How does legal web marketing work? Won’t people see through my ads and realize I just want them to hire me?

Maybe, but that’s not really a problem. When you go to the supermarket, you fill a cart up with groceries, pay for them, and leave—and you probably didn’t think that the store was just interested in your money. You were thinking about all the things you needed while you were there.

And that should be what your marketing achieves: fulfilling your customer’s needs.

For example, imagine your TV is on the fritz. It’s about fifteen years old, and you’re thinking about getting a new one. A few days later, someone comments on the poor picture quality and suggests a particular brand that you might like.

So where did you go next? Online, to look up that TV your friend suggested. But then you clicked on another brand, and another, and now you’re comparing TVs to see which one you like best. When you go to your friends’ houses, you suddenly notice which TVs they have when you never cared before. You ask them about why they chose the model they did, and what they like about it—and of course, how much it cost.

And now the marketing comes in. You start to “see” ads for TVs everywhere—although of course, they have always been there; your brain just ignored them until you actually started shopping for one. This is the moment where you will choose which model to buy and where to buy it; the moment you are ready to move from shopper to customer. That is where all of your legal clients are the moment they click on your website.

Of course, there are many ways you can make the customer take that leap. To learn more about how your law firm’s advertising copy can affect client conversion, call 888-791-2150 today or click the link on this page to download your FREE chapter of the Great Legal Marketing book.

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