Gaines & Gaines Case Study
Case Study
Law Firm SEO
Integrate Paid & Organic to Grow Leads
Develop a cross-platform strategy to increase leads and phone calls.
Implement SEO Best Practices
Craft new headers and metas, manage NAP, and create new content.
Reach Target Audience on Social Networks
Tailor messaging to each target audience for maximum impact.
Reach Hand-raisers Seeking Legal Help on Paid Search
Identify relevant keywords to include in search campaign to generate quality leads.
Gaines & Gaines (Gaines Law Firm) is a California employment law firm representing plaintiffs, primarily in private and representative class actions. Their employment lawyers are specialized in wrongful termination, discrimination, harassment, sexual harassment, retaliation, and whistle blower claims.
Challenge
Gaines & Gaines had been advertising on Google Ads and were getting low quality clicks and calls. For example, multiple calls per day were for people looking for the state’s labor board and not for an employment attorney. Thus, improving the quality of calls and contact form submissions was a key goal. In addition, Gaines Law Firm expressed interest in staying top of mind with prior clients.
Method
The marketing team at Blue Yarn Media researched the industry, target audience, the company and its competitors. This extensive research then enabled a data-driven plan that could meet and exceed Gaines Law Firm’s goals.
Free SEO Site Audit
Performed an SEO audit to check for more than 120 common technical and usability issues. The technical audit uncovers items that could cause Gaines Law Firm to rank poorly Google. Poor ranking leads to limited ability to generate traffic.
Competitive Audit
The marketing team at Blue Yarn Media conducted a deep dive competitive audit. This audit utilized competitive research tools, ad platform research, and other industry best practices, as well as industry research to understand the industry and shape the marketing plan:
- Target keywords, both brand and non-brand.
- Social presence such as Facebook, LinkedIn, and Twitter.
- Website optimization including meta description, title tags, and content across priority pages.
- Directory listings including Google My Business.
Audience Research
Researched Gaines Law Firm’s target audience to gain a better understanding about their demographic and psychographic profile.
Solution
Blue Yarn Media developed a digital marketing plan to reach Gaines Law Firm’s desired customer base. The digital marketing plan incorporated paid and organic strategies to maximize impact.
Reach Target Audience
Reach the desired target audience to ensure they can connect with Gaines Law Firm when they need assistance.
- AUDIENCE RECOMMENDATIONS
Generate audience recommendations in paid social based on likelihood of needing an employment attorney. This included people who had a prior need for employment lawyers and prior site visitors. In addition, industry research and current events enabled recommendations for new audiences based on reports of industries where wage violations are common.
- IDENTIFY TARGET QUERIES
Identify phrases that people who need an employment attorney search for. This included searchers who knew they needed an employment attorney, as well as keywords that map to life events triggering a need for an employment attorney.
These keywords were then researched to determine whether they were most fitting to use to generate organic visits or to use in paid advertising.
Right Message At The Right Time
Provide the target audience with the right message at the right time. The Blue Yarn Media team developed different messaging recommendations for social, SEO, and paid search audiences. This differentiated messaging improved website visibility and conversion rates.
- TAILORED AD COPIES
Messaging was tailored for each test audience to resonate with the particular needs they may have for legal services. Ad copy was specific to the most common types of wage violations by profession. In addition images were customized to resonate with each audience.
- REMARKETING
Remarketing re-engagement campaigns had a strong brand voice to keep Gaines & Gaines top of mind for current or future legal needs.
Technical Website Elements
Ensure the Gaines Law Firm Website delivered a seamless experience. Numerous technical issues were addressed to provide site visitors a positive experience.
- Improved website load speed and security.
- Optimized site to enable Google to crawl the website easily.
Website Content
Increased website content for better search engine ranking and better user experience from paid media traffic, including creation of new pages and nourishing existing content.
- NEW FAQ PAGE AND FAQ SECTIONS
Blue Yarn Media worked with the Gaines team to create several lists of commonly asked questions, and applied SEO optimizations including target keywords and internal linking.
- IDENTIFY PHRASES NEW EMPLOYMENT LAW LANDING PAGE
To provide visitors from paid media with better user experience, the SEO team drafted short summaries of each legal service, applied internal linking, and inserted FAQ section at the bottom of the page. The new landing page allowed website visitors to browse through all consulting services available in one place, and rank for better positions on search engines with inserted target keywords.
- EXISTING WAGE AND HOUR VIOLATIONS PAGE
The wage and hour violations segment is one of Gaines’ top priority services. Blue Yarn Media drafted and updated existing content on the page after researching California laws and regulations. For instance, inserting a California Minimum Wage table, further defining each and types of wage violations in California, listing examples of each violation, and creation of FAQ section.
Listing Management / NAP
Utilize the Google My Business listing as a way to drive significantly more call volume and business actions.
- Updated and distributed consistent NAP (business name, address, phone number) across 70+ US directory listings, including Google My Business.
- Optimized the Google My Business listing to include relevant industry keywords and improve ability to surface in search results.
- Monitor the Google My Business listing for new reviews and flag opportunities for Gaines Law Firm to reply to new reviews.
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Facebook Ads CPC
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Google Ads Phone Calls
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Google My Business Clicks
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Organic Search Impressions
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