Legal advertising is
advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
by
lawyers (
attorneys),
solicitors and
law firms. Legal
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
is a broader term referring to advertising and other practices, including client relations,
social media
Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
, and
public relations
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. ...
. It's a type of
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
undertaken by
law firms,
lawyers (attorneys) and
solicitors that aims to promote the services of law firms and increase their
brand awareness.
Digital platforms have increasingly dominated legal marketing plans, often at the expense of traditional print
advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
, as the perceived benefits of
digital marketing
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development d ...
have grown.
Practices such as
social media marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...
,
search engine optimization
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or " organic" results) rather than dire ...
(SEO),
email marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to ...
, and
pay-per-click
Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.
Pay-per-click is usually ...
advertising (PPC) now combine with traditional public relations and legal advertising (billboards, TV and radio ads, newspaper ads, etc) as the main strategies in legal marketing.
History
Many law firms advertised relatively freely in the U.S. in the 19th century. Ads appeared regularly in the classified sections of newspapers. Even
Abraham Lincoln
Abraham Lincoln ( ; February 12, 1809 – April 15, 1865) was an American lawyer, politician, and statesman who served as the 16th president of the United States from 1861 until his assassination in 1865. Lincoln led the nation thro ...
advertised his law firm in the 1850s.
Since then, the legal profession has had somewhat of an uneasy relationship with advertising. This was largely prompted by the
American Bar Association
The American Bar Association (ABA) is a voluntary bar association of lawyers and law students, which is not specific to any jurisdiction in the United States. Founded in 1878, the ABA's most important stated activities are the setting of aca ...
(ABA) condemning lawyer advertising in its 1908 Canons of Professional Ethics, after which many states passed regulations banning or severely limiting attorney advertising.
From the early 20th century until the 1970s in the U.S., legal marketing was severely curtailed and where it was allowed, it was highly regulated. When two young attorneys (John R. Bates and Van O’Steen) advertised their legal clinic in a local
Arizona
Arizona ( ; nv, Hoozdo Hahoodzo ; ood, Alĭ ṣonak ) is a state in the Southwestern United States. It is the 6th largest and the 14th most populous of the 50 states. Its capital and largest city is Phoenix. Arizona is part of the Fou ...
newspaper in 1977, perceptions about legal marketing began to shift.
The legal clinic’s advertisement stated that they were offering “legal services at very reasonable fees” and listed fees for certain services, such as uncontested divorces. It didn't go unnoticed. The lawyers were found to have violated the Arizona rule preventing attorneys from advertising in newspapers and a complaint was filed against them.
The lawyers sued the state and the case ultimately reached the
U.S. Supreme Court
The Supreme Court of the United States (SCOTUS) is the highest court in the federal judiciary of the United States. It has ultimate appellate jurisdiction over all U.S. federal court cases, and over state court cases that involve a point o ...
in ''Bates v. State Bar of Arizona, 433 U.S. 350 (1977).'' The Supreme Court ruled that the restrictions on advertising and other forms of marketing were antiquated rules of etiquette that violated the
First Amendment
First or 1st is the ordinal form of the number one (#1).
First or 1st may also refer to:
*World record, specifically the first instance of a particular achievement
Arts and media Music
* 1$T, American rapper, singer-songwriter, DJ, and reco ...
.
This case is considered to have paved the way for modern legal marketing in the U.S. and since then, the American Bar Association has regularly reviewed its guidelines for legal marketing.
In 1984, New Jersey became one of the first states to allow its law firms to advertise on radio and television.
In 1985, the National Association of Law Firm Marketing Administrators (later rebranded as the Legal Marketing Association or the LMA) was formed. From the mid-1980s on, many U.S. law firms began creating ads and increasing their marketing presence, using newsletters, billboards, newspapers, and so on.
Australia
In Australia, legal advertising is regulated by the
Legal Services Commission
The Legal Services Commission (LSC) was an executive non-departmental public body of the Ministry of Justice which was responsible for the operational administration of legal aid in England and Wales between 2000 and 2013.
Overview
The LSC was re ...
of the State they practice in. Generally, Australian lawyers must ensure their advertising isn't false, misleading or deceptive, offensive or prohibited by law.
England and Wales
Legal marketing has been permitted in
England and Wales
England and Wales () is one of the three legal jurisdictions of the United Kingdom. It covers the constituent countries England and Wales and was formed by the Laws in Wales Acts 1535 and 1542. The substantive law of the jurisdiction is Eng ...
since 1986, when the
Law Society of England and Wales
The Law Society of England and Wales (officially The Law Society) is the professional association that represents solicitors for the jurisdiction of England and Wales. It provides services and support to practising and training solicitors, as ...
first permitted lawyers to advertise. The
Financial Services Authority now licences helplines and claims management agencies - except trade unions - which typically advertise and refer claims to lawyers.
European Union
From the 1990s, other
jurisdiction
Jurisdiction (from Latin 'law' + 'declaration') is the legal term for the legal authority granted to a legal entity to enact justice. In federations like the United States, areas of jurisdiction apply to local, state, and federal levels.
J ...
s in
continental Europe progressively opened the way for advertising.
Advocates in
Spain
, image_flag = Bandera de España.svg
, image_coat = Escudo de España (mazonado).svg
, national_motto = ''Plus ultra'' (Latin)(English: "Further Beyond")
, national_anthem = (English: "Royal March")
, i ...
and
France
France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of overseas regions and territories in the Americas and the Atlantic, Pacific and Indian Oceans. Its metropolitan area ...
are among those able to freely use instruments of communication.
Germany
In Germany, prior to 1990, it was considered professionally improper to market your law firm. Because of the opinion that the law was above advertisement, the use of a logo anywhere was forbidden, and something as innocuous as a telephone book listing was subject to scrutiny. It was forbidden to give any sort of detailed information on your firm's practice areas or specializations anywhere, even in yellow page listings. Only the name of the firm, physical address, and telephone numbers were allowed. Law firms began to question the fairness of this prohibition in their profession.
In the 1990/1991 annual issue of the
yellow pages
The yellow pages are telephone directories of businesses, organized by category rather than alphabetically by business name, in which advertising is sold. The directories were originally printed on yellow paper, as opposed to white pages for ...
for Nürnberg-Fürth, published by
Deutsche Bundespost
The Deutsche Bundespost (German federal post office) was a German state-run postal service and telecommunications business founded in 1947. It was initially the second largest federal employer during its time. After staff reductions in the 19 ...
Telekom, the listing ''Dr Kreuzer & Coll'',
Nürnberg, Germany, broke with the status quo. The listing included not only the address, telephone, fax and telex numbers for the firm, but also the names of the founder of the firm, Dr. Günther Kreuzer,
his partner Felix Müller, and the names of two of their attorneys as well as all of their specializations or areas of focus; Fachanwalt für Sozialrecht (Specialist for Civil Law),
Fachanwalt für Arbeitsrecht (Specialist for Employment Law), Rechtsanwältin für Verkehrssachen (Lawyer for Traffic Law) and Rechtsanwalt für Familiensachen (Lawyer for Family Law). As soon as that edition was published, there was an objection filed by a fellow member of the bar. They complained that Dr Kreuzer & Coll had broken the code of professionalism and
asked for a disciplinary hearing, stating a severe breach of professional etiquette.
;Final ruling
The disciplinary court, an appellant court and ultimately, the
Federal Court of Justice of Germany
The Federal Court of Justice (german: Bundesgerichtshof, BGH) is the highest court in the system of ordinary jurisdiction (''ordentliche Gerichtsbarkeit'') in Germany, founded in 1950. It has its seat in Karlsruhe with two panels being situat ...
's Senate for Law Matters returned a decision in favor of the defendants and ruled that no breach of professional etiquette had transpired as the information that was posted was true and that there was no reason that firms should not be able to give such detailed information in their listings.
India
In
India
India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the so ...
, an advocate shall not solicit work or advertise, except through a medium maintained by the
Bar Council of India
The Bar Council of India is a statutory body established under the section 4 of Advocates Act 1961 that regulates the legal practice and legal education in India. Its members are elected from amongst the lawyers in India and as such represents ...
, either directly or indirectly, whether by circulars, advertisements, touts, personal communications, interviews not warranted by personal relations, furnishing or inspiring newspaper comments or producing his/her photographs to be published in connection with cases in which they have been engaged or concerned. Their sign-board or name-plate should be of a reasonable size. The sign-board or name-plate or stationery should not indicate that they are or have been a president or member of a bar council or of any association or that they have been associated with any person or organization or with any particular cause or matter or that they specialize in any particular type of work or that they had been a judge or an advocate general. Soliciting work or advertise as used in this clause of the code would not mean and include setting up of a web-site by an advocate or a law firm giving only basic information about the names and number of lawyers in a law firm, the contact details and areas of practice. This similarly applies to lawyers’ brochures and law directories.
Under the amended rule, advocates can mention in their chosen websites, their names, telephone numbers, e-mail ID, professional qualification and areas of specialization.
Israel
In
Israel
Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...
, legal marketing managers in big law firms were active since 2006. Their activity expanded due to the
late-2000s recession which affected law firms, and due to the large number of lawyers per capita in Israel.
Italy
In
Italy
Italy ( it, Italia ), officially the Italian Republic, ) or the Republic of Italy, is a country in Southern Europe. It is located in the middle of the Mediterranean Sea, and its territory largely coincides with the homonymous geographical ...
, the Bersani Decree of July 2, converted into law in January 2007 gives lawyers the right to advertise.
United States
Lawyer advertising in the United States is legal, although subject to ethical rules promulgated by state bar associations. Commonly encountered forms of lawyer advertising include television and radio commercials, print advertisements, billboards, direct mail marketing,
law firm websites, and participation in telephone directories, commercial directories and referral services, and through online advertising and social media.
In 1908, the
American Bar Association
The American Bar Association (ABA) is a voluntary bar association of lawyers and law students, which is not specific to any jurisdiction in the United States. Founded in 1878, the ABA's most important stated activities are the setting of aca ...
(ABA) established its first ethics code, known as the Canons of Professional Ethics, which condemned all advertisement and solicitation by lawyers. Due to the progression of the legal profession and the desire to update the Canons of Professional Ethics, the ABA created the
Model Code of Professional Responsibility The American Bar Association Model Code of Professional Responsibility, created by the American Bar Association (ABA) in 1969, was a set of professional standards designed to establish the minimum baseline of legal ethics and professional responsib ...
(Model Code) in 1969. The Model Code was an effort by the ABA to create practical rules that went "beyond the pretty details of form and manners" and addressed "the chained relationship of the lawyer to his clients, to his professional brethren and to the public."
The first major
case law decision on legal advertising is the
Supreme Court ruling in ''
Bates v. Arizona State Bar'' 433 U.S. 350 (1977), in which the
United States Supreme Court
The Supreme Court of the United States (SCOTUS) is the highest court in the federal judiciary of the United States. It has ultimate appellate jurisdiction over all U.S. federal court cases, and over state court cases that involve a point o ...
, held that lawyer advertising is partially protected by the
First Amendment
First or 1st is the ordinal form of the number one (#1).
First or 1st may also refer to:
*World record, specifically the first instance of a particular achievement
Arts and media Music
* 1$T, American rapper, singer-songwriter, DJ, and reco ...
. The Supreme Court rejected the argument by the Arizona Bar that attorney advertising was "inherently misleading" and "tarnish the dignified public image of the profession." The Court found "the postulated connection between advertising and the erosion of true professionalism to be severely strained," and noted that "lack of legal advertising could be viewed as the profession's failure to 'reach out and serve the community."
The
Federal Trade Commission (FTC) responded to the
Supreme Court of Alabama
The Supreme Court of Alabama is the highest court in the state of Alabama. The court consists of a chief justice and eight associate justices. Each justice is elected in partisan elections for staggered six-year terms. The Supreme Court is hous ...
's June 26, 2002 invitation to comment on the Alabama Rules of Professional Conduct entitled ''Information about Legal Services''. In this response, the FTC "encourages competition in the licensed professions, including the legal profession, to the maximum extent compatible with other state and federal goals." Additionally, on May 26, 2006, the FTC commented on the State Bar of Texas Professional Ethics Committee's consideration on whether or not it is ethical for a Texas attorney to participate in an online lawyer referral services. The FTC determined that "online legal matching services are a valuable option for Texans: they are likely to reduce the consumers' cost for finding legal representation and have the potential to increase competition among attorneys."
Certain marketing practices are considered illegal, and many others may be considered violations of
legal ethics.
Shock advertising, for example, would be considered unethical; directly soliciting clients (known as
barratry, or "
ambulance chasing") is illegal.
The
New York and
Florida
Florida is a state located in the Southeastern region of the United States. Florida is bordered to the west by the Gulf of Mexico, to the northwest by Alabama, to the north by Georgia, to the east by the Bahamas and Atlantic Ocean, and to ...
court system
A court is any person or institution, often as a government institution, with the authority to adjudicate legal disputes between parties and carry out the administration of justice in civil, criminal, and administrative matters in accordanc ...
s proposed several restrictions on advertising in 2006 and 2007. The New York proposals generated controversy. In 2005,
New York State Bar Association
The New York State Bar Association (NYSBA) is a voluntary bar association for the state of New York. The mission of the association is to cultivate the science of jurisprudence; promote reform in the law; facilitate the administration of justic ...
(NYSBA) President Vincent Buzard appointed a Task Force on Lawyer Advertising, chaired by Bernice K. Leber, to make proposals for consideration by NYSBA and the
New York courts.
[Andrew Rush, ''U.S. District Court: Some advertising rules unconstitutional,'' ''State Bar News'', September/October 2007, p. 4.]
The new rules for New York were effective on February 1, 2007. For the first time, the New York
Legal system defined legal advertising, as:
"any public or private communication made on or behalf of a lawyer or law firm about that lawyer or law firm's services, the primary purpose of which is for the retention of the lawyer or law firm." The new rule specifically exempts communications to existing clients or other lawyers.
Publicity is, for the first time, also included as a
synonym of advertising. The newly revised rules now allow advertising about a lawyer's publications and "
bona fide professional ratings". There are certain special rules for email advertising, prohibiting
spam.
The 2007 rules stated that advertising must not include a number of prohibited
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
devices:
# Certain
endorsements or testimonials from a former client
# Portrayal of
judges
# Paid, undisclosed payment of testimonials
# Portrayal of a judge, or
fictitious lawyer or law firm
# Use of actors or fictionalized persons
# Irrelevant characteristics of the lawyers
# Ads that resemble
legal documents
Legal instrument is a legal term of art that is used for any formally executed written document that can be formally attributed to its author, records and formally expresses a legally enforceable act, process, or contractual duty, obligation, or ...
# Certain limits on soliciting new clients for 30 days after a
tort
A tort is a civil wrong that causes a claimant to suffer loss or harm, resulting in legal liability for the person who commits the tortious act. Tort law can be contrasted with criminal law, which deals with criminal wrongs that are punishable ...
# Certain other limits on communications with non-clients
# Use of a nickname or moniker.
The new New York rules were challenged, and Judge
Frederick J. Scullin of the
struck down five of the rules as unconstitutional infringement of the First Amendment.
The endorsement, portrayals, "Irrelevant characteristics", and nicknames provisions were stricken; however, the domain name limitations, 30-day solicitation, and communications rules were upheld.
State Bar President Kathryn Madigan promised to work with the court system to develop new rules that will survive constitutional
strict scrutiny.
Changing attitudes toward legal advertising
While legal advertising remains heavily regulated in many states, some of the most stringent regulations have been relaxed by the American Bar Association and attitudes, in general, have become less prohibitive in the last couple of decades.
In a joint survey between the LMA and
Bloomberg Law
Bloomberg Law is a subscription-based service that uses data analytics and artificial intelligence for online legal research. The service, which Bloomberg L.P. introduced in 2009, provides legal content, proprietary company information and news ...
in 2018, 62 percent of law firm respondents said their firms were increasing emphasis on
business development and marketing initiatives and 41 percent reported hiring or increasing marketing staff as one of the top new investments over the past two years.
In a 2016 survey by the same organizations, 68 percent of respondents (lawyers and marketing professionals) stated that the main catalyst for firms increasing their marketing and business development spending was “more internal pressure to generate revenue.”
Reuters reported in late 2021 that the “Big Law war for talent isn’t just about lawyers. Law firms are also vying to hire top-level marketing and business development executives”. As another sign of the emergence of legal marketing, at least 20 Am Law 200 firms brought on new chief marketing officers in 2021 and salaries for in-house legal marketing pros in major markets have increased by as much as 20 percent since 2020.
The Canadian Bar Association recommends that law firms should hire one in-house legal marketer for every 20-30 lawyers while smaller law firms should outsource legal marketing.
In the
UK, legal marketing commenced in 1986, when the
Law Society of England and Wales
The Law Society of England and Wales (officially The Law Society) is the professional association that represents solicitors for the jurisdiction of England and Wales. It provides services and support to practising and training solicitors, as ...
first permitted lawyers to advertise.
However, despite changing attitudes toward legal marketing, there are still concerns in many quarters about ethics. Even in jurisdictions that allow legal marketing, certain practices violate
legal ethics, such as
shock advertising, and
ambulance chasing (capping).
The matter of legal marketing has created some controversy. For instance, in 2006, the
Federal Trade Commission (FTC) intervened in the State Bar of Texas Professional Ethics Committee's decision on whether it was ethical for attorneys to use online lawyer referral services, finding that "online legal matching services are a valuable option for Texans: they are likely to reduce the consumers' cost for finding legal representation and have the potential to increase competition among attorneys."
Much of
Europe
Europe is a large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a subcontinent of Eurasia and it is located entirel ...
retains stricter law firm marketing and advertising regulations. Countries like
Slovenia
Slovenia ( ; sl, Slovenija ), officially the Republic of Slovenia (Slovene: , abbr.: ''RS''), is a country in Central Europe. It is bordered by Italy to the west, Austria to the north, Hungary to the northeast, Croatia to the southeast, an ...
and
North Macedonia
North Macedonia, ; sq, Maqedonia e Veriut, (Macedonia before February 2019), officially the Republic of North Macedonia,, is a country in Southeast Europe. It gained independence in 1991 as one of the successor states of Yugoslavia. It ...
still impose strict rules on professional standards and discourage or prohibit legal marketing. In some other international jurisdictions, such as
India
India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the so ...
, legal marketing is also greatly restricted.
The growth of digital marketing for law firms
As early as 1996, the American Bar Association published its first edition of ''The Lawyer's Guide to Marketing on the Internet'' (now in its fourth edition).
Around this time, marketing and advertising companies also began offering digital marketing services for law firms.
Unlike traditional marketing techniques, which involve direct, one-way, outbound messaging to clients (via print, television, and radio advertising), new digital marketing strategies involved building awareness with prospective customers across multiple online channels and using inbound marketing strategies.
Search engine optimization, online reviews, lawyer directory profiles, and other digital marketing strategies started to grow during the late 1990s and early 2000s.
Digital marketing has continued to expand, offering additional tools for businesses to market online as marketing technology has advanced and more digital channels have emerged.
In one survey of
B2B marketers in the U.S. conducted between January and February 2022, marketers expressed an intention to increase their spending on traditional advertising by just 0.55 percent that year compared with 13.59 percent for digital marketing.
The legal industry is no exception to this trend. There is a recognition that the majority of people looking for a lawyer now use the Internet to begin their search — a trend that began years before the
Covid-19 pandemic
The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identi ...
but accelerated because of it.
Accordingly, legal marketing has continued to evolve into an online marketing niche of its own. Law firms increasingly combine digital marketing strategies with traditional marketing methods to promote their services and build and maintain their
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
s.
Austin News Place listed four ways for lawyers to keep their firms running even while they’re on vacation using digital legal marketing techniques: live chat, a professionally managed website, thoughtfully constructed social media and a robust body of ratings and reviews.
Legal advertising strategies
As more law firms have adopted new advertising strategies, generating increased competition to attract prospective clients, the need for a comprehensive legal marketing strategy has grown.
This involves both offline and online marketing activities that tailor the marketing approach to clients.
Many law firms with several different practice areas need to target different
buyer personas. Modern digital marketing methods available today can personalize marketing campaigns towards these different personas rather than advertising to a broader audience. This is a key reason why digital marketing has gained popularity over traditional marketing approaches for law firms.
The most popular legal marketing strategies include:
*
Search engine optimization (SEO): SEO techniques are used to improve the visibility of websites on Google's search engine results pages, building brand recognition and increasing website traffic and attracting prospective clients.
*
Social media marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...
: Social media platforms help build brand awareness and while there are restrictions on the use of social media for lawyers, many firms can benefit from promoting themselves on platforms like
Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
and
LinkedIn
LinkedIn () is an American business and employment-oriented online service that operates via websites and mobile apps. Launched on May 5, 2003, the platform is primarily used for professional networking and career development, and allows job se ...
.
*
Email marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to ...
: Automated email campaigns can be used by law firms to connect with leads as well as current clients. By regularly passing on legal news, tips and advice to a database of potential clients, law firms demonstrate authority and stay top of mind.
*
Pay-per-click
Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.
Pay-per-click is usually ...
advertising (PPC): Paid search marketing can generate leads more immediately than SEO. With
Google Ads
Google Ads (formerly Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the result ...
, advertisements appear at the top of its search engine results pages.
*
Content marketing
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, exp ...
: Creating original content like eBooks, blog posts, articles and whitepapers that provide information of value to the target audience helps law firms increase visibility in Google searches, establish authority, and grow traffic and marketing leads.
See also
*
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
*
Ambulance chasing
*
Barratry (common law)
*
E-mail spam
Email spam, also referred to as junk email, spam mail, or simply spam, is unsolicited messages sent in bulk by email (spamming).
The name comes from a Monty Python sketch in which the name of the canned pork product Spam is ubiquitous, unavoida ...
*
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
*
Publicity
*
Shockvertising
Shock advertising or shockvertising is a type of advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals". It is the employment in advertising or public ...
References
{{DEFAULTSORT:Legal Advertising
Legal communication
Advertising
Legal ethics