Case Study | Fractional CMO for Law Firms
At The CMO Attorney, we take pride in delivering measurable, impactful results for our clients. As the Chief Marketing Officer of Paul | Knopf | Bigger, a personal injury law firm, I launched a complete transformation of the firm’s branding and created results that demonstrate what strategic marketing can achieve. Within just one year, their website traffic went from a mere handful of daily visitors to a robust 200–300 visitors per day. This dramatic growth fueled a nearly 200% increase in new case leads. Here’s how I did it.
Proven Results – Law Firm Marketing Success Story
Client Success Story: Paul | Knopf | Bigger
When I started, Paul | Knopf | Bigger’s website was struggling to attract traffic, their cases were 96% from referral sources, and direct cases weren’t impacting their practice. The firm lacked visibility on search engines and social media, which meant potential clients couldn’t find their services – including their Google Local Business pages. To address this, I developed and implemented a comprehensive strategy.
Real Evergreen Results
We are proud to deliver measurable, impactful results for our clients. A standout example is my time as CMO with Paul | Knopf | Bigger. In just one year, I transformed their website traffic from a handful of daily visitors to an impressive 200–300 visitors per day. This significant increase directly contributed to nearly doubling their new case leads.
Case Study: Boosting SEO Rankings for a Personal Injury Firm
When Paul | Knopf | Bigger brought me on as their Chief Marketing Officer, their website was struggling to attract traffic. It lacked visibility on search engines, which meant potential clients couldn’t find their services. To address this, I developed and implemented a comprehensive SEO strategy that included:
Keyword Research and Optimization
I identified high-value, low-competition keywords such as “Florida truck accident lawyer” and “Takata airbag recall.” By integrating these terms naturally into the website’s content, we improved its rankings for relevant searches.
Content Creation
I crafted over 500 pages of SEO-optimized content, including blog posts, service pages, and case result pages. Each piece was written to educate and engage visitors while strategically targeting specific keywords.
Technical SEO Improvements: I conducted a full audit of their website and resolved issues such as slow loading times, broken links, and poor mobile responsiveness. These changes enhanced the user experience and signaled to search engines that the site was trustworthy and authoritative.
Backlink Strategy
By building quality backlinks from reputable legal and local directories, I strengthened the site’s domain authority, further boosting its rankings.
The results were extraordinary. Within six months, the firm’s website climbed to the first page of Google for dozens of key search terms, dramatically increasing organic traffic.
Case Study: Increasing Leads
While website traffic is crucial, it’s only valuable if it converts into leads. For Paul | Knopf | Bigger, I implemented a range of strategies to maximize lead generation:
Optimized Call-to-Actions (CTAs)
I revamped their CTAs, making them clear, compelling, and strategically placed throughout the site. Phrases like “Get Your Free Case Evaluation” were paired with easy-to-complete forms and clickable phone numbers.
Conversion-Focused Landing Pages
I created dedicated landing pages for specific practice areas, such as “car accidents” and “brachial plexus injury lawyer.” These pages were designed to address client pain points and guide them toward taking action.
Live Chat Integration
By adding a live chat feature, I ensured that potential clients could obtain immediate engagement with an intake team member, increasing engagement and conversions.
Email Campaigns
I launched an initiative for targeted email campaigns to nurture leads and re-engage previous clients. Along with the help of the firms IT chief, I also co-crated a referral partner portal to easily check status of cases and make online referrals.
In under 10 months, these efforts led to a nearly 200% increase in new case leads, giving Paul | Knopf | Bigger a significant competitive advantage in their market.
Case Study: Transforming Social Media Presence
Paul | Knopf | Bigger’s social media presence was underwhelming and inconsistent, leaving a wealth of opportunities untapped. I developed a social media strategy tailored to their audience and goals, which included:
- Branding Consistency: I created a cohesive brand identity across platforms, including Facebook, LinkedIn, and Instagram. This included professional graphics, a unified color palette, and a consistent tone of voice that reflected the firm’s expertise and compassion.
- Content Calendar: I planned and executed a content calendar with a mix of educational posts, client success stories/reviews, and community engagement initiatives. Posts like “5 Things to Do After a Car Accident” and “What to Expect in a Personal Injury Case” resonated with their audience and created brand awareness.
- Engagement Strategy: I prioritized responding promptly to comments and messages, fostering trust and connection with their audience.
- Engaging Video: Video… Video… Video… such an important component to growth. We placed video on every platform possible, along with the website. Video is possibly the most important element to all of these strategies, as it sets the marketing on fire!
Within a year, their social media following grew by over 300%. Social media became a key driver of new leads and brand awareness with referral partners via LinkedIn.
See What We Can Do for You
The transformation of Paul | Knopf | Bigger’s online presence demonstrates the power of a tailored, multi-channel marketing strategy. From skyrocketing SEO rankings to generating high-quality leads that became great cases, and establishing a strong social media and internet presence, the approach delivered results that exceeded expectations.
Are you ready to take your law firm’s marketing to the next level? Contact us today to discover how our Fractional CMO services can help you achieve similar success.