Billboard advertising can help law firms stand out and attract local clients. Here’s how to create effective billboards that get results:
- Short, Clear Messages: Use six words or less to highlight your main service and make contact info memorable (e.g., “Call 444-4444”).
- Strategic Placement: Target high-traffic areas like highways, courthouses, or accident-prone zones to reach the right audience.
- Professional Design: Use bold fonts, simple layouts, and contrasting colors to grab attention quickly.
- Digital Billboards: Test and update ads in real time to adapt to trends or events.
- Consistency: Align billboard branding with your website, social media, and other marketing materials.
- Call-to-Action: Include easy ways to contact you, like vanity phone numbers or QR codes.
- Track Results: Monitor unique phone numbers, landing page traffic, and QR code scans to measure success.
Quick Tip: Digital platforms like Blip let you test billboard campaigns for as little as $20/day.
Follow these tips to create cost-effective billboard campaigns that build trust, boost visibility, and drive client engagement.
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Tip 1: Write Simple, Direct Messages
Billboard messages need to be short and to the point since drivers have only a few seconds to read them . This makes two things crucial: a clear focus on your main service and easy-to-remember contact details.
Highlight Your Main Practice Area
Becker Law’s billboard nails this with “Car Wreck?” paired with a relevant image, instantly showing their focus on personal injury cases . Stick to the “six-word rule” – keep your core message within six to seven words. Test its clarity by holding a business card at arm’s length and checking if it’s readable .
Make Contact Info Easy to Remember
Your contact details should stick in people’s minds as much as your message. Here are some effective strategies:
| Contact Method | Recall Rate | Example |
|---|---|---|
| Vanity Numbers | 68% recall | 1-800-ATTORNEY |
| Standard Numbers | 16% recall | 555-555-5555 |
| Branded URLs | High recall | BaldDivorceLawyer.com |
The Davis Law Firm shows how this works with their “Call the 4’s” campaign. Their phone number, 444-4444, is reinforced by a billboard image of the lawyer holding up four fingers .
“Our billboard and TV ads have seen a dramatic increase in our response rate since using the 1800 attorney phone number. Using this easy to remember brand was one of the best marketing decisions I have made in a long time.” – Nicholas Alcock, Phoenix, AZ
Some firms take a creative approach to stand out while staying professional. For instance, BaldDivorceLawyer.com emphasizes its brand with the acronym B.A.L.D. (“best affordable lawyer for divorce”) and the clever tagline, “Getting divorced? Don’t pull your hair out!” .
Research from radio ads shows that vanity numbers can boost call volume by up to 14 times compared to regular numeric sequences, making them a smart choice for legal marketing .
Tip 2: Pick the Right Billboard Spots
Billboard placement is key to increasing visibility for your legal practice. Choosing the right locations ensures your message reaches your target audience. Research shows that 70% of people read billboard messages, and 47% take action after seeing them . Let’s break down how specific locations can help you connect with the clients you want.
Focus on High-Traffic Areas
High-traffic spots give your ads more exposure. Here are some effective options:
| Location Type | Benefits | Best For |
|---|---|---|
| Highway Exits | Slower traffic, more attention | Personal injury cases |
| Downtown Intersections | Regular stops, repeated impressions | General practice |
| Near Courthouses | Professional, targeted audience | All legal services |
| Commercial Districts | Heavy business traffic | Corporate law |
“Typically people that have blue collar jobs are more in need of a workers’ compensation lawyer or a personal injury lawyer… It’s the nature of lifting heavy, odd objects all day versus sitting at an air-conditioned and heated desk behind a computer” .
Place Ads Where Your Clients Are
Think about where your potential clients spend time. For workers’ compensation cases, industrial or construction zones are ideal. For personal injury law, consider areas near hospitals or accident-prone intersections. Cover major metropolitan routes to maximize visibility.
If your practice operates across state lines, expand your billboard placements to key areas in each jurisdiction. Anna Bager, president and CEO of the Out of Home Advertising Association of America, emphasizes:
“Lawyers have found that the medium works really well for them” .
For clients who commute between states, ensure you’re licensed in both areas and strategically place billboards to capture their attention .
To get the most out of your billboard investment, keep these factors in mind:
- Clear Visibility: Ensure no trees or buildings block the view .
- Traffic Speed: Pick locations where cars naturally slow down .
- Competition: Avoid areas flooded with other legal ads .
- Demographics: Match the location to your target audience .
Want to test locations without a big commitment? Digital billboards, like those offered by Blip, let you experiment with placements for as little as $20 a day. Use these tests to analyze results and fine-tune your strategy before investing long-term.
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Tip 3: Create Clear, Professional Designs
Your billboard has just six seconds to grab attention and make an impression . To achieve this, keep the design simple, professional, and easy to read. Use bold fonts and concise text to ensure your message lands effectively.
Limit Text and Use Big Fonts
Stick to a short, punchy message – ideally under seven words . Here are some examples:
| Message Type | Example | Why It Works |
|---|---|---|
| Practice Focus | “Injured? Call Smith Law Now” | Simple and actionable |
| Specialization | “Criminal Defense – 30 Years” | Builds trust and authority |
| Location-based | “Local DUI Attorney – Exit 24” | Memorable and relevant |
Pick Colors That Stand Out
Colors play a key role in making your billboard pop. Studies show consistent color usage can increase brand recognition by up to 80% . Many law firms rely on these colors:
- Dark Blue: Conveys professionalism and authority
- Bold Red: Evokes power and urgency
- Black: Represents tradition and sophistication
“A sign without red is dead”
To ensure your billboard is readable from a distance, create strong contrast between the text and background .
Here are a few design tips:
- Use one striking image rather than cluttering the space with multiple graphics .
- Stay consistent with your firm’s branding to reinforce recognition .
- Opt for non-serif fonts – they’re easier to read at a glance .
If you’re using digital billboards, platforms like Blip let you experiment with different designs and tweak them based on performance data. This way, you can refine your approach without committing to a single layout long-term.
Tip 4: Use Digital Billboards Effectively
Digital billboards give law firms the chance to test and tweak campaigns with ease. These displays allow for real-time updates and tracking, making it easier to connect with potential clients in fresh ways.
Experiment with Different Ad Versions
A/B testing is a great way to see what works best by comparing two ad versions . Below are some key elements to test:
| Testing Element | Focus Areas |
|---|---|
| Headlines | Highlight practice areas vs. showcase case results |
| Visuals | Attorney photos vs. firm logo |
| Call-to-Action | Phone number vs. website URL |
This process helps you refine your message quickly. Once you know what performs best, digital billboards make it simple to update your ads on the fly.
Make Quick Updates When Necessary
Digital billboards let you react fast to new developments. You can adjust your messages to address:
- Recent legislative changes
- Breaking news
- Time-sensitive promotions
- Notable case wins
You can also schedule messages based on the time of day. For example, promote workplace injury services during the morning commute and family law services in the evening.
Take it a step further by targeting content based on factors like:
- Time of day
- Weather conditions
- Local events
- Traffic patterns
Platforms like Fliphound and Blip Billboards make these advanced targeting options accessible, even for smaller law firms .
Tip 5: Match Your Other Marketing
Use the Same Branding Elements
Consistency in branding helps build trust and makes your firm more recognizable. Your billboard design should align seamlessly with your existing marketing materials.
A brand style guide can help ensure everything stays consistent. Key areas to focus on include:
| Branding Element | How to Implement |
|---|---|
| Logo Placement | Use the same size and position across all platforms |
| Color Scheme | Stick to your established brand colors |
| Typography | Match the fonts used on your website and print materials |
| Visual Style | Keep imagery and design consistent with your overall brand identity |
Jessica Wong notes, “consistent branding builds trust, boosts recognition, and drives revenue” .
In fact, businesses that maintain consistent branding across all channels often see a 23% boost in revenue . This consistency also makes it easier to integrate outdoor advertising with digital campaigns.
Connect with Digital Marketing
Billboards today need to work hand-in-hand with your online presence. Here are some ways to link your outdoor and digital marketing efforts:
| Strategy | Example |
|---|---|
| QR Codes | Encourage viewers to scan and visit a specific landing page |
| Campaign Hashtags | Create a hashtag to tie together online and offline efforts |
| Social Media Icons | Display your social media handles prominently |
| Real-time Updates | Sync digital billboard content with live social media updates |
When your billboard messaging aligns with your digital campaigns, you can amplify your marketing impact.
“When strategically combined with the targeted, interactive nature of social media, billboard advertising can elevate a brand’s visibility and engagement to new heights” .
Platforms like Blip Billboards make it easy to adjust your digital billboard content to match active online campaigns or promotions, starting at just $20 per day.
On the flip side, inconsistent branding can make potential clients question your professionalism . Keep the tone and messaging consistent across all platforms while tailoring the format to suit each medium’s strengths .
Conclusion: Making Billboards Work for Your Law Firm
Billboard advertising can be a powerful tool for law firms, but success depends on smart planning and consistent monitoring. A well-thought-out campaign can help your firm expand its visibility and attract more clients.
Tracking the performance of your billboard campaigns is essential. Here are some effective methods to measure engagement:
| Tracking Method | How to Use It |
|---|---|
| Phone Tracking | Assign unique phone numbers to track calls generated by billboards. |
| Landing Pages | Use custom URLs to analyze traffic coming specifically from billboard ads. |
| QR Code Analytics | Include QR codes on billboards to track scans and conversions. |
| Brand Awareness | Monitor changes in local search volume for your firm’s name. |
Experts suggest allocating 5–15% of your revenue to marketing efforts . When it comes to billboard costs, digital options typically range from $5,000 to $20,000 per month based on location and size . For smaller budgets, platforms like Blip provide affordable options starting at $20 a day, making billboard advertising more accessible.
To maximize results, integrate your billboard campaigns with other marketing channels. For example, firms like Better Call, John! have shown how combining outdoor ads with digital marketing can create memorable campaigns that leave a lasting impression . Also, keep your billboard content updated to stay relevant and effective. By aligning billboard advertising with your broader marketing strategy, you can ensure all your efforts work together seamlessly.
