How we produced so many organic inbound leads that this law firm stopped paid advertising
The Problem – Outdated Branding and Lack of Leads
When Scott D. Pollock & Associates, P.C. first came to Metric for help with their website and search ranking they had already tried working with another content agency, which hadn’t gone well. The firm had poured money into an agency that gave little care to the appearance of the firm’s website and the keywords important to their clients and brand.
So in June 2019, Scott D. Pollock & Associates, P.C. began working with Metric to redesign and rewrite their website, putting together paid ads on social media and Google Ads, building out blog posts designed for search engine optimization (SEO) and a monthly content plan, and creating a robust, client-focused Google business page.
Who Is Scott D. Pollock & Associates, P.C.?
The first thing Metric did was to outline the main services offered by Scott D. Pollock & Associates, P.C., the clients they wanted to attract, and how they talked about themselves internally.
Scott D. Pollock & Associates, P.C. focuses on immigration and nationality law, and the firm’s office is located in the heart of downtown Chicago—an area with a large population of immigrants to the United States. The firm does crucial work helping people navigate getting their visa or green card, applying for citizenship, and fighting deportation. However, the firm had low inbound traffic to its website and was spending a lot on awareness-focused advertising that wasn’t translating a high percentage of leads to actual clients.
What did we do?
- Copywriting
- Website Development
- Search Engine Optimization
- Content Marketing
- Brand Design
- Graphic Design
- Paid Search Advertising
- CRM Implementation
Making a User-Friendly, Modern Website
When Metric started with Scott D. Pollock & Associates, P.C., the firm hadn’t updated its website in several years. The colors were not lively and active, and the site wasn’t designed to be particularly user-friendly. There was also no active search button in the top navigation, making it difficult for visitors to find exactly the topics they were looking for.
Scott D. Pollock & Associates, P.C.’s Website Before
Metric took the basic branding from the original website and updated it with more current design and colors and clear calls to action (CTAs), such as “Contact Us” and “Call us at…” We also added an identity statement—“An Experienced Team That Cares About You”—to the top of the homepage, along with rotating testimonials in the hero banner to help build confidence that the immigration attorneys at Scott D. Pollock & Associates, P.C. are reliable and hard-working.
Scott D. Pollock & Associates, P.C.’s Website After
In the unit below the hero image, we added a video with clips of attorneys working with clients and a responsive unit with photos of all members of the law firm’s team, allowing casual browsers to actually see who they might be working with. We found this was an essential piece because these lawyers deal with such sensitive aspects of their clients’ lives, and presenting the team as warm and professional was critical for positive perception.
Developing an SEO-Optimized Content Plan and Effective Paid Search Strategy
An integral part of ranking high in Google search for any company is continually adding (or refreshing) relevant content to your website. Scott D. Pollock & Associates, P.C. took this to heart, investing in a long-term content strategy with Metric’s content writers. To start our research, we looked at where people searching for immigration help often go for resources online. We discovered that much of that traffic brought browsers to usa.gov, where many pieces are written in a passive language with a lot of legal jargon—jargon that’s often difficult for people searching for immigration and nationality law information to understand.
Metric worked with Scott D. Pollock & Associates, P.C. to develop a content strategy that would serve as an alternative resource to the ones on the usa.gov website. This would also bulk up their “Immigration Insights” page, providing timely blog posts and pages on immigration and nationality law.
Metric’s writers have now been writing well-researched, easy-to-read, jargon-free content for years, all aimed at helping people figure out how to fill out specific immigration forms or explaining the different kinds of visas available in the US. We also built out a detailed immigration form section on the law firm’s website.
Titles of recent blog posts and articles from our team of writers include:
- Tax and Immigrant Services: USCIS Tax Return Requirement
- Bigamy vs. Polygamy: Dealing With Accidental Bigamy and Naturalization
- Can You Work on a K-1 Visa? How Long Does It Take to Get a Work Permit After Marriage?
To optimize for SEO, we tested both national and local keywords to help the site rank well. We focused on several location-focused keywords as part of our paid Google Ads strategy, as the main point of this refresh was to drive more clients to this Chicago-based law firm. A few keywords that we prioritized were:
- Immigration lawyer near me
- Chicago immigration
- Immigration office Chicago
As a result of this clear, timely content, the firm’s website started ranking higher in Google Search.
This worked so well that Scott D. Pollock & Associates, P.C. was able to switch from offering free consultations to moderately priced ones, all without affecting their bottom line or the number of clients they were able to intake.
Building Out a Robust Google Business Profile
A final piece of this refresh included putting together a robust Google Business page for Scott D. Pollock & Associates, P.C. Because so much traffic for any business comes from Google, when your profile surfaces in a search, it’s critical to do everything to showcase your offerings, location, and reviews. Scott D. Pollock & Associates, P.C. invested in a professional team photo, and with help from Metric, showcased their different offerings under Google’s “products,” along with many positive testimonials from past clients.
The Results – Modern Branding and Increased Organic Leads
With the combination of an effective, long-term SEO content strategy that consistently produces an average YOY 100% growth in organic traffic, an updated, user-friendly website, and a robust Google Business profile, Scott D. Pollock & Associates, P.C. has increased leads, grown their internal team to keep pace with leads, and shifted their marketing strategy.
They completely stopped paid advertising to keep up with the flood of leads pouring in from organic traffic.
Each year, Metric reviews Scott D. Pollock & Associates, P.C.’s marketing strategy to continue the positive trajectory. And the results only continue getting better as we fine tune their content and grow our relationship:
- 2022 vs. 2021: 317% YOY increase in organic leads
- 2022 vs. 2021: 1,146% YOY increase in organic traffic
- 2023 vs. 2022: 156% YOY increase in organic leads
- 2023 vs. 2022: 319% YOY increase in organic traffic
The firm can now spend even more time on its clients because they have so many more organic inbound leads. Their marketing investment strategy has changed from ad-focused to SEO-focused, and they’ve committed to a long-term content strategy with Metric’s team of writers.
"Elite! This is the word to describe the Metric Marketing team. I've been working with them for most of 2019 to help the law firm I manage get our web presence to the next level. They have certainly done that with helping us... "
Scott D. Pollock & Associates, P.C.
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