for some reason a specialist from your company, who has undertaken to prepare the material, cannot do this in the required time frame, urgently recommend another lawyer, otherwise you risk letting the editors down and seriously undermine the business relationship established with her. After this it will be very difficult to restore trust and a solid business reputation.
Currently, there are countless exhibitions, conferences, and 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, at the same time, your services. To do this, try to present your company from the best side.
If your company's lawyers or advocates successfully litigate prominent public figures or high-ranking government officials, don't hide it. Work on developing an image of a successful professional for one or more specific specialists in your company. You need to advertise them personally, indicating their last names and ensuring that they are recognized by their last name. This is done with the expectation that the company name will automatically appear afterwards. It’s a truism: the louder and more significant the resonance of the case that your lawyer or solicitor handles, the more attention it will receive, and accordingly, most of this attention will be paid to your service.
Due to the increasingly increasing role of the Internet in human life, there is a need to make the most of this wonderful information resource. Therefore, you need to heed the advice that you need to participate in forums, blogs and websites as often as possible. On the World Wide Web, and this has long been no secret, there are many sites on which legal forums operate. Online, site visitors leave questions that interest them, and lawyers answer them. Lawyers are often among those who leave questions. In short, this is the so-called exchange of experience between lawyers. But what is most important is that by communicating on forums, lawyers often find clients for themselves, promote themselves and the firm they work for. Sometimes visitors themselves offer the lawyers who responded to 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 sites on the Runet. Even long-time acquaintances or classmates of your firm’s lawyer, having found him in this resource, can offer to work for them, representing interests in court or performing an examination of any controversial agreement.
When promoting legal services, you should not rely solely on the so-called “word of mouth”. This fancy term refers to an essentially simple method of disseminating information about your company through those who are already your clients and are completely satisfied with working with you. It consists in the fact that they simply talk about you to their friends and recommend your company to them. As a result, you get new clients. However, this method can only work for a certain time. Relying on it alone as the only way to attract new clients is strongly discouraged. It is necessary to apply other technologies to attract new clients and maintain positions in the legal services market.
The main problem with lawyer websites is that the texts there about legal services are often difficult for the average person to understand. If the article contains examples such as “claim proceedings” or “subjective law”, you can scare off an unprepared client.
Contents (article updated on 02/26/2019)
A person is interested in only 2 questions: “How can I solve this problem?” and “Is it profitable for me to spend money on solving it?” For the buyer, the SELLING text about the provision of legal services should be written in simple and accessible language.
If a legal advertisement can be understood even by a person with incomplete secondary education (yes, yes, there are such people), then the audience reach will be much wider.
Texts about legal services: why are they needed?
How to write selling texts about legal services?
The best texts about legal services consist of 4 selling components:
- Lead (intro). Describe possible client problems in everyday terms. The use of professionalisms is allowed only in small quantities, with references and explanations.
- Offer. Briefly and succinctly describe what you offer.
- Objection processing. The client has questions and doubts - predict them in the text. Specific examples can be seen in the sample advertisements for legal services later in the article. Choose your words carefully. After all, it will be much more honest and beautiful not “ guarantee of results", A " reasonable forecast of a successful outcome of the case».
- Call to action. Good texts about legal services delicately hint at what horrors of legal hell await the client if he does not contact a competent lawyer in time. While someone is chewing snot, the enemy is not asleep. He collects information, disposes of evidence and sells property. In general, he prepares cunning escape routes and carefully takes aim for a legal shot on the spot.
In your legal services flyer, focus more on the outcome rather than the process. This hints at a willingness to stretch the process indefinitely, which generates a stream of difficult clients. In pre-trial resolution of the conflict, prompt assistance from a lawyer is also needed. Well-constructed arguments will nip the conflict in the bud and help avoid legal costs.
In a leaflet about the provision of legal services, attract the customer with free legal advice and constantly repeat this in the text. Google is literally bursting with requests for “free lawyer”, “free legal advice”, etc., etc.
Do not hide the time allotted for a free consultation from the client. The main thing is to answer all questions professionally, and a grateful client will agree to a paid consultation. I will also recommend it to friends via wireless phone.
Texts about legal services: samples
Some are affected by horror stories, while others are affected by positivity. Based on the results of AB testing, you can find the most suitable option. Here's the first option:
Sample advertisement for legal services in a negative way
Did they demolish a partition in the apartment without approval from regulatory authorities in order to combine the rooms? This is an unauthorized redevelopment. Legalize unauthorized redevelopment until the apartment is sold at public auction by court decision in accordance with clause 5.1. Art. 29 of the Housing Code of the Russian Federation. Get the right to comfort. Contact us for a free consultation!
In the second case, you can write texts about legal services in a completely positive way. A person gets a solution to his problems, and our caring specialists will run through all authorities with their tongues out, solve issues and show results. Which of the above options the customer will fall for depends on his specific character and outlook on life. To measure everyone with the same brush is an unforgivable mistake.
Sample advertisement for legal services in a positive way
Legalize redevelopment and unauthorized buildings. Create the perfect home to suit your taste and enjoy a happy life - and we will take care of the tedious formalities of filling out the paperwork. Contact us for a free consultation now!
Example text of an advertisement for legal services No. 1
Do you doubt that you can afford legal services? Don't know how to prepare for the trial and protect your rights? Confused about the laws and don’t know how to correctly formulate a claim?
Contact our legal specialists and get answers to your questions completely free of charge: via online chat, by phone, or make an appointment.
Our services: inheritance lawyer, real estate lawyer, housing lawyer, car lawyer, criminal lawyer, lawyer for family disputes and civil cases.
What is an insoluble problem for you is an everyday situation for us.
We guarantee:
- Availability .
- Efficiency .
- Confidentiality .
- Complex service.
- Transparency .
Failure to contact a lawyer promptly may result in prison time or loss of property. Don't delay, contact us now.
Contact details : address, website, telephone
Next, set aside half an hour for each client, notify him of this, and professionally answer his questions within the specified time. After the specified time has passed, you inform him that the time has expired and the problem is beyond the scope of a free consultation. Give him a business card with contact information. If he has received at least a partial solution to his problem, he will contact your company more than once, and will also call his friends through word of mouth. This works especially well for individual entrepreneurs. A very effective method of attracting clients for a beginner.
Effective texts about legal services: tricks
Just don't deceive the client. Telling him the fables of Grandfather Shchukar is obviously a losing situation. Even if you manage to earn money once, there won’t be a next time. And he will dissuade others. And a lawyer’s main income comes not from sales texts about legal services on the website, not from advertisements on the fence, and not even from commercial offers of cooperation, but from regular clients and their social circle.
Texts about legal services: how to compose? Over time, “big names” appear among clients or defeated defendants. This could be a famous politician, businessman, company or bank. You need to name them in a conversation with a potential client - they will be your trump card. If you have already been able to cope with such a high-profile case, then you will definitely be able to cope with its problem. And include this in your legal sales copy.
The more texts about legal services contain specifics and narrow specialization, the more solvent clients will come to you. The more the ad says specifically about his problem, the more trust he will have. If you provide several services, try to write different advertisements for each.
Put yourself in the client's shoes. First think about WHAT the client wants. And secondly, HOW specifically you can help him. Then – will it be MUTUALLY BENEFICIAL.
And don't be afraid to write prices. The client tends to exaggerate them, so immediately identify your target audience.
Sample text for advertising legal services on radio No. 1 (timing 40 seconds)
(Man sings a song with a guitar)
I bought an apartment on Tverskaya,
Without consulting a lawyer,
Now I live in a clean field,
And another one lives in that house.
Citizens! Learn from other people's mistakes. Before making an important decision for yourself, consult a lawyer. (Again the sound of a falling coin and a quiet “Thank you”) ...only with a lawyer. Law firm "Lawyer". Tel. 149-36-14, 149-36-14. And the consultation is only 150 rubles! (Killer argument)
Verdict: One of the rare examples when legal advertising about transaction support turned out to be creative and selling at the same time. Perfectly plays on psychological fears of losing an apartment during a transaction. In addition, 150 rubles is negligible compared to multi-million dollar transactions.
Sample of legal advertising on radio and YouTube No. 2 (timing 20 seconds)
Do you urgently need to draw up an agreement, a lawsuit or another document? The fast-jurist.rf service creates documents in 2 clicks for free and without registration. Detailed information on the website fast-jurist.rf.
Verdict: Simple, short and clear. The target audience will immediately use the service, and others will also remember the name of the site on occasion.
Texts about legal services: sample radio advertisement for a credit lawyer for bank debts No. 3 (15 seconds duration)
(Background melody ModernTalking–WintheRace) Credit lawyer. Legal assistance to bank debtors. Restructuring. Credit holidays. Termination of an agreement. Debt write-off. Representation in court. Phone in Abakan 321-000
Verdict: Simple, short and memorable!
Texts about legal services: example of advertising on radio No. 4 (timing 20 seconds)
Attention parents! Is your son being drafted into the army despite having illnesses? Contact “Conscript 18” urgently! “Conscript 18” – emergency assistance to conscripts on a legal basis. Even with a summons to dispatch. 100% guarantee of results. Contact us at 907-927, 907-927.
Verdict: At the beginning, the target audience is very clearly defined. They specifically identify problems for which they can help. The flow of clients is guaranteed!
An example of an advertising text about the legal services of a car lawyer No. 5 (timing 1 minute)
(The sound of an engine. A shout of “Where are you going?”, the sound of a collision and exclamations. The sound of a number dialing. Beeps).
- Hello! Emergency commissioners? Help out!
(Announcer's voice accompanied by music): The service of Russian traffic lawyers will quickly and competently file your accident and will support the case until full compensation for the damage. “Accident Commissioners” work for you, who will arrive at the scene of an accident in the shortest possible time. All employees have extensive experience in dealing with emergency situations. Competent lawyers represent your interests in the traffic police, insurance and in court, and also provide assistance on the road by telephone. We officially cooperate with the Gorodetsky District Traffic Police, and, most importantly, all this is absolutely free. The office is located at st. Republican, 75A. Contact numbers “Emergency commissioners” 413-44-64, Lawyers 8-920-297-17-90, 8-920-297-17-90
Verdict: 1 minute is a long time. A person who listens to the radio constantly will get tired of this annoying video. But he will remember it for a long time. But the main goal of advertising legal services on radio and television is not to entertain the buyer, but to sell.
Selection of keys for the text of legal services on the website
The services of a lawyer are the same goods as bread, clothes or a car, only intangible. They cannot be weighed, measured or photographed. But nevertheless, they are necessary and must be sold correctly.
Texts about legal services: selection of keys In order for the text to bring people from search to your site, and for them to read the article with interest, you need to enter the correct key phrases into the material. In order to find out what people are interested in and what questions they type into the search bar, use the services “Wordstat” and “Keyword Planner”.
Order a text about legal services from a copywriter
To make your job rewarding with a good income, professionalism is not enough. It is important that the client learns how you can help him IN A LANGUAGE HE UNDERSTANDS. He doesn't need mountains of abstruse legal terms - he needs a solution to the problem.
Ordering a text about legal services from a copywriter means writing in detail about simple things, and SIMPLY about complex ones. The services of a lawyer, due to the complexity and variability of the legislation, relate specifically to the second option. Therefore, simplify, simplify and simplify again.
Make your company a star on the legal map of the region and make your way to the Legal Olympus.
Article update from 02/26/2019
Friends! Due to overload, I have suspended writing legal texts. My site has successfully reached the TOP for a large number of keywords, a lot of people contact me, and many regular customers have appeared. You have to narrow your range of topics. I don’t have enough time and energy for everyone, alas and ah!
Therefore, if you need a selling text, I suggest you contact a proven freelance exchange. I myself started my career as a copywriter on these exchanges, and therefore I can recommend them with a clear conscience.
Exchange No. 1. On this exchange you can not only order legal selling texts from a copywriter, but also order the creation of a legal website, the design of leaflets and banners, setting up contextual advertising for a law firm, creating and promoting a group on social networks, dubbing audio clips, creating legal videos and much more. Many people do this in a highly specialized manner, so finding a quality performer at a reasonable price is quite possible.
You can register there in one click using your VKontakte, Facebook or Google+ account; mastering the exchange interface is no more difficult than reading this article to the end :) To order text, advertising, social networks, audio, video for a lawyer, click here.
Exchange No. 2. This exchange specializes only in copywriting. I recommend it if you need to get legal text at a minimal price or if you need a very large number of articles. There are a lot of performers here, so the dumping is just off the charts. If you doubt the quality of the artist, check the box “Select artist manually” and choose from the responses of the authors with the most readable portfolio:) To order a legal article, click here.
I helped as much as I could. If you have questions, ask them in the comments, I will answer them in detail. Let the wind of profit blow in the sails of your business!
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