In February, I wrote a divorce lawyer blog article that was generating paid retainer fees within 8 hours of hitting the blue “Publish” button on my client’s WordPress website.
The problem that most lawyers have is that nobody is reading their blog articles, i.e., they generate no relevant website traffic.
If your blog article is going to generate new clients, then you must put it in front of several readers who need the exact services that you offer, and then convince them to call your office because they read your article.
That is now easier to do, and more affordable, than it has ever been before.
Lawyer Blogging for $10,000 Clients
Back in the day, the only way to get relevant traffic to your blog was through Search Engine Optimization (SEO). It’s extremely powerful, but you practically need a Ph.D. in the Google algorithm to master it, and SEO can take three to six months before it begins to generate phone calls.
Facebook has leveled the playing field, which is why I keep telling people that we are in the middle of a Facebook Marketing Gold Rush.
What you see above is a Sponsored Facebook Ad (different than a "boosted" post) on my Client’s Facebook Page. We spent less than $5.00 on pay per click fees before we signed our first $5,000 divorce client with this ad.
Four Steps to Effective Lawyer Blogging
Step 1: Write an Entertaining Lawyer-ish Blog Article
So many lawyers write blog articles as if they were targeting other lawyers. A better tactic is to write as if you are speaking to a close friend or family member.
Think “click bait” here. Your article needs to be somewhat lawyer-ish, but most important of all, it needs to be entertaining.
Surely, something about your area of the law is interesting. Some areas of the law are easier to do this in than others (DWI law, divorce law, criminal law).
With some imagination, any legal niche can be made interesting:
- real estate law (Top 3 Real Estate Problems in Houston)
- elder care law (Worried About How to Pay for Nursing Home Costs?)
- insurance law (Why Insurance Companies Deny Flood Claims in Harris County)
- personal injury Law (video ads + retargeting campaigns work best in personal injury)
- estate planning (Died Without a Will Horror Stories)
This kind of blogging campaign is designed to reach your actual customers, and it works best if your clients are individuals as opposed to corporate clients.
Step 2: Insert Calls-to-Action
Within the first paragraph of your article you need to write something to the effect of:
“Sarah Smith is a Criminal Attorney in Dallas, Texas. Call (555) 555-5555 for a free consultation, email@example.com.”
You are not writing this article because you want to be a famous lawyer blogger, you are writing this article because you want people to call your office and ask you to be their attorney.
The best way to make that happen is to tell the reader to call you—early and often.
A few things to note:
- Always make your phone number text color blue. Most of your visitors will be reading this article on their cell phone screen because they found your ad on Facebook. Facebook traffic is mobile traffic. Most cell phones automatically convert phone numbers to clickable links. Meaning, the viewer can tap that phone number and the cell phone will automatically call the number. You want to encourage the reader to click your phone number (call you) by making your phone number blue (the color of most hyperlinks).
- When typing your blog article, hit “enter” after every two to three sentences. Many lawyers write blog articles without breaking up the text, which will drive away most web visitors.
- Don’t be very lawyerly in your article. Instead, be interesting.
- Have at least three calls-to-action in your article (top, middle, bottom), and say something to the effect of: “Call me at _______ for a free consultation if you have any questions, or email me at _______ if you have any questions.”
Step 3: Check your Webpage Loading Speed
You have to understand that this will be mobile traffic. Cell phones do not load webpages as fast as desktop computers.
Therefore, you need to publish your article, and check its loading speed here: https://developers.google.com/speed/pagespeed/insights/.
Your mobile score needs to be at least in the high 70s or higher. This one thing is usually the difference between a profitable Facebook content marketing campaign and a nonprofitable one.
If you need help making your webpage load faster, feel free to drop me a message, or you can probably get on Fiverr.com or Upwork.com and just outsource it to a Ph.D. in another country for about $10 to $20.
Step 4: Create Your Facebook Ad
I’m not going to explain the details of how to create a lawyer Facebook ad. The truth is that Facebook advertising is so cheap right now, that you can afford to make a few mistakes along the way.
But, I do want to talk about a few aspects of the ad . . .
Go broad with your targeting. Geographically target your city +25 miles, men and women age 18+.
Don’t try to target by interest group or income level. Just go broad. Geographic location and age.
The most important aspect of your Facebook ad is the first sentence at the top of the ad.
This is because most people are scrolling through their Facebook feed on their cell phone and the first thing they see is the text at the top of the ad.
So make that first sentence some kind of interesting click bait. Take another look at the first sentence in the ad I posted above for an example.
“7 Pitfalls to Avoid When Facing a Divorce in Harris County. Can your Facebook posts and pics be used against you . . .”
The image is somewhat important, but don’t stress too heavily over it. It is nowhere near as important as the first one or two lines of text.
The headline is important only in that it gives you a second chance to interest the reader—but it is nowhere near as important as the first one or two lines of text.
If you turn your ad on and find that you are not getting the clicks that you want, or that you are paying too much for clicks, then you should consider making the first one or two lines of text more interesting.
Start by setting your ad budget to $5.00 per day. As you learn Facebook and what a successful ad looks like, you can slowly raise your daily ad budget.
With this type of “Content Marketing” Facebook ad, with which you are just trying to generate relevant traffic to your site, you should be paying no more than $0.30 per click.
Most of the content marketing ads I run are coming in at $0.12 to $0.27 per click.
Good luck with your blogging efforts. Let me know how they turn out.