How Our Legal Marketing Strategy Helped Generate 700% More Leads for a Specialist Law Firm
The legal industry is one of the most competitive in the United States, ranking number five in 2019. According to recent IBISWorld data, there were more than 439,700 law firms throughout the country in 2022, with more popping up all the time. It’s also an industry with a notoriously high cost-per-click (CPC) rate, which can make paid digital advertising incredibly expensive.
That’s why it’s so important to stand out, attract qualified leads, provide a rewarding user experience, and convert the maximum percentage of those leads. And that’s exactly what one of our top legal clients, Mark Langschied Law, was looking to do.
In this post, we’ll share the legal marketing strategy we used to help this law firm grow their business and convert more clients, citing specific approaches and actual results. That way you can see what works and apply the same concepts to your own legal marketing campaign.
Mark Langschied Law: An Overview
Mark Langschied Law is a Michigan-based specialty law firm that focuses on driver’s license restoration and appeal cases. In particular, they work with drivers who have had their licenses revoked because of DUIs.
They were experiencing three main challenges when they contacted us. One, they were overly dependent on Google Ads. In fact, it was their only source for generating new leads. And that was a big problem given how expensive the CPC is for law firms on Google Ads. For perspective, the average CPC for Google Search based on recent data was a whopping $6.75.
That’s higher than every other industry on this list, with consumer services being the only industry that even comes close at $6.40. And notice how the CPC for most industries is below $3.
Second, there was a longer-than-ideal gap between leads making first contact with Mark Langschied Law and them actually taking on a case. Often, it was months or even years before anything officially came to fruition.
And third, their website had lower-than-average conversion rates. So many opportunities with qualified leads that came to their site were squandered.
All of this had put them at a competitive disadvantage and took a significant toll on their marketing ROI.
The Law Firm Digital Marketing Strategy
Although the majority of new leads came from their website, their conversion rates were falling short. To get those numbers to a healthier level, we took a “Saturation Dive,” which is a discovery process that aims to identify a target audience’s emotions, thoughts, motivations, questions, and objections.
This is critical to the success of nearly all marketing campaigns, as it allows you to build from the ground up to ensure you successfully connect with your target audience, address their concerns, and offer the right content at the right time.
After completing the in-depth Saturation Dive, we were able to develop an effective strategy that pinpointed the proper site architecture to use, correct brand messaging, and overall content direction to generate more leads. A common issue for this law firm’s target audience, for example, was feeling trapped by their situation where they urgently needed to have their driver’s license restored or their case appealed.
That’s why we specifically emphasized gaining relief and finding freedom. We included quantifiable numbers such as the law firm’s 95% win rate and that they have over 25 years of legal experience. We mentioned their guarantee that a client’s license will be restored or the next hearing is free. We also included multiple cases the law firm has won, along with real-life testimonials. All of this was instrumental in overcoming common objections their audience had and maximizing their conversion rate.
To ensure the site design had the biggest impact, we performed a series of A/B tests. This allowed us to determine which messages and images led to the highest engagement levels.
To address their overdependence on Google Ads, we took a two-pronged approach. We launched a content marketing and search engine optimization campaign to generate more organic search traffic. And we optimized their existing Google Ad campaign to generate more traffic while lowering their cost per lead. This, in turn, gave them relief from being at the mercy of Google Ads for nearly all of their leads and brought in more leads without forcing them to overspend.
Finally, we created a lead magnet that outlined the steps involved with getting a driver’s license restored. The purpose of this was to nurture the prospects who weren’t ready to hire a lawyer for several months or a year. That way, Mark Langschied Law could effectively nurture this segment of their audience by contacting leads to provide further advice and offer additional help. The lead magnet nurturing was easily handled through marketing automation.
First, organic search traffic increased by 362%, something that was largely due to implementing a robust content marketing campaign. Rather than being so heavily dependent on paid ads, this helped the law firm dramatically boost their number of website visitors without spending a ton of money.
Next, the lead magnet helped attract over 80 new prospects per month. With the emphasis on lead nurturing, a good chunk of those prospects ended up converting into clients within six months.
Lastly, there was a 700% spike in sales qualified leads after using the 3.7 Designs legal marketing strategy. These are the leads toward the bottom of the funnel in the decision or action stage that are closest to converting. When compared to marketing-qualified leads which are toward the top of the funnel, sales-qualified leads carry more weight because they’re far more likely to become clients.
So across the board, this law firm was able to:
- Improve their web design and user experience
- Generate a far greater volume of organic leads
- Drastically reduce their dependence on Google Ads and, consequently, spend less money
- Pull in a much higher volume of sales qualified leads
- Effectively nurture leads that aren’t ready to become clients right off the bat
- Convert a larger percentage of leads overall
As a result, they were able to gain a significant competitive advantage and sustainably grow their business.
Letting a Professional Inbound Agency Handle Your Digital Marketing Strategy
When you combine your hectic schedule of serving clients, the competitiveness of the legal industry, the high CPC costs, and the fact that many leads aren’t ready to become clients right away, executing a successful legal marketing strategy can be difficult.
That’s why many attorneys choose to partner with a professional inbound agency. 3.7 Designs boasts extensive experience helping law firms grow their businesses and can work alongside you to determine the optimal approach that gets tangible results:
- Optimizing your website for a better user experience.
- Deploying a full-scale content marketing campaign.
- Performing ongoing A/B testing to improve conversions.
- Analyzing the strategy and making necessary refinements.