Internet Marketing for a Second Personal Injury Law Firm in Philadelphia
October 2005 - Philadelphia Personal Injury Law Firm's Website Goes from 0 to 100 Visitors a Day Immediately after Retaining Reciprocal
Reciprocal began working with a 14 attorney personal injury law firm in Philadelphia. After weeks of negotiating, the firm decided to launch a trial campaign.
From the moment the contract was signed, our staff began working to drive traffic to a website that had been live for several months, had a high development cost, yet had experienced no traffic and generated no leads for the firm. The site was highly specialized. It targeted high value birth injury and birth defect medical malpractice cases. These cases are rare, difficult to market, and very competitive on the web among personal injury law firms.
The firm had designed the site to be educational and highly specific to the cases they wanted. The advertising instincts of the firm were excellent, but they did not know how to drive traffic to the site.
The day the contract was signed, Reciprocal set up an Adwords campaign and brought 100 visitors to the site. By the end of the first week, after setting up Yahoo Marketing and expanding the keywords for the Adwords campaign, the site was receiving over 200 visitors a day.
Reciprocal did not have any tracking information on the site the first week, and were surprised to learn that not a single lead had been generated from all the visitors. This was disappointing though not surprising as we had yet to make any content revisions to the site.
At the beginning of the second week, a tracking 800 number was established and a contact form placed on the front page of the site. The first day the form was live, the site generated its first conversion. Several days later, the revised content was placed on the site. The site then had all the classic elements needed to convert visitors to leads.
By the end of the second week, leads were coming in at the rate of 1 lead per 2 business days. Feedback from the firm indicated that the leads were good and several of the leads could possibly become important cases for the firm.
Six weeks after launch, visitor traffic to the site was averaging 400 visitors per day. The traffic was being generated at a low cost.
The campaign is currently running on 4 PPC networks with highly targeted traffic. Leads are coming in at a rate of one per day.
Reciprocal adjusts this campaign on a daily basis to maximize conversions and minimize the cost of visitors. Each lead is tracked for its referring link to verify the efficacy of individual campaigns. Data also indicate that ads for the campaign are being emailed to friends and family at a very high rate.
Reciprocal continues to add new and highly specific landing pages for the site along with audio recordings to create a personal connection with potential leads. Calling an attorney can be a nerve racking experience for some people. The personal nature of the audio interviews establishes a rapport with visitors on the website that cannot be duplicated with text.
After six months this campaign is bringing in a steady flow of high value cases to the firm. Reciprocal recently was able to increase lead flow by 22% by implementing a new strategy that features the contact form "above the fold." Although this strategy creates a landing page that looks a bit "industrial" because it pushes photos to the bottom of the page where the form used to be, the improved performance of the page more than compensates for the design issues.
Reciprocal continues to suggest new ideas to the firm to expand the campaign on a monthly basis as part of a regular communication schedule.
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