Lots of attorneys and law firms are looking for an instant increase in business.  Instead of taking their time to patiently develop a comprehensive strategy to market their firm and retain new clients, pay-per-click is one of the most popular methods many law firms use.  The expectation is that the business will just roll into the office once a campaign is up.

Does pay-per-click marketing work?  Will it quickly turn a failing (or new) law firm into a successful law firm?  Is pay-per-click advertising like steroids, where you get that instant success from it?  These are the questions many ask.

Pay-Per-Click Works for Some

In talking to one law firm owner who tried it, the response I got is that “there is no meat on the bones.”  In other words, this attorney tried it and it didn’t work.  Just doing a cost-benefit analysis, his conclusion was that it wasn’t worth it.  It simply resulted in more money coming out than coming into the law firm.  He quit doing pay-per-click advertising altogether and began marketing in other ways.

Others, on the other hand, have had success with pay-per-click marketing.  For them, it works well.  They like it and make it part of their regular marketing plan.

Pay-Per-Click is Not a Quick Fix

So, who is correct here?  Does it work or does it not?

For those who are simply looking for a quick turnaround, the reality is that turning to pay-per-click advertising is probably not going to be the quick fix you are looking for with your law firm.  On the other hand, pay-per-click advertising can work for some (with fairly deep pockets) when combined with other marketing efforts.

You need to develop a comprehensive strategy beyond the pay-per-click advertising.  After all, pay-per-click advertising is expensive.  Lots of marketing outfits will charge a lot to run and manage your campaign.  If your funds become depleted at some point, what’s your strategy if the pay-per-click has to come down for some length of time?

Beyond the pay-per-click advertising, you need a webpage that conveys the right message.  You need the right attorneys and staff at your law firm who treat leads with the seriousness they require.  You need a good intake process.  You need attorneys and staff who do great work for their clients.  You need business coming in through other avenues other than the pay-per-click advertising.

The reality of the situation is that marketing a law firm is hard work.  While pay-per-click marketing works for some firms, simply turning to pay-per-click as a single quick fix will probably turn out to be a disappointment for most.

If you have any thoughts, feel free to share them below.