Whitehurst, Harkness, Brees, Cheng, Alsaffar, Higginbotham, and Jacob, PLLC
Whitehurst, Harkness, Brees, Cheng, Alsaffar, Higginbotham, and Jacob, PLLC are seasoned trial lawyers who specialize in battling for folks who have been injured by the US government, corporations, & medical providers.
Our paid search client, a Texas law firm, came to us for help with PPC advertising. The client’s website was approximately three years old. Minimal, basic SEO functions had been performed when the site was initially launched, and there had been no ongoing SEO maintenance. Our client was achieving little success on the organic search results pages. With Google’s mobile-first indexing on the horizon, the time was right for a change. The firm opted instead to devote all its marketing dollars entirely to paid ads targeting the keywords in their very competitive field of practice.
We recommended a new website that would be responsive in design, allowing the layout of the page to respond to the size of the screen on which it displayed. The new site would load quickly, make more effective use of imagery and newer WordPress thematic features, and be optimized for conversion.
Their website was not well optimized for search or conversion. When we implemented piecemeal conversion optimization on select pages, we achieved success with Google AdWords pay-per-click advertising targeting potential clients for their firm. After collecting some data, we could see that a large portion of the traffic from paid ads was coming from mobile, yet their site was not fully optimized for mobile devices. We recommended more changes and saw a significant improvement in mobile conversion rates, but there was still more room for growth.
The new design afforded us the opportunity to perform a complete review of all the site’s content. The top-level navigation was expanded and the menu was reorganized. Our keyword research revealed the optimal terms to target and we performed a complete optimization of the website for these terms. We added content to the front page and some interior pages, then expanded the internal linking structure of the site with the use of a persistent footer. The entire site was optimized for page load speed and we sought to remove any friction for the user by making improvements to the user’s contact touch points.
No matter how much traffic a website receives, if it doesn’t convert, it’s meaningless. Comparing the 4 months post-launch to the previous 4 months, we saw huge increases in goal conversions across channels thanks to the new design and our SEO work:
-Google organic conversions up 273%
-Google paid search conversions up 95%
The best part is that the leads are qualified and turning into cases – as our client put it, the increase in leads has been so overwhelming that it’s like they’re drinking from a firehose!
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