Criminal Defense Firm on Pace to Exceed Annual Revenue Goal by 15+%

Ron Latz | October 12, 2021

Investments
$1,699/month    Marketing Infrastructure
$2,250/month    SEO Services
$1,850/month    Paid Advertising (Google)

Client
A well-established, mid-sized criminal defense firm located in Kentucky.

Challenge
Client had seen a decrease in overall website traffic and conversions. Specifically, their local visibility was limited and they were unable to gain consistent and prominent placement in the Local 3-Pack. In addition, the firm wasn’t able to identify which marketing channels were driving the best results given the proper reporting and tracking infrastructure wasn’t in place.

Goals
1. Increase visibility in target market
2. Implement proper reporting and tracking infrastructure
3. Exceed previous year’s annual revenue

Strategy
Mockingbird was tasked with configuring and enhancing the firm’s lead intake management system and processes, improving local visibility, optimizing their marketing content, developing and executing a link building strategy, as well as launching paid advertising campaigns. Tactics included, but weren’t limited to –

  • GMB Profile Optimization, 3-months Local Spam Fighting
  • Business/Legal Directory Audit and Updates ensuring NAP consistency
  • Implementation of Lead Intake Management System & CRM HubSpot
    • Prospective form-fill response automation
    • Frequently used form templates (i.e., fee agreements)
    • Auto-assignment of opportunities to attorney staff
    • Calendar integration
    • Sales funnel tracking (MQL, IQL, AQL)
    • Integration with Clio Manage
    • Replaced incumbent chat provider with HubSpot chat
  •  Deployed GMB Posts across all locations
  • Monthly Local Falcon scans to monitor Local/GMB visibility improvements
  • Internal linking audit and optimization
  • Title tag, header and meta description audit and optimization
  • Core Web Vitals optimization
  • Competitive backlink audit, analysis and execution

 

YTD Results
Revenue

  • As of June 2021, the firm is on pace to exceed its annual revenue goal by 15.33%

Visibility

  • 908.83% increase in organic sessions
  • 658.91% increase in direct sessions

Conversions

  • 1,515% increase in overall goal completions (calls, form fills, chat, text)

Local Visibility

  • GMB Ranking Improvements