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How do you generate traffic?
There are hundreds of websites devoted to generating traffic to a web site, but I would like to hear from those who have engaged in actively generating traffic to their DirectLaw site. Please share your successes and warn others of your less than successful ventures. What advice would you give if you could talk to yourself a year ago when you first launched? Did you find pay-per-click ads, strategic placements, blogs, organic search results or some other form to be the most effective? Did you receive much interest in your traditional print, radio, television or media campaigns? What kind of numbers do you/did you consider successful?
My DirectLaw site has been running for two weeks and I am just starting down the traffic generating path. My pay-per-click ads have been generating a lot of clicks, but my perspective on "a lot" is suspect as I didn't have any clicks before! For example, my click-thru-rate is about 0.04% on average, some ad groups are higher and some are lower, but 0.04% of several hundred thousand impressions is a significant number. Is a sub 1% CTR an average result? Direct marketing campaigns used to consider 1% an overwhelming success, but I've not seen a study on online marketing.
I appreciate your responses.
My DirectLaw site has been running for two weeks and I am just starting down the traffic generating path. My pay-per-click ads have been generating a lot of clicks, but my perspective on "a lot" is suspect as I didn't have any clicks before! For example, my click-thru-rate is about 0.04% on average, some ad groups are higher and some are lower, but 0.04% of several hundred thousand impressions is a significant number. Is a sub 1% CTR an average result? Direct marketing campaigns used to consider 1% an overwhelming success, but I've not seen a study on online marketing.
I appreciate your responses.
Replies to This Discussion
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Permalink Reply by Timothy S. Faith on -
Hi. I've been working on my online campaign with google. In the last week, my click-thru-rate is about 0.08%, which is higher than the online campaign I had been running as general advertising on my web site earlier this year. I can't say that my advertisements have led to any sales yet (either with the DirectLaw platform or people calling me up to help them in person).
One of the things I have noticed with the first week of running ads is that I have a fair number of keywords that have turned out to be not relevant to the page that clickers will get should they click on my ad. One of the things that can help improve your click thru rate is to setup more specialized website landing pages for your ads that are search engine optimized for the keywords that you are using to advertise your services. So for example, if you advertise for both trademark registrations and business incorporation, you might create two pages on your site that focus the content on these two different services, even though the users will ultimately end up on the DirectLaw hosted web site to purchase online services from you.
I'm going to be experimenting with this more between Xmas and New Year's, as that week should be relatively quiet. Maybe we should all have legal fire sales like all the retailers do the day after Christmas. "Legal Services - 50% Off with Coupon" or some nonsense like that.
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Permalink Reply by Richard Granat on -
Google has a special team that is focused on working with lawyers to help them maximize the effectiveness of their Google, pay-per-click campaigns. If you are interested, Pam Andrews can provide you with a contact directly with the Google Legal Services Team.
Attached is a short release from Google on searches that relate to legal services. Apparently Baby Boomers are the largest and fastest demographic searching for legal services on Google and the web generally.
A note about our own experience in using pay-per-click campaigns for legal services: The most effective campaigns are very targeted, both by (1) key word and by (2) geography.
Generally our click through rate on our retail legal form web sites, where we have the most history, is under 1%. I consider a 1% return an excellent return, which is slightly better than direct mail order responses. - Attachments:
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Permalink Reply by Timothy S. Faith on
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A contact with the Google Legal Services Team would be very helpful. I will get in touch with Pam about this. Thanks.
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Permalink Reply by Donald Kudler on -
I'm about 8 months behind you. Have you found any advertising to be more effective than others? I've tried facebook, and local newspaper ads without any success as of yet. Any ideas would be appreciated.
Thanks.
/s Donald Kudler
http://www.nevadalawonline.com
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Permalink Reply by Richard Granat on
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For online advertising, Google gets us the best results, but you have to know how to select keywords carefully, and also make sure your site comes up high in organic search. I would not bother with facebook for now. Newspaper advertising is not targeted enough. I will write more about this later in the week. Recovering from cataract eye surgery today.
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Permalink Reply by Donald Kudler on
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Thanks.
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