AI algorithms can predict case outcomes and settlement values, empowering lawyers to make better-informed decisions. Additionally, ChatGPT is becoming an indispensable tool for lawyers by streamlining workflows and assisting with tasks.

As the Vice President of SEO at Hennessey Digital, I am constantly exploring how these cutting-edge technologies transform the legal industry. We’ve already discussed how ChatGPT will affect SEO, so now join me as I dive into the transformative power of AI and ChatGPT for personal injury law firms.

The Emergence of AI and ChatGPT in Law Firms

As a lawyer, you are getting a front-row seat to the emergence of AI and ChatGPT as transformative technologies in the legal industry. AI integration revolutionizes how legal professionals interact with clients and conduct their work, and the efficiency gains through AI are remarkable – particularly in case evaluation and legal research improvement.

• With AI-powered tools, lawyers can analyze vast amounts of legal data, including court opinions, statutes, and regulations. This enables them to conduct legal research more efficiently and effectively, saving both time and money for clients.
• AI algorithms can also predict case outcomes and settlement values by analyzing data from past cases. Lawyers can weigh this information to make better-informed decisions, and consider approach and client advice accordingly, potentially improving accuracy in predicting settlement values.
• Artificial intelligence streamlines the litigation process with the ability to analyze medical records and other evidence, helping lawyers build stronger cases and reducing the need for expensive expert witnesses. It simplifies the discovery process and increases efficiency throughout litigation.
• AI-powered applications can assist in drafting tailored legal documents by analyzing past cases and legal precedents. This saves lawyers a significant amount of time and improves the quality of legal documents, ensuring they meet the specific needs of each case.

Understanding the Role of AI in Personal Injury Cases

To effectively understand the role of AI in personal injury cases, you need to recognize its impact on legal proceedings and the overall attorney/client relationship. Below are key ways AI is transforming personal injury cases.

The Impact of ChatGPT on Client Communication

One major advantage of ChatGPT is that it allows you to automate client communication, providing timely updates and addressing common queries. With ChatGPT, you can streamline your task management by automating routine client interactions, such as providing case updates, answering frequently asked questions, and scheduling appointments. This automated client communication saves you time and ensures that your clients receive prompt and accurate information.

ChatGPT can also enhance the accessibility of your legal service. You can provide 24/7 support and improve responsiveness to client inquiries by automating client communication. This can be particularly beneficial for personal injury law firms, as clients may have urgent concerns or require immediate updates regarding their cases.

Efficiency Gains From AI and ChatGPT Integration

There are several efficiency gains from AI and ChatGPT integration for personal injury law firms.

Client Communication

You can maximize the efficiency of your law firm’s daily operations by integrating AI and ChatGPT into your client communication. This will save you significant time and cost while ensuring client satisfaction with seamless interaction.

You can do this through:

• Personalized Chatbot Assistance: AI-powered chatbots can handle routine client inquiries, freeing your time for more critical tasks.
• Automated Appointment Scheduling: ChatGPT can integrate with your calendar system, allowing clients to schedule appointments effortlessly.
• Reminders and Updates: AI can send automated reminders and updates to clients, reducing the need for manual follow-ups.

Automated Case Evaluation

Automate your case evaluation process and achieve efficiency gains by integrating AI and ChatGPT into your law firm’s operations and processes. With automated case evaluation, you can leverage the predictive analysis capabilities of AI algorithms to assess potential case outcomes and settlement values.

This streamlines the litigation process and enables efficient case management. By automating legal research, you can save time and enhance the quality of your research, providing accurate analysis of legal precedents. Plus, when integrating ChatGPT into your firm’s operations enhances client communication you can allow for more responsive and personalized interactions.

The combination of automated case evaluation and enhanced client communication empowers your firm to make better-informed decisions, provide more efficient services, and ultimately deliver higher client satisfaction.

Faster Legal Research

AI and ChatGPT can be used to Improve the efficiency of your legal research. This allows you to conduct research faster and more effectively. AI-powered research provides time-saving solutions and enhances analysis, leading to improved legal research and more efficient decision-making.

Here’s how integrating AI and ChatGPT can transform your legal research process:

• AI-powered tools analyze large volumes of legal data, including court opinions, statutes, and regulations, saving you time and effort.
• ChatGPT can assist in finding case law and court opinions, helping you quickly access relevant information.
• Together, AI and ChatGPT streamline workflows, boost efficiency, and generate tailored legal documents, saving you significant time and improving the quality of your work.

Enhanced Task Management

To enhance your task management, integrate AI and ChatGPT, allowing you to streamline your workflow. By leveraging these technologies, you can optimize your tasks and boost productivity.

By now you should start to have an understanding of the time-saving benefits now possible with AI and ChatGPT, enabling you to accomplish more in less time. With AI-powered tools, you can automate repetitive tasks, such as legal document drafting and research, freeing up your time to focus on high-value activities.

This integration improves your efficiency and allows you to provide better service to your clients, leading to increased client satisfaction and referrals. By embracing AI and ChatGPT, you can revolutionize task management in your personal injury law firm and unlock new productivity levels.

Now, let’s explore more on how AI and ChatGPT can assist you in case research and preparation.

AI and ChatGPT in Case Research and Preparation

Law firms can use AI and ChatGPT to enhance the efficiency and accuracy of case research and preparation. These tools offer automated case evaluation, faster legal research, enhanced task management, and predictive analysis capabilities.

With AI-powered legal research tools, you can analyze large volumes of legal data more efficiently and effectively, such as court opinions, statutes, and regulations. This saves your clients time and money while providing accurate legal precedents analysis. AI algorithms can help predict case outcomes and settlement values, allowing you to make better-informed decisions and advise your clients accordingly. They can also analyze medical records and other evidence, helping you build stronger cases and reducing the need for expensive expert witnesses.

AI-powered applications can analyze past cases and legal precedents to generate tailored legal documents, saving you significant time and improving the quality of your work. However, it’s important to consider ethical considerations when using AI in case research and preparation. 

With these advanced technologies, you can enhance your practice and provide better client service. So, let’s explore how AI and ChatGPT can enhance accessibility in legal services.

Enhancing Accessibility in Legal Service With AI and ChatGPT

AI and ChatGPT enable your law firm’s services to be more accessible by leveraging advanced technology and streamlining processes. The integration of AI in legal services brings numerous benefits in terms of accessibility.

• By automating tasks and providing personalized services, AI allows legal professionals to engage with clients more effectively. This improved client engagement leads to greater accessibility as clients feel more involved and informed throughout the legal process.
• AI integration enables legal professionals to handle more cases and respond faster to client inquiries. This increased efficiency means that legal services can be provided at a more affordable cost, making them accessible to a wider range of individuals.
• Furthermore, AI-powered tools like ChatGPT can provide accessibility benefits by offering alternative communication channels. Clients can interact with ChatGPT through chat interfaces, allowing them to seek legal advice and information conveniently and at their own pace. This accessibility extends beyond traditional office hours, ensuring that legal services are available whenever clients need them.

Conclusion

Are you ready to embrace the power of AI and ChatGPT to transform your personal injury law firm?

Integrating AI and ChatGPT in personal injury law firms has started to revolutionize the legal industry. These cutting-edge technologies are enabling lawyers to analyze vast amounts of legal data, predict case outcomes, streamline workflows, and enhance client communication.

With the efficiency gains and improved accessibility provided by AI and ChatGPT, your law firm can provide better-informed advice and build stronger cases while saving time and money for clients – and for you. The successful implementations of AI and ChatGPT in personal injury law firms highlight the bright prospects of these technologies in the legal field.

The post How AI and ChatGPT Are Transforming Personal Injury Law Firms appeared first on Hennessey Digital.

But how do you reach this audience, especially if you’re a personal injury law firm? If a person sits down at their computer or browses on their phone and begins looking for ‘personal injury lawyer near me,’ how can you stand out? Appearing in the first position in search results usually involves paying for ads, which is where your law firm digital marketing budget comes into play.

So how much does it cost to be successful with PPC advertising?

As the Paid Media Manager at Hennessey Digital, I frequently receive questions about the ideal budget to allocate toward a PPC campaign. In this article I will highlight the important things to consider that will help you make an accurate decision regarding the allocation of your firm’s marketing budget for paid search.

Budget Misconceptions in PPC for Law Firms

In my experience, I have come across two common misconceptions. First, there is often a request for achieving substantial results with a budget as low as $500 per month, with the aim of generating 5-10 personal injury cases. Second, clients sometimes express a desire to invest the maximum budget possible to dominate the entire market within their region or area of service.

Both of these scenarios are not practically feasible.

Take the first scenario, where firms want to achieve the most with the lowest budget. First, let me clarify that I’m not suggesting that PPC advertising should cost an arm and a leg. However, it’s important to understand that personal injury law stands as one of the most costly sectors within the PPC landscape. The cost-per-click (CPC) – for a single click – can range from $70 to $250, contingent upon the targeted locations and the level of competition in that geographic area. Car accident and truck accident portfolios in PPC advertising are significantly more expensive too, with CPCs ranging between $150 and $500. Given this expensive cost-per-click, it is impossible to bring in 5 to 10 cases from PPC ads with a monthly budget of only $500.

With the second scenario, putting an unlimited budget toward PPC, I always advise spending each dollar wisely instead of burning every single penny with the aim of obtaining every piece of the pie. It is impossible to dominate the entire market due to the presence of other competitors who actively bid on similar keywords. If you blindly allocate every dollar to PPC ads, you might unreasonably inflate the cost-per-click, cost-per-lead, and ultimately, the cost-per-case, without being able to capture 100% of the searches. For example, if you have an unlimited budget and allocate all available funds to PPC ads without careful consideration, you are essentially engaging in aggressive bidding on keywords with the aim of capturing every click possible. This approach intensifies competition, however, resulting in higher costs as you attempt to outbid your competitors.

Optimizing Cost-Per-Case with a Data-Driven Approach

Here at Hennessey Digital, we track every possible metric (impression, CPM, CPC, CTR, conversion rate, cost-per-conversion) for effective campaigns. And we strive for optimal cost-per-case in the market. For a lawyer, this means how many cases you’ve signed and how much money you’ve spent to get them. To reach this goal, we focus on both the quality and quantity of searches, clicks, and leads. Our PPC team has analyzed more than $2 billion dollars worth of marketing data to establish average cost-per-click, cost-per-lead, and conversion rate-related benchmarks. We apply these benchmarks to formulate strategies that result in successful PPC campaigns for the law firms that partner with us. Our depth of experience in legal marketing also enables us to know how to allocate the right amount of budget toward specific campaigns related to personal injury, car accidents, or truck accidents.

Drawing from my experience, if you’re a personal injury law firm looking to venture into PPC advertising, it’s recommended to allocate a minimum of $8,000 in media spend for the first month, with the understanding that a management fee for the campaign is usually added on top of that. When managing these campaigns, we advise allocating a larger portion of the budget to generic search terms related to personal injury keywords, and a smaller portion to safeguarding your brand through a branded campaign for your law firm. We suggest gradually increasing the budget starting from the second month, based on the results you’ve obtained and the data analysis.

It’s important to note this is the ideal budget to set your law firm up for success in generating quality leads through PPC advertising. Multiple factors will come into play including your law firm’s size, digital marketing budget, objectives, or competition in your market – all things we factor to help you determine the right PPC budget to achieve your goals.

Maximize Law Firm PPC ROI With Strategic Bidding & Budgeting

It’s a delicate balance to strike – underinvesting in paid search campaigns can lead to lower visibility or brand recognition, but overspending can waste valuable budget resources. The real cost of PPC is about weighing financial inputs against potential outputs. Meaning, developing a thorough understanding that each click is more than a numerical value for that click. Within PPC there are bidding wars, keyword strategies, and developing an understanding of user intent.

Deciding how much money to spend on PPC campaigns can be tough from a technical perspective. Hennessey Digital has extensive experience working with law firms of various practices and sizes and provides effective SEO and PPC strategies tailored to personal injury lawyers and other practices. Our expertise allows us to offer valuable insights that help shape your overall marketing budget, and our reputation has shown that our motivation is to get you cases, not to artificially inflate your marketing budgets.

If you’re seeking to establish successful PPC campaigns, our expert team is here to assist with the setup, optimization, and management of these campaigns. Don’t let the details of campaign management derail your growth potential from PPC campaigns. Fill out the form below and begin bolstering your online visibility today.

The post What Is the Best PPC Advertising Budget for Personal Injury Law Firm Digital Marketing? appeared first on Hennessey Digital.

Even well-crafted content might not perform up to par if your content is not aligned with your overall strategy or lacks clear objectives. In the same way, even well-meaning content creators can sabotage their own content strategy by overlooking key search engine optimization (SEO) tactics or focusing on the wrong approach.

At Hennessey Digital, we’ve identified seven critical ways you might be unintentionally hindering your SEO content strategy. We’ve talked about how to optimize your content for SEO, and now we’ll shed light on these common saboteurs and how to avoid them, making sure your efforts don’t go to waste and your content is driving the results you need.

Writing Content Without A Plan

Any project goes better with a plan. Having a strategic plan for your content ensures that the pages you publish work together to boost the rankings of each piece of content as well as your entire site.

Here are a few essential factors that should be considered in your content plan:

• Site structure: When search engines evaluate your content, they use bots to crawl through your website. A clear and consistent site structure will allow these bots to categorize your content and determine its importance, relevancy, and ranking potential. Without a plan, you might create a disjoined site structure that confuses crawlers and prevents pages from being categorized (and ranking!) correctly.
• Keyword research & mapping: Keyword research ensures that you are creating unique content around keywords and topics that are relevant and have actual search volume that will drive traffic to your site. Keyword mapping also helps you avoid cannibalization (targeting the same keywords in multiple pieces of content). Cannibalization will cause your pages to compete with each other and can negatively impact their performance.
• Consistency: By planning in advance, you can ensure that your SEO efforts are continuous and not sporadic. Consistently publishing content is a positive ranking signal to search engines that you are keeping your site active and up-to-date with fresh and relevant information.

Thinking in the Short Term

Organic SEO is a marathon, not a sprint, and consistency is critical. As such, you can’t treat your content strategy like a pay-per-click (PPC) campaign.  PPC campaigns are designed to be turned on and off. You need time to research and plan your strategy, create your content, and monitor the page as it begins to appear in search results. New pages often take weeks to “settle” into a ranking.

Quick, sudden changes to your content strategy will not garner immediate results. In fact, this could result in content that hurts your SEO performance. If you rush your content strategy, you risk creating disjointed, duplicate, or low-quality content. If you suddenly pause content for long stretches of time, as mentioned above, you might see a loss in rankings or traffic as search engines do not see you as a consistent source of content.

Not Knowing Your Goals

The number one reason we see content strategies shift is when clients don’t have a thorough understanding of their own goals or priorities.

Discussing priorities is one of the first—and most important—conversations I have with any client. In our first meeting, we look at the intersection of the services they offer and the locations where they offer them, and discuss what areas are most important or need the most attention. We discuss what drives the most business for our client and what areas have the highest ROI.

Based on this information, we can determine the objectives of our content strategy: not only what content we want to create, but also how we want to create it. We might take a “shotgun” approach and create content for multiple locations to establish brand visibility in those areas, or a “sniper” approach, hyper-targeting one market or service to increase conversions.

Every approach has its merits, but the best approach is the one that aligns with our client’s goals. Without having defined goals, you won’t get the most out of your content strategy. Similarly, if you are working with an agency, the best way to empower your SEO agency is to provide them with insights into your current performance and priorities.

If you’re unclear about your priorities, ask yourself these questions:

• What is my most profitable practice area, service, or product right now?
• For law firms, what is the average value of each case type?
• What practice area, service, or product do I want to be more profitable?
• Which of these has the highest ROI for my firm or company?
• Where do my clients or customers live (top cities or zip codes)?
• Are there any areas I know my competitors are not currently targeting?
• How much business growth can I handle without expanding operationally?

Writing for Yourself, Not Your Audience

Once your content plan is finalized, it’s time to get writing. At Hennessey Digital, we create meaningful and useful content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) while also incorporating all the necessary SEO elements that search engines understand and value.

In some cases, however, in an effort to establish E-E-A-T, content can become too complex. When you are a subject-matter expert in your field, it can be tempting to want to dive into the details and explain the complexities of your work to make it accurate or more “valuable.” In the past, we have worked with clients who have wanted content to be written the way they would want to read it, without considering their audience.

Your audience is rarely experts. Using too much legal or technical jargon can overwhelm and alienate your potential clients or customers. The most meaningful content is understandable and accessible to the average person. That’s why we typically recommend writing content at an 8th-grade reading level. Simple, actionable content provides a positive user experience, which satisfies E-E-A-T and increases the chance of users converting.

Not Understanding Search Intent

In the same vein, writing content that does not consider search intent can also undermine your efforts. Search intent refers to the purpose behind a user’s search query, and falls into categories such as…

• Transactional
• Informational
• Commercial
• Navigational

If the content is not meaningful or useful to a user’s search, then they will quickly leave the page. For example, if a user arrives on an FAQ page looking for a quick answer, they will likely not stay on the page if it is full of calls to action to contact the business. Conversely, if there is too much tangential information on a transactional page, they may click away before they can convert.

These user actions indicate to search engines that your content isn’t relevant and will eventually lead to the page losing ground in the search results.

(Want to learn more about search intent and different types of content? Check out How To Optimize Content For SEO by our Senior SEO Team Lead Natasha Guy.)

Not Revisiting Your Content

One of the most significant ways to sabotage your SEO content strategy is to publish your content and consider the job done. Search results are constantly shifting which means even if your page is ranking right now, it isn’t guaranteed to stay that way forever. Certain industries such as the legal industry have particularly volatile rankings, sometimes changing from day to day.

As such, you need to regularly monitor the performance of your content and reassess your content as needed. This could be as simple as refreshing content to include more recent statistics to ensure it isn’t outdated, or completely rewriting a page to be more relevant to the primary keyword and the search intent.

Ultimately, revisiting your content ensures you’re staying on top of best practices and will better weather major core updates.

Using AI to Write All Your Content

AI is here to stay, there’s no doubt. We have spent months testing and learning the many advantages and disadvantages of using ChatGPT and other AI tools for SEO. For content, AI chatbots are capable of producing quality, readable content, and it’s understandable to want to leverage AI to start producing content at scale.

But relying too heavily on this new technology is still a big risk, for all of the reasons discussed above. AI content is often lacking in E-E-A-T signals, and any facts, statistics, or laws it does provide must be thoroughly checked. ChatGPT in particular creates content that is very repetitive and does not always meet search intent, and requires lots of human editing or rewriting with specific prompts. In addition, the content needs to be formatted, linked, and published with all the appropriate SEO signals.

Avoid Sabotaging Your SEO Content Efforts

Crafting a successful SEO content strategy requires a holistic approach and a long-term mindset. From developing a well-researched and structured content plan to understanding your audience’s needs and search intent, paying attention to these tactics is crucial in creating relevant content that drives traffic. Remember to revisit your content regularly, ensuring it stays fresh, unique, and impactful. Avoiding these common pitfalls can transform your content from just good to truly effective.

Want to learn more about how we craft content strategies that convert? As a leader in SEO and law firm digital marketing, Hennessey Digital creates ambitious, customized strategies in close collaboration with our clients. Contact us today and see how we can help your business grow.

The post 7 Ways You Might Be Sabotaging Your Own SEO Content Strategy appeared first on Hennessey Digital.

When it comes to digital marketing, there are a lot of moving parts and elements at play. Platforms, tools, your internal team, and sometimes even agencies and partners change on a dime – making access and keeping track of information a challenge for business owners and marketers.

Nothing is worse than that locked-out feeling and your marketing operations coming to a screeching halt. We’ve seen it happen for clients when someone is out of the office, when a client migrates from one tool to another, or in the onboarding process when clients transition to us as their digital marketing partner.

This is why ensuring access and ownership over crucial aspects of your digital assets are paramount to your success – and where your ‘digital binder’ becomes important.

As a law firm digital marketing agency and agency partner for other small and mid-sized businesses, we understand the importance of seamless operations and flow of marketing and believe to our core that transparency and collaboration are key to building a successful partnership. (Seriously, it’s one of our Guiding Principles!)

So stop what you’re doing and ask yourself – do you have a digital binder? Are you clear on who and how to access what so that no matter the industry dynamics, your marketing operations are functional?

We’ll take you through what should be in your digital binder. And by this do we mean a physical 3-ring binder that’s labeled (or maybe has your favorite vacation spot or band on the cover)? No, not really. It’s really a checklist of your tools, platforms, data, how to access it, and who within your company can access it.

Let’s get started:

Ensuring More Than One Person Has Access

Even if you’re the one who bears the responsibility or holds the key, it’s important that not only one individual, but three stakeholders can locate and have access to the key elements associated with your marketing efforts. It will not only help your digital marketing run efficiently, but it ensures a smooth transition getting set up and going when working with a new digital marketing agency.

Owning Your Analytics

Analytics is one of the most important components of digital marketing because it provides businesses with insights into customer behavior, website performance, and marketing campaign effectiveness. Without data insights, you won’t be able to make data-driven decisions.

To truly harness the full power of analytics, you should have complete ownership over your data and access to important platforms, such as Google Analytics. Ownership of your analytics and data ensures continuity in your data history. If you lose access to your analytics, you lose the ability to track and analyze long-term trends, leaving you unable to identify patterns and make data-driven decisions based on historical data.

Being able to analyze and interpret data will allow you to make informed decisions and adjust strategies for the success of your law firm.

Testing Platforms

Testing platforms, such as VWO, and Optimizely, allow businesses to optimize their website’s conversion performance and user experience. These platforms give you and your agency partner the ability to create and run tests, view results, and make changes as needed. They also provide you with a better understanding of your audience and provide a seamless user experience that drives conversions.

Being able to log directly into your testing platforms, gives you and your agency team the ability to conduct A/B testing, implement data-driven changes, pinpoint areas for improvement, and address any bottlenecks that might hinder your firm’s success. Without access to these, your team is left unable to fine-tune your marketing efforts for better results.

Google Tag Manager

A key component of digital marketing success is managing various digital marketing tags, such as conversion tracking, analytics, and remarketing pixels. Google Tag Manager (GTM) offers a centralized platform to simplify tag management.

GTM is an essential tool for digital marketing because it allows you to add tracking codes and other tags to your website without requiring manual code changes. This gives you the ability to create and manage tags, set up triggers, and track conversions while reducing the risk of page load delays and potential disruptions to user experience. Without having access to GTM you lose the ability to track user behavior and make informed decisions about your marketing strategies.

This piece of the puzzle is a little more technical, that’s why it’s important to have a dedicated analytics team handle this for you.

Call Tracking

There are numerous reasons your business needs call tracking, especially for those that rely on phone calls for leads and sales. And having ownership of your call tracking platforms, like Call Tracking Metrics, will help you better understand customer behavior, enhance lead attribution, improve client engagement, and optimize your marketing campaigns accordingly. Without access to your call tracking you lose the power you can harness with inbound calls. It is a vital component because it helps firms understand clients’ journey from online interactions to offline conversions.

Social Media Accounts

Engaging with customers and building brand awareness comes with the power of social media. Platforms such as Facebook, Twitter, LinkedIn, Instagram, YouTube, and TikTok give you the ability to manage and post content, track performance, and engage with followers.

Owning access to your business’s social media accounts ensures that regardless of changes within your company or agency team, you have access to the insights you need that allow you to be strategic with how you connect with your audience and build stronger relationships. If you use a social media management publishing platform such as Sprout Social, Hootsuite, and any Linktree or Bitly accounts, it’s important you have access to these as well. Without this access, you and your agency team are missing out on curating content tailored to your firm, responding timely to clients, and tracking performance, historical data, and any paid campaigns you might run through these social channels.

Pay-Per-Click Advertising and Paid Media

PPC for law firms and other Paid Media are powerful channels that drive traffic to your website and generate leads. Having full ownership of all your paid media accounts, especially your Google Ads account, gives you and your agency team better control over your advertising spend and optimize their campaigns for maximum ROI.

Without having access to your paid media accounts your paid media team loses control of performance data, budgets, fine-tuning targeting, and missing out on analyzing the performance of the campaigns.

If this is outside of your wheelhouse, work with our expert team at Hennessey Digital to research, strategize and execute a paid media plan to get fast ROI.

Development

You should have ownership over your website’s development. This includes access to the website’s source code, the ability to make changes and updates as needed, the website hosting account, and the domain name. Having access to and ownership of your website’s development, you can better control your online presence and make informed decisions about your digital marketing strategy.

We’ve heard SEO horror stories where clients didn’t own their domain or access to their Google Business Profile listing, and when they left they had to start over from scratch or gridlocked spending time acquiring access when needed.

All set?

If you cover the bases above, you should, and can, have peace of mind that no matter who is leading your digital marketing strategy, you’re set up well on the back end with the access you need to be successful, and your marketing always up and running.

We cannot overstate it enough: the key to success, especially when working with an agency partner, lies in the power of ownership. Safeguarding sensitive data and maintaining access over critical elements is essential for success and security. No one should leave all passwords to one individual in your firm or to an agency who could leave you with no control over your digital assets.

But if you want help with the technical aspect of digital marketing and are looking to switch to a digital marketing partner who educates and empowers your team and company, let’s chat. We are committed to transparency, collaboration, and empowering our clients to take ownership of their digital marketing assets. Our team of award-winning SEOs, paid media strategists, website developers, data analysts – and all-around awesome people – are ready to begin the conversation and help drive your marketing performance and website to new heights.

The post Your Digital Binder: The Importance of Ownership in Digital Marketing appeared first on Hennessey Digital.

An area where this has become more important in recent decades not only for firms but for clients when choosing a law firm, is diversity and inclusion, including representation for the LGBTQ+ community.

In celebration of Pride Month, here’s a look at good things happening across the legal community from firms to initiatives that show their colors all year long.

LGBTQ-friendly law firms are on the rise

The number of inclusive law firms is growing both as employers and firms who support and include the LGBTQ+ audience in their client base and marketing. According to a survey by the National Association for Law Placement (NALP), the number of lawyers who identified as LGBTQ+ has doubled in the past decade, up to nearly 4%. There are also a growing number of law firms such as McDivitt Law Firm and Frank Azar & Associates who serve LGBTQ+ clients in their communities, sponsor local events, get involved in Pride parades and celebrations, or promote inclusivity with content about their services on their website.

One of the ways through imagery and content the NALP brings attention to Pride month and celebrates diversity online

Resources for Law Firms

Local and national organizations in the legal industry are driving conversations and awareness with resources for lawyers that are easily accessible online. The American Bar Association does a great job of providing information and news about topics impacting the LGBTQ+ community, and ways lawyers can foster diversity or make Pride month intersectional for their firm. CLEs from the ABA or providers such as Law Practice CLE and others are available for lawyers to continue their education and expand their knowledge through CLE courses that address diversity and how to serve different populations in their community.

Demonstrating inclusivity across the industry

Positive momentum isn’t only happening inside law firms, it’s happening across the legal industry with LGBTQ+ friendly companies. As a leading law firm digital marketing agency, Hennessey Digital promotes inclusion and belonging from within, including our team member-led Diversity & Inclusion Resource Group. Our Resource Group is a safe place where team members can discuss and share knowledge and experience, and educate others as it relates to any and all elements of diversity, including LGBTQ+. Landing at an airport near you is also brand and marketing consultant Luke W Russell who travels the country sharing their passion for helping people by coaching law firms on building relationships with the LGBTQ+ community. 

Pride month is a wonderful time to celebrate progress, individuals, the equality people fight for, and the journey in our history to overcome challenges. Inclusion is year-round, and the legal industry is leading the way as an example of how service-driven businesses can put pride into practice.

The post Pride in Practice: A Spotlight on Law Firms and LGBTQ+ Initiatives appeared first on Hennessey Digital.

What can you do to stay ahead of the competition and make sure your law firm comes up first in the ads? You start by creating your own branded campaign and creating ads to boost your law firm’s visibility.

If you don’t know what a branded campaign is or how it works, no problem. Let’s break it down.

What is a branded campaign?

A branded campaign is a paid media campaign that includes bidding on keywords such as your law firm’s name and other phrases identifiable with your firm. Goals for branded campaigns include increasing the recognition and visibility of your law firm when someone searches for those terms, and driving more qualified leads to your website. Your banded campaign ensures your firm’s ad is seen by those who are searching for your firm by name, by attorney, slogan, and other related keywords. They also help to increase the return on investment (ROI) from your digital marketing since the campaign targets potential customers who are already familiar with your services.

This might seem counterintuitive to your law firm SEO strategy, and make you wonder if you’ll lose organic traffic, but that’s not the case. Branded campaigns boost your overall leads and cases. Since your law firm would be targeting individuals who are already familiar with your services, the likelihood of converting those search queries and leads into actual clients is higher.

Branded campaigns are also a good way to protect your firm’s name and reputation because you have greater control over how your branding and message appears, while working to trump other law firms that may use your name or variations of your name as keywords in their own advertising campaigns. By doing this, you are making sure that potential clients are not misled by ads that falsely claim to be associated with your firm.

Investing in branded campaigns conveys professionalism, authority, and a dedication to quality that builds client trust. Having both a branded ad and an organic position on the first page of the SERP gives you an advantage and allows you to control the message you want to show.

Law firm branded campaign cost

You may be wondering, “How much is this going to cost, and what kind of results can I expect from a branded campaign?” As law firm digital marketing experts, we recommend spending about 5% – 8% of your total Google Ads budget for it to be successful. Since this is a branded campaign, your results should be better than your non-branded campaigns. This means that you can expect a higher click-through rate, higher conversion rate, and ultimately higher ROI. After all, potential clients are looking for your firm by name.

Let’s break down what our data at Hennessey Digital has shown:

• The CTR (click-through rate) of law firm branded campaigns tends to be 3x higher compared to non-branded campaigns
• Cost-per-case is just one-tenth of the average cost-per-case for non-branded campaigns
• Cost-per-lead (CPL) is even lower; in fact, it can be up to 191% cheaper to generate a new lead through branded campaigns than the non-branded campaigns

This is why we strongly recommend incorporating branded campaigns into your law firm’s SEO strategy. It will benefit you more in the near and long term, so it is worth diverting a small portion of your total budget to do it.

Final thoughts

A branded campaign can boost your law firm’s exposure and brand recognition while generating more qualified leads that turn into actual cases. At Hennessey Digital, we incorporate branded campaigns into digital marketing strategies to ensure visibility and make sure advertisements are seen by people who are already familiar with your company or who are searching for your company’s branded terms. Your brand advertising efforts also reinforce trust, stop brand infringement and safeguard your company’s reputation.

Curious to know how Hennessey Digital’s customized approach to branded campaigns can help take your law firm marketing to the next level? Contact us to increase your leads and number of cases with an effective and efficient law firm PPC strategy.

Anthony Fournier, Paid Search Specialist, contributed to this post

The post Why A Branded Paid Search Campaign Is A Must For Your Law Firm appeared first on Hennessey Digital.

As an SEO-centric content strategist at Hennessey Digital and an amateur horse racing handicapper, I’ve discovered that these seemingly unrelated fields share more similarities than you might think, forming a tale of two fields racing toward success.

Analyzing Data Like a Pro: The Starting Gate

In horse racing handicapping, bettors put their money on the line, analyzing past performance data, lineage, post position, track conditions, and jockey records to predict race outcomes. Similarly, SEO gurus delve into the depths of website analytics, keyword research, and competitor analysis to optimize websites and climb in Google rankings. Digital marketers analyze all of this data to make informed decisions about current campaigns and plan out strategies for future ones.

Embracing Adaptability: The Key to Success in Horse Racing and Digital Marketing

Adaptation plays a pivotal role in staying ahead of the curve in both horse racing and digital marketing. In the high-stakes arena of horse racing, adjusting to changing track conditions, jockey strategies, and even the wind can make all the difference between winning and losing. Similarly, in the fast-paced world of digital marketing, adapting to evolving search engine algorithms, user behavior, new competitors, and market trends is essential for maintaining a competitive edge. By embracing adaptability, experts in both fields can navigate the ever-changing landscape.

The Home Stretch: Risk, Uncertainty, and Expertise

While SEO and horse racing handicapping might seem like a pair of mismatched socks, they’re more like two peas in a pod when it comes to the challenges they face.

Risk and Uncertainty: The Name of the Game

Whether you’re trying to predict the outcome of a horse race or the impact of a Google algorithm update, there’s always a level of risk and uncertainty involved. After all, will we ever forget the infamous Google Panda update that shook the world of SEO like a jockey on a wild stallion? Likewise, the world of horseracing was shocked and horrified when jockey Frank Hayes won his first race, despite the 20-1 odds against him and the fact that he died from a heart attack during the race. It goes to show, sometimes even the pros can’t anticipate the outcome.

Mastering the Art of Prediction: Expertise

Becoming a skilled handicapper or an SEO wizard doesn’t happen overnight. These fields require specialized knowledge and expertise to excel and achieve success. So, just like a seasoned jockey, the SEO expert must hone their craft through dedication and experience.

Keeping Your Eye On The Prize: Winning

In both horse racing and digital marketing, you have to keep your focus on the end result – success! Handicappers will adjust their strategy according to the horses’ performance to win the race. Similarly, digital marketers and SEO strategies will adjust a campaign if it is not performing, or they’ll develop a new strategy, whether through a paid media campaign or curating new content pages, to drive more traffic to a website. Keeping your eyes on the prize and making adjustments as needed will help you achieve your end goal.

Key Takeaways: Uncovering the Common Ground

You can’t deny the uncanny similarities that bring horse racing handicapping and SEO together:

• Data Analysis: Both fields rely on data analysis to make informed decisions and predictions.
• Adaptation: Adaptation is crucial to stay ahead in the ever-changing landscape of horse racing and digital marketing.
• Risk and Uncertainty: Dealing with risk and uncertainty is part and parcel of both fields, requiring a cool head and the ability to think on your feet.
• Expertise: Specialized expertise is necessary to succeed in horse racing handicapping and SEO.

So, the next time you find yourself at the race track, take a moment to appreciate the similarities between the thrilling world of horse racing and the dynamic realm of SEO. And who knows? Maybe you’ll discover a newfound appreciation for the art of handicapping and search engine optimization as you cross the finish line of success.

Need a jump start out of the gate? Contact our team to learn how we can help you win.

The post Horse Racing Handicapping and SEO: A Surprising Match Made in Heaven appeared first on Hennessey Digital.

In October, 2022, the Federal Trade Commission announced it’s exploring rules to combat fake reviews and deceptive endorsements. What does this mean exactly? According to the FTC, it’s “exploring a potential rule to combat deceptive or unfair review and endorsement practices, such as using fake reviews, suppressing negative reviews, and paying for positive reviews.”

What it also means is if you’re using any of the black hat strategies to elevate your business or products online, you may soon pay the price in significant fines.

What Are The Benefits Of Online Reviews?

Online reviews have many benefits, ranging from establishing trust among customers to improving your Local SEO and visibility in search results. When a customer has a good experience with you or loves the quality of your product, a few words and five stars can play a role in nudging a potential customer across the line from consideration to purchase. And the same way that positive feedback boosts your confidence in your operations and offering, positive reviews boost Google’s confidence in your business and website, giving you stronger visibility in local search results. Unfortunately, negative reviews can have the opposite effect on the SERP, too.

Why Do Companies Use Fake Reviews

Companies use fake reviews for three main reasons: to significantly increase review volume for their business, to influence consumers into choosing their product or service, and to boost their online visibility. Another deceptive way companies use reviews is to suppress negative reviews, or to leave unfounded, negative reviews for their competitors. Black hat tactics are unethical SEO practices that break search engine rules to achieve perceived positive results, and fake reviews or paying for reviews fall under this category.

Fake reviews aren’t much different than using filters that alter your appearance on social media. You may look different, but the product is still the same. We all know the best results for anything in life come from putting time and effort into the work. So do companies really gain anything from this?

It’s easy to get caught up in the game of winning, but without doing your homework, companies are putting a lot on the line that could potentially counter the results from all of the hard work and investment put into their marketing. James Cant, a local SEO specialist for Hennessey Digital, attributes some of these decisions to poor advice and pressure. “Online reviews can positively impact a business, so companies may feel pressure to buy into the game system of fake reviews,” said Cant. “Fake reviews, paying for reviews or suppressing negative reviews are a way to manipulate search results. On the surface, they prop up a business, and can negatively affect businesses that play by the rules.”

How will FTC regulations on online reviews affect businesses?

A crackdown by the FTC on fake reviews, deceptive and illegal online practices won’t just affect your company’s search results, it will take you to the bank with a hefty penalty. Research shows consumers rely on online reviews to influence their decisions, and doing so deceptively is not only unethical, it harms your competition and puts a lot on the line for your company.

The FTC defines deceptive and unfair practices as:

• fake reviews
• review reuse fraud
• paid reviews
• insider reviews
• review suppression
• fake review websites
• buying followers

On a case by case basis, the FTC is already cracking down on companies using fake reviews or other deceptive practices to promote their business or products. In 2022, the FTC charged the rental listing platform Roomster for deceiving the public by paying for fake reviews and having fake listings, proposing the company and its owners pay a $100,000 fine and be subject to other penalties. The cost of manipulating online presence was even higher for online retailer Fashion Nova, who was required to pay $4.2 million for suppressing negative customer reviews on its site.

The question is will taking companies on one-by-one be enough to impact the industry and eliminate fake reviews? For that reason, the FTC is exploring putting a broader rule and standard into place.

As a digital marketing agency that uses ethical practices and white hat SEO tactics, Hennessey Digital has cautious optimism on how far the FTC’s hand can reach – and how soon. “I don’t know how far the FTC can get with enforcing rules against fake reviews and other practices,” Cant commented. “Fake reviews are a way to cheat the system. It’s good the FTC is doing what they are doing. Right now they’re enforcing it for a few, but I don’t see them being able to enforce it broadly for a long time.”

A good online review strategy will help you avoid penalties and generate new business

Online reviews are a good search engine optimization strategy, and are one of the strongest indicators that there are others out there doing business with you. Thousands of companies have online success doing it the right way. Creating a strong online review strategy will help you receive the stars and positive online feedback you want; and with a little effort, you’ll begin to see the results in your online visibility and revenue.

Here are a few tips to get you started:

• Identify places where online reviews will reach customers and be effective for you. Google Reviews, your website and online review sites are good places to start that will reach customers and send signals to Google that can boost your ranking on the SERP.
• Don’t be afraid to ask customers for a review. Many people are willing to help you out if you show them how. Whether it’s in person, at point of sale, by text, or in a simple email, keep it simple and provide your customers with prompts that direct them to rate you or leave a quick review.
• Enlist a digital marketing partner that uses white hat SEO tactics to manage your online review strategy for you. Knowing what to do and where to do it can be overwhelming. By working with a reputable digital marketing agency like Hennessey Digital, you can trust your online presence is in good hands with experts who know how to drive engagement and use online reviews to elevate your business in an ethical way that stays ahead of industry regulations.

Remember, you dedicate a lot of time and money into your online marketing. Losing those gains and putting your business on the line because of fake reviews and deceptive promotional practices isn’t worth it.

Want more tips to bolster your online review strategy? Check out these recommendations from Hennessey Digital Founder & CEO Jason Hennessey on how to get more 5-star reviews for your business.

The post Will the FTC Regulate Online Reviews? Why You Should Care Now appeared first on Hennessey Digital.

With over 900 million users in more than 200 countries, LinkedIn offers users everything from recruitment tools and advertising capabilities to educational subscriptions and beyond.

With that, LinkedIn is a powerful marketing tool for any business, but especially for law firms. Given the often complex and regimented nature of the legal field, LinkedIn is a great platform for law firms to showcase their expertise and attract clients.

Here’s why your law firm should have a company LinkedIn page, plus some examples of law firms who are doing it right on LinkedIn.

Why You Should Have a LinkedIn Page for Your Law Firm

LinkedIn is so much more than just a networking website. It brings many benefits for law firms looking to grow their online presence and attract new clients.

There are a few reasons why you should have a law firm LinkedIn page:

• Organic marketing. LinkedIn’s organic (i.e. unpaid) platform allows you to reach other professionals and potential clients through LinkedIn posts, articles, comments, and connections. LinkedIn essentially works as a search engine, allowing users to find you by searching for keywords that match your services/profile.
• Networking. LinkedIn allows you to connect with other industry professionals. With your law firm’s LinkedIn page, you can connect with other lawyers, engage with past clients, attract potential clients, and discover what’s trending in your industry.
• Advertising. LinkedIn also has paid marketing tools; specifically, LinkedIn Ads. Creating a business profile is one of the first steps to getting started with paid LinkedIn Ads. Then, you can advertise your content and attract new clients.
• Brand building. LinkedIn gives you yet another platform to showcase your law firm beyond the usual social media channels. You can showcase your expertise, client testimonials, case studies, successes, and company news to a wider audience. This can help you build trust with existing followers and attract new clients.
• Hiring talent. You can post open job positions on LinkedIn’s job board, attracting new talent to your law firm. Your LinkedIn page communicates your brand values, mission, and culture, which may attract applicants to you organically.
• Business development. LinkedIn has free and paid courses to help you grow your practice, improve your leadership skills, and so much more. You can join relevant Groups, participate in discussions, post your own articles, and further maximize your reach on the platform.

Top Law Firm LinkedIn Pages to Inspire Your Strategy

Whether you already have a law firm LinkedIn page or are starting from scratch, the following law firm pages will inspire you to step up your game to make the most of the platform.

With these examples, we’ll include some tips for how to improve your branding, messaging, and LinkedIn Search Engine Optimization (SEO) to reach more users and, hopefully, clients!

1. The Basile Law Firm

An initial search for “law firm” on LinkedIn.com brings up The Basile Law Firm as one of the first results, which is a good indication that this firm has a strong LinkedIn presence.

This profile is well-optimized with content that’s relevant to the services they offer, and they have clearly spent time growing their follower base.

A quick look at their profile and you will see that their tagline clearly articulates the types of legal services they provide: “Securities Litigation and Public Company Restructuring.” They also include the term “law firm” in their tagline in order to rank for this keyword in LinkedIn search.

Further, the About section of their profile includes a strong value statement: “The Basile Law Firm P.C. is recognized in the public markets as one of the nation’s foremost securities litigation firms…”. The entire About section is well-optimized with relevant keywords as well, e.g. “public company restructuring,” “securities litigation,” “securities law,” etc.

The Basile Law Firm’s LinkedIn page is a great example of LinkedIn SEO at work, using relevant keywords to attract potential clients and rank high in LinkedIn search for the types of services they offer.

2. Stanton IP Law Firm

The Stanton IP Law Firm, P.A. is one of the first results when searching LinkedIn for “IP law firm”. Not only is their profile optimized for LinkedIn search, but their visual branding helps them stand out.

Right away, their tagline communicates their registered slogan, “You own it, we protect it!” They have a professional logo for their profile photo, as well as a well-designed background photo.

The Stanton IP Law Firm appears to be very active on LinkedIn, posting every few days. They have shared an open job position on the platform and continuously post organic posts (like the ChatGPT conversation post above).

This profile is a good example of how to use LinkedIn to find potential talent, drum up organic engagement, and boost brand authority.

3. Parnall Law Firm

The Parnall Law Firm is using eye-catching copy to attract clients. Right away, their profile name says, “Parnall Law Firm – Hurt? Call Bert.” The background photo includes a photo of the lead attorney, plus the name of the firm and their phone number.

Their profile also includes high-quality photos of the entire team, with a call-to action to “See life at Parnall Law Firm.”

Their profile is completely filled out, including a link to the law firm’s website, their phone number, their headquarters location, and their specialty areas. They are using the full LinkedIn real estate to their advantage!

When filling out your law firm’s LinkedIn profile, be sure to complete all of the fields available to you. This includes your tagline, About section, website link, phone number, Industry, Specialties, and more. This provides users with all the necessary information to learn about your law firm and to contact you if they are interested in your services.

4. Beasley Allen Law Firm

The Beasley Allen Law Firm LinkedIn page stands out as one of the best profiles around, given its bright and smiling background photo and well-written About section.

Their profile photo is their professional logo and their tagline says, “Helping Those Who Need It Most.” Their entire profile showcases their professionalism, friendly nature, and their experienced civil litigation law services.

They are sure to include their service areas (Atlanta, Montgomery, etc.), which allows users to know the areas they serve, and likely helps with LinkedIn SEO. They list all of their specialties (Business Litigation, Personal Injury, etc.), which likely helps them rank in LinkedIn search for these terms as well.

When you optimize your law firm LinkedIn profile, think about the types of keywords you want to rank for. Include your service areas and specialties in your profile, whether your tagline, About section, or Specialties section. This will help you attract the right types of clients and rank higher in LinkedIn search.

5. Wilshire Law Firm

Wilshire Law Firm is mastering its LinkedIn strategy with a fully-optimized profile and active video marketing. Their tagline includes relevant keywords (e.g. “personal injury,” “employment,” and “class action lawyers”), attracting potential clients and improving their LinkedIn rankings.

They have also posted multiple videos to support their organic LinkedIn strategy. Some of their videos include the firm wishing followers Happy Holidays, sharing a “save the date” notice for an upcoming event, and a recap of one of their successful wrongful termination cases.

LinkedIn’s organic algorithm considers user engagement (comments and likes), number of followers/connections, degree of connections, content relevance, and regularity of posting to surface your content to users. The more you use LinkedIn (by sharing blog posts, posting articles, sharing videos, commenting on posts, etc.), the more likely you are to reach more users.

So, stay active, post different types of content, and stay engaged with your audience!

Optimize Your Law Firm LinkedIn Profile and Grow Your Reach

LinkedIn is a powerful marketing, advertising, networking, and talent acquisition platform that allows law firms like yours to attract new clients and broaden their reach. Above, we covered 5 examples of law firms that are doing this well – with stellar branding, strong SEO, and active posting.

We’ve just covered the tip of the iceberg when it comes to LinkedIn’s capabilities. But the best way to use LinkedIn to your advantage is to get started now (versus later), optimize your profile, and get posting!

The post 5 Best Law Firm LinkedIn Pages to Inspire Your LinkedIn Marketing Strategy appeared first on Hennessey Digital.

So let’s dive into strategies you can implement this year to improve the ROI of law firm PPC campaigns on Google Ads.

Understanding how pay-per-click works

When running PPC digital advertising, also known as paid search, you are charged a fee each time someone clicks on your advertisement. Instead of relying on organic methods to attract clients, PPC allows you to “purchase” website traffic. This is particularly useful when you want to target competitive keywords, such as “personal injury lawyer,” and your organic ranking may not be high enough to appear on the first search engine results page (SERP). By bidding on the keyword and paying a certain amount if clicked, your ad will be displayed.

SEO and paid search strategies are effective when run together, as they boost your visibility on the SERP, and seeing listings in both places is known to boost trust in the credibility of a page or link when someone clicks. Developing a PPC campaign strategy for law firms takes careful execution owing to regulations and optimizing campaign performance, but it’s important to advertise there since potential clients turn to search engines and often engage with paid ads when looking for legal advice. PPC marketing can sometimes be expensive and competitive, too, but it can also yield a high return on investment with the right strategies and focused campaigns.

Never bid on broad single-word keywords

It’s important to not focus solely on broad single-word keywords such as “lawyer” or “attorney.” These can be costly to bid on and can lead to campaign inefficiency and wasted budget. Instead, think about targeting long-tail or multiple-word keywords that are more specific, less expensive, and provide more opportunities to capitalize on than the highly-competitive, broadhead keywords. By doing so, you can choose more specific, niche keywords that take into account the buyer intent and the practice areas that generate the most revenue for your law firm. This strategy may seem subtle, but it can have a significant impact on the effectiveness of your ads campaign and is a great PPC strategy to implement for your law firm.

Use negative keywords in your campaign

It might seem counter-intuitive to use negative keywords in your paid search campaigns, but it is a proven PPC strategy. Negative keywords are terms that you explicitly exclude from your PPC campaign so that your ad will not show up when a specific term is searched for. This strategy helps increase the chances of reaching your target audience.

It’s common to use multiple negative keyword lists, around seven to ten, so when thinking of what you want to include in your list of negative keywords, consider terms that are unlikely to result in a qualified sales lead, such as ‘legal aid,’ ‘games,’ and ‘apps.’ You should consider adding terms associated with education and careers to your negative keyword list as well as other low-quality, sales lead terms like ‘cheap,’ ‘free,’ and ‘inexpensive.’ You may also want to include cities and states that are outside of your target region. Being aggressive with keyword exclusions will help you avoid spending money on undesirable search terms, boost your conversion rate by reducing unnecessary clicks, and result in more qualified customers visiting your website or landing page.

Implement an effective keyword bidding approach

An effective keyword bidding strategy is crucial for a successful Google Ads campaign. This involves determining the right keywords to bid on and setting the appropriate bid amount for each keyword. To use automated bid strategies, Google Ads provides several strategies that can help optimize your campaigns for different goals, such as maximizing conversions, maximizing clicks, and targeting CPA (cost per acquisition). It’s important to regularly monitor and adjust your bids as needed to help ensure that you’re getting the best results for your investment. Keep in mind that the most effective keyword bidding strategy will vary depending on your firm’s unique goals and circumstances.

Protect your brand

Even if your law firm already ranks well in search engine results for your branded terms (ie: company name), it’s important to consider advertising for these keywords. If not, a competitor may use your firm’s name in their ad campaign and potentially divert customers away from your business. This tactic is known as “brand-jacking.” Even if your organic search ranking is high, a competitor could still appear above you in the paid advertising section for your brand name. To avoid this, bid on your branded terms to increase your digital real estate and maintain control over how your firm is represented in the paid advertising section.

A/B test with compelling ad copy

One of the fundamental rules of a winning PPC strategy is to test everything. Nowhere is this more important than in your paid ad copy. This is the copy that will either convince a potential client to click or not, resulting in them completing an online lead form, calling your firm, or looking at a competitor. Messaging is key and the ad has to speak to the needs and concerns of your target audience. Don’t fall into the trap of believing that you know what people want in your ads rather than what the data tells you. You can write the best ad in the world, but if it’s not performing by boosting click-through rates and leading to conversions, it means it isn’t working.

Google has a good built-in tool to test and measure different versions of your ad copy to determine what resonates most with your target audience and generates the best results in terms of click-through rate and conversions.

Although it may seem overwhelming to develop an organic search and paid media strategy that sets your law firm up for success in search results, understanding the ins and outs of law firm SEO is crucial for your PPC strategies to continually acquire new clients. A strong online presence and a constant flow of qualified leads are essential for the growth of your practice, and one way to achieve this is by working with an experienced PPC team that can manage and optimize your campaigns daily.

Looking to acquire more cases while keeping costs low, or want to improve your marketing strategies and establish a stronger online presence for your law firm? Trust our PPC experts here at Hennessey Digital to drive results for your law firm. Fill out the form below to learn how we can help you achieve your goals!

The post PPC For Law Firms: Proven Strategies To Increase Case Acquisition appeared first on Hennessey Digital.