Internet Marketing Newsletter
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After their success with the marriage counseling marketing, Reciprocal approached a personal injury law firm in Philadelphia. During the initial presentation, the firm was interested but skeptical. The law firm had used Internet marketing firms in the past, spent large sums of money on website designs and listings, and had little in the way of new clients to show for their expenditure.

Reciprocal proposed a pay for performance fee schedule based on click through rates to the firm's website. With this fee schedule, the firm would only pay for leads that Reciprocal generated. Reciprocal also proposed revamping the law firm's website to eliminate many obvious problems and enable optimization of their Internet marketing. With a pay for performance financial arrangement, the law firm determined that their financial risk was minimal.

Within three months of being retained by the law firm, the search engine optimization and Internet marketing techniques employed by Reciprocal had generated leads resulting in 23 new cases for the firm. Although billed on a per click basis, the law firm's average marketing cost of each case was approximately $1000 dollars. Knowing that many cases settle for fees in excess of $100,000, the law firm realized quickly the value of Reciprocal's efforts.

How was this success achieved so quickly? Reciprocal began by optimizing and improving the firm's website and the operations of capturing new leads into the firm. The following represent just some of the changes we made:

• Set-up toll free tracking numbers for phone calls into the firm
• Optimized the website for conversions
• Added forms to every page of the site to collect leads during off hours
• Set up Adwords and PPC campaigns
• Searched for, identified, tracked and eliminated rampant click fraud
• Recorded and inserted audio files into the website
• Set up remote recording methods that enabled the lawyers to add content to their website with little time or effort
• Took new photos of the firm members
• Started a reciprocal linking program with other websites
• Rewrote the ad copy for the home page

Utilizing the above methods, Reciprocal multiplied the traffic to the site by a factor of 99. Reciprocal delivered clients at a fraction of the cost of previous web marketing firms.

To ensure the effectiveness of their ad campaign, Reciprocal worked with the firm to understand the business of trial law. We learned how leads were handled once they reached the firm and the time it took for a case to convert to revenue. Reciprocal worked daily improving the ad campaign through research, trial and error, testing, and measuring data. Our methodical research uncovered counter- intuitive methods to increase results. We found pockets of opportunity by carefully listening to the attorneys. In addition, we spoke with attorneys and sales people countrywide to learn what was working in Internet marketing elsewhere. This research yielded ideas that were utilized to develop and enter new markets.

Reciprocal increased Adwords performance 10% by split testing a new ad on Google. We drove 5% more traffic to the site on a daily basis by adding an ad targeted to Legal Malpractice. Incremental improvements like these have been responsible for increasing traffic to the firm's website an average of 30% each month since Reciprocal was retained.

Reciprocal monitors the site and the campaigns constantly for opportunities and anomalies. We regularly "mine" the log files of the site for search terms. These search terms are utilized to create new ideas for expanding PPC campaigns. Furthermore, the Adwords campaign taught us specific terms to optimize for the site to get high natural search rankings.

Reciprocal also raised natural search rankings for the firm's website. The ranking process for personal injury lawyers takes time because there are many search terms to optimize. Reciprocal invests considerable research in determining the best search terms to optimize. The firm's website ranks number one on MSN for the keyword "Philadelphia Lawyer." The site also ranks on the first page of Google results for terms such as Philadelphia Personal Injury Lawyer and Philadelphia Accident Attorneys.

Read more Internet marketing case studies.

• Pay Per Click Management
• Search Engine Optimization
• Social Media Optimization
• Web Design
• Video Production
• Competitive Intelligence
• Online Reputation Management

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