Let’s Get to the Updates!

SEO

• Google AI Mode shows 91% URL change across repeat searches. The high volatility means there are new challenges as well as new opportunities for search. Unlike traditional search, AI Mode tends to refresh its citations frequently. This means law firms with relevant, high-quality content have a better chance of appearing in AI mode answers, even if they are not in the organic top 10.
• Google’s latest update: It seems that this change has been more subtle than past updates. Although the update was sizable, it has not been as disruptive as previously predicted. The biggest change being that Google is able to better surface relevant content. This means law firms should focus on niche topics with an authoritative voice, including creating content that relates to the original topic.
• New evidence suggests ChatGPT sometimes pulls Google Search snippets when Bing results are unavailable or outdated. This reinforces the idea that traditional SEO still matters—AI tools like ChatGPT may rely on it more than expected.

Paid Advertising               

• Google Ads launch built-in video analytics. This change will help legal industry advertisers to better identify top performing videos faster, making it easier for them to optimize your campaigns based on audience engagement.
• Phrase match is losing ground to broad match in Google Ads. The most important phrase in this article is – “But for lead gen, relevancy is a much bigger concern. Even with pricing advantages, many find broad match – and tools like AI Max for Search or PMax – produce too many low-relevance queries.” This is extremely important for PPC clients to understand because it is often a point of contention.
• Google Analytics has rolled out two big updates: a new Reddit Ads integration and lead generation tools. Advertisers can now import Reddit cost data directly into GA for unified reporting and comparison across platforms. This will allow advertisers and attorneys to see a fuller picture when it comes to ROI on ad spend.

Social Media

• Meta follows suit with YouTube’s crackdown on unoriginal content. Repetitious and mass-produced content will no longer be tolerated on Meta. Spammy or fake behavior will face reduced visibility. One of their main focuses will be “AI-generated slop” and content farms. We encourage attorneys to create authentic, original videos and limit their AI content to a minimum when it comes to vertical videos.
• In July, many reputable sources reported that TikTok was developing a separate US app ahead of the impending ban. They released a brief statement stating, “The recently posted Reuters story, which is based on anonymous, uninformed sources, is factually inaccurate.” They have not clarified if they are not building a separate app or if the details of the report are false.

AI

• Your law firm may receive AI calls from prospective clients. Google is introducing an AI that can make phone calls for users to retrieve additional information from Google Business Profiles. It’s important not to discount these calls as robo-calls, as it is a feature many introverts will likely take advantage of.
• Your website still matters in the age of AI! “AI is the latest obsession, but strategy still wins. Refocus on your website – the original digital tool – to thrive in the AI era.” This article gives a non-biased opinion on how websites fit into the AI puzzle along with suggestions on how to adapt.
• President Trump has issued a range of directives related to AI development. Below is the TL;DR – New AI Orders at a Glance
  • Loosens Copyright Rules: Federal regulations restricting the use of copyrighted content to train AI models have been relaxed, reducing legal risks for developers
  • Bans “Woke AI” in Government: Federal departments are restricted from using AI models that show ideological or DEI-related bias, such as altering historical figures’ identities.
  • Pushes U.S. AI Global Dominance: The orders aim to position America as the world leader in AI by scaling back Biden-era energy rules and promoting U.S.-made AI tech abroad.
  • These moves could benefit firms like Elon Musk’s xAI while raising concerns about bias, misinformation, and who controls the narrative in AI tools.

Stay LAWsome–We’ll See You Again Next Month!

Thanks for checking out this month’s roundup! See you next time with more tips, trends, and insights to help your law firm grow.

The post August Legal Digital Marketing Industry Updates appeared first on Consultwebs.

Today, more than 50 years after Bates, you can find lawyers exercising their First Amendment rights in commercials that air around the clock on TV – even during the Super Bowl – and cycle endlessly through YouTube, Facebook, TikTok, and other social media.

Sure, not all law firm TV ads are Super Bowl commercial-caliber. Some still follow a format that likely dates to the late 1970s, with a lawyer staring directly into the camera and talking with a serious face while surrounded by leather chairs, large wood desks, and unused books. In other words, some lawyer TV commercials do little to make the firm stand out. If you are looking for a law firm digital marketing agency, consider us!

However, as a general trend, competition for clients has spurred creativity in lawyer TV advertising, especially in personal injury, criminal defense, and family law. Today, law firms nationwide make highly memorable TV commercials featuring quality production, compelling storylines, and clear messaging. They make the law firm stand out and carry the potential to generate solid leads in their target markets.

In this article, we discuss the 12 lawyer TV commercials that we believe are the “best” ones out there. To us, they are the ones that best reflect how lawyers can tackle the competition by getting creative and using effective marketing techniques to connect with prospective clients.

What Makes Some Lawyer TV Commercials Stand Out from the Rest?

Some of the lawyer TV commercials we chose for this list made us laugh. Others made us want to find a family member to hug. What they all have in common is that they made us feel confident that we would contact the law firm if we lived in that market and needed legal help in the firm’s practice areas, which is the key test.

We specifically based our picks on the following three factors:

• Production — We looked for commercials with engaging visuals that brought the law firm’s message to life. Some ads feature Hollywood-style cinematography and sound. Others simply have striking visuals that caught our attention and made us want to keep watching.
• Content — We also focused on whether the commercial features a compelling storyline that could resonate with prospective clients. We looked for content that touches on emotions through humor or heartwarming stories, and for content that showcases the law firm’s experience and character in a way that would build trust with viewers.
• Messaging — Finally, we considered the effectiveness of the ad’s messaging. Does the ad’s core message cover the needs and concerns of prospective clients? Does it display the firm’s personality and strengths? Does it provide a strong call to action?

To compile this list, we reviewed a ton of lawyer TV commercials and found most of them engaging and effective. We considered making the list longer. However, we settled on these 12 commercials as the “best” ones, which we do not list based on any ranking we gave them:

“We Stand Tough” — Jim Adler & Associates (Texas)

We have to start this list with one of the trailblazers in lawyer TV advertising. Jim Adler, or “The Texas Hammer,” has run commercials on TV since shortly after the Bates decision, when it was still largely frowned upon by many attorneys. Even though it made him a “pariah,” Adler told CBS News that TV advertising helped him to grow his Houston personal injury law solo practice into a law firm that today has more than 300 employees and offices throughout Texas.

The fast-action commercial shows Adler standing in the middle of a highway, wielding his sledgehammer, talking tough, and staring nastily at a tractor-trailer as it barrels toward him. “Go with Jim,” the voiceover implores as the firm’s phone number splashes across the screen and the giant truck screeches to a halt just a few feet from Adler and his “big, big hammer.”

“I thought so,” Adler says, turning to the camera with a grin.

Adler has built his practice on his reputation for being a “tough, smart” lawyer who will “stand tough” and take on insurance companies for his clients. With this bold and aggressive commercial, he seamlessly conveys that message and connects with potential clients in his market who want those traits in their lawyer.

“Texas Law Hawk” — Bryan E. Wilson, Attorney at Law (Texas)

It’s also fitting that we list Fort Worth-based criminal defense attorney Bryan E. Wilson right after Adler. He told CBS News that he grew up in Texas admiring Adler’s TV commercials and has tried the same approach in his “over-the-top” ads. However, Wilson shows his commercials solely online and never on TV.

It’s easy to see why this commercial went viral. It features a motorcycle, flames, an American flag, scattered hawk screeches, more flames, and Wilson’s “talons of justice.” Running over a minute long, it also includes a scene in which Wilson smashes through a wall like the Kool-Aid Man to protect a group of young people playing Hungry Hippos from a police officer who tries to crash their party without a search warrant.

“Know your rights!” Wilson screams at the camera. “Call [him] today!”

The ad connects the young attorney to his prospective young adult clients, such as college students, by reaching that target market through a YouTube video rather than a 30-second TV spot. It also appeals to them with some healthy wit, helpful information, and vivid portrayal of Wilson as a passionate, knowledgeable lawyer you can reach any time, day or night.

“Hammer in Space!” — Isaacs & Isaacs Personal Injury Lawyers (Kentucky)

When he created Star Wars, George Lucas wanted to make a “space opera.” This commercial is more like a “space opry.”

The ad initially aired during the 2020 Super Bowl. The setting is outer space, where, like life on Earth, you must deal with greedy insurance companies. It features special effects and sound, country music, and Kentucky personal injury lawyer Darryl “The Hammer” Isaacs beaming on board in a Mandalorian suit to save a Princess Leia-like injury victim from a small settlement check.

It works because the commercial grabs your attention from the instant you see that spaceship floating through “the galaxy of Kentucky, where the fight for justice continues,” and because it vividly portrays Isaacs as being a lawyer with the grit and resources to take on even the most powerful opponents for his clients. (You’re also left thinking that a law firm that can spend that much advertising budget on a Super Bowl TV commercial must be doing something right.)

“One Call, That’s All” — Kenneth S. Nugent, P.C. (Georgia)

Personal injury victims don’t want to face a messy, confusing process. They are dealing with injuries, pain, and trauma. They have medical bills, living expenses, mouths to feed, and lives to live. Along those lines, this straightforward ad nails it. With its short, dramatic portrayal of a settlement discussion with a client, the commercial makes the experience of working with Atlanta-area personal injury attorney Kenneth S. Nugent seem like a stress-free process that may lead to much more compensation than you could imagine. The catchy slogan is a bonus.

“The People” — Harris Personal Injury Lawyers, Inc. (California)

This commercial is another with high production value that aired during a Super Bowl. Instead of using humor or special effects, Harris Personal Injury Lawyers uses light music and a memorable montage of the landscape, people, and smoked tri-tip of the Central Coast to show its affection for the community and commitment to the people who comprise it. The ad conveys that the firm’s lawyers take pride in protecting their neighbors from insurance companies “far away from here,” and in doing so, helps to develop a sense of trust with potential clients.

“Protect Your Family” — Trantolo &  Trantolo Personal Injury Lawyers (Connecticut and Long Island)

It makes sense that a firm with not one, but three Trantolos on its legal team  — father, son, and Taj, a German Shepherd and former Fidelco seeing-eye dog  — would make a TV commercial focusing on families. You can see how this beautifully shot video might especially resonate with families in the Connecticut and Long Island markets who face challenging times due to an accident that a family member suffered. The message of working with someone dedicated to protecting families is powerful. It gives viewers a solid reason to contact this family of lawyers when needed.

“Masked Man” — Mike Morse Injury Law Firm (Michigan)

This ad, which pays homage to silent-era films, initially aired during the 2021 Super Bowl and in the middle of the COVID-19 pandemic. The black-and-white footage is eye-catching, cinema-quality, and a crafty way to deliver the message that this law firm cares about its community and the people it serves (with the founding attorney’s mother even providing a plug). If we had an honorable mention category, the Morse Injury Law Firm’s “Axe Throwing” commercial would be on it thanks to its catchy visuals, strong call to action, and use of a popular Michigan sport to get the target audience’s attention, or its witty “Ambulance Chaser” spot.

“Paper Boy” — George Sink Injury Lawyers (South Carolina)

This commercial has a light, nostalgic tone. It tells the story of a boy who went from delivering newspapers to delivering settlement checks to his clients as a personal injury lawyer. (The firm’s founder, George Sink Sr., went on to serve in the U.S. Marine Corps and did two tours in Vietnam between his days as a paper boy and the opening of his Charleston law office.) The black-and-white opening sequence may especially resonate with an older demographic that grew up watching “The Andy Griffith Show,” and those potential clients of any age who finally want to hear some “good news” after being hurt in an accident and dealing with insurance companies. The firm’s 999-9999 number is perfect.

“It’s Personal” — Bonilla Law Firm (Texas)

This professionally shot and edited commercial from Austin personal injury lawyer Brad Bonilla makes a strong emotional appeal to potential clients that counters the idea that attorneys are simply out to make money. Through a series of shots of the cityscape and the lawyer with his family, the ad clarifies that his law firm has a stake in the community’s safety. At the end of the commercial, it’s convincing when Bonilla tells viewers that “it’s personal” when his law firm helps clients in their community who others have hurt.

“Champion” — Gomez Trial Attorneys (California)

This lawyer TV commercial builds trust and connects with potential clients in the community without talking about the law firm’s experience or results or using a sledgehammer, flames, or spaceship. (After watching the fast-moving first 10 seconds, you may think it’s an energy drink commercial.) Instead, the commercial highlights the San Diego personal injury law firm’s support for a local community athletic center that helps at-risk children, and it encourages viewers to visit the law firm’s website – not to seek money in a personal injury claim, but instead, to be a “champ for these kids, too.” The upbeat, positive tone leaves an impression.

Want to Learn More About Using Video in Law Firm Marketing?

At Consultwebs, we believe videos can serve as powerful digital marketing tools, regardless of whether your law firm uses them in TV advertising, Google ads, Facebook, YouTube, or a combination of platforms.

Videos allow lawyers to showcase their experience and personality and connect with potential clients in their target market in ways static content can’t match. As these TV commercials show, lawyers can use creative, original videos to boost their law firm’s brand visibility and generate leads.

Contact us today to speak with an experienced legal marketing consultant and learn more about how your law firm can use videos in your digital marketing strategy.

The post The 10 Best Lawyer TV Commercials appeared first on Consultwebs.

So, what happened in April? Let’s dive in!

Marketing Updates

SEO

• Google launches thousands of updates per year. In total, they run approximately 700,000 tests annually. In 2023, that led to 4,700 changes to Search. 
• Google Maps and business profiles get an upgrade to combat fake reviews. What Google says about this change: “We trained a new model with the help of Gemini that identifies potentially suspicious profile edits. A business that changes its name from ‘Zoe’s Coffee House’ to ‘Zoe’s Cafe’ isn’t suspicious—but a business that suddenly changes its category from ‘cafe’ to ‘plumber’ is.” 
• Google AI Overviews reaches 1.5 billion monthly users. 

Paid Advertising               

• Google recently sent out a subtle but impactful policy update to advertisers, confirming changes to its long-standing “Unfair Advantage Policy”. The policy’s enforcement date began April 14th, 2025.                                                                                                                                             

Social Media

• TikTok is here to stay–at least for another 75 days or so. The new extension date is June 19th.
• Instagram’s new edits app is now available. The app is meant to be Instagram’s version of the video editing app Capcut. 
• Facebook announces new measures to combat spam posts and comments. This means their systems will be searching more for irrelevant hashtags on posts. For example: If an attorney posts a testimonial and the caption is about how much they love dogs and has hashtags like #ilovepuppies instead of “Our clients are great! #clienttestimonials #personalinjuryattorney” — the puppy caption would be considered spam.

Antitrust Cases

• Google’s antitrust trial enters remedies phase. DOJ wants Google to sell the Chrome browser. 
• FTC antitrust case against Meta heads to trial.
• Did Meta allow TikTok to grow intentionally in order to dilute their own FTC Antitrust case? This article discusses that possibility in depth. 

AI

• Google adds image search to AI Mode, expanding to more users. You can now upload pictures and ask questions about them. 
• Chat GPT expands memory capabilities.
• As much as we learn from AI, it’s also learning from us. 

See You Next Month!

Thanks for catching up with us. Don’t forget to sign up for our newsletter to get next month’s news straight to your inbox. We’re always here to help you stay ahead in the digital world!

The post April Digital Marketing Industry Updates appeared first on Consultwebs.

Their full report delves into key findings, including the rise of social media advertising, the dominance of specific industries, and the role of OTT platforms in shaping the future of digital marketing. Below we summarize the must know digital marketing information for attorneys.

US Ad Spend on Social Channels Climbs 15% YoY

Social media continues to be a dominant force in digital advertising. Social ad channels, including Facebook, YouTube, and TikTok, accounted for the vast majority of digital ad spend in the US. 

These platforms outpaced OTT and desktop/mobile display advertising, growing by 15% year-over-year (YoY). This trend further illustrates how brands have leaned more on social media to engage their audiences and reinforces the importance for attorneys to make authentic connections with clients and potential clients in these online spaces.

TLDR; Social media is an ever-growing part of digital marketing plans. Don’t count paid social media out of your law firm’s marketing strategies!

Social Media Trends: Facebook Dominates, but Other Platforms Gain Ground

Facebook remains the top social ad channel, accounting for 36% of US social ad spend in the first half of 2024. Other platforms, such as Instagram, TikTok, and YouTube, gained market share as well.

Notably, Instagram led all US social ad channels with 27% YoY growth. TikTok followed with 19% growth, while X (formerly Twitter) was the only platform to experience a decline in ad spend. The fall of Twitter/X has been an unsurprising one for many marketers, while TikTok’s growth may surprise many due to questions surrounding its possible ban.

TLDR; Attorneys should be prioritizing Meta platforms for paid campaigns. Don’t count out LinkedIn either, especially for organic social media and cultivating a network of peers.

Audience Insights: Understanding Demographics on Social Platforms

Brands tailor their ad spend to reach specific audience demographics across social media platforms:

• Pinterest: Dominated by female users.
• X and LinkedIn: Skew more toward male users.
• Instagram and YouTube: Have balanced gender and age distributions.

Data Source for graphs: Sensor Tower

The demographic data is a helpful tool that allows advertisers to best optimize attorney ads.

OTT Advertising Surpasses $10 Billion in 2024

OTT (Over-the-Top) advertising has become a game-changer for marketers looking to extend their reach beyond traditional channels. Unlike cable TV ads, OTT allows advertisers to target specific audiences on streaming platforms like Hulu, YouTube, and Roku, reaching users on smart TVs, mobile devices, and gaming consoles. Another major selling point for OTT advertisements is its price point–it is much more affordable than traditional TV advertising.

OTT ad spend in the US surpassed $10 billion in the first eight months of 2024, marking a 13% YoY increase. Growth in OTT ad spend has outpaced desktop and mobile display ads (+11% YoY) but remains slightly behind social media advertising (+15% YoY).

TLDR; OTT could be a great addition to attorneys’ digital marketing campaigns who are looking to expand their audience and reach past traditional tv commercials.

Streaming Services: Peacock’s Olympic Boost and Hulu’s Continued Dominance

Major sporting events continue to drive OTT engagement. The Paris Olympics provided a significant boost for Peacock, increasing its US OTT ad market share from 6.8% in 2023 to 8.2% in 2024. During the Olympics, Peacock averaged nearly 3 million daily active users, marking a 130% increase from its 2024 pre-Olympic average.

Hulu remains the leader in OTT advertising, surpassing 10 billion monthly impressions in 2024. Pluto TV and Tubi are closely competing for the #2 and #3 spots. Since launching its ad-supported tier in 2022, Netflix has seen substantial growth, though its ad-supported audience remains a small fraction of its overall user base. Its targeting options are also currently national only, so is slightly less appealing to small businesses.

Ad Category Trends on Streaming Services

Each streaming service attracts different advertising categories:

• Peacock & Tubi: Financial Services dominated ad spend.
• Pluto TV: Automotive brands, including Nissan, Chevrolet, Toyota, and Hyundai, were the top advertisers.
• Netflix: Travel & Tourism accounted for 18% of its US ad spend, driven by brands like Airbnb and Expedia.

Methodology: How Digital Advertising Data Is Collected

The data presented in this report was compiled by Sensor Tower’s Insights team using Pathmatics by Sensor Tower Digital Advertising Insights. The estimates cover ad spending through August 31, 2024, based on a sample of digital ads collected from select channels in each market.

Pathmatics employs two leading data sourcing technologies: panels and data aggregators. By utilizing statistical sampling methods, the platform estimates impressions, cost per thousand impressions (CPMs), and total ad spend for each creative. Notably, OTT data is derived from real OTT & CTV viewers, representing popular streaming services such as Hulu, Netflix, Pluto TV, Tubi, Peacock, and Paramount+.

What’s Next for Law Firm Advertising? Let’s Map Out Your Future Together.

Digital advertising is more dynamic than ever. With social media and OTT leading the way, it’s important to consider how the shape of advertising influences your law firm’s strategy. 

Attorneys need a trusted partner who is informed on paid advertising strategy refinement to maximize their ad spend efficiency and to reach the right audiences in the right places. Speak with us one-on-one today to discuss your paid advertising options.

The post The State of Digital Advertising in 2024: Trends, Growth, and Market Insights Attorneys NEED To Know appeared first on Consultwebs.

Let’s take a look at what each is, what they typically bring to the table, and yes, even in which situations one may be a better fit than the other.

Both options have merit, but much like the choice between horseshoes and hand grenades, the correct choice depends on the results you hope to achieve.

So which one is the right fit for your law firm?

What is a Freelance Marketer?

A freelance marketer is a non-agency professional in marketing services that one can retain for a single project or on a retainer basis. Most freelancers specialize in a particular area of marketing, like SEO, social media, content creation, or ad management, so that they can bring deep expertise in that single area.

Freelancers usually set their own rules, policies, and schedules, without guidance, which can be a pro or a con depending on the individual freelance marketer.

Pros and Cons

Benefits of working with a freelance marketer include:

• Freelancers tend to be flexible with their work schedule and policies
• They may have one specific specialty that is important to your law firm
• Their pricing is typically more budget-friendly

Some limitations freelance marketers may face include:

• Limited knowledge
• Limited resources
• No team members to rely on

When is a Freelancer the Right Hire?

A freelance marketer may be the right choice for small law firms just getting started, or firms with limited resources to dedicate to marketing. Freelancers can also be a cost-effective way to “test the waters” of digital marketing.

What is a Digital Marketing Agency?

A marketing agency is a company that provides services that help people and businesses attract new business by leveraging various online methods. These companies offer many marketing services under one roof, such as:

• Web design
• SEO
• Social Media Management
• Paid Advertising
• Video Marketing
• OTT

Marketing agencies have management hierarchies for accountability, processes that have developed over time (be sure to check how long the agency has been in business), and a large pool of knowledgeable team members.

Pros and Cons

Benefits of working with a digital marketing agency include:

• Agencies have dedicated teams with varied specialties
• They have larger resource pools and increased access to technology
• They are skilled at long-term strategies
• They have repeatable processes, tested and refined over time
• They understand how all facets of digital marketing work together for maximum benefit

Cons of working with a marketing agency:

• Agencies tend to have a higher price tag
• Limited access to professionals outside of the agency’s office hours

When is a Digital Marketing Agency the Right Hire?

A digital marketing agency is a better fit for more established law firms looking to invest in their firm’s future; firms who are bought into digital marketing and know how powerful it is, and understand that results are tied to resources.

Furthermore, the RIGHT agency extends “results to resources” a step further, and focuses on a law firm’s ROI and cases signed as the primary metric for success.

The wrong agency can be a costly mistake. The right agency can be the difference between growing your law firm and growing stagnant in a competitive market.

So What’s the Right Choice for Your Law Firm?

Ultimately, the right choice depends on your law firm’s particular business needs. When choosing, keep your overall goals and budget in mind. Give it careful consideration before moving forward.

If you considered all of the above and are looking to explore how the RIGHT agency can help your law firm, contact the Consultwebs team today!

The post Freelance Marketers vs. Digital Marketing Agency–Which is the Right Choice for My Law Firm? appeared first on Consultwebs.

Law firm owners who have been successful with digital marketing have learned that change is inevitable and things that worked last year may not work this year.

Law firm owners, especially, need to be diligent about avoiding the wrong marketing help. In this guide, we will discuss red flags to look for when considering new agencies.

The implications of being compelled by a snake oil salesperson

As a law firm, your marketing investments directly impact your reputation and client acquisition. After 15 years in digital marketing, I’ve seen countless firms fall prey to deceptive marketing pitches. Understanding how to identify and avoid these tactics protects your budget, your firm’s ability to reach goals, and, the riskiest, your professional standing.

Top Snake Oil Tactics to Spot As They’re Rolling Off The Tongue

1. The “Secret Sauce” Claims

• Do they mention vague references to proprietary technology? It’s important to know that some vendors will build your website on a proprietary platform, making it much more challenging and expensive to leave them in the future. This is effectively a set of digital handcuffs. 
• Claims of “special relationships” with Google or other major 3rd party platforms (note, this can often be confirmed through asking to meet with the contact).
• Inability or an unwillingness to spend time explaining their methods, strategy, and success factors.
• Buzzword-heavy pitches without substance. Do they mention things like “state of the art,” “AI-driven,” and “the latest…”? These should at least raise red flags and influence deeper questions.

2. High-Pressure Sales Techniques

• Are they touting a “Limited time” offer that expires in a subjective timeframe?
• Do you sense any artificial scarcity tactics being used in conversation?
• Have you noticed they make strong claims or accusations about their competition?

3. Data Manipulation

• What are the example case studies they are supplying? Most groups can cherry-pick a success story. Ask for multiple examples of how they have repeated similar results as to what you hope to achieve. If impressed but hesitant, call the law firm owners and ask them directly.
• Do the metrics they are showcasing seem like reasonable results? Or does it feel like a gold rush opportunity where time is of the essence? Unrealistic projections of your potential return on investment should be explored with due diligence. Ask if they can provide the average data rather than an extreme one-off example. Repeating success in a particular niche is often what separates ethical agencies from the charlatans.
• Metrics without context should be questioned. It’s okay to not understand their data – ask a question for clarification. They should be able to provide the answer to why those metrics are important and what they measure.
• Is their focus on vanity metrics instead of revenue metrics? Ideally, they are reporting on success metrics that matter to you, like signed cases.

Major Red Flags to Watch for Intentionally

• Have you experienced communication problems with your salesperson? Any confusion in this process inevitably leads to broken promises in their delivery.
• Have you sensed any refusal to put promises or goals in writing?
• Do you gather there are certain topics where they are completely avoiding direct questions?
• Was there excessive marketing industry jargon weaved throughout the entire conversation?
• Are you hearing a dismissive attitude toward competitors, and/or direct insults (note, if they are common and repeated in varied conversations, the allegations most certainly can be true. These are simply red flags on the selling strategy and overall agency approach).

How to Protect Your Firm

Before the sales call, do your homework. I recommend that you research the agency’s history and leadership. Check the longevity of their leadership, as well as their team. If you don’t have time to research, ask these questions when interviewing groups.

Check their portfolio of work and determine whether their creative work meets your desired brand and vision.

Review their industry certifications and partnerships. What makes them unique among the pack?

In Sumary, Remain Vigilant

Overall, don’t allow the excitement of the opportunity to dilute your ability to discern the best option for your law firm. Feel comfortable asking questions for clarity when things don’t make total sense.

Investing in your digital success as a law firm often requires quality strategy and implementation. You need the right partner to make the most of your website and brand. Following these guidelines may not avoid every snake oil attempt, but it will certainly lead you to make better decisions for your firm’s future.

Download our free guide of Questions to Ask Before Hiring A Marketing Agency today for a checklist that will help guide your choice.

The post Spotting Snake Oil on Marketing Agency Sales Calls: A Guide for Law Firms appeared first on Consultwebs.

If YES, then GREAT! Here, we will share more awesome ways to reach video advertising success.

But if NOT, no worries! In this blog post, you will discover how your firm can take advantage of lawyer video marketing campaigns to gain more potential clients.

Today, video advertising has become a potent tool for law firms aiming to:

• Captivate the viewers
• Explain complex legal topics
• Boost engagement
• Showcase expertise

Though video advertising has undeniable potential, legal professionals face unique challenges, including ethical compliance, saturated competition in the market, and high production costs. Nevertheless, these hurdles can be overcome with strategic insights and innovative approaches to achieve transformative growth through effective video advertising.

But before we dive in, let us first discuss what video advertising is and why it is essential in a law firm’s marketing strategy.

The Power of Video Advertising for Lawyers

Today, many law firms have already proven the power of compelling video advertising strategies. The following data demonstrates how a personal injury law firm partnered with Consultwebs has seen incredible results through video advertising efforts.

With the implementation of video marketing, the firm reduced its cost per lead (CPL) by more than half (52%) and increased its leads by a whopping 982% within a year!

Using video, firms can position themselves as thought leaders, boost client engagement, and increase visibility. This is why video-centric strategies have been one of the best ways to stay relevant and visible online. According to Statista, videos have an audience reach of 92% of Internet users worldwide. This means that the vast majority of your potential clients are easily reached by creating and posting videos.

However, based on the American Bar Association’s 2023 Websites & Marketing TechReport, many law firms are still not using the video despite its many benefits. Among the respondents, only 30% said that their firm utilizes video in their marketing strategy. Slightly up from 24% in 2020, this represents a very modest increase.

So, where might the hesitation to leverage videos come from?

Common Challenges and Best Solutions

Video advertising has many advantages, and like any other marketing strategy, you need to be mindful of nuances. Some of them are:

• Ethical compliance
• Getting viewers’ attention
• Optimizing search engine algorithms

Ethical Considerations

Since AI emerged, ethical compliance in the legal industry has become more strict. The balance between adhering to industry-specific guidelines and creating engaging promotional content is more critical, now more so than ever before. Law firms have traditionally been more conservative in their marketing approach because of these stringent ethical codes. Having to find the sweet spot between adhering to them and creating impactful, engagement-worthy content means they are navigating an even more complex landscape.

Crafting an Effective Video Advertising Strategy

Crafting a well-thought-out video advertising strategy that is optimized for turning viewers into clients requires meticulous planning and execution.

The steps include:

• Identifying target demographics
• Setting clear objectives
• Selecting the appropriate platforms and formats tailored to the firm’s brand and the audience’s online behaviors

Here is where innovative solutions come into place. 

Consultwebs’ Video Editor, Sebastian Verde, reiterates this: “There are many questions [potential clients have] related to the legal industry. Aside from looking through your firm’s website, prospects might also go through your social media pages. If you have YouTube videos answering different kinds of questions, e.g., about the service process, you’ve already got them engaged, and thus, there’s a higher chance they’ll call you for your services.”

Digital Marketing for the Lawyers of Today

Law firms should be (and remain) aware of new legal digital trends to stay ahead of their competitors. Embracing the digital era means recognizing the importance of a solid foundation in marketing concepts, which is crucial for thriving in today’s competitive landscape.

It is beneficial, for example, to grasp the significance of SEO for lawyers. Optimizing content, such as blogs, social media posts, video titles, captions, etc., with relevant keywords can enhance your firm’s website’s visibility on search engine results pages (SERPs) like Google.

Remember, while creating excellent content is important, its impact will inevitably be limited if it is not seen by your audience. . Visibility is crucial; you wouldn’t want your firm’s expertise to remain a hidden gem. Therefore, ensuring your content is visible to your viewers should be a top priority.

More viewers = More potential clients

Get access to the latest legal trends in 2024 here!

Another marketing essential is studying the social media algorithm – This is a set of rules used by social media platforms like Facebook, Instagram, etc., to prioritize the content users see in their feeds. The content will be filtered based on the users’ past behavior, content relevance, and the popularity of posts.

To effectively beat the algorithm, you will need an analytics tool like LawEval. Analytics tools will help your firm have an overview of what’s working and what isn’t, helping you to determine the best time to post on social media platforms, and making your video advertising strategy more effective.

Examples of Effective Video Advertising in the Legal Field

Now more than ever, we can see how video advertising has transformed how lawyers connect with potential clients. These examples showcase how effectively produced videos can establish trust, professionalism, and expertise for law firms.

Educational Content That Promotes Expertise and Thought Leadership

Dive into topics that address frequent questions from your audience within your practice area through educational content.

This type of video will make you the go-to expert for searchers seeking advice or guidance in your niche. By sharing valuable insights, your firm positions itself as a trusted authority in the legal field, fostering trust and credibility among viewers.

Example videos to make are:

• Legal updates
• How-to guides
• Industry trends
• Explainer videos

Video example:

Interactive Q&A Sessions Through Podcasts or Live Streams

Opt for interactive content that prioritizes providing value over direct selling to captivate potential clients more effectively.

Podcast sessions and interviews promote meaningful discussions between the host and the guest/guests. You can tackle different topics, such as complex legal issues and recent case laws, to help build your firm’s reputation and potentially unlock new referral and partnership opportunities.

Video example:

Connect with Martin Aragon: www.consultwebs.com Martin Aragon on LinkedIn Key Takeaways: 00:00 - Introduction 1:10 - Journey as a digital advertising advisor 1:15 - Insights why Agile digital advertising is the future of legal marketing 6:44 - Top benefits Agile digital marketing can provide to law firms 12:09 - Tools that streamline marketing processes 16:07 - Consequences of not innovating digital strategies 20:53 - How to assess the best law firm marketing agency 22:05 - Final thoughts We've also got a FREE gift for you Unlock your Blueprint for law firm growth & stay ahead of the competition! https://www.consultwebs.com/free-growth-blueprint Subscribe, like, and hit the bell for more LAWsome content!" />

Behind-the-Scenes Videos: Humanizing Lawyers

Behind-the-scenes videos show a glimpse into your law firm’s personal side that showcases the people behind the practice.

You can create video content that engages viewers with your team members’ daily routines and camaraderie. This humanizing approach will make your firm relatable and help build rapport with potential clients.

Example video:

 

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SEO Optimized Video Content to  Maximize Visibility

By incorporating relevant keywords, titles, and descriptions into your videos, you can significantly improve your visibility in search engine results. This strategy is key to strengthening your firm’s digital footprint and increasing your chances of generating more cases online.

Another way to optimize your content is to use accessibility features such as close captions and audio descriptions.  Having transcript options in your video content will make it easier for individuals with disabilities to understand your posts. This inclusive approach fosters a good user experience and broadens your reach.

Video example:

Client Testimonial Videos

Client testimonials are still some of the best videos you can post on your platforms. YES, your loyal and satisfied clients are your top promoters!

But before posting a client testimonial, ensure your firm adheres to best practices and transparency protocols. By doing so, your firm can leverage the power of authentic narratives to bolster credibility and trustworthiness.

Example video:

Amplify Your Legal Marketing Strategy Through Video Advertising

Embrace the power of video to inform, inspire, and engage your viewers.

Your firm can establish meaningful connections through videos in an increasingly digital world. With Consultwebs as your strategic partner, the possibilities for growth and success are within reach.

Take the first step towards unlocking your firm’s full potential with video advertising today. Book a 1 -1 with one of our experts to discover how to achieve video advertising strategy and digital marketing success.

The post Video Advertising Examples for Lawyers: Unlock Your Law Firm’s Growth appeared first on Consultwebs.

These winning firms have one common strategy, and their success is far from coincidental; it is forecasted! 

They all diversify their digital advertising efforts to an Agile approach tailored for law firms and experience adaptive and dynamic techniques that helped them unlock:

• Stronger online presence
• Visibility
• New heights of digital success

These law firms’ experience:

• Teamwork and collaboration
• Data-driven decision making
• Quick and iterative releases

Be one of these money-making law firms dominating the digital advertising space today.

Secure Your Spot

Please note: Our law firm marketing agency maintains an exclusive partnership model, accepting only a select number of law firms per state and practice area to ensure our undivided focus on optimizing your firm’s market position. Spots are booked quickly; book yours before it fills up.

Effective Agile Digital Advertising Efforts Produce Results

As proof, this is the data of a law firm partnered with Consultwebs. ( For privacy purposes, we will keep the law firm’s name anonymous and address it as ‘the firm’.)

The firm focuses on Social Security Disability Insurance (SSD) and Personal Injury (PI) cases. The firm leveraged using LSAs in its digital marketing strategy, and look how it paid off.

• For Personal Injury cases, the firm’s ave. Spent was $928.65 and got $5,727.25 earnings from the generated cases, making a 516.73% ROI.

• Meanwhile, in SSD, the firm’s ave. spend was $2,128.34, and got $11,772.73 in earnings from the generated cases, making a 453.14% ROI

• In combination with PI and SSD, the firm’s ave. Spent was $3,056.99, and received $17,500 in earnings from the generated cases, making a 472.46% ROI.

So you might be wondering, how did Consultwebs practice Agile digital advertising? Take it from Matt Smyers, our Senior Digital Advertising Advisor.

That is why one of the strategies that Consultwebs strongly leverages is Local Service Ads or LSA.

Local Service Ads for Law Firms

LSA is an advertising program where law firms are verified on Google and pre-vetted as the strongest match in the search results.

The profile of your firm or the lawyer representing your firm would appear at the very top of Google’s search results. This is what it looks like:

Local ads are Google-screened. It provides the user with the most significant information, such as reviews and years in business.

About LSAs:

• It will lead searchers directly to a “click-to-call” functionality.
• LSA ads appear above PPC and all other search ads on Google within the search results
• Unlike PPC, LSA operates on a pay-per-lead basis.
• Local service ads (should not be mistaken for local search ads.)
• It can also be managed through Google Ads (only their billing and payment system)
• It can be operational on a PPC (pay-per-click) basis.

Its goal is to help your firm appear to prospective clients searching in your area for your services. Moreover, LSAs help your firm score quality leads that ultimately become paying clients.  

And when you secure your leads, it also means securing your sales pipeline.

Leads are found in the middle of your sales funnel:

LSAs serve as the  “middleman” between your law firm and clients; this is why Google refers to LSA as the “messy middle.”

Learn more about the messy middle here:

Now that you have a better understanding of what Local Service Ads are, let us briefly talk about the power of PPC. It is a service that some mixed up with LSA, but it also has a significant impact on every firm’s digital advertising strategy if done right.

Pay-Per-Click (PPC) Works Best With LSA + SEO

Talking about the Agile approach and investing in what works based on the data. Using PPC with the combination of LSA and SEO efforts is a giant strategy to beat.

How? Let us elaborate…

PPC for law firms allows firms to bid on specific keywords related to their services. Using effective Search Engine Optimization (SEO) for your firm’s PPC Ads, ranking on the first page of search results is not impossible.

With LSAs, again, local service ads can be operational on a PPC (pay-per-click) basis, so combining these two strategies can strengthen your ad campaign more.

Here are a few areas your PPC team will work through:

• Reaching your target audience
• Focusing on the right keywords
• Clear messaging within the advertising
• Managing the bids and budget
• Retargeting campaigns
• Boosting a social media ad campaign

The Right Law Firm Marketing Agency That Breathes and Lives Through Agile Digital Advertising Is What You Need

Whether it is in life or in business, it is not about what you want, but what you NEED. Finding the RIGHT partner in business can directly impact the success of your law firm’s GOALS.

Consultwebs values the essence of collaboration and teamwork. Let us talk about how we can tailor your firm’s goals to the needs of your prospective clients through effective digital marketing strategies.

Book Your 1-1 With Our sales consultant Sam Polesak

The post Attorney Digital Advertising appeared first on Consultwebs.

Legal ads don’t have to be dry and boring; they can be imaginative, witty, and even emotional.

In this blog post, we’ll take a look at some of the most effective attorney ads out there and dissect what makes them so successful. From quirky humor to heartfelt messaging, legal ads can take vastly different forms and creative angles. Together, we’ll explore some of the most effective legal ads out there and discuss why they work so well.

Heartfelt Messaging: Law Offices of Phillips & Hunt

Phillips and Hunt’s legal ad strikes a balance between traditional legal advertising and heartfelt, genuine messaging. The ad emphasizes the firm’s commitment to protecting vulnerable victims like children involved in car crashes, while showcasing their genuine care for each client’s unique story.

Fun fact: Does the attorney spokesperson look familiar? You might have seen him in four episodes of the second season of the Netflix hit show, Tiger King!

Why it works:

Clients come to lawyers during difficult times in their lives. Ads like this one that emphasize compassion are effective because they encapsulate the empathy and understanding many clients seek. It shows that the lawyer is sensitive to their struggles and doesn’t just see their case as another number on a list.

Recurrently Using a Large Budget: Jim Atler The Texas Hammer

Jim Atler has been a regular in almost every one of our best legal ads yearly lists. He is one, if not the pioneer when it comes to legal advertising. On this years ad, we see another action-packed ad of him taking the fight over to insurance companies, with his old trusty hammer.

Why It works:

He takes us on a short but exciting ride every time. You can search his youtube channel, TexasHammerOfficial, and find numerous nuggets of pure gold. Jim Atler knows the recipe to catch your attention and has only been perfecting it through his video ads. He also changes things up, but sticks to a theme, his Hammer tagline is always represented.

The Comedic Angle: Browne Law Group

We were deciding between a few ads to make as the comedic video example, but in the end, none of the other examples had quite as much of the absurd, quirky, over-the-top humor quality as this ad from the Brown Law Group. Between the attorney’s suit sleeves flying off, summoning (in a very Thor-like manner) a gavel of justice, and using said gavel to hit the attorney’s opponent into outer space, it’s safe to say you’re going to have to go some to come up with a better comedic ad example.
So, meet Byron Browne: the anti-lawyer lawyer.

Why it works:

This is another ad we can glean a lot of lessons from:

• Quirky humor: This ad skillfully used humor. But, even if this particular type of humor isn’t your cup of tea, you should explore other humor-style alternatives to incorporate into your legal ads. Especially in advertising, humor should never be underestimated. Humor humanizes your brand, demonstrates that your law firm doesn’t take itself too seriously, and, most importantly, makes yourself memorable.
• Unique angle: By pitching himself as the “anti-lawyer lawyer,” Byron crafted a very distinct brand that sets him apart from his competitors. Consider different ways you can do the same.
• Consistent Branding: This wasn’t just a one-off quirky legal ad. Across all of Byron’s marketing materials, you’ll notice his messaging, humor type, and branding are remarkably consistent. For instance, if you visit his website he is wearing the exact same suit with the arms ripped off from his video and the front page describes his firm as “not your average suit-and-tie personal injury firm.” Even his website domain title goes by antilawyer.com!

Showcasing Core Values: Reaves Law Firm, PLCC

The Reaves Law Firm also ventured beyond the conventional in their 2022 Super Bowl ad, emphasizing that everyone deserves legal representation, irrespective of their skin color.

Why it works:

This video demonstrates that law firm advertising can go beyond simply showcasing the scope of your legal services. Through legal ads, you can convey your firm’s core values and beliefs, sending a powerful message about your identity and the principles you stand for.

She-Hulk: Attorney At Law, GLK&H

Let’s finish with a fantasy-filled legal ad. She-Hulk and her Attorney at Law Commercial is a fantastic example of law firm marketing for several reasons.

Why it Works

Not only does it capitalize on the popularity of a well-known Super Hero, but it also creatively integrates various marketing elements to attract attention.

• She establishes her credibility Using a noticeably similar badge  to one we see a lot (Bestest Super Lawyer #1 timestamp- 0:18)
• Communicate the firm’s unique selling proposition (super Legal representation)

Takeaways

While it’s essential to learn from these successful attorney ads, don’t hesitate to use them as a starting point and let your creativity take the lead in crafting your own unique advertising style. Who knows, maybe one day your innovative legal ad will make it onto a list like this!

If you’re unsure about where to begin or need some guidance in creating an exceptional legal ad, our team at Consultwebs is here to help. Get in touch with one of our marketing experts today.

The post 2023’s Top Attorney Advertising: A Best-of Compilation appeared first on Consultwebs.

Imagine a world before billboards, social media, and even newspapers—a time when word of mouth and handwritten notices were the only means to promote one’s services. It’s hard to fathom, isn’t it? Yet, that’s where the captivating tale of advertising began. Well, kind of.

Let’s get to the facts.

Did you know it’s believed the first advertisement comes from Egypt? The closest educated guess is that the first advertisement has an unfortunate focus. It was written in papyrus by fabric seller and slave owner, Hapu, who asked local citizens to return Shem, one of his laborers, in exchange for a gold coin. Take a look:

From the first ad to the catchy jingles of the golden age of radio, advertising has come a long way, evolving with each new medium, technological innovation, and cultural shift. In the legal realm, this evolution has been particularly fascinating, as it navigated through the murky waters of ethical dilemmas and regulatory constraints to ultimately reach the modern, data-driven strategies that have become the standard for law firms.

Join us on a thrilling journey through time as we unravel the history and progression of legal advertising, exploring the ingenious methods used by our predecessors and examining how these lessons from the past can help shape the future of your law firm’s marketing success.

The Birth of Advertising in the United States

The dawn of the 18th century marked a significant turning point in the world of advertising. It was during this time, 1704, the very first newspaper advertisement graced the pages of the Boston News-Letter, a publication that held the distinction of being America’s first continuously published newspaper.

The pioneering ad, which sought to sell an Oyster Bay, Long Island estate, was a simple text-based notice. Take a look:

This groundbreaking moment heralded a new era in advertising—one that would forever change the landscape of communication, commerce, and promotion.

But, what has happened since then? Let’s continue.

A Century of Brilliance: The Golden Age of Advertising

If we skip forward to the 1900s we find ourselves in the Golden Age—a time of legendary ad campaigns, marketing mavericks, and creative breakthroughs that would forever redefine the industry.

This is the era where we officially witness the first iconic slogans, memorable jingles, and bold ideas capture the hearts and minds of consumers. But, what pushed the advertisement?

During this time there were quite a few inventions, including high-speed printing presses which enabled low-cost newspapers and mass-production of magazines. This is also known as the rise of consumerism.

Soon after, radio and television became the “it” factor during the 1920s and 1940s. It was during this time period, 1941, the first television advert aired. It was a ground-breaking 10-second commercial by watchmaker Bulova. It aired before the baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. See for yourself!

And the best part? They paid a mere $9 for this ad placement.

Pixels and Progress: The Digital Age and Rise of Legal Advertising

Picture this: the 1980s and 1990s, a vibrant world of neon lights, synthesizers, and the irresistible scent of technological progress, where a digital revolution was brewing and poised to take the advertising industry by storm. This groundbreaking era marked the birth of digital advertising and the World Wide Web.

And yes, we also saw the good, the bad, and the ugly. With this boom, we also saw the growth of….spam. Gary Thuerk, often dubbed the “Father of Spam,” crafted the very first spam email advertisement to land in unsuspecting inboxes.

But, did it end there? For law firms, this was just the beginning!

Lawyer advertising was banned throughout the 1900s! And it’s true, it’s hard to imagine a time when this was banned but this was considered a crime and the bar could go after an attorney and remove their license (ouch!) In the groundbreaking 1977 case, Bates v. State Bar of Arizona, a small law firm made history by daring to publish an advertisement in a local newspaper. Take a look:

Facing disciplinary action from the State Bar of Arizona, Bates and O’Steen appealed the lower court’s decision with the Arizona Supreme Court, and eventually, the U.S. Supreme Court. In a historic decision, it was ruled that the ban on law firm advertisements violated First Amendment rights, thus opening the door for legal professionals to actively market their services.

The Development of Digital Territories: The 2000s – Now

In the early 2000s, Google developed Google ads, and soon after Facebook created Facebook ads in 2007. Since then, ads have proven to be lucrative for all industries. Since this time the advertisement revenue has increased by billions.

Unveiling the Most Effective Law Firm Advertising Today

In the ever-evolving world of digital marketing, law firms are continuously searching for innovative and effective ways to attract new clients and stand out among their competitors. Today many firms are boosting their bottom line results by harnessing the power of SEO and digital advertising.

But, with so many forms of advertisement which ones should your firm focus on? Here are a few forms of legal advertisement proven to boost ROI:

1. PPC (Pay-Per-Click): By leveraging targeted, cost-effective pay-per-click campaigns, you can capture the attention of potential clients right when they’re in need, turning clicks into clients and objections into billable hours.
2. LSAs (Local Service Ads): Today, it’s all about showing up for the right people, at the right time. This type of advertisement has become lucrative for many law firms as it focuses on taking the lead directly to a “click-to-call” functionality.
3. ADC (Accident Data Center): One of the most competitive legal practices is personal injury but luckily, today there are many ways PI firms can set themselves apart – one of them being ADC. This comprehensive resource offers real-time insights on car accidents and traffic collisions across the United States.

Takeaway: The Future of Legal Advertising is Promising

As we gaze into the crystal ball of legal advertising, it’s clear that the future is not only promising but filled with limitless opportunities for growth and success – and you don’t have to do it all alone.

If you’re interested in learning more about today’s legal advertising market or better yet, get a head start – we’re here and ready to help out.

The post The Fascinating History of Legal Advertising appeared first on Consultwebs.