This is an encouraging story for those just starting out. We cant think of a more competitive market than New York City and personal injury law.
In markets like New York City, Miami, and Houston there are a lot of very big players who want every bit of digital real estate they can scrape up.
Today we’re going to talk about a solo practitioner in Brooklyn, New York who had a long history practicing and decided it was time to take his practice to the next level.
In just 6 months we took his firm from just 20 visitors each month to over 360. Not to mention he also saw a 1,400% increase in traffic value.
Let’s get to it!
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In this success story we’re going to discuss how we helped a solo lawyer grow website traffic to a value of over $15,000 per month in just a few month.
Our client is a solo practitioner located in Brooklyn, NY. He’s been practicing personal injury law since the early 1990’s. He had a very simple, basic website that hadn’t had much additional attention since 2015.
Our clients presence served as a very strong base for the strategies we would ultimately put in play.
To start he knew he wanted to get a new image and have his brand start driving new injury cases.
Our very first step is to complete a digital presence audit. This tells us not only our starting point, but allows us to understand what it will take to compete with the most relevant compeitors, and provides us the ability to analyze all avenues available to us to maximize our clients strategy potential.
First, we did recognize that the site was lacking in personal branding, and more importantly, lacking certain conversion elements that ultimately would inhibit success. Our client knew this, so it wasn’t much of a shock.
Despite the design and structure, the site was actually performing decently from a visibility perspective. He was receving around 30 visitors monthly and was visible in the first 2 pages of search results for high-intent keywords.
This showed us that all he needed to increase visibility was an aggressive strategy, campaign consistency and professional attention.
He was also managing his Google Business Profile, which was providing periodic new client contacts.
Firstly, we want to identify areas of opportunity that can prove profitable to the strategy starting day one. We always start with locating any quick-win keywords. These are keywords that the firm was already showing up for and in a good position, such as within the first 2 to 3 pages of search results.
The firm was visibile in positions 15-25 for keywords like “brooklyn slip and fall lawyers”, and “car accident lawyer brooklyn”.
The great news is our client knew they wanted more slip and fall cases, so these quick-win keywords we’re relevant for this firm.
In our research we ruled out a few strategies based on investment required to compete. It’s important to know that just because we rule out one strategy doesn’t mean it’s off the table for ever. Typically we have our clients return as they begin to grow, and their marketing efforts prove successful.
Based on their current presence, we knew that this client was perfect for our SEO services package. We found over 500 keywords that were considered “easy” and “low competition” that had very good search volumes to provide results.
We knew with a mix of the keywords they were already in a competitive position for as well as the low-competition keywords they weren’t visible for yet, would put the firm in a great position to have success quickly.
We knew we would be faced with a copious amount of data to comb through to build a plan for this firm. New York City is one of the most competitive landscapes in the world for digital marketing, and especially law. Seemingly every day there are new competitors popping up that we’ve never seen before.
We run a comprehensive competition analysis that helps us build a better plan for your. The fact is, many of our clients competitors hold a tremendous amount of data that helpful in making decisions and building better strategies.
Through competitor analysis we have the opportunity to see what’s working, what doesn’t, and where there is a gap in their plans that we can fill, often without much competition.
In completing this exercise for our client we were able to uncover over thousands of keywords for which our client was not visible, and many of them we’re applicable to our clients goals.
Armed with the knowledge of our client’s competitors and understanding the local marketing trends, we were able to put together a comprehensive SEO plan that drove traffic quickly after kickoff.
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Our client came to us with one goal in mind: to grow his practice online. That’s it. We could tell right away that we had to move quickly all while having access to one a relatively low budget.
As we said before, New York City is a competitive place. It’s important to remember that we are competing for a piece of the pie against some major players.
We knew it would require us to put all of our strategic thinking to use.
Our first goal was to create a wide range of new content. For the moment, we opted to add this content to his current site. The redesign was scheduled for a bit further down the road, as our goal was to grow the website traffic as quickly as possible.
Our strategy included a surge of new, exciting web copy, ongoing monthly blog creation, off-page guest posting, and local citation building.
The current website URL structure was perfect, so our technical work (redirects, hierarchy planning, etc.) was a bit easier.
We kicked off our SEO plan with our authoritative blog posts published consistently to industry authoritative sites, each of which is optimized to coincide with the keywords we were targeting on the site.
Through our keyword research we know started to scour our internet partners for authoritative sites where we can get this awesome custom content published.
This is known as guest posting.
Next, we started to create top-quality on-page blog posts. This builds authority on the site and shows the internet that the site publishes fresh relevant content.
When you combine the highly targeted on-page content with the authoritative off-site guest content, now you have a recipe for unparalleled visibility.
Let’s talk about the results of all of this.
What a textbook campaign. First of all, the clients rankings reacted just as we had planned.
Initially we took our time in crafting the perfect content to establish the firm as an expert in their niche. Then, as the content began to get indexed by search engines we started our off-page content creation.
All in all, it took around 60 days for the work to start to show progress. Early January keyword visibility started to spike.
In less than 30 days after the first indication of upward movement the client saw traffic value climb to nearly $15,000 per month.
Traffic value means the comparable value in pay-per-click budget of the site visitors based on the keywords that drove them to the site.
In other words, it would cost our client $15,000 per month in paid ads (search engine PPC) for him to receive the same visitors.
That means from a starting value of around $3,300 per month traffic value up to nearly $15,000, that’s a 5x increase in just 90 days!
Once motion has stabilized now you build, and build, and build. . In a short time their traffic started a steep incline, from around 20 visitors to over 150 monthly.
We love seeing these results. This just proves the power of SEO for lawyers.
SEO is still a very powerful
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