A law firm that lives and dies by the Yellow Pages probably won’t have to worry about what next year’s ad will look like. It takes a bit more than a black and pasty yellow ad to pay the bills and keep the power on. It shouldn’t be the bread and butter of your law firm advertising campaign, but that does not at all mean that this medium of marketing should be ignored either.

When people need a lawyer in a time of crisis, they generally talk to someone they trust for a referral or contact a lawyer they already know. If you have an effective newsletter for your database and a good social networking campaign, that should take care of that. But typically, that’s not enough, and the role of Yellow Pages and online marketing becomes important.

However, if you are going to invest in legal advertising online and in the phone book, it is incredibly important that you stand out above the competition that litters the pages and the Internet. Most ads look alike—but don’t fall into that trap of what’s “normal” for these ads. You definitely want an ad that attracts potential clients’ attention but won’t “shout” at them like every other ad.

After you have their attention, get them interested in what you have to say. Offering free consultations aren’t enough anymore. Information is the key to their hearts and their minds. They’re looking for information, not to hang out with a lawyer. Provide an avenue for free information through your website or a phone call. Part of that information packet should include a guide to hiring a lawyer—and make it excellent enough so that, in the end, you will be that lawyer

Now you have their contact information, they have yours, and you’re at the top of their list of helpful law firms in their area. With any bit of luck after that, it should be a match made in heaven.

If you have further questions about online marketing for your legal practice or about ads for Yellow Pages, contact an experienced legal marketing firm that can help. Great Legal Marketing offers years of experience, and you can order a free chapter from their book online. Just call 888-791-2150 toll-free for more information.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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