Trial Lawyer Wins Big With Their Stronger Web Presence
A few years ago, a New York lawyer was really frustrated with his website and online presence. His first concern was that his website didn’t properly represent the quality legal work he was doing for his clients. His second concern was his website only appeared on Google when someone searched for him by name. His biggest concern was when he searched on Google using keyword phrases like “personal injury lawyer buffalo ny”, “buffalo car accident lawyer”, “buffalo slip and fall lawyer”, etc. the firms he was seeing appear in Google were not the best personal injury lawyers in the area. This story is about Richard Nicotra, Senior Trial Lawyer at Andrews, Bernstein, Maranto & Nicotra, PLLC. Read this case study to learn how Rick turned everything around.
In the Beginning
Rick decided to take on the responsibility of helping the firm build a stronger website and online presence. Rick initially turned to their local phone book company for help. The new website they recommended came with a very high price tag, but Rick reluctantly decided to give them a chance. After all, he had been doing business with this phone book company for many years. Rick began to see problems with his new website right away. While the website was being built, Rick had some unexpected problems to deal with.
First of all, he had to deal with constant employee turn-over at the company. Being forced to work with three different website designers just to get it launched, Rick had to continuously re-explain his firm’s focus.
Then, when the website was finally launched, there were a ton of errors and issues with appearance and functionality.
In addition to the poor-quality work, the publisher was very slow to respond and fix problems. Rick would need to send several emails just to get the simplest things done to the website. Then, after all that, the website still didn’t rank on Google. Rick ended up exactly where he started with a bad website. Plus he had wasted a lot more time and money. But Rick didn’t give up…
Searching For Change
Rick began interviewing law firm marketing companies. Rick would ask them all the same questions. He would start with, “What is your plan to get us ranking on Google?” Then he would ask, “How long would it take to get top Google rankings?” And he would ask, “Can you show me the top results you are getting with other law firm websites?”
Each provider he talked to would lay out their website marketing plan and talk about how the competition was very tough in his area and because of the competition, they could not guarantee Rick’s website would get on page one on Google. That was unacceptable to Rick, so he kept searching… Then after five interviews, Rick met Shawn Grant at Accelerate Now Law Firm Marketing.
During the initial meeting, Rick explained his firm’s mission, his frustrations dealing with other providers, and what he wanted to accomplish online. Shawn listened carefully taking notes. After a little while, the conversation shifted toward an internet marketing education session.
What Does Google Really Want?
Shawn began to explain to Rick that Google lays out exactly what they want to see from an attorney website and then Shawn said, “If we do what Google wants, they will reward your firm with top rankings across the board and you will be able to help more people in the community.” Shawn then said, “The opposite is also true. If we don’t do what Google wants, then Google won’t be able to rank your website for much and you will be stuck with limited to no success online..”
Google wants your firm’s website to provide a lot of high quality, useful information to your web visitors. Here is Google’s statement about their latest update:
“Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.
As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.
There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”
Shawn explained, “If you we want to transform your website that is getting no love from Google into a top-ranking website, we need to do everything we can to create and publish website content that educates web visitors. We also need to make it easy for them to return to the website to view other pieces of educational content on your website.”
This sounded like an unbelievable task to Rick.
Shawn explained that Accelerate Now Law Firm Marketing’s SEO program included unlimited educational practice area videos, eBooks, and email nurturing. He said, “If you decide to do this we will get top Google rankings regardless of the competition in the area.” Then Shawn said, “If this doesn’t happen, you should fire us!”
Accelerate Now Law Marketing Case Study
We told Rick his Accelerate Now SEO program would include a new content-rich, mobile-optimized law firm website, strong SEO, HD video production, practice area eBooks with email nurturing, 24/7 live chat, social media management, and return on investment reporting.
We then explained that it would take us 60 days to build everything, and that he could count on getting strong SEO rankings and qualified cases from Google within 3-6 months.
Law Firm Marketing Case Study Results
Within three months, we started getting strong SEO rankings across the board against some tough competitors. Rick’s program initially delivered three-four qualified cases a month. Today, his website marketing program delivers 10-12 qualified cases every month.
Current Monthly Results:
- 160+ First Time Callers per Month
- 30+ Live Chat Leads per Month
- 10+ Contact Form Submissions
Schedule a call to learn more about the strategies we used to turn everything around for Rick online
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Shawn and his team have taken my firm from page 4 to Google page 1 consistently. Accelerate has increased our online presence dramatically, thereby increasing our client base. – Richard N. ★★★★★