Law firm ad and landing page templates, with an intake objection library

Three templates in one place: search ads, the landing page they lead to, and the words intake uses when a caller hesitates. Each one is built around a single next step. Fill in your own practice, city and facts, check them against your state’s advertising rules, and have a lawyer at the firm approve the final text. All sample copy below is ILLUSTRATIVE.

How do you fill in a search ad template?

Write several headlines and descriptions, then let Google combine them. In responsive search ads, Google says headlines hold up to 30 characters and descriptions up to 90. Google warns that assets can be shown in any order, so each one has to make sense alone and in combination.

Text your state requires in every ad needs a fixed place. Google says a legal disclaimer that must show in every ad goes in headline 1 or description 1. Pin it there, and keep it out of the other slots.

Each ad also names who is responsible for it. The ABA model rule says a communication must include the name and contact information of at least one lawyer or law firm responsible for its content. Many states follow it; check yours.

A fee line such as “no fee unless we recover” carries its own conditions in many states, often a note about costs. Check the fee wording rules in your state before you use one. Never put a past result or a promise in a headline.

What does the ad pattern look like for each practice?

Keep the same slots and change the facts. The table shows what most people searching in each practice want to know first, so it is the fact worth a headline.

A “free” headline must be true for every caller. If only some cases get a free review, say who.

What goes on the landing page, in what order?

One page per case type, one next step. Visitors from an ad decide fast, so the answer comes first and everything else supports a single action. Use this outline:

• Answer. A heading that repeats what they searched, and two or three sentences that answer it in plain words.
• One action. A phone number that rings a person, and one short form. The same action at the top and the bottom of the page.
• Proof you can stand behind. Years in practice, languages spoken, bar admissions, reviews the clients wrote. No past results unless your state’s rules and your own records support them.
• What happens next. Who calls back, how fast, what the first meeting covers and what it costs.
• Questions and answers. The questions people really ask your intake team, answered honestly.
• Where you work. The courts, counties and offices you serve, and how to reach you.
• Required text. Whatever your state requires on an advertisement, in every language the page uses.

Keep the main menu off the page or cut it down, and don’t offer a second, competing action such as a newsletter or a guide download. That’s what a landing page is for.

Which proof is safe to use on an ad or landing page?

Use facts you can document, and say them plainly. Rules differ by state, so treat the list below as a starting point and check yours in the rules library.

California’s rule is typical of the general standard: A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services. California also lists, among presumed-misleading messages, A guarantee or warranty of success regarding the outcome of a legal matter.

• Usually fine: practice areas, languages your staff really speak, where you work, how you charge, how fast someone answers, reviews in the reviewers’ own words.
• Check first: past results, testimonials, “specialist” or “expert”, comparisons with other firms, dramatizations.
• Never: a promise of an outcome, an invented statistic, a review the firm wrote or paid for.

Spanish deserves its own care. Rule 7.1 comment 5 bars an ad from stating or implying that the lawyer can provide services in another language unless the lawyer can actually do so, or the ad states in that language the employment title of the person who speaks it. Other states have similar language. Say who speaks Spanish, by role.

What should intake say when a caller hesitates?

Hesitation is normal, and the answer is almost never pressure. Intake staff explain how the firm works, offer the next step and let the caller decide. They never predict an outcome, never put a value on a case and never give legal advice. Questions about the case go to a lawyer.

Write your firm’s version, have a lawyer at the firm approve it, and practise it with the people who answer the phone. Then test it from the outside with our secret-shop worksheet. Our law firm intake guide covers the full first call.

Where do these templates fit with the others?

They are the writing side of the same system as the rest of our free templates. The ad sends the visitor to the page, the page sends them to the phone, and the intake software records what happened. Our comparison of intake CRMs for law firms explains what that software should record so your ads can learn from clients who sign.

Get my free review and we will look at your ads, the page behind them and how your phone is answered, together.

Marketing information, not legal advice. Your counsel and your bar decide what is allowed in your state. Last reviewed by our editor.