You’re an attorney, and for that reason this is probably going to be unlike any article you’ve ever read.
In fact, this article is a series of research articles, where we’ve revealed the biggest secrets behind success of advertisers in the legal industry.
I’m talking about gaining complete control over how much and how fast your law firm grows.
Imagine having the power to get more clients on tap.
You never have to worry about where your next case is going to come from. You never have to wonder ‘how’ some attorneys are making millions, and others are barely scraping by.
That’s a very big and bold claim.
And I invite you to be skeptical, because I will show you undeniable proof that everything I have mentioned so far is possible.
In fact, it is easy, if you know what to do.
After generating over 1.4 million leads, running 100,000 ads, and 5,000 marketing tests, here’s an exact guide to growing your immigration law firm. In fact, you can use this in almost all areas of law.
Step #1: Don’t reinvent the wheel. Learn these simple lessons from other successful attorneys
While you are reading the very words on this page, there are immigration attorneys who are pulling in fresh new clients every single day.
And this leaves you with two simple options.
First, keep doing what you are doing by trying to figure out this ‘marketing’ thing by yourself.
Or, you can do the smart thing and simply copy what the other successful attorneys are doing.
Are you thinking about option 2?
Good.
So what do these successful attorneys do to consistently grow their bottom line?
Well, quite simply, they advertise (the right way).
And it is not what you are thinking.
In fact, it is probably completely different to the way you’ve ever done advertising before.
I am talking about direct response advertising that turns your advertising dollars into more cash.
In other words, for every single $1.00 you spend in advertising, it should bring you $3, $4, $5, and even $20 back.
You see… advertising is NOT an expense if it returns money. It is an investment.
The problem is, as an attorney, how do you turn advertising into profit?
Where do you advertise? What do you say? What should your website look like? What kind of ads should you be running? How much should you spend? And about 50 other questions.
Well, that’s where this article is going to come in. I’m going to reveal everything.
Now, the best place to start is with the largest legal advertisers in the country.
They spend hundreds of thousands of dollars per month on ads.
And I have all of their data. Not because they are my clients, I would never share client information, but because I bought it.
Big Mouth Marketing literally spends thousands every single year purchasing data on our competitors from research firms.
We know every little thing about them.
All their keywords, ads, landing pages, call to actions, headlines, etc.
So lets get started.
Step #2: Where are immigration attorneys advertising?
This one is easy. Google.
And you’ll discover exactly why in a minute.
While most people are making a fool of themselves with Google ads, there are attorneys who are making a killing with them.
Your competition are snatching up new clients right now.
Why?
Because your target market is easily defined in Google.
Check out this scenario. It is stupidly and deliberately simple.
1. You are an immigration lawyer and you are looking for clients who need help.
2. Your prospect is a person who has an immigration problem.
3. Your prospect goes to their phone and tells Google they are looking for an immigration attorney.
You can’t get much more targeted than that. Its why Google is worth hundreds of billions.
Yet, many attorneys are wasting bagsful of cash by doing it completely wrong. While the big guys are getting it right.
You and I are going to stop that now.
You are going to stop the guesswork and I am going to show you exactly what you need to do.
The biggest advertisers on Google for immigration prospects are:
- SuperLawyers.com – $73,700 per month
- Lawyers.com – $519,000 per month
- LegalMatch.com – $193,000 per month
Instead of trying to figure this all out from scratch you could simply duplicate their campaign structure.
They’ve done all the testing, made all the mistakes, and laid the groundwork for you.
For example.
Combined, these guys run ads on 114,982 keywords in Google.
And about 10% of those are reserved for immigration law.
HOWEVER… (and this is important)
Within their huge budgets a lot of those keywords will be wasted ad spend.
Why?
Because they are constantly testing new keywords, landing pages, and ads.
Their big budgets allow them to do that.
In some cases their advertising team may even become complacent and run some ads that aren’t working.
You and I don’t want to fall into that trap.
Just because we have the data doesn’t mean we can just jump in head first.
We have to be smart.
Instead of blindly copying all three, you’re going to want to overlap their bidding strategies.
Have a look at the image below.
Within those 5,800 keywords there are about 500 specifically dedicated to immigration.
Now, if three of the biggest immigration advertisers out there are all bidding on 500 of the same keywords, then they must be working.
It isn’t a coincidence.
Those guys are making money from it.
We call these: Core Strategy Keywords
500 keywords is a lot. And to start with we’ll refine it more. Only the ones that work in your local area need to be present.
Let’s have a look at what ads these guys are running that are bringing them the most clients.
Step #3: Find out which Google ads work the best
Alright. Now we’re making progress.
You are a criminal attorney who is equipped with thousands of highly targeted keywords.
Now it is time to put some ads in front of them.
Luckily for you, we have all of the ads that these big boys are running, and we know which ones work the best.
Let’s take a look at an example Google search.
‘top immigration attorney San Diego
You want to be smarter than the average advertiser.
Notice how LawDefense.com are incredibly specific?
‘Superb Immigration Lawyer – We fight to win Call Now’
The prospect immediately answers “yes!” in their mind.
They are outfoxing the bigger competition. The ad focusses on the prospects problem, and positons THEM as the solution.
Remember to be as specific as possible for the keywords being typed into the search bar.
They are spending about $4,400 per month on Google:
Here are some more ads they are running:
USA Immigration Attorney
We Fight For You & Your Family
Green Card, Visas, Immigration Law.
CA Deportation Lawyer
Undocumented or Criminal Conviction
We Fight to Stop Your Deportation. Free Consultation
See how they use emotional language to match what the prospect might be feeling? The prospect has a problem. They describe the problem, and then they present themselves as the solution.
Are you starting to notice a pattern?
- Every single ad is incredibly specific.
- It speaks about their problem and how they can avoid it.
It is clear and conveys a sense of urgency.
#4. The top lead generation page template that turns visitors into fresh clients
Wow… that’s a lot of information so far, however we have a lot more to do.
You don’t get to be one of the best advertisers for law firms by resting on your laurels.
So far we’ve only really done some research and figured out a plan for implementing the campaign.
Now we need kick it up a notch. And for this part I like to focus on my own skill and expertise.
I literally ran over 5,000 tests to get the perfect lead-gen page (also known as a landing page).
The following layout works particularly well for immigration law, because your prospects are intimidated by the process.
You’ll see why in a minute.
1. Problem focused headline: This is the headline that tells the prospect that they are in the right place. Notice that it immediately talks about the specific problem they have.
2. Elaborate on the solution to the problem: This goes directly below the headline. It talks about the solution to their big problem. In every instance, the solution to their problem is YOU, the attorney.
3. Instantly know what to do to solve their problem: The phone number is right at the top and quickly visible. To solve their problem, they either pick up the phone to call you, or complete the online form. So by quickly skimming the page they’ll know exactly what action to take next.
4. Scarcity: This helps people to take action faster. It lets the visitor know that there is only one surefire way to get the best possible outcome. And that is to act quickly and be prepared. The quicker they act the more likely they are to come out on top.
5. Social proof or ‘other services’: This section adds credibility in the form of testimonials and case studies. It reassures the visitor that you can indeed solve their problem. If you don’t have any testimonials, then you can list the other services you provide here.
6. Final solution section: This section tells the visitor that the quickest and easiest way to solve their specific problem is to get in touch with you. It is the final call to action and plays on their desire to get things under control again.
7. Double call to action: This gives the visitor two choices. Either they can call, or they should fill out the online form. Both of them go straight to your office so that you can take on a new case.
Can you see how much attention to detail has been put into this layout? You can’t simply ‘guess’ what’s going to work and what you need to say.
You have to follow a specific formula that urges the visitor to take action. People are natural procrastinators.
This page layout breaks through that natural instinct, and generates a high quality lead who is urgently looking for a lawyer like you.
#5. 70-80% will say “No”: Here’s how to get them back
For whatever reason, people procrastinate important decisions.
Research paper after research paper has shown that if the general population have a chance to put off a major decision they will.
And getting an attorney is a major decision.
Throughout the years I have developed a little secret weapon that gets you back in front of the procrastinators without annoying them.
This is one trick that I don’t see anybody using. I was even contemplating on whether or not I should include it in this article – it is that powerful.
Smart marketers and the lawyers who hire them will do the things I have mentioned in this article.
And they will gain huge success because of it. After all, only 0.1% of lawyers actually implement the stuff I’ve been talking about.
Yet, there is one more thing you could do to surpass even them.
Just imagine being the immigration lawyer that has a consistent lead flow of paying customers who love and respect you.
It’ll be pretty great, right?
Well, simply copy this approach.
Once somebody visits Google and searches “Immigration attorney [city]” and they click on your ad, you know that they want and need a lawyer.
Why else would they stop binge watching Netflix to search for something that they have no real desire for?
Bingo! They have a problem that needs solving. And Google was their answer.
Just because the user doesn’t respond to the “sales pitch” in your ad doesn’t mean they don’t need a lawyer. It means they are procrastinating.
In the past you would have paid for that click and lost them forever. By the time they feel like contacting you again they have forgotten who you are.
So here’s what you do to make sure that never happens.
Now that you know that person is interested in finding an immigration attorney, and you know they are on the fence, you can send them something a little different.
When they visit your landing page you can ‘tag’ their browser.
This allows you to place ads in front of them throughout the next few weeks.
Have you ever been followed by those annoying retargeting ads after you have visited someone’s website?
Yeah, I hate them too.
This is like that, but instead of annoying them with ads, we’re going to smack them in the face with information that helps to alleviate the problem they are facing.
We’re going to do this by posting an article in their Facebook newsfeed.
Here’s a quick example.
I go to Google and type in “IMMIGRATION attorney Phoenix”.
I get cold feet for some reason and decide to watch cat videos on Facebook.
Next thing I see is a helpful article specifically speaking to the problem I have in my Facebook newsfeed.
It is an article in my Facebook newsfeed.
Imagine you are searching for an immigration lawyer and then this article pops up on your favorite website?
Would you consider it useful?
Of course you would.
Once someone clicks on that article they will be taken back to your website.
This time, it isn’t a sales pitch. It is a helpful article that provides them with value. We call these “Passive Return Agents”.
Every single month, you’ll bring out a new helpful article that brings potential prospects back to your website.
When they are finally ready to call an immigration attorney they will be thinking of you, and not your competition.
Quick side note: You could always just get my team to do all of this for you. Click here for a 1-1 appointment.
#6. How to implement this today so that you can get a steady stream of willing calls to your law firm
If you’ve read this far down then I must congratulate you. You are truly committed to growing your law firm.
And that presents you with two choices.
Choice #1: Take what I have given you and attempt to do this by yourself.
You’ll struggle, for sure, but it’ll be worth it in the end.
It might take you a few months or maybe even a year, but in the end you will be happy.
Or you can take choice #2… the choice smart attorneys take.
You can simply let me take care of everything.
I’ll deploy the whole campaign for you.
You’ll get one of my landing page templates, the exact changes you need to make to your website, and a done-for-you traffic campaign.
We’ll even record your phone calls and show you exactly what to say to double or even triple your closing ratio.
Can you imagine never having to worry about where the next client is going to come from?
And one day when you want to sell your law firm, you’d be able to retire much sooner than you expected since it is such a well-oiled client getting machine.
I only say this because I have seen it happen.
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