Law Firm TV Commercials, How-To Guide

3 min read·Jan 30, 2023

Why Should You Advertise Your Law Firm on TV?

TV advertising is the most lucrative marketing strategy for law firms. Commercials reach a broad audience with each airing, as potential clients for your practice are everywhere: at some point in life, everyone needs a lawyer. Keep your firm front of mind with consistent TV commercials. Local networks are a great way to connect with people in the area that you serve. In addition, law firms use TV advertising to increase brand awareness. Make your law practice a household name with effective TV commercials.

Create Successful Law Firm TV Commercials

Combine Real People With a Relatable Story

Studies show that TV commercials depicting real people are significantly more effective in engaging viewers. Create a story within the commercial script. For example, injury lawyers can simulate a real-life accident scenario. This depiction will help explain your firm's services and is relatable to people who have suffered similar circumstances. Another law firm TV commercial focus is client testimonials. Use positive feedback or outcomes from actual cases. Referrals from clients people can identify with will build trust in your law firm. It promotes the message, "If those lawyers helped them with the same problem I am dealing with, they can help me too."

Provide Value

Linear TV is saturated with commercials from thousands of law firms. Ensure your TV commercial stands out by providing unique value to the customer. Examples of valuable content are:

  • Free tips or legal advice
  • Statistics showing your firm's best success rate
  • Acts of community engagement

Lawyers can be intimidating. Support the local area by participating in a donation drive or non-profit and fighting for a local cause. If people see you value their community, they are more likely to find your law practice honest and caring. 

Clear Call-To-Action

Tell the audience what you want them to do after watching your TV commercial. The call-to-action needs to be simple and specific, like "call for a free consultation," or "join this settlement by visiting this website."

Promote Your Law Firm TV Commercial

Linear TV Advertising

Air your law firm TV commercial on local networks to quickly reach a large group of people. Work with a TV ad consultant to create a media package with premium ad slots on channels your potential clients watch. You can also negotiate with TV channels directly to advertise your law firm. However, this process can be tedious and expensive to do on your own. Partnering with a marketing firm will save time and get your firm better commercial rates.

CTV & OTT Advertising

15-second and 30-second commercials perform well on CTV advertising platforms. Boost the number of people who see your law firm's TV commercial by promoting it on streaming services. CTV and OTT advertising offer specific audience targeting, responsive reporting metrics, and flexible air times.  

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