A highly specialized law firm contacted RTL Digital Media to discuss how we could enhance their online visibility to potential clients. After consultation with the client and a review of their website, we concluded that — before anything else — the client needed a complete website overhaul. In addition, we suggested correction of the poor SEO practices in place, which greatly increased bounce rate. The client’s Google Ads campaign was performing poorly and we suggested implementing a completely new marketing campaign.
The client approved our initial plan, so we got right to work with an intensive website assessment as well as an SEO audit and analysis. This research allowed us to identify precisely where the law firm stood in search visibility and to pinpoint areas needing improvements. We also conducted a deep assessment of the old Google Ads campaign already in place, which gave us clear insight into why the campaign was failing. Once we completed gathering data and information, we were ready for the next step: developing a winning strategy that we could measure and monitor.
First, we developed a plan for a complete website overhaul, which included optimizing for speed, image appropriateness, and carefully targeted metatags and descriptions. We planned to conduct a monthly assessment of performance to allow fine-tuning of optimization on a page-by-page basis. From there, we would then develop a new PPC ads campaign — one that would provide clear and provable results.
During the overall SEO enhancement and website overhaul, we removed non-essential pages and assets that created a drag on speed. We also implemented extensive tracking capabilities to track every single lead from origin to conversion.
The client had a dismal bounce rate of 90+% due to black-hat SEO, which used celebrity names in an attempt to drive traffic to the site.To correct this we removed all spam content from the website, reducing bounce rate to 20 percent.
The site was not tracking for crucial keywords, which we corrected after conducting targeted keyword research. This folded directly into the development and implementation of the new Google Ads campaign, which increased new client procurement significantly.
What’s keeping you awake about your marketing? Chances are, we’ve seen it before and found a solution. We’d be delighted to listen, and then share some ideas.
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Ann began her professional career as a customer service representative. After outgrowing that position, she worked as a Virtual Assistant for a logistics and real estate company. Her keen interest in technology and natural ability to apprehend technological concepts and systems brought her to the RTL team. Ann’s work ethic and firm knowledge of SEO are greatly appreciated.
When she’s not working her SEO magic for our clients, she enjoys watching movies, reading great books, and spending time with family and friends.
Ann holds a Bachelor of Science in Information Systems.
