"10 times the return compared to Pay-Per-Click”"
Situation: Client is a major Personal Injury law firm, located on in Manhattan, with over $1 billion in verdicts and settlements for its clients. Its website currently has over 450,000 pages, organized into geographic and practice areas.
Challenge: While the client had excellent search optimization from an expert internal staff and was using Pay-Per-Click, print and TV promotion, getting more qualified customers and actual cases needed improvement.
Search Engine Marketing Solution: Working with the client’s web executives and attorneys, e-MI’s comprehensive long-tail keyword SEO research tool identified accident and injury related searches as the most promising areas for new cases. Then these searches guided our content management strategy in wireframe format for a range of accident and injury Landing Page and microsite sections. The website was re-launched to the search engines, featuring the new accident and injury sections and content.
Results: The new online search engine marketing solution targeted optimization and content that put the clients’ lead nurturing on steroids and delivered “10 times the marketing qualified leads compared to Pay-Per-Click”.