Online Advertising Basics for Law Firms and Title Companies

Every law firm and title company needs to understand online advertising basics to attract new clients in the digital age. Word of mouth isn’t enough when an overwhelming majority—around 96%—of prospects start their search for legal or title services online [1]. Learning the online advertising basics for law firms and title companies is essential for growth and improved visibility in the digital landscape. You can stay competitive by mastering the foundations of online advertising in the legal and title industries. 

Search Engine Optimization (SEO) 

When a majority of people start their search for legal advice or title services on search engines, making sure you land among the top search results is key. SEO is an essential component of online advertising. Improving SEO will help you grow brand awareness, reach new clients, and cement your reputation as a trustworthy choice in your industry. 

• 74% of prospects use search engines to seek legal advice [2] 
• 93% of all website traffic comes from search engines [3] 
• Average 3-year ROI for SEO is 526% for law firms [4] 
• Improving SEO generates 21% more organic traffic [4] 

SEO isn’t something you can ignore. It’s the key to organically reaching new prospects. Once you get SEO best practices into place, you’ll steadily drive traffic to your website. Improving SEO on your own is complex, expensive, and time-consuming. You can make SEO a cornerstone of your online advertising strategy without the hassle by ensuring your website has SEO best practices built in. 

TitleTap websites for law firms and title companies are designed to be search engine-friendly. Every site comes with optimized, industry-specific content that dominates search engines, catapulting you to the top of results. Over 90% of TitleTap legal and title websites rank on the first page of Google search results within a couple of years. 

Law and Title Websites 

Your website is the digital home for your business and the hub of your online advertising strategy. It’s where you’ll direct the leads you capture through search engines, social media, and PPC ads. When leads visit your website, you have less than 50 milliseconds to make the all-important first impression [5]. Prospects look for simplicity, a sophisticated design, and links to contact you or learn more. 

Because 74% of prospects who visit your site are ready to take action immediately, it’s vital that your site is set up for success, fully functional, and visually appealing to prospects [6]. For title companies and attorneys with a lot on their plate, there just aren’t enough hours in the day to build, manage, and regularly update a website. That’s where turnkey legal and title websites come in. 

Opt for a simple, modern website that’s ready to use with all the features you need. TitleTap specializes in websites for the legal and title industries, offering a range of professional templates that are ready to capture your online advertising leads: 

• Done-for-you setup, management, and updates 
• Modern legal and title design templates 
• Best SEO practices built in 
• Add-ons like net sheet calculators and client reviews 

When you choose a TitleTap website to support your online advertising strategy, our skilled team of experts takes care of setup, updates, and site security and management. Every TitleTap website is mobile-friendly—essential when 60% of global and 63% of legal website traffic comes from mobile devices [7,8]. 

Pay Per Click (PPC) Advertising

Pay per click (PPC) advertising is a critical part of a successful online advertising strategy for law firms and title companies. PPC ads can start generating new leads for your firm or title company instantly. When you run PPC ads for your business, you’ll pay a small amount each time a prospect clicks on your ad to visit your website. These ads can appear at the top of search results when a lead searches for the keywords you’re targeting or on other websites they visit.

Title companies and law firms can benefit the most from leveraging two powerful types of PPC ads: Google Ads and remarketing ads.

Google Ads

Google is the most effective channel for PPC advertising with the most global market share [9]. Since Google dominates 91% of the global search market, Google Ads are the best way to reach new clients [10]. Most people use Google to search for legal or title services, and Google Ads are the most reliable way to make sure your business appears at the top of search results when they do.

The challenge of working with Google Ads is the complexity of setting up successful ads, bidding on the right keywords for your business, and optimizing ads to make the best use of your advertising spend.

TitleTap can manage Google Ads for your title company or law firm, taking care of ad setup, keyword research, and optimization to ensure your ads perform well and capture the greatest number of leads.

Remarketing Ads

Remarketing ads are another key part of a successful online advertising strategy. You probably see a large number of website visitors who are interested in your services, but not quite ready to sign on as a client.

These users will visit your website, browse around for a bit, and leave. With remarketing (or retargeting) ads, those warm leads aren’t lost—instead, a digital pixel follows the user around the web, showing ads for your now-familiar law firm or title company when they visit other websites.

Remarketing ads are incredibly effective for law firms and title companies. Because these ads target warm leads who already know about your business, they boast 180% higher click-through rates (CTRs) and 292% higher conversion rates on average [11].

Like Google Ads, the learning curve to start creating and managing remarketing ads is steep. TitleTap can manage both Google and remarketing ads for your law firm or title company, helping you tap into a new source of high-converting leads that increase your bottom line.

Facebook Ads

When it comes to online advertising, you want to be where your prospects are. For a majority of American adults, that’s Facebook. More than 2.3 billion active monthly users makes Facebook an integral part of a good digital advertising strategy for law firms and title companies [12].

Legal ads perform incredibly well on Facebook ads with the highest CTRs on the platform [13]. Real estate and title ad CTRs aren’t far behind, making this social network a win for online advertising in both industries. TitleTap’s Facebook Ads management service runs two types of ads on the platform to boost website clicks and Facebook page likes. You don’t have to create ads, set up audience targeting parameters, or optimize. It’s all done for you, and you’ll see website traffic and page likes steadily increase from day one.

Get a Strategic Online Advertising Advantage with TitleTap

From turnkey, SEO-driven websites for law firms and title companies to managed PPC and Facebook ads that generate highly qualified leads, TitleTap can give your business a strategic advantage in every facet of digital advertising.

Schedule a demo now to see how TitleTap’s industry expertise can elevate your advertising efforts. Start prioritizing the 4 key online advertising basics—SEO, a robust website, PPC ads, and Facebook ads—and transform your firm or title company’s lead generation efforts.