Case Study
Attract more cases for an established local law firm
Personalized representation is the hallmark of representation at the Digby Law Firm. Owner Bobby Digby built the firm from a one-man practice to a statewide full service firm that handles family law and probate matters in Saline County. Despite this success, the firm needed to attract more criminal cases. While Bobby Digby’s reputation as a criminal trial attorney who is not afraid to go toe to toe with the government, stand up for the underdog, and fight hard for his clients, the firm needed to break into more competitive markets, like neighboring Little Rock in order for the practice to truly grow.
Results Achieved:
We achieved a significant increase in Digby Law Firm’s website traffic and gained dominance in Google rankings for their relevant keywords. Additionally, our SEM campaigns boast a conversion rate 2x higher than the industry average. This heightened online presence has been crucial in growing this side of the practice, fueled by a sustained surge in inbound inquiries through their website.
Performance Insights over 1 year:
Ad Conversion Rate 2x Higher than Industry Benchmark: The benchmark conversion rate for legal ads focusing on criminal law is 9.9%. Through our efforts, our ads have a 19.9% conversion rate for a total of 472 paid search leads.
54%+ Increase in Website Conversions: With the addition of well-optimized Google Ads, the website clocked +381 more conversions. Even better, our SEO and SEM efforts brought in 87% of converting traffic.
30+ Keywords Ranking #1 on Google: By adding Google Ads SEM in tandem to our SEO efforts, Digby Law Firm now ranks in the top position on Google for over 30 keywords relevant to criminal law. This improved visibility has significantly boosted their lead generation and online presence.
Challenges faced by Digby Law Firm
- SEO Strategy Not Aligned to Complement New Business Goals: When Bobby Digby initially approached Rock City Digital in the final quarter of 2023 about growing the criminal defense side of his practice, he was facing several challenges. The biggest issue was the firm’s existing SEO authority, which focused on civil law and minor criminal offenses. While the firm performed well for searches pertaining to divorce and custody cases, thanks to high-performing blog content and Google reviews, the website lacked the necessary content and traffic to be a top contender for more serious criminal defense representation.
- Large Adjacent Market: Located in Saline County, Bobby Digby’s firm was well-known locally for divorces, custody disputes, and minor drug-related criminal cases. With competition from neighboring Pulaski and Jefferson Counties, the firm was struggling to result for local searches when it came to violent crime and high-profile case representation.
Rock City Digital’s solution:
Google Ads
To accelerate the growth of the criminal side of the practice , Rock City Digital implemented a Google Ads campaign. This approach aimed to capture the attention of those actively searching for specific felony classifications and crimes, like ‘class b felony’ and sending them to an informative landing page. Additionally, Rock City Digital focused on targeting specific zip codes within neighboring counties to start to break into local searches. With continuous optimization, the Digby Law Firm quickly gained a competitive edge while maintaining a low cost-per-conversion and high conversion rate.
Search Engine Optimization (SEO)
While Rock City Digital has provided SEO services for the Digby Law Firm for years, the strategy needed to shift to accommodate the goal of expanding the criminal and violent crime side of the business. To do this, the SEO team focused on creating helpful and informative content surrounding current Arkansas law pertaining to violent crime. By publishing relevant content, the Digby Law Firm saw increased rankings for searches pertaining to what rights felons lose or retain, the difference between various drug charges, and the steps to get a case dismissed. Additionally, the firm garnered key backlinks detailing high profile cases, thus improving authority.
