Today, before you do anything else, even before you advertise on television, you need to have a good website that people can find.
By “good website” I mean one that is highly informative, not just promotional. Too many business owners and even web developers think that a website should just be a glorified four-color brochure. That approach will do you in. People go to the web to find specific information that they believe will be helpful to them, one way or another. So, in your website, provide that. For example, if you are a Social Security Disability lawyer, don’t just talk about how great your firm is, how much experience your associates have, how many wonderful things you can do for the readers. They won’t believe much of that, even if every word of it is true. They are too used to being lied to.
Instead, put yourself in the mind of your reader. Answer, specifically, questions that people who might become your clients want the answers to. Give them a ton of helpful information. Make your website so chock-full of helpful information, expressed in an understandable and friendly fashion, that they will draw the conclusion, on their own, that you want them to draw: “I like these people. They have really helped me. They seem straightforward and honest. I think I will call them!” That’s how a website should work.
Also, your website must be findable. There is a whole industry, called “SEO” for “search engine optimization” built around doing this. Naturally, much of it is bogus. They try to sell you expensive expert work on your website that you or your nephew could do yourself. Often, the expensive expertise doesn’t do much for you, anyway. But no matter how you get it done, you need to make sure that your website is “responsive”, i.e., works and looks good on all devices. Also, that it is structured in a way that the Google web “spiders” like. After you do all this, you submit your site to Google to make sure they “crawl” it. This is not the place nor am I the person to go into how to do these things, but it is something you need to research, learn about and get done.
Make sure your web address — your “URL” — is on your TV commercial, right there with the phone number. The easier it is to read and remember, the better. If you’ve done a good job with your website so that it brings in new clients, then you might even want to do a TV commercial about it.
I have never advised my clients to put their TV commercials on their websites. A video discussion or demonstration, maybe. But a TV commercial, no. Commercials are too “pushy”. On the web, they just don’t come off right. But there’s no reason not to ask, in your website, “Have you seen our TV commercial?”?