Pitfalls in Pay-Per-Click Advertising Your Law Firm Should Avoid

Pay-Per-Click (PPC) Advertising is an effective and legitimate way to build the digital image of your business, brand, or law firm. PPC advertising or paid search can give your law firm a better online presence that can attract more clients.

But there are nuances and strategies that have to be applied so that you can get the best for every cent you put into PPC advertising for your law firm. Mismanaging your ad campaigns can lead to a lot of wasted money over minimal results.

In our last blog post, we talked about the ins and outs of PPC advertising. In this one, we’re going to give you the understanding to maximize your investment in paid search. Here are some common pitfalls in PPC advertising:

Not Geo-targeting

Prospective clients will always attempt to go for convenience first, searching for law firms that are closer to their home or work. This also ensures that you gain a following where it matters: your place of business.

While it can be tempting to cast as wide a net as possible, it’s best to focus on the areas around you by bidding keywords based on where you are. Grow your local client base first, and then think about expanding from there later on.

Neglecting the look and feel of your website

There are two elements to a good website: good web design and good copy.

In the digital age, customers and clients often determine whether a business is credible and legitimate through gauging the quality of their website. Your website should be easy to access, in that it should be easy to understand by someone who’s looking for a specific service, and that it should load quickly.

How you interact with your target audience also matters. Most people search for exactly what they need—be it a DUI defense lawyer or a criminal defense lawyer—and as such, they should experience your website differently.

Your ad or landing page should feel to your client that you are ready to meet their specific needs. This kind of targeted web design can attract more conversions, and therefore, more clients.

The messaging on your website should be concise, well-written, and easy-to-understand. Legalese is not a language most people are familiar with, and helping prospective clients understand is one good way of making them comfortable enough with signing up for your services.

In addition to this, the copy must call the reader to action. Many of your clients are looking for the next step in whatever endeavor they’re attempting. A call to action can tell them what their next steps are.

Good copy should highlight your selling points, like your experience and track record of legal victories, and the services you offer.

Not linking to anything

Your copy should link to the relevant services they happen to be talking about. This is what is known as an ad extension. It often involves turning specific keywords in your copy into hyperlinks. If it links to a section of your website that describes that specific service, that is called a site link.

For example, you have copy mentioning your extensive history as a criminal defense lawyer. The words “criminal defense lawyer” should be turned into a link that goes to the specific page on your website that describes your services in detail.

This should also be done with contact details, like numbers and emails. Having links that go directly to the services they need can help your prospective client feel more comfortable hiring you.


Digital marketing can be a tough task, but with enough understanding, it can actually give more value for your firm’s money, because of the way it can be used to strategically target your desired market. PPC advertising is an effective marketing strategy that many law firms now apply, with satisfying results.

If you’re interested in PPC advertising for your law firm, we at Discover My Business have the skills and knowledge to take your client base to the next level. Get in touch with us today to see how we can help.

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