Case Study: How We Helped A Law Firm 10x Their Inbound Leads in 8 Months

Two years ago Franklin Digital was approached by a local Philadelphia-based personal injury lawyer who was looking to increase his organic traffic and ultimately inbound case leads.

Personal Injury is generally one of the most competitive legal markets and being located in Philadelphia meant the market was even more competitive then you typically see out in the suburbs.  Take a look at how exactly we helped them reach their goals in our case study below.

•  Through our experience we know that Personal Injury is one of the most competitive markets for SEO.  While results for broader keyword goals are attainable long-term, we needed to focus on a content and keyword strategy that would bring in traffic and case leads as quickly as possible.

• As a business located in a major metropolitan area there is certainly more competition in the Local SEO sphere, but as a small to mid-sized firm many direct competitors aren’t taking advantage of their Google My Business presence long term – instead most competitors weren’t focused on building their local presence through reviews and local citations.

• Many Personal Injury firms focus their content strategy first on pushing out very generic content into a space that’s already been saturated with too many  “How to choose a personal injury lawyers in {town}” posts to even have a chance of driving traffic.  We wanted to switch focus to the actual injuries clients could receive and grab that traffic before they even know they need a Personal Injury lawyer.

• We reviewed the existing site and determined a number of technical and user experience issues we could immediately rectify in order to help not only our traffic, but also our conversion rates.

UX and Web Design:  Using the talents of a local Philadelphia photographer, we first started by getting high-quality photos of our client, his work, as well as candid photos we could use throughout the project.  Too many law firms use a plethora of stock images across their site’s or old outdated photos and getting a high quality photo up can help personalize the site and improve the overall conversion rates.

Technical SEO Audit:  When the site was originally designed there was less of an effort industry wide on improving our site speed metrics.  As a fairly recent ranking factor, focusing on site speed improvements through hosting migrations and image optimization helped us deliver massive improvements in site load times. 

Content Marketing:  While our content team is always polishing and expanding our core practice pages, we identified a number of injuries and issues clients have before they know they need an attorney and started generating content focused on answering these preliminary questions for clients.  This allowed us to quickly rank for a number of long-tail keywords and establish our client as an expert in his field.

Local SEO:  After the initial audit of our existing Google My Business profile we took the time to full flesh out that profile with high quality images, reviews, and built a network of high-DA local citation sources that continue to send strong local SEO signals to our GMB page.  In order to make the review process as smooth as possible we created a landing page we could provide clients in order to send them directly to our reviews via email or mobile efforts.