What makes this field different Legal services, immigration especially, combine three awkward factors for advertising: a high cost per click in search, a long decision, and strict limits on what you may promise. At the same time the field responds well to work: the person has a specific problem, is looking for an answer, and will pay whoever inspires confidence. # What you cannot promise - A guaranteed outcome. - Timelines that depend on government agencies rather than on you. - Comparative claims such as "the best attorney in the state" without a basis. Legal advertising in the US is also governed by state bar rules. Check your state's requirements for advertising and disclaimers: they differ. # What works instead of promises ## Explaining the process People fear the unknown more than the fee. A page that lays out step by step what happens after they reach out, how long it takes and what it depends on, works better than any adjective. ## Answering real questions People do not search for "immigration attorney", they search for the answer to their situation. Articles and short videos answering those questions bring enquiries more cheaply than direct advertising. ## Language For a Russian speaking client, being able to explain their situation in their own language is often decisive. Say so plainly. ## A clear price for the first step A consultation with a price and a duration. Free consultations attract many unqualified enquiries; paid ones filter, but demand a more convincing page. # Search or social In law, search is usually necessary: a person with a problem goes looking. But clicks are expensive, so it is critical to: - Split campaigns by case type: each has its own searches and its own page. - Build negative keywords: "free", "myself", "template", "forum", names of government sites. - Never send all traffic to the home page. Social works for explanation and for reaching people who already visited the site. It is cheaper, but the enquiries are colder. # Confidentiality A website form should not collect case details. A name, a contact and one or two general fields are enough. Details belong in a secure channel. Do not send the contents of enquiries into third party analytics. In this field that is not a formality: sensitive information can harm the person. # Speed of response Someone looking for a lawyer is usually under stress and writes to several firms. Answer the same day, ideally within the hour. Even a simple acknowledgement with a promised response time reduces losses noticeably. # What to count Not calls, but paid consultations and retained cases. Enquiries may be few but each is valuable, so keeping a record is easier and more useful here than anywhere else. # Where to start 1. Describe the process step by step for your two or three most common case types. 2. Build a separate page for each type instead of one general page. 3. Set a price and duration for the first consultation. 4. Check your forms for fields that collect too much. 5. Confirm your state's requirements for legal advertising. On a review call we look at what people search for in your state and at what budget search makes sense for your practice area.
