The spread of COVID-19 has changed our society. As law firms attempt to switch to remote work or provide limited in-person services, local and state governments are forcing people to distance themselves socially to flatten the curve. It’s affecting every one of us, and it’s difficult to know when our normal routines will return.
For law firms, this is a confusing time. With unemployment on the rise, many people are struggling with rent or basic expenses. Given the costs of hiring an attorney, they may think that legal matters are unessential. But while people are stuck inside their homes, internet usage is up.
This begs the question: should law firms continue their SEO efforts and advertising online?
Ultimately, it depends on how you choose to adapt to current events, what makes sense given the current market, and your firm’s unique situation.
Why Should You Keep Advertising?
Competing Firms May Pause Ads
Competing firms may give in to the panic and stop advertising altogether.
If you have the budget and expect steady income, now is the time to invest more. Since your competitors are dropping out, your ads are more likely to show on the search engine results page.
Additionally, cost-per-click (CPC) is lower. If your CPC is lower, you can either 1) get more leads or 2) reasonably expect a lower cost-per-acquisition (CPA).
Measuring Your Campaign’s Success
If you are continuing to run the campaigns you had before COVID, it’s important to still focus on conversions versus clicks.
Why shouldn’t you use clicks as a metric of success?
Because clicks don’t necessarily mean new clients, and clicks aren’t the most accurate way to assess your advertising budget. That’s why it’s important to know your cost per acquisition (CPA) for your campaigns.
To clarify, CPA is the actual amount you are charged for a conversion. A cost per click could be $30, but after you count the cost of all the other clicks that didn’t result in a conversion, the amount that it actually took to sign a new client is way higher than the cost of that client’s one click.
You Practice Employment, Bankruptcy, Business, or Divorce Law
Your clients may need your services now more than ever.
Many people face layoffs, bankruptcy, and divorce because of COVID-19. Marketing your services with PPC is an excellent strategy to acquire these clients. Society needs your services, and advertising helps you reach the people that need you.
Regarding other practice areas like personal injury, people are still facing legal issues. There may not be an uptick in traffic, but people still need legal representation regardless of COVID.
You’re Set Up to Do Remote Case Work or Intakes
Only advertise if you’re ready for an influx of cases.
At Juris Digital, we are a remote-first company, so we understand the effort it takes to transition to remote work. If your firm is prepared to serve more clients virtually, advertise.
Fortunately, in 2020, we have plenty of options that make remote meetings and work simple. We’ve put together a short list of tools that can help out.
Tools for Remote Work
For Employee Communication or Potential Client Consultations:
For Signing Documents:
For File Sharing or Documents:
These are just a few of the tools available on the web for remote work. It’s safe to assume that more and more products will be developed during this time to adjust for the increase in remote work across all industries.
Feel free to reach out to us if you need help finding a tool that’s best for your firm’s remote work.
Cash Flow Is Steady
If cash on hand isn’t a concern, keep the leads coming.
Although the economy is taking a nosedive, that doesn’t mean that your industry is. If you haven’t noticed a difference in revenue and don’t expect one, pausing advertising may not be the right decision for your firm.
Instead of turning off advertising, rethink the way you approach intake, client services, and business in general.
Why Should You Pause Advertising?
Of course, advertising may not be the right choice for your firm during this public health emergency.
At Juris Digital, we understand that our clients’ technical capabilities and current budgets vary, and we want your firm to make it through this pandemic.
You should stop advertising as soon as possible if you can’t do any of the following due to the spread of COVID-19:
- Paying your bills;
- Paying employees;
- Answering inbound phone calls; or
- Handling a higher amount of client cases remotely.
If your advertising budget is eating into important expenses like payroll, you shouldn’t waste precious resources on advertising. Make sure to move your budget from marketing to human resources or operations if you’re struggling to pay for the basics.
How to Address COVID-19 in Your Campaigns
If you continue advertising or are just starting out, it’s important to be sensitive to COVID.
There are a few ways that we recommend acknowledging COVID in your campaign and letting people know that you are still open for business.
- If you’re running a brand campaign, add a site link that brings people to a page where you can address your firm’s approach to COVID-19.
- Add a pop-over or announcement bar on your landing pages linking potential clients to that same page on COVID-19.
- Record a video of one of your attorneys discussing your firm and COVID and add it to your blog posts, landing pages, and social media accounts.
Addressing potential clients’ concerns is crucial in all advertising, but it’s even more important with COVID. Everyone is worried, and it’s affecting all industries and areas of people’s lives.
Take a Close Look at Your Firm’s Situation
There are several ways for law firms to adapt to societal changes due to COVID-19. Make sure you take a close look at your situation and evaluate your ability to continue marketing.
If you have any questions or concerns about your campaigns or are thinking about pausing services, contact us for a complimentary consultation. We want what’s best for your law firm and are here to offer our expertise in legal marketing during these troubling times.
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