The PIM Nerds Effect:
case studies
Case Study #1
The Firm:
This firm was founded in 1981 and was operating in a very competitive market. The firm was found by the father who was later joined by his two sons initially as associates but they both eventually became partners. They also had another associate lawyer. They had worked with FindLaw.com for many years. Growing frustrated with the lack of results they eventually switched to a local company.
The Problem:
Both FindLaw.com and the second agency they hired worked hard in the beginning but it was short lived. The firm had a steady intake of clients from word of mouth and professional referrals but struggled to see an increase in their online leads. They were patient and didn’t expect results over night, but would eventually grow frustrated when the promised results never materialized.
Our Approach:
We offered to do their internet marketing contingent on them seeing a dramatic increase in their online leads. We deferred any payment until they were 100% confident that they were not going to be in the same situation as their two previous internet marketing providers. We had already done a competitor analysis of their market and an SEO audit on their website so we got to work immediately.
Within 48 hours we improved their PageSpeed Insight score from 32/100 to 93/100 for mobile and 64/100 to 99/100 for the desktop version. Secondly we overhauled the structure of their website, optimizing their practice area pages. Next we moved on to solidifying their website’s authority by doing directory submissions. Our last push during the contingency period of our work was to do a backlink gap analysis and find additional low hanging fruit in the form of backlinks. This entire process was completed within 12 days.
The Results:
By the end of the two weeks, we had already increased their online leads by over 1000% from 2 calls a week to 20 calls a week. Our agreement was that we had 65 days to gain their confidence but on the 27th day of us working together they scheduled an impromptu phone call to say they were ready to lock in with us. Fast forward to now, three years later, they are receiving over 75 phone calls per week with an average of 25% of their calls being qualified leads and an additional 8% of their calls being referred out to a workers compensation firm.
Case Study #2
The Firm:
This firm is a large firm who has 2 founding partners and over 60 additional lawyers with a very large office staff. They have offices in 12 different States. They have an inhouse marketing staff who does their media buys, print advertising, local sponsorships, social media marketing, and branding. They work with an search engine optimization (SEO) agency that they grew with and also engage a separate agency for their pay per click (PPC) advertising including both Google Ads, Facebook/Instagram, as well as various other platforms.
The Problem:
They have managing partners for each of the different States, some of whom felt their SEO was not performing as well as it could be. Their PPC provider was telling them they could do a much better job than what was currently being done. Their inhouse marketing team did not have an SEO specialist but also believed the SEO team wasn’t the best option and wanted the founding partners to expand the inhouse team. In short, they were loyal to the SEO agency they had worked with for many years but felt there were a lot of voices of concern and needed to get to the bottom of it.
Our Approach:
They initially reached out to us looking for us to quote them for ongoing services but we were unable to for various reasons including that we specialize in working with small to medium size firms. With some back and forth on the problem they were facing, we concluded that they’d be best served with a neutral voice to provide clarity.
We did extensive competitor analysis reports on each location and determined their overall market share in each location. We also broke down the market share by competing firms in each of their locations. Once we identified where they were underperforming, we did a full SEO audit on each of their locations (12). We compared their SEO audit with the top three competitors in the cities/States where they were underperforming the most and drew conclusions from there.
We put together a report for the founding partners that confirmed that in fact, they were not performing as well as had been reported by the agency. The agency had tried to downplay the overall opportunity of many of the markets they were in. We provided the firm with the needed market data and research to refute these claims conclusively.
The Results:
The firm decided to hire a full time SEO specialist who we then conferred with and shared our findings. We provided a roadmap for the new hire who was then able to implement our recommended changes and they saw an immediate increase in online leads in many of the cities/States that had been neglected. One managing partner of an office in a smaller market reported an increase of 50 additional car accident cases signed up by the firm in the ensuing year. The previous year they had only 3 car accident cases the entire year. He thanked our team profusely for being the catalyst of change.