Synopsis
Our client, a prominent law firm, approached PMP Marketing Group with the goal of increasing website leads and visibility. They were facing challenges with their site’s stability and performance due to issues within its code base. The firm sought a partner capable of redesigning their website while addressing these critical technical problems.
Strategy
PMP developed a comprehensive, multi-faceted strategy that focused on redesigning the website, optimizing content, and implementing a robust SEO plan.
Website Redesign
Leveraging insights from over a decade of user testing and hundreds of conversion optimization experiments, PMP’s expert design and development team crafted a custom design that reflected the strengths of the law firm. This cutting-edge, performance-driven website was built to offer a modern, user-friendly experience with a focus on increasing conversions. The new design not only improved the website’s stability but also significantly enhanced its visual appeal and overall functionality.
Content Optimization
PMP’s content team followed a structured approach to developing evergreen content tailored to attract the firm’s ideal audience. Each piece was meticulously optimized using proven SEO practices and written with a Flesch-Kincaid readability score that matched the preferences of the firm’s prospective clients. This ensured that the content was engaging, easy to understand, and highly effective at generating interest.
SEO
A key component of the strategy was implementing an advanced URL taxonomy to create a solid foundation for SEO. This allowed PMP to apply on-site and off-site SEO techniques aimed at improving both the quality and relevance of the website’s content. By adhering to market-tested SEO principles, PMP ensured that the firm’s site would rank higher in Google search results and draw more organic traffic. The result was not only improved targeting of potential clients but also a substantial increase in the visibility of all pages across the website.
Outcome
The results of PMP’s strategy were transformative. When the project began, the law firm’s website was attracting fewer than 1,000 new visitors per month. Three years later, the site consistently generates over 5,400 new visitors monthly, having recently surpassed 6,000 visitors in one month.
In terms of lead generation, the firm saw an incredible 197% increase in lead volume over the same three-year period. By resolving the technical challenges and implementing an optimized, user-centric design, PMP helped the client not only improve website performance but also achieve measurable, sustained growth in both traffic and lead generation.
