Here we’re going to talk about how a criminal defense firm increased the value of their website traffic by nearly 1,500% per month, from around 500 visitors to nearly 12,000.
The legal marketing space is that of a competitive one. Over the years more and more law firms have understood it’s value and dedicated their resources to growing their firms through digital marketing. It’s important for law firms who want to grow to leverage digital marketing to make this happen
Despite the competition, let’s talk about this criminal defense firm and how they achieve remarkable success in a relatively short period of time.
Let’s jump in!
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In late 2019 this criminal defense firm in Texas reached out to our team for help with website optimization. At that point, their website had been around for a few years at that point and really wasn’t generating much traffic.
In October of 2019 they began their SEO journwy and eagerly looked to the future. Originally, they were sitting at right around 500 visitors monthly and had some very exciting goals in mind for the firm.
Their main goal, was to increase the online visibility of their site to drive more qualified traffic to their doorstep, and ultimately start to convert visitors into better cases.
Whenever a new client comes to us the first thing we want to do is complete a deep-dive analysis of their digital presence. At this stage, we want to understand what options are available for them to achieve the results they want. We took a look at their website, discussed their past marketing efforts, and gathered the metrics that would ultimately help us define a strategy.
We discovered that for criminal defense lawyers in their specific city that we needed a robust strategy that could compete in higher-than-average competitive market. Although competitive, not impossible by any means. We knew that there was immense potential for them that could be unlocked with a strong SEO strategy and website revitalization.
The good news is the firm had some recent news exposure, which was providing them some basic authority, but we knew there was a lot of work to be done.
The first opportunity we look for is for any keyword quick-wins. Typically these are keywords that the website is already visible for, often where the firm is appearing on pages 2, 3 and 4 of search results. First we filter through, and identify the “high-intent” keywords in the bunch. These keywords indicate that the legal searcher would have a high likelihood of hiring a lawyer.
Being on page 2 to 4 indicates that the website is liked by search engines, but not strong enough to get into position to see traffic.
Our team found over 650 quick-win keywords, many had very high search volumes and were prime to put the firm in the top ten search results.
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Your competitors hold a wealth of information about your own strategies. Not only will a comprehensive competitor analysis provide insight into what you are doing well, it will also show many, many areas of opportunity. In our line of work, we don’t need to be trailblazers. We prefer to build on the insights others have provided.
Through analysis of a few local competitors we were able to uncover over two thousand keywords for which our client was not visible. Many of which were related exactly to the target practice areas which our client specializes. This data laid the groundwork for building a comprehensive SEO campaign that
What excited us even more about discovering these keywords was how they could help us generate ideas for blog posts for the client’s website.
After analyzing the data, considering our client’s goals, and building a plan we knew that our search engine optimization plan was absolutely the right avenue to yield the results they desired. Our clients love working with us because we only employ strategies that move the needle for our clients.
Through our FlexSearch SEO Services Package along with our WebBasics Website Package with started building local business citations to bolster their local map-pack performance, we created contextual in-content links from authoritative industry websites, wrote high-quality off-site blogs, and high-quality on-site pillar content and ongoing blog content, we rapidly boosted their search engine results in not time at all.
It’s important to know that SEO is the long-game. They were under the expectation that SEO can take weeks or months to show their face, but once results start to surface you can expect them to deliver new cases on the regular, and with one of the highest return-on-advertising-spends (ROAS) available
Our results here were exactly as planned. At the time of kickoff, their organic traffic sat around 500 visitors monthly. In just over 6 months, their traffic reached nearly 7,600 monthly visitors and continued on an upward trend.
Through our managed SEO plan, we used a trusted, proprietary blend of both on-page website content, off-page blog articles and authoritative linking, and the firm grew rapidly in search results. It’s important to keep in mind, these were high-intent keywords. This firm is on their way to huge success!
Next, let’s talk traffic value. Traffic value is an estimation of the value of website visitors based relative to what that same traffic would cost using a pay-per-click campaign. We won’t go deep into traffic value here, but we have an article on understanding traffic value, if you’d like to learn more. The value of this traffic absolutely took off, from around $500 per month when they onboarded to nearly $12,000 per month.
That’s an increase of over 1,500% from when they started. And we usually estimate 3:1 of new revenue to traffic value, so this is estimated to be nearly $35,000 per month in new firm revenue. Not bad!
When this firm came to us they were not experiencing the success they wanted from their online marketing. As soon as we met them our team knew they had what it took to be really successful with a robust SEO strategy.
For this firm, SEO was the answer. They experienced search engine results growth that proved it’s investment. Through building a comprehensive, all-inclusive SEO strategy our team was able to drive them over 1,500% more new case value in a relatively short period of time, and they haven’t looked back since.
Are you ready to grow your practice, get more revenue and achieve your goals? We thought so! Contact us now to schedule your free strategy session.
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