Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.
Intro
Despite the obvious fact that legal prospects are always looking for law firms and attorneys who have built authority online, many lawyers we talk to haven’t ever considered the content on and off their website. What your website says — literally and visually — ultimately makes up a person’s mind over whether or not to contact you.
At the same time, the content you provide outside your website, be it in the form of answering questions on social media groups, writing articles and/or blog posts that provide valuable information, define you as an expert in your field.
A few years ago, a top-quality inbound & content marketing strategy was a choice — you could use it to improve your online presence or you could choose to stick with more traditional digital marketing methods. Today, providing valuable content is an absolute must. All your competitors do it and if you don’t, you don’t stand a chance.
Define your niche
Inbound & content marketing can be used in any stage that a potential client goes through before hiring you. Some of those stages are: getting their attention, increasing your authority and converting a web visitor to a paying client. It’s also a great targeting tool — by generating content that speaks and answers the problems of your ideal clients, you start to define your online niche and become more trustworthy in the eyes of your prospects.
Content and SEO
Creating extra content can not only offer more information that your clients are desperately looking for, but it can also give you more room to rank higher for keywords and draw in relevant traffic. For example, users searching for “how much does divorce cost”, for example, are likely looking for a divorce lawyer.
Valuable content can take several forms. A common one would be a FAQ section placed in a designated page on your site. This FAQ section could contain questions and answers to the inquiries that you hear most often. If you’re able to write answers succinctly, you may even end up having your answer show up in a featured Google snippet and get you high up in the SERPs.
You can also use content marketing (aka blogging and lead magnets like eBooks) to accomplish the same goal. Blogging gives you a way to create ongoing content to stay relevant in search engines while generating new content for relevant keywords. Having a blog that fits in with your brand can also help you earn trust early on if potential clients stick around to check it out.
Your competitors are also generating content
Your competitors are also generating valuable content. According to the 2015 State of Digital & Content Marketing for Law Firms Survey, the amount of law firm blogs has quadrupled over the last 5 years. Our Chicago-based inbound and content marketing team, for law firms, has developed a specific methodology to help your company stand out from the crowd. We can create or re-work your content to ensure it is simple (your clients do not understand your terminology), well targeted (this could only be guaranteed upon our extensive buyer persona modeling) and written to inspire further interest in your services without going directly for a sales pitch.
While working on the online presence of Barr & Young Attorneys, one of the marketing strategies we utilized was inbound & content marketing. With the right research and well-formulated content, we managed to leverage their brand new landing pages, blog posts and new website content into part of what brought them 650% monthly increase in leads and 350% conversion rate increase.
Case Studies
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Challenges
Their old site failed to position the firm as leaders within their industry. Important information was not properly communicated, their story was not properly told, and the content was not up-to-date. Additionally, they were relying heavily on paid ads to help them generate leads while failing to implement a proper SEO strategy to achieve sustained growth.
Solutions
The first step was to completely rebuild the site, clearly communicating the firms impressive track record and story. CWA added a video to reinforce the firm’s message and reputation. This was coupled with a streamlined layout for easy navigation and implementation of new content, all structured as sales funnel to help display information and generate leads.
The next step was to optimize onsite SEO as well as strategize offsite activities to help strengthen the firm’s local presence in Southern CA. This new approach allowed the firm to grow their audience beyond their local markets and help garner them a reputation throughout Southern California. Through effective paid advertising strategies, CWA has successfully helped Levinson Law Group decrease the amount spent on ads while increasing the amount of viable leads generated from these campaigns.
Barr & Young Attorneys
Located in Danville, California, Barr & Young is a legal firm specializing in trust litigation, securities litigation, elder abuse litigation, and trust and estate administration. As a client of CWA for over 4 years, we have not only helped them redesign their site and keep it up to date with best practices, but have gained impressive marketing results.
Challenges
Contenders in a highly competitive market, Barr & Young suffered a decline in caseload due to other local law firms’ aggressive marketing efforts siphoning prospective clientele.
Solutions
Comrade created a high-performance website and digital marketing campaign that positioned Barr & Young as a leader in its field. Our success has been tremendous and our digital marketing campaign and high-performance website have led the law firm to hire new staff to keep up with an ever-increasing caseload.
Results
- 158% increase in the number of leads
- 26% decrease in cost per lead
- Since the engagement, the staff has grown more than 200% due to increased case volume and cash flow.
Peters & Mullins
Peters and Mullins Law is a fictional law firm specializing in personal injury and mesothelioma cases. Comrade Web created the concept site as a means of visually showing attorneys how they can improve the quality of their digital marketing efforts and web presence.
Challenges
Creating a fictional attorney site from scratch meant doing plenty of research and conceptualizing. The idea was to pull together best practices and merge them with a modern design to showcase the potential CWA has within the legal marketplace. A significant amount of time was spent on the project to ensure that every detail and aspect of the site felt genuine and professional.
Solutions
The fictional website was given a sleek, modern look with a layout that relayed vital, decision-making information and that also allowed for easy navigation. The site was completed with a professionally-written content and appropriate, for the legal industry, visuals. Additionally, a full branding was done, complete with a custom logo, fonts, and color palette.
Why Comrade?
Outsourcing your marketing is a huge decision, because marketing is what you do to present your business to the world. How will you ensure this presentation looks, sounds and works the way you’d like it to? We take the time to get to know you and what’s unique about your business, then use it to your advantage.
Laser-Focused on Delivering Results
Some marketing agencies are great at making promises. We’re great at getting you more clients, higher profits and faster growth.
10 Years in Business
We’ve spent the last 10 years perfecting our processes and learning all we can about digital marketing. Now is the time to take advantage of our expertise.
Superb Customer Service
We’re devoted not only to your business’ success, but also to making you feel calm and confident about your marketing investment every step of the way.
