Reference /
Case Study

Online marketing for law firm, by agency: dhw solutions GmbH, Hannover

1. Introduction / Actual Situation:

Lawyer's office for over 20 years in district of Hanover
Suburban location with approx. 15,000 inhabitants
Main focus of the office: Specialized attorneys in labor and family law
Economic situation: Less workload due to increasing competition and corona pandemic
Classic marketing and previous website hardly successful

2. task definition and project objective:

short-term increase of the number of new mandates
securing the profitability of the firm in the medium term
Preparation for a long-term succession solution

Subgoal for 2.1:

Increase in turnover with new clients until 30.06.2022: XX.XXX,- EUR

Subgoal for 2.2:

Securing a medium to long-term annual turnover of at least XXX.XXX,- EUR

Subgoal for 2.3:

Strengthen law firm brand and law firm domain

Translated with www.DeepL.com/Translator (free version)

Buyer Persona:

Individuals:

Individuals who are in the midst of active life (approximately 25 to 65 years of age).
Proximity to the office
Employees

Corporate Clients:

Small and smaller companies and businesses in the vicinity
Employers

Project Implementation:
4.1 Project Planning (Concept):

Content focus: Labor and family law
Regionally search engine optimized
Optimized for leads - not conversions
Contact possibilities clearly more present
Consider referral marketing
Online consulting and booking offers
Generation of additional backlinks
Improvement of responsive presentation
Ongoing analysis/ monitoring and optimization
Placement of Google Ads / SEA
If necessary video integration

To be excluded / postponed:

No complete web relaunch
No content work in the area of social media
No client newsletters
Ads/ SEA not long-term if possible
Translated with www.DeepL.com/Translator (free version)

4.2 Project Implementation:
4.2.1 Analysis:

Web analytics using various tools:
Ahrefs, WooRank, Lighthouse, Google Analytics and Google Search Console ...

4.2.2 SEO and content:

The content of the website was greatly enhanced with SEO effective texts for the important services.

4.2.3 Backlinks / Business directories:

4.2.4 Portal entry Hannover Nordost with "product offers":

4.2.5 Google My Business Account / Google Maps:

A Google My Business company profile has been created, including:

Contact details
Opening hours
Company description
Pictures
Google Maps

4.2.6 Online ratings:

There are now over 10 (exclusively) 5-star ratings online

4.2.7 Online appointment selection tool:

4.2.8 Online consulting labor law:

4.2.9 Own blog:

4.2.10 Online-Ads:

Google Ads:

5. results achieved so far
(in about 3 months):

Organic website visitors and direct traffic (unpaid):

Page views: 7661 (improved by 290%).
Users: 1038 New users: 1016

Website visitors through online ads (paid search):

Page views: 1810
New users: 471
Impressions: 66603 (improved by 386%)

6. reference example:
Local lawyer marketing with radio advertising

In addition to the many possibilities of online marketing, other (classic) advertising media should not be ignored.

Especially when it comes to increasing awareness, the use of radio advertising with a high local reach can achieve good results. Often a short text is sufficient, which lists the most important fields of law in addition to the name of the law firm and the website. Listen for yourself to the example of our short spot for the law firm ajura.de

7. Conclusion and outlook:

Active online marketing for law firms can sustainably increase utilization and sales.
Special industry experience and, if possible, industry knowledge of the commissioned agency is important / very helpful.

Interested?

Contact:
dhw-solutions.com
Tel: 0511 905898-0

Reference / Case Study