Key Takeaways
- Victorious helped a multi-state law firm save over $1 million on ineffective ad spend while increasing organic web traffic by 281.89%.
- Reallocating budget to SEO allowed the law firm to drive more high-quality leads at a lower cost.
- Goal-aligned SEO strategies are the key to driving client engagement and sustainable growth.
According to 2023 survey data from Ruler Analytics, 91% of marketers said lead generation is their most important goal.
Why? Because high-quality leads allow for sustainable business growth.
Victorious, a values-driven search agency that specializes in customized SEO, content, and web services, proved this by helping a multi-state product liability firm double its operations in just two years with systematized SEO.
After pouring over one million dollars into pay-per-click (PPC) ads with an agency that told them SEO wouldn’t drive leads, the large product liability law firm partnered with Victorious in hopes of reducing its ad spend and securing higher quality conversions.
Victorious delivered an SEO campaign that netted a 281.89% increase in sessions and a 56% boost in high-quality leads in the first year.
The results speak for themselves: Systematized SEO aligned to business objectives can generate the high-quality leads companies need to thrive.
Here’s a look at the three tactics it took to achieve this:
Turning SEO Into a Lead Generation Powerhouse
SEO Tactic #1: Invest in competitive analyses and strategic alignment at the start of a campaign.
To deliver on it’s promise of better quality leads, Victorious started with an industry analysis to assess competitiveness and identify backlink and content gaps affecting their client’s ability to rank well in search.
This research and planning at the onset of the campaign allowed the team to create a customized strategy based on their findings and SEO expertise.
SEO Tactic #2: Connect intent and pain points to boost conversions.
Victorious determined that to reach the law firm’s target audience while reducing PPC spend, they had to focus on keywords associated with specific product issues or state statutes.
“We hypothesized doing so would allow us to generate leads related to the particular product problems the firm was interested in pursuing in court,” said Jack White, Head of SEO Delivery, at Victorious.
Based on this, Victorious built a solid keyword and content strategy that noted which pages needed to be prioritized, the number of backlinks to be established, and the type of content that needed to be optimized, updated, or created.
The team then got to work creating helpful content, updating pages, and implementing technical SEO audit recommendations to improve the law firm’s crawlability, indexability, and user experience.
The result? A pause on PPC ads within the first six months and an average of 50% more leads a day compared to the initial goal. In addition, the agency reduced the law firm’s cost-per-lead (CPL) by 67%.
“This SEO campaign highlights SEO’s invaluable role in generating prequalified leads to support business growth. We focused on the metrics most important to our customer — traffic and lead gen — and directly tied results to his business goals,” Taylor Bui, Senior Account Manager at Victorious said.
“We also maintained transparency, which facilitated faster decision-making and allowed us to implement a strategy aligned with our search-first methodology.”
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Expanding Market Share and Driving Results With SEO
In the second year of the campaign, the law firm shared a new goal: expanding their operations to new states.
Victorious got to work creating new keyword and content strategies aligned with this objective. Rather than relying on their original competitive analysis, they knew they needed to get fresh data to create a plan that would help the firm connect with potential clients in the states they were expanding to.
SEO Tactic #3: Drive local visibility with geo-targeted location pages.
With a new keyword strategy and content strategy focused on location pages, the Victorious team began creating optimized location landing pages with conversion-focused copy while continuing to publish blog posts about state statutes and specific car issues.
With Google surfacing more local content in search, these location pages were critical for helping the multi-state law firm connect with new clients in 18 states.
They also continued building quality backlinks as part of their off-page SEO strategy, including to the new location pages, and ran regular technical audits to quickly identify and fix website issues.
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In year two, the campaign drove 281.89% more sessions than the first year and secured 56% more high-quality leads to support the law firm’s expansion.
"Too often, SEO is seen as a supporting tactic for PPC. In truth, when prioritized, SEO can be a revenue-generating channel that builds brand awareness and authority in addition to driving leads."
As Victorious has proven, when SEO is aligned with a company’s objectives, it can be an effective lead-generating channel that drives real business growth.
