Late last year, my client – Robert Wood of Wood Edwards, a business litigation law firm in Texas – emailed me and said:
We want to expand our practice into estate planning.
How can we start getting leads from folks who need help with their estate planning documents? How much of an investment will we have to make to begin generating cases?
– Attorney Robert Wood
I love it when clients ask questions like this. The challenge of breaking into a new space is exciting and the work required to do so is a ton of fun.
Being eager to get started, I immediately dove into the specifics and I put together a detailed project scope and proposal for the client, which looked like this:
The client agreed to move forward, and we immediately got to work.
First, we created a new and distinct design to house our new estate planning content. Our thinking was that, to convince prospective clients that the firm was a good choice to help with their estate planning needs, we needed to create a look and messaging separate from the rest of the site.
This is the design our team came up with. You can also view the live pages at the links below.
You can see that the estate planning pages feature a color scheme, logo, and messaging that is distinct from the rest of the site. We created a micro-site within the larger website, specifically addressing estate planning clients.
Next, we turned our attention to content creation. Because the client wanted to keep the budget minimal, we prioritized just a handful of priority topics based on our keyword and competitive research. We developed content for those topics and published them alongside the development of the new section of the website. The screenshots below show the kinds of keywords that the content now ranks and brings in traffic from:
Once the development of the new design was complete, we launched it on the live site – along with the new pages. Within just 3 months, we saw over 1,300 organic search visits to the new estate planning pages, resulting in over a dozen qualified leads.
Simply by making a one-time investment – and following our strategic plan – the client has seen a massive ROI and has effectively started up an estate planning law firm inside their existing business litigation law firm.
This was such a fun project to work on, and to see the client realize an ROI so quickly is really rewarding. If this sounds like a good way to invest your marketing dollars, we hope you’ll reach out to discuss your goals.
