oVERVIEW
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A local estate planning attorney launched a newly redesigned website, and was concerned about not getting the traffic needed to gain phone calls, emails or form submissions that would turn into legal work from digital efforts.
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CHALLENGES
Being a well known attorney in the local area can only get you so far in the digital realm. With the increase in third party legal aggregators (NOLO, Legal Match, Just Answer, Avvo) and competition expanding their reach, our client was worried that non-branded conversions wouldn't hit his website. While word of mouth provided a certain level of success thus far, our client was ready to take the next step in expanding their digital footprint and practice by hiring additional attorneys and a paralegal to assist with a potentially increased workload.
Solutions
After designing a new, user friendly and SEO optimized website for our client, RyTech suggested a Google and Bing Search PPC Campaign to stay in front of high-intent, non-branded searches in the greater Milwaukee area.
When creating the Google Ads account, our client stated the importance of being able to control the flow of new intakes, as the attorneys at the firm only had a certain amount of bandwidth and specialized in specific services including general Estate Planning, Probate, Wills & Trusts.
RyTech created campaigns specific to each service area, while also differentiating between Milwaukee, Southeast Wisconsin, Wisconsin as a whole, and people across the United States search for Wisconsin-based Probate services. This allowed us to control budget across service lines, while also keeping a close eye on work that might force our client to travel across the state.
When creating the Google Ads account, our client stated the importance of being able to control the flow of new intakes, as the attorneys at the firm only had a certain amount of bandwidth and specialized in specific services including general Estate Planning, Probate, Wills & Trusts.
RyTech created campaigns specific to each service area, while also differentiating between Milwaukee, Southeast Wisconsin, Wisconsin as a whole, and people across the United States search for Wisconsin-based Probate services. This allowed us to control budget across service lines, while also keeping a close eye on work that might force our client to travel across the state.
Results
ConversionsWe elicited 106 conversions (phone calls, form submissions, emails) across a 14 month span - averaging 7.5 new leads per month.
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Conversion RateWe achieved a conversion rate of 8.87%, well above industry average.
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Cost/ClickWe observed an average cost/click for bottom of funnel Estate Planning keywords of $9.58, and an average cost/click for bottom of funnel Probate keywords of $10.58.
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Cost/ConversionWe produced an average cost/conversion of $112.59 which meant our client was able to turn a profit when taking into account management fees.
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After implementing our Google and Bing PPC Strategies, our client saw a consistent flow of phone call and contact form conversions at a Cost/Conversion that generated a profit, while being able to control capacity for each attorney as time allotted.
