Marketing a law practice can be a challenge. But the internet may the key to getting a steady stream of clients on a shoestring. Hundreds of millions of people search Google for information everyday. By using “Pay per click” advertising you can reach these people for less than 50 cents each.

But that’s the easy part, the big mistake most businesses make is sending these internet browsers directly to the main company website. The problem with sending “raw” browsers to the main website is that these people are not yet “SOLD” on your service. You need a middle site, you need a “Landing page”.

Before I learned how to use “Pay per click” advertising effectively, I wasted tons of cash trying to make a profit. I made the same mistake most businesses make, I choose a keyword and created an ad that would get the clicks I needed.

The big mistake I made was linking the ad to my main website. I should’ve sent them to a “Landing page” to convert them into customers. Basically by the time they reached my website they should’ve been sold on my service. When visitors come directly from an ad they are not yet ready to buy anything. That’s where the “Landing page” comes in.

The “Landing page” is designed to convert browsers into clients. It informs, bonds and sells the browser on your service. It acts just like a direct response letter, it moves the browser (prospect) from “just looking” into “gotta have it”.

The “Landing page” needs to be almost the opposite of a main website. It’s designed to be very simple, clean and straight forward (no distractions). It’s usually several pages long and written in the style of a direct response letter.

It’s like using direct mail without the mail. Direct mail is very expensive even a small mailing can run in the thousands of dollars just to test a list.

Businesses can use “Pay per click” advertising to get new clients, without the large up front expense of direct mail. “Pay per click” click advertising works very well with the two step process I just outlined.