Case Study: Sustained Growth and Enhanced Client Engagement Through Content Strategy for a Dallas, Texas Law Firm

Client Overview

A law firm based in Dallas, Texas, specializing in a broad range of legal services, had been a client of ours for over three years. They had consistently sought to enhance their online presence and attract more clients through digital marketing, particularly focusing on content-driven strategies.

Challenge

Initially, the firm faced challenges in establishing a strong online presence and generating sufficient leads through their digital platforms. They needed to improve both the quantity and quality of their inbound inquiries and ensure their marketing efforts were cost-effective.

Objectives

The objectives over the three-year engagement were to:

Significantly increase the volume of inbound calls and website form submissions through enhanced content marketing.
Improve the firm's visibility and ranking in search engines.
Drive down the cost-per-conversion while maintaining or improving the quality of leads.

Strategy

Our comprehensive content marketing strategy was centered on producing high-quality, relevant content tailored to the firm’s target audience and practice areas:

Enhanced Content Creation and Optimization:

Developed a diverse content portfolio including blogs, client guides, and FAQs, focusing on key practice areas to address the specific concerns and interests of potential clients.
Implemented Local SEO best practices to improve content visibility and search engine ranking, particularly for local searches in the Dallas area.

Strategic Content Distribution:

Leveraged multiple channels for content distribution including the firm’s website, social media platforms, and email newsletters to maximize reach and engagement.
Conducted regular content updates and refreshes to keep the material current and relevant, encouraging repeat visits and longer engagement times.

Performance Tracking and Analytics:

Utilized advanced analytics to track the performance of content pieces, understanding which topics and formats yielded the best engagement and conversion rates.
Adjusted content strategies based on data-driven insights, focusing on areas that showed the highest potential for ROI.

Results

Over the three years of our engagement, the firm experienced remarkable growth and improvements in key metrics:

Inbound Calls and Website Form Submissions: Total inbound calls grew by 46.76%, with new client calls increasing by 23.82%. Website form submissions more than doubled, reflecting a 123.81% increase.
Google Ads and Website Performance: Overall clicks from Google Ads increased by 51.46%, with the overall conversion rate for the ads improving by 161%. The cost-per-conversion decreased by 57.67%, showcasing more efficient spending.
Local SEO and Website Traffic: Overall website visitors increased by 30.8%, with the website conversion rate increasing by 22.67%. Despite fluctuations in rankings, there was significant growth in total keywords ranked, contributing to a broader online presence.

How We Can Help Your Business

If your business is looking to achieve similar growth and improve its digital marketing ROI, our team is ready to help. With proven strategies in content creation, Local SEO, and data analytics, we can tailor a plan to meet your specific needs and goals.