It’s becoming more difficult for law firms to stand out and attract clients, with so much competition and simultaneous demand. If your law firm isn't implementing effective advertising campaigns, your business will fall behind as competing attorneys jump ahead. However, with a comprehensive marketing strategy behind you, you can land in front of audiences when they need you and build your firm's reputation through effective advertising.

If you want to make sure your firm has the opportunity to excel, the following tips can help you develop a complete marketing campaign and get the most from your budget.

1. Optimize Your Website

One of the best ways to improve your online presence and make sure that people find you is to optimize your website. Optimization can entail using enhanced SEO content on your website targeting specific keywords to rank high on search engines. It can also consist of efforts to create particular location pages for people in different areas, practice area pages, and a contact page where people can request consultations online. Branding should also be consistent across your website with adequately aligned messaging, visual components, and CTAs. This branding should be consistent with any other marketing you are currently doing. 

Remember, your website serves as your firm's online hub, representing you and your legal team. If your website isn't well-optimized, you won't gain as much traction, and audiences will be more likely to turn to other attorneys.

2. Advertise Across Multiple Platforms

Part of standing out from competing law firms is maximizing visibility, which is achievable by advertising on as many mediums as possible. A strong advertising campaign could include ads on TV, ads in national magazines, over-the-top (OTT) ads on video streaming services, digital ads that appear on other websites, social media ads, YouTube, and more.

Email marketing is potentially one of the most effective channels for attorneys to use. You can use it to stay connected with past clients who could require your representation again or new clients who might want to learn more about your firm. You can also use this platform to encourage referrals. The ROI of email makes it one of the best channels for your marketing efforts: Campaigns deliver an average of $38 for every $1 spent on them.

3. Create Unique and Fun Content

Another way law firms can break through their industry’s noise is to create and publish unique, fun content. In your blogs, educate your audience about specific concepts in ways that might be more engaging than what other attorneys are doing. Using humor is effective, depending on the content and subject. Make sure you are paying attention to the unique opportunities social media posts and ads provide. Post about local events and discuss engaging topics that you may be able to connect with your services.

Encourage people to subscribe to your newsletter or follow your social media pages, where they can receive updates and interesting content. This can help keep prospects in touch until they need your services, in which case your firm would likely be the first to come to mind.

4. Create a Local Connection

Attorneys are often more successful if they establish a good presence in their communities. There are many ways to use marketing to build and maintain a local connection, including getting involved in local community events and hosting them. Local TV commercials can also be highly effective in establishing a strong connection, as powerful ads can linger in your audience's minds for as long as a month after viewing them. The more familiar people become with your brand and see you as a part of the community, the more likely they will be to trust you with important issues in their lives.

5. Offer a Free Consultation

Many people looking for an attorney are worried about the cost, which may even keep them from hiring one. If you can reassure them that you operate on a contingency fee basis and don’t charge your clients immediately, it can encourage them to contact you. Make sure your CTAs advertise free consultations or case evaluations. Make it easy for leads to request a consultation with a convenient online form and clickable buttons that direct them to your contact pages. As a result, you'll likely attract more qualified leads who have viable cases.

6. Provide Downloadable Related Content

In addition to blog posts, social media posts, and other content, offer downloadable resources. Create and publish ebooks and other types of long-form content which educates audiences, turning them into downloadable PDF documents. Offer those downloads in exchange for an email address and other basic contact details, which can bring more people into the sales funnel.

Implementing each of these strategies can be invaluable to your firm. Through effective advertising that uses all available channels and platforms, establishing a strong connection with audiences, and reaching wider audiences, you can make sure your brand stands apart.