Law Firm Advertising

Law Firm Advertising: Keeping Up With The Future

In our modern connected age, the Internet continually revolutionizes how business and communication are done. Not only does online advertising increase visibility and offer creative new ways to promote services, but it has also rapidly become the standard by which potential clients judge a business.

When advertising legal services, it is vital to know the most effective and successful techniques for persuading possible clients and retaining existing ones. More and more people choose online advertising because they can get what they want just by clicking a button. There are a variety of ways that lawyers can promote their services through online advertising, including:

1. Websites
2. Monitoring website traffic
3. Legal directories
4. Publishing online articles
5. Pay per click (PPC) advertising
6. Blogs
7. Social media sites
8. Online videos
9. Search engine optimization (SEO)

Perhaps the most important thing in law firm advertising is keeping up with trends. Your competitors use the exact same marketing channels, so it is vital to look for strategies that will help you stand out from your competition.

Law firm advertising has evolved with the changing times. Before the 1980s, certain marketing practices for attorneys were considered illegal and in violation of legal ethics. Bates v. Arizona State Bar in 1977 was a landmark case for legal advertising: it may have initially resulted in the disbarment of John Bates, but his appeal to the US Supreme Court opened the gates for lawyers to market their services. Soon after, books on law firm advertising emerged, such as Jay Foonberg's How to Start and Build a Law Practice and Robert Denney's How to Market Legal Services, and in 1985, the Legal Marketing Association was formed in San Diego, California.

Corporate law firm advertising emerged in the 1990s with the "Human Side of Genius" national campaign spearheaded by Howrey & Simon and the launch of the ABA (American Bar Association) Women Rainmakers, an organization dedicated to providing legal marketing education and networking opportunities. Soon after, the Internet reached the mainstream, and the ABA Law Practice Management Section published the first edition of The Lawyer's Guide to Marketing on the Internet. In 1997, Red Street Consulting was established and began to provide annual online reviews of law firm websites.

In the 21st century, online law advertising continues to expand as more and more people rely on the Internet for information. Law advertising has branched out from traditional websites to blogging, social media, podcasting, and SEO.

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