What is remarketing and how can law firms use it?
What is Remarketing and How Can Law Firms Use It?
Understanding Remarketing
Remarketing is a digital marketing strategy that targets users who have previously visited your website but did not take a desired action, such as completing a contact form or calling your firm. By displaying tailored ads to these users as they browse other websites or social media platforms, remarketing helps maintain brand visibility and encourages return visits.
For law firms, where decisions such as hiring a solicitor often involve a longer consideration period, remarketing is particularly effective. It allows you to stay top of mind with prospective clients who may not have been ready to engage during their initial visit.
How Does Remarketing Work?
Remarketing typically involves placing a small piece of code (often referred to as a pixel or tag) on your website. This code tracks user behaviour, allowing you to later serve specific ads to those users across platforms such as Google Display Network, Facebook, and LinkedIn. You can create segments based on user interactions, such as visiting a service page or spending a certain amount of time on your site.
This targeted approach ensures that your ads reach individuals who have already expressed some level of interest in your services, significantly increasing the likelihood of conversion compared to cold traffic.
Why Remarketing is Valuable to Law Firms
The legal sector is highly competitive, and clients often conduct extensive research before making contact. Remarketing provides the opportunity to reinforce your credibility and remind potential clients of the value you offer. This is particularly valuable if a user visited multiple law firm websites during their search.
Legal services are not impulse purchases. A potential client may visit your site, leave to review options or seek advice, and then forget where they found the information. Remarketing bridges that gap, ensuring they remember your brand when it comes time to make a decision.
Top Remarketing Strategies for Law Firms
To implement a successful remarketing strategy, your law firm should consider the following approaches:
Segment Your Website Visitors
Not all visitors are at the same stage of the decision-making journey. Segmenting your audience allows you to tailor ads based on user behaviour. For example, someone who visited your family law page can be shown different ads than someone who looked at corporate law services. Personalised messaging improves engagement and relevance.
Use Compelling Ad Creatives
Your ads should reflect professionalism and reassurance. Use clear headlines, appropriate imagery, and persuasive text that communicates your expertise and builds trust. This is especially important in legal advertising, where tone and message significantly impact perception.
Offer Valuable Content
Instead of pushing for an immediate consultation, consider remarketing with content that answers common legal questions or outlines what to expect when instructing a solicitor. This soft approach builds authority and nurtures leads more effectively than high-pressure advertising.
Optimise for Different Devices
Potential clients use various devices throughout their research process. Ensure your remarketing ads and landing pages are mobile-responsive, providing a seamless user experience whether they revisit your site on a phone, tablet or desktop.
Monitor and Adjust Campaigns
Analyse the performance of your remarketing campaigns regularly. Track metrics such as click-through rates, conversions and engagement duration. This data allows you to refine your ads, adjust your audience segments and maximise your return on investment.
Platforms Law Firms Can Use for Remarketing
There are several platforms available for remarketing, each offering unique benefits depending on your goals and audience targeting preferences. Google Ads is one of the most commonly used platforms, allowing for extensive reach across the Google Display Network and YouTube. Social media platforms like Facebook and LinkedIn are effective for targeting professionals and individuals in specific locations or industries.
Choosing the right platform depends on your typical client demographics and the practice areas you aim to promote. Combining multiple platforms often yields the best results by creating multiple touchpoints across the client’s digital journey.
Compliance and Best Practices
Law firms must ensure that their remarketing efforts comply with relevant advertising standards and data privacy regulations, such as the General Data Protection Regulation (GDPR) in the UK. Be transparent in your privacy policy about the use of cookies and pixels and provide clear options for users to manage their consent preferences.
Additionally, avoid making misleading claims or guarantees within your ads. Maintain a professional and ethical approach to ensure your advertising enhances your reputation rather than undermining it.
Conclusion
Remarketing is a powerful marketing technique that allows law firms to re-engage potential clients who have already interacted with their digital presence. By delivering strategic, relevant messages at the right time, remarketing enhances brand visibility, builds trust and increases the likelihood of conversions.
Whether you specialise in family law, conveyancing, employment law or corporate services, integrating remarketing into your broader marketing strategy is a forward-thinking way to connect with your audience and secure more high-quality enquiries.