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Understanding the challenge
This multi-state personal injury law firm faced intense competition in local search markets across the US. Their digital marketing efforts were fragmented, with inconsistent local SEO across their many office locations and high-cost, low-converting paid search campaigns, resulting in a stagnant lead flow.
Our approach
We developed an integrated demand generation strategy focused on dominating local search and optimizing paid media spend. By unifying their local SEO efforts and aligning them with highly targeted paid search campaigns, we created a powerful lead generation engine.
Key elements of our solution included:
• Comprehensive local SEO for all office locations, including Google Business Profile optimization.
• Hyper-targeted paid search campaigns focused on high-intent keywords and geographic areas.
• Landing page optimization to improve conversion rates for consultation requests.
• Advanced call tracking and analytics to measure ROI from both organic and paid channels.
Technical innovation
Our strategy leveraged advanced schema markup for legal services to enhance search engine visibility and click-through rates. We implemented a multi-channel attribution model to accurately track the customer journey from initial search to signed client, allowing for continuous optimization of ad spend and content strategy.
Outcome
The integrated strategy led to a 120% increase in qualified consultation requests within six months. The firm saw a significant improvement in local search rankings across all its key markets and a 45% reduction in cost-per-acquisition from its paid search campaigns.
