Challenge: Daryl Brown is a successful personal injury lawyer that wanted to start his own firm, specializing in providing service to the motorcycling community of which he has been a part for many years. Unfortunately, this new firm was starting from scratch with their digital presence in a well-established and fiercely competitive market. With paid keywords (CPCs) over $100, a strategy of content marketing and value-driven ad targeting would need to be employed to break into the top search engine results. Additionally, this campaign would need to be closely monitored with goal-driven analytics.

Role: Working with the staff of the firm, we created a content marketing schedule around articles and posts that would be of interest to the motorcycling community. This was backed up with a well-researched list of digital ad opportunities that were determined to be hidden values, along with strong SEO. Analytics and goal conversions were set up to determine the efficacy of both the organic, content driven traffic and the ad supported inbound prospects. The various campaigns were closely monitored and adjusted as required.

Result: In less than 8 months, the new law firm went from no ranking in search engines, to first-page organic placement across multiple search terms. The analytics showed a CPC of less than $1 for paid search, driving thousands of potential new clients to the site in that time. Meanwhile, organic results brought in double again the number of visitors to the site, helping establish the new firm in record time.