The Perfect Start: Crafting a New Year Advertising Plan That Converts
Every January, attorneys find themselves at a crossroads. The holiday rush is behind us, the court dockets are starting to pick up, and that little voice inside your head is asking, “How can I make this year my best yet?”
One word: advertising.
But not just any advertising. I’m talking about strategic, deliberate, and results-driven advertising that sets the tone for your entire year.
Think about it. January is a blank slate. Your clients are making resolutions to handle long-overdue legal issues, and your firm should be the first solution that pops into their minds.
But I find that most legal advertising misses the mark. It’s generic, uninspired, and, worst of all, forgettable.
The good news? Yours doesn’t have to be.
Let's dig in to see how you can craft a New Year advertising plan that actually works—and converts.
Start With Your Ideal Client
Before you even think about where to advertise, you need to get clear on who you’re talking to. Imagine your ideal client sitting across from you. What are their concerns, their fears, and their goals?
Asking what keeps them up at night is normal - what you want to tap into is more about how a given situation impacts them ... their family ... those around them. How will it impact them in the coming years?
Learn everything you can. Consider conducting client surveys to understand their specific pain points. Review feedback from past cases to spot trends, or leveraging market research to dig deeper into your audience’s needs.
- If family law is your focus, your ideal client might be someone considering a divorce but unsure how to start. Perhaps they've been served custody papers, and the partner wants half the equity, meaning the house might have to be sold - how will the parent make sure their children have a safe and secure roof over their heads?
- If you focus on estate planning, it could be a family member navigating the complexities of a will. A will is rife with challenges, contested or not. Even when the will clearly spells everything out, there will always be someone who injects their opinions into the situation, leaving your client overwhelmed and in need of guidance.
- If you’re a personal injury attorney, it could be someone struggling with medical bills after an accident. Not only do they have to pay for the care, they might be disabled for life, creating a severe situation that few are prepared to deal with.
And the situations could be as varied as fingerprints ... no two alike.
The more specific you are about your audience, the more effective your advertising will be. It can be the difference between $10,000 in ads with 20 prospects and $60,000 in ads with zero prospects.
Write as though you are talking with one client. Tailor your message to address their pain points directly. Speak to their needs, not your credentials. For example, instead of saying, “We specialize in family law,” try something like, “Facing divorce? We help you protect what matters most—your family and your future.”
Remember, people hire attorneys who understand them, not just the law.
Craft a Message That Resonates
Once you know who you’re talking to, it’s time to figure out what you’re going to say. And no, “We’re the best law firm in town” isn’t going to cut it. Your message needs to be about your clients.
Ask yourself: What problem are you solving? How will your expertise make their life easier? Instead of saying, “Experienced criminal defense attorneys,” try, “We protect your rights and your future.” See the difference? One is about you; the other is about them.
And “them” is what matters.
Advertising is not about today - it's about tomorrow, next week, a year from now. Recognize that whenever you present your message.
Pro tip: Use emotion. Legal issues are stressful, and your advertising should acknowledge that. Show empathy, offer solutions, and position yourself as the trusted guide through their challenges.
Choose Your Channels Wisely
Now that your message is on point, where do you deliver it? Not all advertising channels are created equal, especially in the legal world. Here are a few to consider:
Google Ads: Perfect for capturing clients who are actively searching for legal help. Use location-based targeting and keywords that align with your practice areas.
Social Media: Platforms like Facebook and LinkedIn can help you build relationships and establish authority. Share testimonials, legal tips, or a behind-the-scenes look at your firm.
Local Media: Radio, billboards, and local sponsorships can help you dominate your market if your ideal clients are community-focused.
The key is to match the channel with your audience. If your clients are younger and tech-savvy, digital channels are a no-brainer. If they’re more traditional, local media ads and might be the way to go.
Measure and Refine
The beauty of advertising in 2025 is that everything is measurable. Use analytics tools to track how your ads are performing. Are people clicking? Are those clicks turning into calls or consultations?
If something isn’t working, don’t be afraid to tweak it. Advertising isn’t a “set it and forget it” strategy. It’s an ongoing process of testing and refining.
Final Thoughts
Starting the year with a strong advertising plan isn’t just about getting more clients. It’s about setting the tone for your practice. It’s about showing your community - and yourself - that you’re ready to take your firm to the next level.
So take a step back, get clear on your goals, and craft a plan that works for you. Because this year, your advertising doesn’t just have to be good. It can be transformative.
Ask yourself, are you ready to make 2025 your breakout year?
Ready to take your advertising to the next level? Let’s have a conversation about your goals and see if my team can help.