Hi there,
Thanks for reaching out. Happy to give you some initial thoughts and guidance based on what you've told me. Pivoting like that can be tricky, but also a great opportunity if you get it right.
We'll need to look at the foundations first...
The main thing I'm seeing from your situation is that what works for big law firms almost certainly won't work for smaller ones. They operate differently, they have different priorities, and frankly, they use completely different language. So you're right to rethink your marketing. Consider it a completely new ballgame, and try not to get hung up on any past efforts.
I remember one client who tried to use the same ad copy for enterprises and SMEs. It didn't resonate with SMEs because the copy used jargon and talked about enterprise-level solutions, and the SMEs couldn't understand the added value. If they feel like you're not speaking their language, they're going to bounce straight away.
I'd say you should niche down, really small
Instead of just "eDiscovery for small law firms," get really, really specific. Think: "eDiscovery for family law practices in [Specific Region]" or "eDiscovery for personal injury lawyers in [Specific Metro Area]." The narrower you go, the easier it is to target your ads and write compelling copy that speaks directly to their needs. What are the precise pains that those firms are experiencing? The more specific you are, the more you get the ability to provide very specific benefits.
Have you identified a few specific locations where you want to target first? Starting with a limited geography and a single area of law can be much more manageable. Don't try to boil the ocean. The tighter your focus, the less money you will end up wasting on the wrong audience. The more focused your targeting and copy, the better your ROI will be.
Also, what problem are you solving for these smaller firms? I bet they don't have huge IT departments, so maybe the ease of use and implementation is a big selling point? Figure out that hook. Figure out how your offering is better than the competition, and what makes you the best option for smaller firms. What are their daily challenges?
You probably should think about your landing page, too
This is absolutely key. Your landing page needs to be laser-focused on that specific niche. Forget generic marketing speak. Use their language. Talk about their specific pain points. Feature case studies or testimonials from similar firms (if you have them). Make it clear that you understand their unique challenges and have a solution that's tailored to them. Your landing page is your shopfront, and that's where you either win the customer or lose them.
We use a copywriter with experience writing for SaaS landing pages, because a strong, persuasive landing page can make a huge difference in conversion rates and cost per lead.
You'll need to run campaigns properly
Start small, start tight. Don't blow your budget on broad targeting and hope for the best. Set up focused campaigns with a clear goal: validation. Are these smaller firms actually interested in your solution? Test different ad copy, different landing pages, different targeting options. See what resonates and what doesn't. Remember, you're trying to validate the market, not necessarily make a profit right away.
Proper A/B testing is an absolute must, of course. Headline variations, image variations, button copy, you name it. Run them at the same time for a limited period, and once you have enough data, you can pause the losing option and test a new variation.
I remember several software clients seeing really good results with UGC videos. There are lots of angles to test there as well. Just a short video of a happy customer explaining the benefits and how it has improved their business can be the difference between a conversion and a bounce.
Also, think about which ad platform you will use. Google is great if they are actively searching for the solution. If you want to reach those who don't know that there is an eDiscovery solution available, social media ads on LinkedIn, for example, can be a good option if the targeting is right.
Consider retargeting campaigns as well. It will allow you to reach those who have interacted with your ads or visited your website and didn't convert, and show them a new ad with a different angle. Retargeting campaigns can also target those on your email list. They are cheap and can be very effective.
Finally, the ad copy should contain a clear call to action. Tell people what you want them to do, and make it easy for them to do it.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Niche down to specific legal areas and locations (e.g., family law in London). |
| Landing Page | Craft copy that speaks directly to smaller firms' pain points, use their language, feature case studies. |
| Campaigns | Start small, focus on validation, A/B test everything (ad copy, landing pages, offers). |
I hope these thoughts are helpful. Of course, there's a lot more to it than this, and scaling software campaigns effectively can take time. It sounds like you might benefit from working with someone with real expertise in this area, who can really take the burden off your shoulders. We offer a free initial consultation to review your strategy and account together, and prospective clients tell us they find this really helpful.
Regards,
Team @ Lukas Holschuh
