Google Ads has been providing businesses with a quick and straightforward way to promote themselves on Google’s search engine and other partner websites for years, and you may recall it being called Google AdWords in the past.

Despite it being a relatively simple process to set up ads, many business owners pass it to a local digital marketing agency to get their ads created and then manage them so that the ads are continuously optimised for the best results possible. Unfortunately, even though there are such agencies to do the work, some businesses remain reluctant to try Google Ads.

For some, their hesitance is not related to setting up ads but their fears about how much running Google Ads will cost them. This is understandable given that paid advertising in all its forms can be costly, and whilst most will generate a handsome return on that investment, there are no guarantees of success.

Daily Budget Limit

Google Ads is the ideal solution for those with a limited budget, whether it is a genuine lack of funds or simply that you do not want to commit too much to an ad campaign until it has been proven to work. Either way, Google Ads allows you to set a daily budget limit so that no matter what happens over the month, the daily average spend should never be above that limit.

Suppose you see your ads are working well and generating quality traffic. In that case, you can gradually increase your daily budget and check your data to see if each increase is reflected in the increased traffic to your website until you hit an optimum level.

Effective Keyword Targeting

The basis of Google Ads is keywords whereby you will bid on each keyword you believe those interested in hiring a family lawyer in your catchment area would enter into Google. The most entered searches will attract the highest bids, and those keywords that are not searched for as often will have lower recommendations.

Proper keyword research should highlight multiple search terms that many family lawyers ignore and from which you could gain lots of traffic. Many of these are known as “longtail keywords”, and whilst each one may not get tons of traffic, collectively, they can all add up to a significant amount; by bidding on these keywords rather than those with high cost per click, you can win traffic for a lot less than other family lawyers are paying.

Location Keywords

We will assume that your family lawyers business operates within a fixed geographical area, and it is within this location that almost all your clients are based. This takes us to another highly effective way of limiting your ad spend whilst gaining a competitive advantage over other local family lawyers.

It is based on the fact that when those online search for local services, such as an accountant, a car mechanic, a landscaper or, in this case, a family lawyer, they will add their location to any search. So, instead of someone living in Perth, WA, typing into Google “family lawyers“, they will more likely type in “family lawyers in Perth”. They may even add ” WA” for the state.

Taking this further, you will find that there are searches made that are more refined and instead of the city, the person will add their city suburb or local town. As such, when setting up ads, you should include as many of these locations as possible. Many search terms with a place included will have a meagre cost per click, yet they are better targeted than generic search terms without the locations.

They must also know how to convey that expertise to potential clients effectively.

At Slinky Digital Agency, we understand the unique needs and nuances of the Australian legal market, and we believe that targeted digital marketing strategies are key to building trust and authority for legal firms.

Understanding the Modern Legal Client

Before diving into how digital marketing can bolster a law firm’s reputation, it’s vital to understand who the modern legal client is. Today’s clients are tech-savvy, well-informed, and they often begin their search for legal representation online.

According to a study by the American Bar Association, over one-third of legal consumers begin their search for legal assistance online. They’re looking for firms that not only demonstrate their expertise but also align with their values and needs

Building a Strong Online Presence

Creating an engaging online presence is the first step towards meeting modern clients’ expectations. Slinky Digital Agency has worked with numerous Australian legal firms to develop cohesive branding and user-friendly websites. Your website isn’t just an online business card; it’s a platform that tells your story, showcases your expertise, and invites potential clients to trust you with their legal matters.

Content Marketing: Demonstrating Expertise

Content marketing has proven to be an effective way to demonstrate a firm’s expertise. By regularly publishing insightful articles, legal updates, and case studies, law firms can engage their audience and show that they are thought leaders in their field.

One shining example of this is the rise of legal blogs, such as Sydney-based lawyer Michael Smyth’s “Approachable Lawyer” blog. Through consistent, informative, and approachable content, Michael has managed to build a strong connection with his audience.

Social Media: Connecting with the Community

Social media platforms offer legal firms an opportunity to connect with their community and engage in meaningful conversations. Platforms like LinkedIn can be particularly effective in reaching business clients. In fact, the Australian Law Society encourages legal practitioners to utilize social media to “build and maintain relationships with clients.”Read more about the Australian Law Societies Social Media guidelines

Slinky Digital Agency has helped legal firms craft targeted social media campaigns that highlight their unique selling points, engage with their audience, and ultimately, build trust.

SEO: Making Your Expertise Visible

Search Engine Optimization (SEO) is essential for making your legal firm visible to those searching for legal services online. Slinky Digital Agency specializes in SEO strategies that are tailored to the Australian legal market. Through careful keyword research and content optimization, we help law firms rank higher on search engines, making them the go-to option for legal representation.

Reviews and Testimonials: Building Social Proof

Positive online reviews and client testimonials can greatly influence a potential client’s decision to choose your firm. Encouraging satisfied clients to leave reviews on platforms like Google can build social proof of your firm’s reliability and success.

In the digital age, marketing for legal firms goes beyond traditional advertising. It’s about building a multi-faceted online presence that demonstrates your expertise, connects with your audience, and builds trust. At Slinky Digital Agency, we’re committed to crafting personalized digital marketing strategies that resonate with the unique landscape of Australian law firms.

Whether it’s through compelling website design, insightful content marketing, engaging social media, or effective SEO, we are here to guide your firm to success in this new digital era of law. Together, we can make your firm not just a choice, but the choice, for those seeking legal representation in Australia.