One of the best ways to improve the conversion rate on your law firm website is to give people the chance to come back to your website a second time. This has never been easier with Google Adwords’ Remarketing program. If you have ever shopped online, you have very likely seen a remarketing campaign. It starts when you look at a specific product, and then leave that site without making a purchase. Then you’ll quickly notice that seemingly everywhere else you go on the web, there’s that pair of shoes or that set of golf clubs you were looking.
How Can Remarketing Help Law Firms?
Most prospective legal clients look for information in stages. There are visits that you’re likely already getting to your website of people who will one day hire a lawyer, but not today. Traditionally, without remarketing, once they were gone, they’re return was more or less left to chance. Hopefully they would remember your name. Maybe they would remember the search they did that lead them to your website in the first place. Remarketing keeps your name and an easy means to return to the law firm website in front of your prospective client after they leave.
How Much Does it Cost?
Most law firms can safely budget $200 a month, and will likely never get near that number. I charge $750 for the initial set up and ad creation. After that, I can provide additional guidance towards fine tuning the campaign if needed, but for the most part you can leave it be. You can get really advanced campaigns where you’re showing specific ads to people who saw specific pages, but for the most part simply keeping your logo and a simple message in front of them works well. My law firms who are doing this now are getting about 7 to 10% of their traffic from the past 30 days back to their website through the remarketing campaign.
If you’re interested in talking more about how remarketing could help your law firm marketing efforts, call or text me at 651-271-8845 or contact me via email.