What should attorneys use for the headline of a legal marketing advertisement?

The headline of an attorney marketing advertisement is the first opportunity for the law firm to capture the attention of potential clients. Therefore, the headline should be unique and memorable in order to motivate the potential client to review the remainder of the lawyer marketing ad. The following are examples of poorly drafted headlines:


  • Stating the type of law that you practice: "Pittsburgh Personal Injury Lawyers"

  • Stating a generic cliché: "Our Firm Cares About Your Injury"

  • Stating the name of your law firm: "The Smith and Jones Law Firm"


These headlines look exactly like the headlines of the countless other law firms who will also be advertising next to your firm's ads, whether it be online, in the phone book, in a newspaper, or on television. Instead, use an exciting quote, interesting fact, or intriguing statement that makes the reader want to learn more. Quality clients will appreciate the difference in your advertisement, which will increase the revenue of your law firm.


Attention grabbing headlines are an important aspect of effective legal marketing. For assistance with drafting the headlines for your law firm ads, contact Great Legal Marketing. Fill out our online form or call our office today at 703-591-9829.

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