Bridging SEO, PPC and Content to Help Generate Revenue for Elder Law Firm

Date: April 29, 2022

Summary: 

One of the region’s most well-respected elder law firms engaged with 9Sail to advise and execute a long-term SEO strategy geared towards boosting organic traffic and their site’s general search visibility.

The Problem

The leadership team of a renowned elder law firm on Long Island identified a critical issue within the business – despite its long-standing, stellar reputation with clients and within traditional referral network circles, it had fallen behind the times online. And, unfortunately, that’s where the public has largely turned to seek answers from, research and hire attorneys in the practice area. Fortunately, however, the leadership team was well-aware of this shift in buying decisions and sought help from an SEO agency to help right the ship and take advantage of what would have otherwise been missed opportunity when capturing leads – and, importantly, generating revenue – online. 

Enter 9Sail and its core competencies in three key areas of particular interest to the client: search engine optimization, pay-per-click advertising and content – all in pursuit of lead and revenue generation…

The Solution

Every project Team 9Sail takes on begins with our agency’s signature strategy project: a deep-dive into every aspect of the client’s business – from the traditional and online competitive landscape and a comprehensive website audit, to a robust keyword analysis and an assessment of the overall user experience their website affords. 

In working with this particular client, we were fortunate to be engaged across all three areas of our business and entrusted with helping to modernize their business development function. As with any digital campaign worth its weight, success begins with content working hand-in-hand with SEO and further supplemented with pay-per-click efforts.

Content + SEO

After reviewing the client’s website and its behind-the-scenes data, we found clear gaps in how they wanted it to be found and how it was actually being found. Our response? Leveraging the competitive analysis we’d already conducted, we took a look at how the client’s peer firms were generating website traffic and used their pages as a baseline to generate better-performing static or “service line” pages peppered with conversion touchpoints, as well as to develop supplementary, more dynamic blog content with similar calls-to-action responsive to the terms and questions their prospects are searching for when actively seeking legal advice. 

PPC

At 9Sail, we view pay-per-click as a supplement to our and our clients’ SEO efforts in capturing accretive terms that may be too competitive or oversaturated from an SEO perspective. In undergoing a PPC engagement, a similar kick-off analysis project takes place where our clients look to us for recommendations and insight into whether a PPC investment is feasible to compete with existing advertisers based on their budgets and, if it is, a recommended budget allocation based on our understanding of their objectives and competitive landscape. 

Working closely with the client, we identified a cost-effective approach to divvying up their SEO and PPC investment to have the greatest possible business impact. 

Importantly, we also helped the client establish proper attribution tracking to ensure that all incoming leads, and the sources from which those leads arrived to their website, were known. This is a critical step because it allows for the firm’s leadership team to assess its marketing budget and reallocate the investment based on what rendered optimal results. 

The charts below illustrate the results and bottom-line impact our work has had on the client’s business.

The Results

The top-line SEO numbers are as follows:

  • In 2021, our client earned 2.15M impressions in Google’s search results with more than 23K site click-throughs.
  • These impressions and click-throughs resulted in more than 250 conversions (consultation requests, white paper downloads and phone calls).

From a PPC perspective:

  • The largest optimization takeaway is our cost-per-click (CPC) improvement over time relative to ad position in search. When we initially launched, average CPC hovered around $17 for a few months and now we are close to $13, while not sacrificing top-of-page impression percentage.
  • We experienced a dip in November/December 2021, but bounced back in the new year and are now consistently generating sub-$200 conversions in 2022.
  • By breaking practice area themes out in the account, we are able to allocate the budget more intelligently and focus a larger weight on the themes that convert better, influencing bottom-line conversions.

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