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At first glance, font selection might seem simple: choose a font that appeals to you and the other partners of the firm, right? A new office or practice area that needs qualified inquiries immediately should test Local Service Ads first, while the local and practice-page foundation is being built. The term "subliminal advertising" was invented in 1957, when James Vicary, a researcher, claimed he could use the ads to get people to consume popcorn and Coke during a movie. It will go through many iterations before you get it right. Using a free trial to build brand awareness is smart, especially if you can make it commitment free and give users a long test run. Making it easy for people to contact the law firm. Fonts matter for a variety of reasons, including readability, making a professional impression, and brand recognition. If you have someone who is really good at finding the right information, why would a firm need, or even want, to draw a line between where that information came from?

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