Why Read this Small Business Case Study?
Consumers and business owners regularly engage in self-guided research about products and brands before engaging with the agency business owner or making a purchase. Case studies are a great way for you to build trust with Impact Zone by learning about the real world results we’ve achieved for another client, in this case, a small law firm in the mid-West.
Background Information
Below you will find a list of questions that will cover the essential elements the work we have performed for clients just like you. This information should be used when you are gathering information ahead of contacting Impact Zone or when trying to decide between us and another agency.
What type of business does this case study describe?
The original partners established this law firm in the 1930s. The business is transitioning to its third generation of attorneys as the second generation retires. The younger lawyers want to update the business to stay current with online technology.
Which specific product or service or Impact Zone’s does this business use?
The law firm hired Impact Zone to do SEO work in conjunction with the launch of a new website.
What does this law firm case study demonstrate about Impact Zone?
We can work with a small web design and development company to launch a new website that will rank well locally. The company changed URLs and didn’t want to lose the online rankings of the old URL.
Section 1: About the Client
What industry are they in, and what is their position within the industry?
The client is an established local law firm with a deep history and roots within their small town.
What are important details about this client that relate to your business?
The client wanted to maintain current search engine results rankings and drive traffic to the site, i.e., new clients. The primary contact needed advice on SEO services and other online marketing services to keep or discard.
What does the client say about the services she receives from Impact Zone?
The client was happy with the results displayed in the quarterly maintenance reports. The website maintained its position and increased its client base.
The client’s point of contact for the SEO work tracked leads. He stated that he was receiving new clients and leads from the increased traffic. The client is showing up on Google search results pages at the top of the fold, in the 3-pack.
Section 2: The Client’s Challenge
What issue, challenge, or pain point did the client want Impact Zone to address?
The law firm wants to acknowledge their history while modernizing the technology as younger lawyers join the firm. They need to attract new clients and not simply rely on their local reputation.
Why did they have this problem?
The second generation attorneys focused on law, not on keeping up with Internet and web developments over the past 25 years.
What was the client’s expected outcomes from working with Impact Zone to solve their stated problem?
The client wanted an attractive, appealing website that displayed their services. The lawyers wanted to improve the law firm website’s online positioning in search results after the domain name change.
Why did this client engage Impact Zone to help?
The agency that designed the website referred the law firm to Impact Zone for the SEO implementation.
Section 3: Impact Zone’s Solution
How did Impact Zone approach the challenge?
Jewel Ward interviewed the attorney who was the contact person and worked closely with the web design firm. She researched keywords, updated copy on the website, and used Yoast to ensure all pages were compliant with SEO best practices.
How was the client involved in this stage?
Once Jewel gathered the initial requirements, she researched and implemented the SEO. At various stages of the project and upon completion, she checked in with the web design client and the law firm’s point of contact.
What was the solution?
The solution for the website was to perform a full SEO implementation with quarterly maintenance. Regarding the SEO, Jewel checks the search engine results pages and Google Analytics and Search Console results regularly. She monitored the website’s search results and keyword performance via SEO software such as Moz or SEMRush.
What was the timeline?
The length of time to implement a new website with SEO varies, but it generally takes 3-4 months.
Section 4: Results for the Client
Did Impact Zone’s solution solve the client’s stated problem or accomplish their objective(s)?
Yes. The law firm’s search visibility substantially improved in search engine results pages within a few months.
What immediate benefits did the client see because of Impact Zone’s work?
Traffic increased substantially, from about an average of 10 visits per day in late March 2017, prior to optimization, to an average of 60 in the course of 90 days after the completion of the SEO implementation.
What benefits should our client see because of Impact Zone’s work over time?
The client continued to see a steady influx of new and existing customers.
What are the specific measurements, statistics, and/or ROI data we can share that clearly demonstrates the value of the solution/service/strategy Impact Zone provided?
The substantial increase in targeted traffic, along with the client-tracked incoming leads increasing, demonstrates that this SEO strategy worked.
Which one of those data points does Impact Zone consider to be the most important? Why?
The increase in leads to the law firm.
If you would like to learn about other data points that demonstrate success, i.e., Google Analytics results regarding bounce rates, keywords, etc., we are happy to provide them to you with the clients’ permission.
Does the client agree that Impact Zone solved the problem or helped them achieve their intended goal?
Yes. There were very happy with the results of the 2017 SEO implementation.
Now that you are at the end of this law firm case study, if you have any questions, contact Impact Zone and let us know! We are always happy to answer your questions
