Banner Ads Deliver Branding, Not Leads

Last week, MarketingSherpa published a chart displaying the dismal clickthrough rates on banner ads - ranging from 0.37% for 300x250 ads to 0.10% for 468x60 ads. However, as the accompanying article noted, low clicks don't mean an ad isn't working. Rather, a well-designed, memorable ad can deliver strong branding value. Which means law firms considering placing banner ads on websites trafficked by potential clients should be thinking in terms of branding, not lead generation.

However, this doesn't mean the quality of the landing page to which you link from an ad should be ignored. To the extent some prospects click the ad, they are probably excellent leads, and so you'll want to make sure you offer something of value on the landing page (like a free white paper) that will entice them to establish contact with the firm.