Law Firm Marketing

Ep 37 – The LAWsome Guide to Copywriting; Writing Better Legal Ads

Word making is hard. We talk about advertising language and good copywriting with an article from, and then we hit the roundtable for a discussion amongst ourselves on what it takes to craft good sales copy for law firms!


The LAWsome Guide to CopywritingFree Download HERE!

. . . also mentioned in the show . . .
– Ray Edwards “How to Write Copy that Sells” is AMAZING!

What is Good Legal Ad Copy?

What’s wrong with just saying, ”I’m a lawyer, call me?” On it’s own, nothing. However, there are going to be many people, particularly in the competitive legal vertical, who are running ads as well, and they probably all say something similar.

You need to draw people’s attention away from them and back to you. And there are time-tested principles and methods you can use to accomplish that.

First, let’s look at the mechanics of advertising, which can be broken down into the following components:

  • Aim  – What do people want, and how do they ask for it? This is your potential client’s intent. Think of search terms as well as practice area keywords (accident, divorce, personal injury).
  • Audience – Demographics – are you speaking to the victim or the victim’s loved one? The language in an advertisement is aimed at converting potential clients. It’s important for legal marketers to create ad copy that resonates with an audience, not live up to the lawyer’s expectations of what an ad should be.
  • Action – What action do you want the audience to take? Is this advertisement about “branding,” or is this about “intent”? Brand awareness advertising accesses a different part of your brain. Direct response ad is aimed at intent. Someone needs a thing, and you have the thing they need just a click away!
  • Differentiation – There is no “safety in numbers” when it comes to advertising. You have to do something different, but not so different it puts people off. The word and language choices you make in your ads are where this can happen. We’ll get to that next.

Consultwebs digital marketing for lawyers

The Mechanics of an Ad

Now that we have some “big picture” items out of the way, let’s get down to the actual craftsmanship involved in ad copywriting. It’s import to acknowledge the many different types of ads –  everything from video to text to banner to social – but the “big 2” in Google are search and display.

Display ads use images and are typically more “brand” or “item” focused, while search ads do not use images, and can be found above the search results in Google. Therefore these ads are more focused on intent.

We are not going to talk about display ads here, although there is some crossover with regard to writing headlines. So, how do you write compelling, effective search ads? The simple answer is that, as lawyers, on a certain level you get paid to be writers. Play to your strengths – language, composition – and use some of the tips below to help inject your command of language into compelling ad copy.

  • Make a list – It takes a lot of ideas and variations. Most will end up in the garbage, but that’s not the point. The point is to write down everything no matter how weird it is.
  • Use writing prompts – Things don’t always just pop in to my head. There are plenty of places to get inspiration and ideas from – even competitor’s ads. Phrases like “10 Secrets of …” or incorporating words like “professional, innovative, practical,” are good ways to get the ideas flowing. Your final revision may not contain any of them, and that’s fine.
  • Format – This is one of my favorites. Think like Dr. Seuss and make it rhyme, or use an if/then statement for example. Putting some parameters or limitations on what you can do can lead to surprising creative results.
  • Framing – What’s the angle here? David versus Goliath, fear of loss, urgency – these are all different approaches that can help you shape the tone and language of an ad.

More on the original Consultwebs post written by Paul Julius – HERE

Ep 35 – Social Media Marketing For Law Firms

In this episode we visit the ABA Journal and talk about social media marketing for law firms, and we interview veteran marketer and current website & content strategist for the Ohio Bar, Dan Beckley.

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Ep 34 – Everybody Hates Lawyers; Until They Need One

We talk about public perception of lawyers with an article from the Huffington Post, and then dive into legal consumer insights with market research expert Nika Kabiri.








Ep26 – Online Reputation Management for Lawyers

Handling your reputation online is the new PR – clients are in control of public perception of lawyers and word of mouth referrals are results from experience. How can you handle negative reviews online? How can you create a reviews and ratings fly-wheel into your process, and why you have to take care of this, yesterday.


What’s included in the Client Review Resource Bundle?

  • Client Survey Template
  • How To Respond to Negative Reviews
  • Client Communication Style Guide

Client Review Resource -> DOWNLOAD HERE

Ep24 – Digital Ambulance Chasing; The Ethics of Online Advertising for Lawyers

Today we talk about geofencing and digital ambulance chasing with an article from We also discuss marketing tactics and strategies that can help lawyers stay above the ethical grey zones.

Personal Injury lawyers geo-fencing ERs, giants like Facebook and Google are selling the data – Consumers are concerned, but business owners aren’t concerned enough.So how does a lawyer approach legal marketing today. Digital advertising is either the future, a fraud, or a fraction of the full picture.


Lay out a short summary of what geo-fencing or “situation specific” targeting is:

Geo-fencing – GPS boundary around location – Apps can send you ads based on location.

Re-Targeting – sends ads based on behavior in a website

Recommendation Engines – storing behaviors and using them to show you ads

What’s the big deal? You’re just showing people who are in situations or locations that make them more likely to need legal services ads for legal services – how is this ethically questionable?

What are you fencing? Perception of legal profession can be damaged.

What about social media – there have been numerous concerns regarding privacy and data mining on platforms such as Facebook and Twitter, as well as manipulation of user behavior. Again – is there an issue here? If someone posts that they’re visiting grandma in a nursing home, why not show them an ad for nursing home abuse cases?

Social media is free because you are the product. People are connecting the dots – is there a Social Contract for digital? Possibilities for content marketing. 

Recommendations for our listeners that they could do right now to be better advertisers?

Don’t get blinded by all these different targeting methods or sneaky data manipulation  tricks, because those are all short term solutions – WRITE BETTER ADS

Download the The LAWsome Copywriting Guide to start crafting better ads!

The LAWsome Copywriting Guide

Ep22 – Does A Good Lawyer Need A Commercial?

In this very special episode of LAWsome we dive into TV Lawyers, advertising, Mr. Whipple, exploding eagles, and public perception of the legal profession.

Lawyers want to grow their business, but, the concept of public perception of lawyers can get in the way of creating effective marketing and advertising campaigns. We’re dedicating this show to specifically address this confluence, particularly in regards to TV advertising and lawyers.


Download The LAWsome Firm Experience Survey HERE.

Ep14 – Digital Marketing for Lawyers – Past, Present, Future

In this episode we speak with business leader, programmer and Consultwebs president Magnus Simonarson about how legal marketing has changed in the new millennium, what principles have remained the same and what has changed as well as what’s breaking over the horizon in the future. We also talk about how to think like a leader, promote growth in your employees and your company, and deliver the best results to your clients.



Ep8 – Build Your Dream Network

In this episode we speak with networking-guru Kelly Hoey, and learn about the ways lawyers can expand their influence, achieve their short and long term goals, and build their dream network.

We also take a look at an article from on ways lawyers can increase their networking skills.

FREE BONUS CONTENT – Kelly has put together a reading guide for BUILD YOUR DREAM NETWORK.  Designed to get you thinking (and immediately into action), the Reading Guide highlights key takeaways from #BYDN (and asks a few new questions too). Get your FREE copy now by clicking HERE



Ep6 – The LinkedIn Lawyer

In this episode we learn how lawyers and law firms are using social media, specifically LinkedIn, to connect networks, find clients, and stay relevant. Our guest is LinkedIn legal marketer and consultant Rachel Tombs from Links2Leads.


Ep4 – Bridging the Digital and Real World for Lawyers

In this episode, we dive into an article from about synthesizing online and offline marketing for lawyers and law firms – we interview legal marketing expert, Nick Pavlidis, and uncover ways lawyers and law firms can bridge the digital and real world and get the most out of their marketing efforts.