issue: A law firm was expanding its practice areas and needed to promote awareness of the new services and drive new business for a reasonable marketing cost. The firm used traditional media in the past, but was looking for new solutions and a dynamic marketing partner to provide updated branding and sound research on new marketing options.
situation: Attorneys Leone Noble & Seate had predominantly done work in the accident and personal injury fields. In 2009, the firm hired new attorneys to expand the practice to include bankruptcy and workers’ compensation cases. At the same time, the firm needed to update its website to reflect these and other changes while minimizing marketing expenses which had previously been higher due to the use of television in the marketing mix.
solution: vitalink partnered with LNS to implement a rebranding of the firm and a new URL for the website to reflect LNS’ focus: www.defendmyrightsnow.com. The new website was structured to facilitate two-way conversations and be optimized for search engines. It offers user-friendly features, including online chat, easy case intake forms, and a subscription service for an e-newsletter. Online pay-per-click advertising focused on the new practice areas was combined with demographic and behaviorally targeted online ads and other unique e-campaign marketing elements.
results: Overall website activity on the old site averaged 17.57 visits per day. Two months into the online advertising program, visits have increased to 49.23 per day—almost triple what they were. New customer intakes from the web totaled 7 from January through July 2009; in August, the first month of the new program, there were 7 intakes and in September there were 13. Using online advertising and optimizing the website, the firm has been able to reduce its marketing expenditures by over 50% while continuing to drive new leads and business.
