The Three Phases GNGF Followed to Help a Law Firm Achieve Marketing Success
We recently had Josh Schuler of GNGF on Your Law Firm Is a Business to share one of his real world examples of law firm marketing success. We went over when the law firm started, where they were struggling with a strategy, the different strategies Josh uses with this firm, and how they began to see success along the way.
The law firm’s marketing plan consisted of three phases. With a clear plan followed in the correct order, the law firm saw incredible growth. Below are the three phases Josh’s team followed.
They began with creating a foundation to target the ideal client. This involves SEO and takes time because they had to change the search engine’s perception of the company. They went for more difficult and competitive keywords and sacrificed some traffic so they’d be able to replace it with better traffic. Traffic declined for a few months but returned with an overall improved fit. At the end of the year, traffic went up about 57%, and the leads were better candidates.
Now that the traffic was up, they needed to convert. Josh looked at one of the most overlooked data points inside Google Analytics – the goal conversion rate. This is the percentage of visitors to your site that actually take the action you want them to take. They followed a conversion rate optimization program that takes into account the site’s design, tech, call-to-actions, and brand. By fixing these things, the conversion rate increased 81%.
They wrote new content, changed up their email marketing, increased leads through improved SEO, and increased conversions. Now they are in the attention consideration phase, which means using additional tools. In this case, they implemented an aggressive social media marketing effort, specifically on LinkedIn. They moved into a pay-per-click campaign which created incredible results for them – an additional 36 leads per week!
If you want to learn more about how GNGF achieved marketing success for this client, check out https://www.nextlevel.legal/episode/lfn084.