How to Create Effective Print Ads for Your Law Firm

Cooper Shattuck
Aug 19
3 min read

With today’s focus on digital, digital, digital, it’s easy to forget about traditional marketing tools like print ads. But for law firms, print advertising still has a unique power. Whether it’s a placement in a local magazine, a community event program, or even a billboard, a well-crafted print ad can help establish credibility, connect with your target audience, and set your firm apart. The key is knowing how to make those ads effective.

1. Start with a Clear Objective

Before you design anything, decide what you want your print ad to accomplish.

Do you want to:

Drive calls or website visits?
Raise awareness of your firm in the community?
Highlight a specific practice area (e.g., personal injury, estate planning)?

Your goal will shape your message and design. A general awareness ad looks very different from one designed to make the phone ring immediately.

And you must consider your target audience. The audience for a billboard is different than that of a trade organization. There is no need to use a generic ad with a focused group; doing so will at worst appear tone deaf and at best be a wasted opportunity to make a real connection.

2. Keep the Message Simple and Direct

Attention spans are short, even in print. Avoid clutter and legal jargon. Focus on one main message or service. Ask yourself: What do I want the reader to remember in 10 seconds? That’s your headline.

For example:

“Fighting for Injured Alabamians Since 1990”
“Trusted Guidance for Families in Transition”

Clarity always beats cleverness when it comes to legal advertising. Edit and edit until you get as few words as possible.

3. Showcase Your Brand Identity

Your ad should look and feel like your firm. Use consistent fonts, colors, and logos that match your other marketing materials. This creates recognition and trust. If your firm prides itself on being approachable and community-oriented, reflect that in the design and language. If you’re positioning yourself as aggressive litigators, your visuals and tone should show strength and confidence.

4. Use Strong Visuals

A great image or graphic grabs attention faster than words.

Choose visuals that:

Relate to your practice area (but avoid clichés like gavels or scales unless used in a fresh way).
Connect emotionally with your audience, such as a caring professional image of your team, or a photo symbolizing recovery and resolution.
Reinforce your message rather than distract from it.

5. Include a Compelling Call to Action

Tell readers exactly what you want them to do.

For example:

“Call today for a free consultation.”
“Visit us at [yourwebsite.com].”
“Find us downtown next to the courthouse.”

Make the call to action visible, direct, and easy to follow.

6. Prioritize Contact Information

It sounds obvious, but many print ads for law firms bury the most important detail: how to reach you. Make sure your phone number, website, and address are clear, bold, and easy to find. Use tracking numbers or custom URLs when possible to measure effectiveness.

7. Comply with the Rules

Even though the upcoming changes to the advertising rules in the Alabama Rules of Professional Conduct don’t take effect until January 1, 2026, there are still requirements for ads before then. And the changes to the advertising rules are significant. Get ready. You need to review all ads to ensure compliance. You are responsible for your advertisements.