Dental office advertising is something which can benefit hugely from an online presence – particularly when it comes to online reviews. Dental health is something that everyone should be aware of, especially since it can affect so many other aspects of a person’s general health (and appearance). Dentists are something like doctors and lawyers in that people tend to seek out practitioners who make them feel comfortable; hence a good online presence is invaluable.

Over the years, our company has worked on a number of campaigns for individual dentists and dental clinics, so we have a fair amount of expertise in working with the specific needs of these groups. Our dental clinic advertisement has all followed something of the same form: search engine optimization has formed the basis of them all with the ultimate aim of both increasing traffic in general and the ongoing customer base in particular. One of our recent dental clinic advertising campaigns also included such a fast way to increase an online presence and hence sales as a Google AdWords campaign, and reviews management to enhance the trust of prospects!

Results Obtained after Running an Advertising Campaign

The results of managing one of our recent dental office advertising campaign have been as follows: even with people thinking that AdWords campaigns have cost too much money to be entirely effective, within a week we managed an AdWords campaign for a dental clinic with $450 spent. The campaign resulted in a definite rise in conversions. Our client received 19 phone calls to the office, 6 of which turned prospects into clients.

Also, a set of steps within the framework of search engine optimization for dentists and reviews management allow us to increase dentist’s site traffic by 3.6%.

In a nutshell, such a combined method of advertising resulted in increasing sales of our client by 57%.

AdWords Campaign for Fast Results: Our Tips

Running AdWords campaigns is one of the best marketing tools in existence when it comes to how to advertise a dental clinic, as it can help sales and customer retention grow by up to four hundred percent. Despite these numbers, they are still used by less than half of the companies and individuals to which they would be most relevant.

While an entire process of managing a campaign may seem daunting, setting up an AdWords campaign is not a difficult task. The difficulty lies in making it a profitable campaign, but the tips below (plus some advice from a dentist SEO expert) will make that more attainable.

Include relevant information to be ahead of your competitors

The more information you can give prospects in your dentists’ marketing campaign, the more likely it is that they will choose you over another specialist who offers the same services.

In every single advert, make sure that as much information as possible is present. This includes relevant information about services, the location of the company, and anything else appropriate for the topic. For instance, if you have more than 20 years of experience it is a must to include.

Do not generalize – you are wasting space and money! Generalizing is the worst answer to how to advertise a dental clinic.

Even with the additional space given by advert extensions, headlines are still the most important part of an advertising campaign. Headlines are what people notice first, with the first headline being of particular importance for this reason.

If there is anything which puts your business into a special category or makes it stand out from others in the business, make sure to include it in the advertising campaign. For instance, if your dental office works on Sunday you need to inform prospects and clients about it in your ad.

Any good AdWords campaign for a dentist should include a good call to arms to get people excited to act. Calls to action can be anything from moving someone to phone right now and book an appointment, to spreading the word about the existence of the dental surgery to others. A call to action is useful to have as, when done right, it impels prospects into making the decision to become customers. Also, you can offer a discount or a special offer as a part of a call to action (e.g. Call us today and get a free whitening kit!).

Use extensions as a tool of better presenting the information

Sitelinks are almost exactly what they say on the tin – they are links to specific pages within sites, which the person running the campaign thinks will be beneficial to the overall dentist advertising. Using a sitelink extension brings a whole new dimension to the question of how to attract new patients to your dental practice, as it allows your company to choose several different page destinations for a potential customer to see. Perhaps they could be chosen from a list of services, the homepage, and the appointment page and price page, or whatever is needed to be emphasized.

Review extensions is a way of incorporating a review directly into an AdWords campaign for a dental clinic – it expands the space available on an advert and gives the company running the campaign a chance to apply to people on its own terms. Rather than having the people who will see the advert going to a review site of their own accord, including a review directly in the advert will build confidence, and make it more likely that people will click on the advert itself.

Call extensions are mainly used in mobile devices when people have an immediate need for searching dental services. This extension allows prospects to make contact with the business or individual via a phone call. Prospects just type a phrase like ‘dentist near me’, see your advert and call you directly from an ad.

Use negative keywords for not to paying for irrelevant search queries

Negative keywords are just as fundamental to the workings of an AdWords campaign in the framework of dentist SEO marketing as positive keywords are. Top positive dental keywords, in this case, are how the AdWords campaign knows to turn up on searches. Having positive keywords is vital for an AdWords for a dental clinic to work correctly, as it is these keywords which will trigger the adverts appearance.

Negative keywords work in the opposite way by flagging up searches which the PPC for a dentist adverts should not appear on. If a keyword turns up which is not directly linked to Examples of negative keywords include:

• • ‘Dentist’ – this is too vague and can include marketing to dentists as well as the hoped for audience.
• • ‘Discount’ – make sure to put this as a negative keyword unless you are offering discount services. Otherwise, a lot of money will be wasted on people who click the adverts under false pretenses.

When building a list of negative keywords, we usually add between 70 to 300 words and phrases in order to prevent showing an AdWords ad to those who are not dentist’s potential clients or who just need some information instead of services.

Location Settings

Proper location settings allow search engines to better link up adverts with people making appropriate searches. If you use Google AdWords in Canada, you will have two ways in which location setting can be set up to the advantage of a dentist advertising campaign.

One method is the use of specific keywords to restrict the searches on which an AdWords for a dentist will appear, meaning that only people who add location keywords (e.g. ‘good dentist in Vancouver’) into their search will see the campaigns. The other method – which is more commonly used on mobile searches – is something which uses the built-in location services of the search engines themselves to streamline the process. So, for example, someone who is in Chicago and is using their mobile device to search for dental practices will not have adverts for dental clinics from Canada appearing.

Mobile searches

People use mobile devices differently from desktop ones, and there are two separate ways in which to use this when it comes to how to promote a new dental clinic: one way is to create adverts which are able to adjust themselves according to what device they find themselves on; the other is to create an entire set of adverts which are specifically designed for use on mobiles.

Keywords which can be used for mobile searches include:

• dentist near me
• nearest dentist
• dentist around me
• cheap dentist near me
• good dentist near me
• dentist for kids near me
• emergency dentist
• emergency dentist near me

Measure and Test a Campaign

It should really go without saying that a close eye should be kept on the advertising campaigns; this applies to before and after the campaign goes live.

Test the campaign thoroughly before it goes online – each advert should have a minimum of five different texts tested on it, to see which ones look the best, and which ones work with the space available, and which match types work the best.

While the campaigns are running, keep an eye on how they are performing. Being able to tell which adverts are leading to the most conversions and which adverts are leading to the least will be beneficial when it comes to reallocating funds between the campaigns.

Remarketing

A remarketing campaign which targets specific people (mainly based on their interests) is something which invaluable for any campaign. Remarketing targets people who have gone through the process of ordering something from a page or just visiting a contact page, but, for whatever reason, have not finished. The particular campaign is based around trying to win them back.

Using the remarketing campaign in our last AdWords campaign for a dental office resulted in a nearly 35% increase on ROI.

Search Engine Optimization as a Long-term Strategy

Search engine optimization for dentists is perhaps one of the most complicated methods of online marketing, but for long-term purposes, it is one of the best methods for growth. We normally optimize sites with the best content possible that is client-oriented. For dental websites, in particular, we focused on how the clients would be looking for the services in question: our work began by doing thorough research into the keywords that customers would use. This research was put into good use right away, when it came to writing headlines and tags in particular, to make it more likely that the content would be seen. We also used link building to increase visibility in the Google search results and hence to grow traffic as it is one of the main goals of dentist SEO marketing.

While working on the site itself, we (as experienced dentist SEO experts) always took the time to make sure that the site is easy to navigate and understand, so prospects were not put off by a seemingly impossible website. Our research included research into competitors, for a variety of reasons: one, to see how they approached reaching out to customers, and two, to see what keywords they used to attract attention. Also, we encouraged our clients to use local marketing as well, and to use social media platforms to interact with people, depending on which one was most appropriate for them.

Here is our quick dental website SEO checklist:

• • Competitor analysis
• • Target audience analysis
• • Keywords research
• • Content creation
• • Organic link building
• • Off-page and on-page optimization
• • Reputation management

Reviews Management to Increase Conversions

Reviews are very useful for businesses and individuals as dentists because many prospects and clients use review sites to ensure that they are getting the best teeth care and treatment for their money.

Review correction services are something which has sprung up in response to the increasing reliance on review sites. What happens is that such services keep an eye on the reviews which are connected to the service at hand, and flags any reviews which look like they are fake. Since a company relies on reviews for a good reputation, having someone flag these reviews up as quickly as possible is necessary for work to be done on combatting them.

There are a number of good review sites in existence, but Yelp is perhaps one of the more well-known as used ones. When it first began, Yelp was originally just a review site which gave people a place to leave multiple part reviews which covered text and pictures (people can leave star reviews – one star is bad, five stars is excellent; they can also leave text reviews of varying lengths, and add pictures if they choose), but it is recently moving into allowing people to make reservations through it as well.

One of the major answers to how to increase patient volume in a dental office is to cultivate good reviews. Reviews help people to decide how trustworthy a business is, so good reviews are essential to the process (particularly if the services provided are medical in any way). In some ways, even the existence of a review channel will be enough, as it will show people that the service is confident enough in themselves to have a place for people to leave reviews.

Having a review page which is specifically linked to in either adverts or an online presence can be useful in increasing conversions.

Conclusion

Marketing a dental practice is something which can take many forms. Running an AdWords campaign and doing SEO for dentists is something which can take a lot of time but in the end, it is worth it. Every action taken is one which can increase visibility and conversions, thus leading to a more successful business in the end. AdWords campaigns should involve multiple advertising groups and a specific remarketing campaign to be successful, while the SEO approach (if done correctly by dental SEO companies) should ensure that the entire website is configured to be properly seen by search engine algorithms.

Call us today to get new clients and increase your sales by 60%! Best dental marketing company is here to grow your business.

Family law marketing can be difficult; there are so many different variables to consider when setting up advertising campaigns. Also, it can be difficult to know where to start. Nevertheless, it is crucial to claim about your family law practice on the internet. In this way, online marketing can solve a lot of problems (e.g. an issue of how to get new clients for a law firm), not only because more and more people are making use of the digital world, but also because internet marketing for law firms vastly increases the audiences which can see the campaigns (within reason).

Where do Divorce Lawyers Advertise? AdWords Campaign Managed by WBC

Answering the question of where do divorce lawyers advertise, our team has worked on a number of different AdWords campaigns for practitioners of family law. Such AdWords campaigns usually have a specific focus on each lawyer’s own particular services and skills. In all of our campaigns, the primary focus was on gaining new clients for the law firms we were working with, and also growing brand visibility and online traffic in general.

The red line in the graph above is the traffic before using Adwords and the blue line shows the traffic after setting up an AdWords campaign by our company. The graph shows exactly the results of how we worked with a lawyer to increase their traffic, while the following article will break down the process we use to get there. To give an example of one recent campaign, in one week of running an AdWords campaign for our client, for spending two hundred dollars, the company received ten calls, four of which translated into clients.

Step One: Target Your Audience, Use Proper Keywords, Have a Good Website

When beginning a new AdWords campaign for a lawyer, we normally take three things into consideration:

• • number one – understand who the target audience is and what they would most likely want or need from our client;
• • number two – do adequate research into said target audience, the keywords that will be used to find lawyers as well as the competitor analysis;
• • number three – answering the question whether law firm’s online presence is up to speed.

Making sure that your site is easy to navigate, works properly, and makes sense to people coming to see it for the first time is a top priority. In addition, when it comes to a client’s site, a good landing page is very much an essential, as this is the first glimpse that most people will have of your site. When it comes to landing pages, we always work to ensure that we know the exact intent of all clients who are looking for your services, so we can better choose where prospects should be funneled on their first visit. The landing page itself, as well as fitting in with the overall needs of the clients, should be easily understood, and have all necessary information made completely visible.

Step Two: Managing an AdWords Campaign

Keyword Groups and Negative Keywords

While there are a lot of keywords used for most family law ads, they are quite divided into groups in order to function properly within an AdWords for a lawyer. Groups allow us to separate the keywords into specific adverts so that each group corresponds to one particular group of adverts. This allows for more specialized keyword use through the campaign.

Negative keywords are just as important as positive ones, as they can cause the entire campaign to lose money if used incorrectly in Google AdWords for attorneys. Where positive keywords are what are used to bring divorce lawyer ads onto the appropriate searches, negative keywords are used to keep adverts from appearing on searches where they would not have a place. Negative keywords prevent making a connection between too vague search terms and your ad. Thus, we use negative keywords to keep a campaign from losing money unnecessarily from being clicked on by people who would never use the services offered by a law firm.

Good examples of negative keywords include:

• • Free (if you don’t offer free services)
• • *State* where the state in question is not one you operate in
• • Divorce (as this is too vague)
• • Family law (too vague)
• • Law (again, too vague)

We generally find hundreds of negative keywords to use in our campaigns, in order to avoid the AdWords for a law firm losing money that they have funded their campaigns with.

Performance and Budget

Law firm internet marketing can be expensive, but the expense is something which can be justified by looking at the Return on Investment which comes with it. We take the budget which is given to us to use in the AdWords campaign, allocating a certain amount of money to each campaign in turn.

Keeping track of an AdWords campaigns progress and performance is very important, as it allows us to keep track of how all the family law ads are doing, and make changes if needed. The progress of all the ads within family law marketing tells us if the budgeting should be moved, with an advert which is performing well being given more money, and an under-performing advert group having its funding taken away.

Tracking Progress

Tracking performance of divorce lawyer ads is part of tracking progress, but to track everything about our divorce marketing AdWords campaign also includes tracking what conversions are made and when they are made, by various means. Law firm internet marketing is something which can be set up to record everything, including conversions, and what calls are made (there are specific adverts which can switch directly to a phone call when clicked). We take advantage of the AdWords extensions which allow for more space in each advert. Note that we will make sure that, if our clients use mobile adverts in any way, we will track those conversions and progress independently, as that is the best way to do it.

Testing an AdWords Divorce Marketing Campaign

Before we allow a campaign to go live, it will be thoroughly tested. Each advert has five different versions of its initial text so we can test which version performs the best when using PPC for law firms. All of the match types which can be used are so that we can test which ones perform better.

Testing is important when it comes to family law advertising, as this is the best way to see what works best when getting conversions. In particular, emotional triggers in PPC for lawyers can work well, such as:

• • Are You Sick and Tired? – Divorce Law Help
• • Trapped In Your Marriage?‎ – Divorce & Family Law
• • Or just asking a neutral question: Is your family changing? – Deal with divorce‎

Wrapping it Up

Advertising with Google AdWords (in Canada particularly) to get new clients for a law firm can be a long process, but our team of dedicated AdWords and SEO specialists will provide assistance to anyone who wants to try online marketing. We use the digital world for everything from the initial research needed for building the campaign, to the final campaign tracking, so that everything is recorded.

Willbecoded.ca provides many services which can help divorce lawyers to receive more traffic, to improve their online presence in general, and to increase clients base.

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Attracting personal injury clients (people who have suffered a physical or psychological injury through the action or inaction of another person or group) is something which lawyers can find problematic over the years, as there can be problems with gaining people’s trust for long enough to persuade them that legal advice is easy to gain access to. This means that personal injury internet marketing is a set of tasks with many pitfalls that need to be considered.

Personal injury inquiries cover a number of bases – there are motor vehicle accident claims, claims against an employer for something which happened on their watch, medical malpractice cases, liability, assaults, pet assaults, and more. Personal injury law advertising needs to be able to reach potential clients as soon as possible. Because of this, there are some methods of advertising which are more useful for solving the issue of how to get personal injury cases than others. The ones which give quick results with very little lead time are better than other forms of personal injury attorney advertising.

AdWords is perhaps the best method of getting personal injury leads, as that way attorneys can take advantage of people who are looking for legal services right at the moment when the injury is fresh and there is a strong need of quick help. AdWords allows personal injury lawyers to put their advertising right in front of people who are making specific searches. While this is a very effective method in marketing personal injury practice, people undertaking it should remember that AdWords campaigns and PPC can be quite expensive – personal injury claim adverts can cost up to fifty dollars per click. Nevertheless, you should use Google ads for sure when there is a strong need of internet marketing for law firms.

How to Get More Personal Injury Clients (Using AdWords)

Our company has a lot of experience when it comes to working with clients who handle personal injury claims. Thus, we can share a strategy we used to promote personal injury law firms via AdWords and provide some tips to get better results of running such a campaign to get personal injury leads.

The Results Obtained

In one of our latest AdWords campaigns for a personal injury law firm, we helped our client to increase sales by 50% within 1 month.

Managing an AdWords campaign, we experienced a lot of success by simply keeping to an established strategy. Many people have complained to us in the past that AdWords was too expensive for them, but our response is simply that it hasn’t been configured correctly.

Using a fairly basic AdWords campaign with properly grouped positive and negative keywords (including an active remarketing group), a well-thought out approach to using SEO (website marketing for attorneys) to properly optimize the content which was included in the law firm’s online presence as a whole, and proper research into what competitors were doing with their own advertising campaign and initial content, allowed us, over the course of two weeks, to run a campaign which resulted in 15 calls being made from prospects to the law firm. These fifteen separate phone calls resulted in 5 prospects becoming clients, all at a cost of $600.

Before We Started

Our first step was to understand what the target audience of a personal injury lawyer is and how a potential client will be looking for an attorney. This helps us to build more effective AdWords campaign and thus get more personal injury clients.

Moreover, keywords research is a basic and vital step before setting up a campaign. Keywords research (both positive and negative) and grouping were the very beginning of the process of how to advertise a law firm, as keywords are the way in which AdWords and PPC fundamentally work.

• Positive keywords are the keywords which will be used for client searches, while negative keywords are used to avoid the adverts appearing on searches where they would do no good.

The main sequence of the AdWords campaign pre-creation process was as follows: keyword research, competitors research, and, finally, getting paid traffic from competitors research.

How Do We Manage an AdWords Campaign to Get Personal Injury Leads?

Keywords

There are, as mentioned above, two types of keywords which are commonly used in AdWords campaigns – positive and negative ones. Positive keywords are the first set of keywords which should be looked at, as they will be the main tool in personal injury lead generation. Positive keywords are the keywords which, when used by a client, will cause adverts to appear on their searches. Positive keywords are normally put into groups with others like them – AdWords campaigns are separate into a number of different adverts, and each of them has its own group of keywords which are thematically grouped.

Negative Keywords

Negative keywords are used in the opposite way to positive ones – where positive keywords are used to show when an advert should appear on a search, negative ones ensure that adverts do not appear when they are not necessary or wanted. Negative keywords include keywords which are much too broad to really get proper responses, to help the campaign and the people running it avoid unnecessary expenditure from people clicking the advert when they are ultimately not looking for the services provided.

• Negative keywords could include:
• • Lawyer
• • Law firm
• • Injury
• • Discount
• • Personal injury

Making a Connection

When it comes to personal injury marketing for lawyers, it is vitally important to make a connection between lawyers and their potential clients as those people may already feel vulnerable.

To make a connection, a law firm needs to be very careful about the language it uses – emotional triggers and language which makes a prospect feel as though they are being addressed directly. This can make clients feel secure in coming to your company with their problems.

A call to action can work in a similar way, by calling upon the prospect to make a decision to let you help them. A call to action is also something which can benefit from reiterations – successful campaigns quite often repeat the call to action from an advert on the landing page itself.

Measuring and Testing

The adverts are not the only part of an AdWords for a law firm which needs to be done to perfection – everything needs to be checked and re-checked to make sure that your company presents the best version of itself to prospects.

Before the campaign goes live, we always make sure to test at least 5 different versions of the text which will be used. This is to ensure that every advert looks its best, and has the highest potential for converting prospects to clients. We also use different match types with each advert to see which ones perform better.

During the campaign itself, when marketing personal injury practice, we conduct continual investigations into which adverts are making conversions, and why. Keeping track of conversions allows us to see which adverts are profitable and which are not, so we can shift the money which is placed on each advert around.

Remarketing

Remarketing is a way of following up on prospects who almost became clients, but whom, for some reason, never completely followed through. A remarketing campaign follows the potential client around, attempting to persuade them to come back, and finish what they started. It is a must while running an AdWords as a part of personal injury attorney marketing.

Remarketing is a cheap and powerful way of gaining new leads, as the story of a personal injury firm shows:

The law firm devised a remarketing campaign with two goals in mind: to boost the return on investment they had put into the campaign and to increase conversions from visitors and past clients. Their approach was to use a remarketing campaign which used specific lists which targeted people based on their differing ages, genders, and specific injuries.

The results of the law firm using a proper remarketing campaign were a thirty to forty percent growth in revenue.

Additional Tips of How to Get Personal Injury Clients

Be Convenient – make sure that your site is easy to navigate as that will help clients when they are looking through it. Make sure there is a separate page with all needed contact details as your email, phone number, and address. Also, this page should be readily available from all points of the site.

Be Optimized – make sure your site is optimized as this will make it easier for potential clients to find you. When it comes to how to generate personal injury leads, being visible in searches (while SEO is a long term strategy) can be very useful for overall visibility. If you are not sure how to do it correctly, you can ask law firm SEO experts (as we are) for help.

Be Local – make sure that your firm is listed in local directories and review platforms such as Avvo and Yelp to be right there where your clients live.

Be Social – social media platforms are very useful in increasing visibility when it comes to your firm, as it is a medium which many people use on a regular basis. How do personal injury lawyers get clients? By being visible.

Conclusion

Advertising a personal injury law firm is not something which is altogether easy, since the same tools which your firm will most likely use for the purpose are already being used by everybody else, including your direct competitors. This is not to say that they are useless; simply that care will need to be taken to attract new clients to a law firm. The issue of how to get personal injury clients is complicated and thus it needs a complex and professional solution.

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If you need qualified assistance with advertising your law firm, WillbeCoded.ca can help you to both increase your online presence and gain new clients.

Online advertising is becoming more and more popular as people turn to the digital world in increasing numbers for all their searching, shopping, and reviewing needs. When it comes to law firm advertising, having an online presence is something which is absolutely imperative if you want to be seen by potential clients. The competition between law firms can be intense – since more and more people are using the digital world as a way to find good products and services, it is vital to have a good online presence. If you are a lawyer, the problem of how to attract clients to a law firm and gain their trust enough is a never-ending problem.

Online advertising for lawyers is something which takes a certain amount of skill, particularly since the services offered by these groups can often only be needed by people who are in some distress. Online advertising for attorneys can also be plagued by the need for confidentiality; this can be a selling point, but can also curtail what can and cannot be said.

As a company with a solid experience in advertising lawyers, Willbecoded has found top three ways to maintain and grow legal practices. They are an AdWords campaign, Search Engine Optimization, and reviews management (particularly on Yelp). These methods were also used for growing one of our recent client who is a lawyer.

So, below is the detailed information about the results we obtained and main rules to consider when advertising a law firm.

Our Results

After managing an advertising campaign for a Canadian law firm, our client got an increase by 45% in sales within 1 month.

Our team at WillbeCoded.ca has managed an advertising campaign for the law firm to bring more traffic to the online presence of our client through a variety of methods: researching keywords from general to specific ones and seeding them, building high-quality links and creating top-notch content, managing reviews as a significant part of online presence, running an Adwords campaign to get fast results and much more. Using these methods resulted in increasing traffic up to 3.5 times.

Also, the results of us using the above tactics to increase traffic meant that we increased the number of clients of the law firm by 25 people in the space of 2 months. In general, our client received nearly 47 calls during this period of time.

Running an AdWords Campaign

When it comes to advertising law firms, your company should definitely consider running an AdWords campaign as it can help grow sales by 300%. Despite this, AdWords is only used by around 25% of businesses.

Results of Managing an AdWords Campaign

An AdWords campaign can be expensive, but it is definitely worth it. Our most recent campaign had the company running their advertising for just 2 weeks: the result was 17 calls, of which 5 turned into clients. All for a cost of five hundred dollars.

All in all, our company has run more than 20 campaigns for lawyers in different legal practice areas (personal injury, vehicular motor accidents, and family law, to name a few), in the major Canadian cities (Toronto, Vancouver, Edmonton). Thus, we can safely say that we have found what works and what doesn’t work when it comes to AdWords for a law firm. Read on for tips on how to get the best out of your AdWords campaign and in this way how to get new clients for a law firm.

More Relevant Information Means More Clients

AdWords campaigns by themselves are quite limited in their scope, for two separate reasons. One is, of course, that there is a limit to the amount of space which businesses have to work with; the second is that they don’t have much control over what the finished product looks like. Businesses can be reasonable that an AdWords campaign for a law firm will have one main headline displayed first, but other than that, they can never be sure what will appear where.

Fortunately, AdWords comes with a variety of extensions which can be used to get the great effect. Most people do not take advantage of these extensions, which can eat into the possibility of successful conversions.

In general, an AdWords campaign for lawyers should include all the relevant information possible: contact details for the firm, location, facts about the services provided, and so on. Don’t generalize when giving this information. Generalizing is something which will only take up space and leave everyone frustrated because they don’t have the information they need. It is best to focus on what people might want, as a way to grab their attention – this will focus them on the advert as a whole. Also, make sure that the first headline catches people’s eyes.

Rather than simply having customers and prospects be passive observers, try and involve them in the AdWords campaign. One way to do this is by asking hypothetical questions which they might want to answer:

• • Do you need a lawyer?
• • Have you had an accident you could claim for?
• • Were you recently in a car accident?
• • Do you stuck in a marriage?

This grabs people’s attention and leaves them wanting to learn more about the advert and the business behind it, while also engendering trust in people, as it gives the impression that the people behind the advert know what they are talking about.

Also, you need to ensure positive landing page experience to your prospects because it’s a key point that makes a connection between your website and an AdWords ad. When your landing page reveals irrelevant information, you will just waste your money on online advertising for attorneys.

Add a Call to Action

A call to action is something which incites people to action, whatever that action might be. It could be as simple as clicking through to a site or as complex as going through an interview process. Calls to action are there to motivate customers and prospects more than a simple advert could do; and this is what really works in internet marketing for a law firm.

A call to action can take a variety of forms:

• • Phone the best personal injury firm in Vancouver now! (Call to action combined with targeted keywords)
• • Make an appointment today!
• • Look at your claim with an expert!

An AdWords campaign for lawyers could do much worse than adding a call to action to help people who are viewing their adverts make a decision. When used correctly, they can drastically increase conversions. Part of our service with Google AdWords for attorneys is to try out different calls to action to see what works best – we have tried up to 5 different calls to action in previous campaigns.

Use Negative Keywords

Where positive keywords are used to have the individual adverts in an AdWords campaign appear on relevant searches, negative keywords are just as important in law practice marketing. Negative keywords are used by advertisers to keep their adverts from appearing on searches where they would be of no use to anyone.

The best example of negative keywords when it comes to how to advertise a law firm would, in fact, be the word ‘lawyer’ as that is much too broad to be truly helpful. Using negative keywords properly will save you a lot of money in the long run, as it keeps you from having to pay money for adverts being clicked on by people who would never use your assistance. This is a simple but powerful answer to such a question as how to attract clients to law firms.

When working on individual campaigns, we normally use between 100 to 300 negative keywords as it allows us to spend the money for the campaign more narrow in order to encompass more potential clients.

Location Settings

AdWords for lawyers can use location setting in a variety of ways. One way is to use positive or negative keywords which involve location settings, such as ‘divorce lawyers in Vancouver’, for example. The other way is to use the settings on search engines themselves, tweaking them to allow you to only display your adverts on searches which are for a particular geographical area.

Using location services might seem like an obvious thing to do in PPC for lawyers but many businesses do not use them. This leads to a lot of needlessly wasted money when people click on adverts which are for services in entirely different areas of the country.

Conversions and Call Tracking

The best way to know if PPC for a law firm is working is to track how many people are coming to your site from other places on the web. Tracking what people clicked on adverts is easy enough since that information is recorded anyway but when it comes to people phoning in, it can be more difficult in advertising for law firms. Attorneys should put a lot of effort into understanding the entire picture of their clients’ activity.

Combined conversions and call tracking allows to see where the money for the campaign is being spent; adverts which are not performing well can be ditched, with the money being re-directed into a part of the campaign which is performing well.

Campaign Testing

Testing a campaign is vital if it is to work correctly. Our company always has at least 5 different versions of the advertising message to see how they all look and which one works best.

Similarly, check your own site to ensure that it is working properly. AdWords campaigns and any other form of effective advertising for lawyers will do no good if a prospect is put off by a slow website with irrelevant information.

Remarketing

Every AdWords campaign should have one advertising run dedicated to remarketing. Remarketing is a process which can be used by small law firm marketing to continue to advertise to prospects which were almost fully involved in becoming clients, but who for some reason left at the last minute.

The remarketing campaign in our last AdWords campaign was aimed at increasing conversions from potential clients and used lists to target people specifically based on their age, gender, and interests so that we could target them with a specific remarketing advert. The results gave us a nearly 20% increase on Return on Investment.

Search Engine Optimization

We use search engine optimization for lawyers as a means of ensuring that a site of a law firm lawyer well-suited to being picked up by search engine algorithms. Also, our aim of lawyer SEO marketing is to make sure that a website of a law firm is highly customized, revealing all needed information and being easy to navigate (the best law firm SEO companies can won’t skip a site of a lawyer).

There is a number of ways to do the best SEO for law firms when it comes to a law firm advertising agency. First of all, a site should be full of high-quality relevant and useful content and should be easy to navigate. Before creating any content and optimizing a site, law SEO experts (as we are) need to analyze a target audience, do a keywords research and build a content strategy. In this way, link building is also a mandatory way to increase the weight of a site. Also, the best SEO for law firms includes doing research on the competition to see what they are doing with their online advertising. Besides, it is important that every law firm has a Google account for their business and also cultivate a local presence (Yelp, Avvo) as a part of lawyer SEO marketing. Lastly, a lawyer should have some kind of social media presence, using whichever platform is most appropriate.

Advertising on Yelp

What is Yelp and Why Do Lawyers Need It?

Yelp allows people to leave and read reviews on whichever company they are interested in, provided it has a presence on the site. The reviews themselves have two different levels – there is the basic five-star section, and the section where people can leave text reviews, and also add pictures if they choose. Yelp is important when advertising for law firms because reviews can make or break someone’s reputation.

For proper law firm advertisement, good and varied reviews on Yelp are necessary. A good number of reviews (ensuring that they are not all perfect since this will breed mistrust) will show that a law firm is well known as this builds trust among those who are looking to hire a lawyer. Building up a presence on Yelp is something which is not easy but that is becoming more and more necessary in the internet marketing for law firms. Not only does Yelp allow for reviews to be kept in one place, it also allows for a good place for research to be done into competitors, since the reviews will show what they did well and what they did not.

What Our Company Have Done in This Way

Our company has taken many steps in covering Yelp reviews when it comes to our clients, including building up their own portfolio while also simultaneously using the platform to do research into other companies.

Our research into the competition is useful for a variety of reasons: it allows us to see what kind of content and marketing strategies works for them, while also keeping an eye on what reviews are saying about them. Further than that, we are working to increase the number of reviews left and use this to track metrics through the Yelp dashboard.

Conclusion

Internet advertising for lawyers is something which can take many forms. Many people think using AdWords combined with the SEO for law firms is too complicated, and so they miss out on having one of the best ways to increase conversions to their sites. In this way, it is always better when work is done by professionals. This especially works if you do not know how to attract clients to a law firm or where to start in online advertising.

Willbecoded is a team of dedicated specialists who can help a law firm in managing an AdWords campaign, in optimizing a site for search engines as well as in managing reviews and in providing a positive online reputation. We know how to attract clients to your law firm.

Call us today to get new clients and grow your legal practice!

2017 is showing a greater emphasis on keyword search optimization than ever before. The online presence of any business will benefit from SEO keyword optimization, as it will expand the ways in which that business presence is seen by others. SEO is something which is easy to grasp in its fundamentals, making it useful for any type of business which is aiming to expand their online works.

As well as the normal emphasis on keywords of long- and short-tailed keywords (keywords which are more or less specific depending on the needs of the people who are choosing them), proper keyword grouping, how to actually use SEO in separate articles, the proper use of Google and other search engines, and other subjects of the same nature, 2017 is bringing an emphasis on using algorithms in keyword search engine optimisation, as well as seeing a switch over to new methods of searching which rely on semantic searches and new methods of understanding keywords over the old methods of keyword retention.

What’s Different in 2017?

Hummingbird

The Hummingbird algorithm represents a change from the way in which Google and other pre-eminent search engines work – the algorithm they primarily work by has us trained to use short bits of information phrased in a specific way. While this algorithm does work, it can often lead users to need to phrase their questions in unusual and vague ways, something which makes it difficult for companies to optimize keywords.

When it comes to how to optimize keywords for a search engine, the Hummingbird algorithm is set to change the way companies act. Rather than aiming to train companies and users on both sides of the search engine in how to optimize keywords in such a way as the initial meaning might be lost, Hummingbird allows for the algorithm to recognize what people mean by their searches, allowing for a more relaxed approach.

RankBrain

2017 has seen the introduction of RankBrain, an algorithm which is a specific sub-section of the Hummingbird algorithm discussed above. RankBrain is how the algorithm interprets the keywords used in searches to ensure that companies and users no longer have to abide by the previously-established rules of syntax when it comes to how to optimize for keywords. By using it, people on both sides of the search engine can be shown results which do not adhere exactly to the query, but which are nevertheless considered to be relevant.

Latent Semantic Indexing

Latent Semantic Indexing has been around for a while, but its current incarnation is just as important as both RankBrain and Hummingbird for its own unique uses. Indexing not only optimizes content – it creates content too, which is a useful addition to the toolbox for anybody who is looking to revolutionize their SEO for the year ahead.

Meaning of the Shift to Algorithms

The processes we have looked at above all mark out that our SEO approach now favors semantic searches over and above the prescriptive and rather limiting approach which search engines offered when it came to keywords and SEO. Semantic search itself is promising to revolutionize the way in which keyword searches are conducted by looking at a more contextualized viewpoint, rather than the strictly literal one which may conform more to the letter of the search, but at the risk of leaving out some keywords which are necessary.

How to Create and Optimise Content for Keywords

Focus on One Topic per Article and Group your Keywords Appropriately

Keywords work best if they have been grouped correctly. While most companies and online presences cover a variety of topics, it is best for each topic to handle one main idea, with all keywords used in the topic pertaining to that one idea. As a corollary to this, while each topic should only have one idea at most, this does extend to keywords – one keyword is not enough to fully encapsulate the idea, which means that searches will not be fully aware of its existence. Various keywords are necessary to bring a full SEO experience.

Use Semantic Fields to Group Keywords

A semantic field is technically a linguistic term, but other fields have now co-opted it for use. It refers to a group of words which are all similar (or used for a similar purpose, as in keywords for a topic or an idea), and thus are grouped together for ease of use.
A good example of a semantic group would be the following:

• Core: “law firm advertising”
• Keywords/Semantic field: Advertising a lawyer, Advertising legal services, Law firm advertisement, How to advertise a law firm/a lawyer, How to promote a law firm/a lawyer, How to market a law firm/a lawyer

This approach to keywords can help algorithms and search tests to better find synonyms and other related terms which can help search engines find keywords and perform searches more accurately.

Long- and Mid-Tailed Keywords

Keywords come in various forms – short-, mid-, and long-tailed. All of them have their place when it comes to what keywords to use for SEO, but 2017 is showing particular focus on mid- and long-tailed keywords specifically, both on their own and in conjunction with the new algorithms which are being phased in.

Long-tailed keywords are phrases which are slightly longer than the average keyword, while mid-tailed keywords are shorter but still longer than the one- or two-word phrases which are commonly used in searches and SEO optimization both. The reason for their rise in popularity is that the algorithms can be more accurate in their searches, thus meaning keywords can be more specific than before.

Generally speaking, long-tailed keywords have three or more words in them. A selection of long-tailed keywords could therefore be as follows:

• • Bookshops UK Glasgow
• • Purple flower corsages
• • Steampunk fashion men

Mid-tailed keywords, by contrast, are shorter than long-tailed keywords, but still longer than the usual short-tailed ones, which means they are normally around two words in length. These keywords are not quite so specific as long-tailed keywords, but they are useful for searches being made where either the person running the search has less need to be specific, or if they want to cast a wider net than they would by using long-tailed keywords.

Examples of mid-tailed keywords are as follows:

• • UK bookshops
• • Flower corsages
• • Steampunk fashion

Use Phrases to Connect Content with Searchers

Where algorithms come in particularly useful is during circumstances where a company wants to offer content to their audience, but can’t find any keywords using the normal avenues. Connecting content with searchers is a matter of finding out what customers want and are looking for. In the case of a florist’s shop, the keywords “Facebook advert for a florist” might turn up with the normal keyword tools, but since they are not looking for the business itself, they are not what people running searches are looking.

Use Google Hints

Google Hints or Autosuggestion is possible one of the best answers to how to find the best SEO keywords, as it allows companies and keyword searchers to see the search process from another perspective. Google Hints is what happens when a Google search is begun, and the search engine provides some possible endings to a keyword search which is typed into the search box.

Autosuggestions are slightly different, in that they do not involve the keywords directly; they are merely related to the keyword. These are the suggestions which appear at the bottom of search result pages.

Competitor Research is Never Dead

SEO experts in Canada (and probably everywhere) would recommend that all companies do research on their competitors, no matter how small. This will allow them to understand their competitors better, but also let them see how they use keywords when it comes to their online presence.

The question is whether or not to use the same keywords or different ones. Each one has its merits, but the choice is ultimately based on the company and their goals for their online presence.

Conclusion

When it comes to the question, “do I need keywords?” the answer is a resounding yes. Keywords have always been important when it comes to an online presence, and bringing attention to that online presence, but 2017 has brought about several changes to the way in which they are used which has rendered the focus on them different, while at the same time also still keeping the older ways of using keywords in use. While things like search engine hints and autosuggestions are still in use, 2017 is seeing a greater reliance on new and improved algorithms which change how to analyze keywords for SEO use, as they change the way in which keywords can be used. While some companies may be able to use this in their own experience of SEO, others might need an SEO expert to properly integrate the new techniques into their campaigns.

If you need keywords optimization or other SEO services, our experts are here to help you!