Advertising of legal services in Ukraine
The client, a law firm, wanted to go online. To do this, we developed a website. We compiled a list of services and gathered semantics. We designed the website structure and divided it into B2C and B2B sections.
Background
Today we will talk about a project from scratch. The client is a law firm with good reviews in Kyiv.
The client wanted to go online. To do this, we developed a website. After talking to the client several times, we clarified the list of services that we needed to post on the website. We looked at key queries, wrote texts, and included popular search queries for various services. We designed the website structure and divided it into B2C and B2B sections.
We did a photo shoot with the team, as real photos of people always inspire trust, especially in the legal field.
Ads launch
The client insisted that he did not have a sales department and did not want to deal with it. Therefore, we posted prices for all services on the website. Accordingly, when a request comes in, the potential client immediately knows the cost and communicates directly with the lawyers who close the deal.
We set up events and analytics on the website. The client also asked us to launch search engine advertising.
We launched campaigns for services such as providing a legal address, opening a company, liquidation, and legal outsourcing.
Analysis of results
Analytics were important to the client, so we created a separate advertising campaign with a separate budget for each service. We then agreed on a weekly budget and, at the end of each week, produced a report analyzing the number of leads broken down by service. The client, in turn, provided a report on the quality of the leads. This allowed us to estimate the return on investment or the target price per lead for a particular service.
The difficulty was that the prices were listed on the website, all the information needed to make a decision was also available, and there were few applications. Yes, they were targeted, but the cost per application was around €10–15, and the budget was relatively small.
Another difficulty was that we were unable to switch to intelligent bidding strategies for a long time. We worked with manual bids for about 3-4 months. Google doesn't really like this, so we had to work more often with exact matches, manually cleaning up queries and adjusting the budget. At the same time, there were practically no spam queries.
Structure
Corporate
website
Advertising
Sales
Next, we launched a banner campaign, but the applications we received through it were not as high quality as those from search.
Therefore, we remained focused on search: we refined key queries and tested exact and broad matches.
Nevertheless, the cost of an application sometimes reached 20–30 euros.
And here the main question arose. On the one hand, we could leave the prices on the website — there would be fewer applications, but they would be of the highest quality, and the sales department would not have to work, but it would be difficult to optimize advertising campaigns.
On the other hand, we could remove the prices, hire a sales manager, and get more applications at a lower cost per lead, but then it would be important to look at the deal closure rate: would the manager be able to provide quality advice and sell legal services?
Key points
In this case, the client decided that no one could advise and sell better than him. Therefore, the focus was on providing all the necessary information on the website, communicating with genuinely interested people, identifying their needs, and providing quality services that would help them. How you proceed is entirely up to you. If you remove prices from the website, you will get more leads, but many of them will be “just asking” and you will need to actively communicate with them, identify their needs, and sell the service over the phone. If you provide complete information and prices on the website, you will only get hot leads, but what if you lose deals among those who were “just asking”?
