We create a variety of banner ads. We have found that the following guidelines for creating banner ads typically generates higher clicks and an overall better brand for your law firm.
1. Be Bold
The goal is to draw attention to the ad on a cluttered website page. Use a bold color to draw attention to the ad, so that users will see your message.
2. One Short Statement
You need a value proposition. Typically, this is expressing what your firm is about and why someone should click on your copy. Your copy needs to be seven (7) words or less. When creating the banner ad, think about short headlines that you would find on a billboard.
Unless you are doing a pure branding campaign, your logo is not as important. If you include the logo, make it small. Have a long firm name? Perhaps just name the first two partners, what the firm is called internally, or the domain name itself. Obviously, make the logo legible if you include it in the ad, but don’t make it the focus. The key to the ad is the headline that draws attention.
4. Call to Action
You need to include a call to action, a reason to click and go to your website. K.I.S.S. Keep it short and simple. Examples: Learn More, Free Consult, Download Now, or Sign Up. Make the call to action stand out on the page.
5. Photo Optional?
Yes, photos are not always needed. In fact, sometimes photos can clutter a banner ad. Instead, we can use bold colors in lieu of photography, a small illustration and good typography to standout.
6. Smiling People
If you do use a photo, use smiling people, if possible. It simply works. People love looking at smiling people.
Do not clutter the ad. Keep it simple with a good headline, call to action, and small logo. Use either good color and/or a photo. Keep in mind that the entire ad does not have to be filled, use white space to balance the design.