While marketing your employment law firm is a vital way to keep a steady flow of leads and clients, it can come with some challenges. These challenges can impact which type of internet marketing your firm chooses to use. Here are some common marketing challenges employment lawyers may face.
Paid Search Challenges
Paid search is one of the most popular forms of marketing for law firms, including employment lawyers. While it can be a great way to find targeted leads through specific keywords, locations, and audience types, it can come with a variety of pain points. Costs can run high and time needs to be dedicated to managing lead quality.
The legal industry has some of the highest costs per click in ads. In 2022, Wordstream found that the average cost per click (CPC) for Attorney and Legal Services was just under $9, one of the highest for all industries examined. Keep in mind this is only clicks not conversions. Someone may click on your ad and never even contact your firm. The average cost per lead was then found to be $83, again the highest out of any industry examined.
With this in mind, employment law firms may spend as little as $2,000 a month in paid ads (with a lower volume of leads) but others spend closer to $10-$15K to have a higher lead pool. Larger employment law firms that take cases in more locations may find they spend even more.
Ads also require constant monitoring to make sure they are always within set budgets and geared toward your firm’s target audience. With so many different campaign types, such as search, display, retargeting, local search, etc., you will need to track which types of campaigns generate the best quality leads at a good cost per lead. Your firm will either need a dedicated member of your team or have to outsource your paid marketing to a third-party agency to make sure there are constant eyes on your campaigns.
Search Engine Optimization Challenges
Search engine optimization (SEO) can help employment law firms generate ‘free’ leads, or through leads organically finding your website on search, not through paid ads. While these ‘free’ leads are great, it can take months for your website to begin to appear at the top of the search engine result pages (or SERPs).
Your firm will need to regularly upload new content to your site, fix and edit existing content, and manage overall website performance. Again this requires having a dedicated member of your team or outsourcing the efforts to a third party.
Marketing Solutions For Employment Law Firms
If your firm does not have a team working on your marketing, then a possible solution is to outsource your marketing efforts to an agency. Depending on the type of agency you work with, your firm may be spending a minimum of $1,500 a month on a marketing agency (not including your monthly ad spend). This will go up as your ad spend increases, inflating your marketing budget even more.
Instead of draining your marketing budget in avenues that require extra financial investment or time taken away from clients, consider lead generation.
Employment Law Leads to Supplement Employment Law MarketingA simple and cost-effective solution to employment law marketing is a legal lead generation service like eGen. We run and manage our own employment law lead generation campaigns in-house so you don’t have to.
Receive legal leads in real-time as they indicate interest in speaking with an employment attorney. Keep within your marketing budget by setting a monthly maximum amount of leads to receive each month. Additionally, our price per employment law lead starts well below the $83 average paid cost per lead found by Wordstream!
To learn more about our employment law leads pricing, contact eGen today!