Do you know how to market your law firm online? Should you consult with experts or take a DIY approach? The digital marketing case study reviewed here highlights the benefits of partnering with TwoDogBlog, a premier legal web marketing company, to define and improve your firm’s presence online and to draw potential clients to your website.
Successful digital legal marketing strategies are dynamic. In other words, marketing strategies should be adjusted over time to respond to changes in how users are conducting online searches and how Google and other search engines are ranking results. Experienced digital marketing specialists can track and analyze these changes and then fine-tune marketing efforts using search engine optimization (SEO) best practices.
Learning and keeping up with the effectiveness of your online marketing spend is a full-time job. TwoDogBlog can do the work for you, and we provide measurable feedback so you know what services and benefits you are receiving in return for your investment in digital marketing.
What We Can Learn from a Digital Marketing Case Study
At TwoDogBlog, we know how to market your law firm online, and we believe successful online marketing requires a tailored approach for each client.
One of the practices that sets us apart from the pack in legal digital marketing is our commitment to maintaining a partnership with our clients. You can trust that you will be informed, in a clear and comprehensible way, of the results of our legal marketing strategies.
We have helped clients increase their web presence by becoming easier to “find” online. The legal digital marketing analysis results described below are an example of what one client has achieved by working with the TwoDogBlog team.
If You’re Not Measuring, You’re Not Marketing: Gathering Data to Drive Your Strategy
At the start of each new relationship, TwoDogBlog evaluates the client’s current web presence, SEO data, and search engine metrics like those provided by Google Analytics. This data tells us how current visitors find your firm online. We look at information such as the search terms visitors use, how long they visit, and your most popular pages, for instance. Data from Google Analytics provides insight in measuring your website’s legal SEO results. Website impressions and clicks, bounce rate, session duration, and others factors can indicate the effectiveness of the current digital Our SEO specialists also evaluate a page’s use of behind-the-scenes coding to define the content. Examples of this coding are keywords, headers, and alternative text (alt text). Reviewing this information helps us understand whether your website is structured to be noticed by Google and other search engines.
And finally, we consider other popular ways potential clients find law firms online—such as firm Google My Business pages and social media profiles—as well as more technical data such as links to your website and keyword rankings.
Putting all of this data together, we create a baseline picture of the health of your online marketing strategy. We then use that information to develop a recommended SEO marketing plan to enhance your website’s online presence as measured by indicators like keyword rankings and presence in great, free features such as local packs and featured snippets.
The data we collect helps formulate client-specific strategy and provide a baseline to measure the success of our collaborative marketing efforts. Many online digital marketers never take baseline data or present measured results, hoping instead that their attorney clients who don’t understand digital marketing will never take the time to do so. That’s where TwoDogBlog comes in.
How We Measure Legal SEO Results
Proper legal digital marketing analysis may consider several factors to evaluate effectiveness. While the specific measures used depend on each client’s goals and services, the take-home point is that baseline data and measurement must occur. If they do not, digital marketing is a lot like throwing darts while blindfolded.
Taking baseline data and periodic measurements is time-consuming. That’s one of the reasons many legal web marketing providers don’t bother.
A Digital Marketing Case Study: Measuring Legal SEO Results
Earlier this year, we followed the process above to identify an appropriate online marketing strategy for a small, consumer-facing law firm. One of our main goals was to leverage the client’s existing website and content using SEO best practices. Over the course of three months, TwoDogBlog wrote, revised, or optimized and then posted seven blogs and eight web pages, with strong results:
- Thirty-one of the keywords we targeted ranked in positions one through three on Google’s SERP;
- Seventeen targeted keywords ranked in positions four to ten (also on page one of the search results); and
- The client’s law firm appeared in two national local packs, a feature that appears prominently on the first page of search results.
These results are particularly impressive when you consider that this represented just a short few months in our partnership with the firm. Continue reading to learn more about the great results we obtained for this firm.
Understanding How to Market Your Law Firm Online
To maintain and improve rankings, search engines evaluate whether your content provides a satisfactory answer to an Internet user’s search query. By monitoring changes in how your site’s pages rank and the reasons behind those changes, TwoDogBlog can evaluate the impact that changes in your overall legal marketing strategy have had on your site’s web presence.
In this case study, TwoDogBlog compared 90 days of baseline data with 90 days of data after reposting each item, with amazing results:
- Impressions increased 14 times;
- Clicks jumped over seven times; and
- Local new users increased 400%.
And much of this was all by reworking and applying best practices to content the firm already owned.
Here’s more detail for the data-heads:
Impressions—the number of times the law firm’s website appeared in viewed search results—increased 14 times over the baseline period. Impressions are a bit like showing up for the game; if your firm doesn’t appear in the search results, it never gets to bat. Clicks—actual visits to the website resulting from searches—were seven times more frequent.
Collective impressions for the seven blogs optimized increased from 380 in the one-month period before to 2,344 in the one-month period after optimization. For the same blogs, collective clicks (actual viewing of the page) increased from 19 to 44 in the same time frame.
Website visits by local new users also jumped significantly. In the 90-day period following optimization in this case, new users within the law firm’s home state increased 400 percent. The website’s bounce rate (the number of visitors who leave the site after viewing just one page) decreased ten percent, while the duration of the average visitor’s session on the site increased.
This legal digital marketing analysis provides crucial information that allows us to evaluate the legal marketing strategies we implemented and determine the next best steps to move forward in pursuing this client’s online marketing goals.
A Digital Marketing Case Study: What Happens Next
The client in this case received a full report outlining the details of the analysis reviewed here. We discussed the results with the client in person at length, including the need for measuring legal SEO results and analytics, the implications of the numbers, and recommendations for moving forward.
Although past success does not guarantee future results, this digital marketing case study is just one example of the results that can be achieved when you work with TwoDogBlog. Our lawyer-driven team of writers and SEO specialists creates a customized digital marketing plan and content for your firm’s practice areas and target geography. If you’re researching legal marketing strategies and trying to understand how to market your law firm, contact us today to see how we can help you.