Lipkin & Higgins »
Lipkin & Higgins is a Chicago personal injury law firm with a focus in medical malpractice, car accident injuries, workers compensation, nursing home abuse and railroad injury cases.
Problem
Three years of pay per click campaign marketing demonstrated the lead generation possibilities available from search engine marketing. Now the firm sought to expand its online marketing effort by benefiting as much as possible from gaining natural or “organic” search engine prominence that would drive search engine referral traffic.
Solutions
- Content Management System: Each website page is fully content manageable and additional pages can be easily added by the client.
- Content Page Development: The site is developed around injury specific areas to help site visitors with similar issues evaluate the firm’s qualifications. Online marketing efforts focus on stimulating qualified traffic to these relevant content pages.
- ‘Do You Have a Case?’ Response Opportunity: One goal of the website is to generate business leads. On every page of the form, site visitors are invited to receive a free response to the question, “Do you have a case?”
- Content Development: To illustrate the firm’s claims of competence and experience in their areas of personal injury, the website includes abstracts about cases the firm has handled. Site visitors can examine all cases or look only at those associated with their area of interest.
- Search Engine Optimization Campaign: The firm drew on the data it collected from their 3-year pay per click campaign and four years of website analytics to focus on a set of keyword phrases. An ongoing campaign is in place to update website pages, continue to add content rich pages and gain links to the authoritative content on the site.
Results
- Search Engine Prominence: In the leading search engines and for the keywords it targeted, the firm grew from one first page position to 11, including one first place position in Google.
- Site Traffic: In the short time the site has launched, overall monthly traffic is at an all time high and growing at a rate of 5% in the last two months
- Lead Generation: Although cost per click has increased for paid search engine position, cost per lead has decreased as more leads begin to arrive through referral traffic from natural search prominence.
