Case Study
CASE STUDY
A Comprehensive Digital Transformation for Hagar and Phillips, a Lebanon TN Law Firm: Enhancing Online Presence and Client Acquisition
Revamping a Legal Firm’s Website, Amplifying Engagement, and Optimizing SEO for Increased Client Outreach with Deep Content
BACKGROUND
Hagar and Phillips, a law firm established in 2012 in Lebanon, Tennessee, is deeply interwoven with the Lebanon, TN, community fabric. The homegrown team, led by Partners Tiffany Hagar and Eric Phillips, has expanded to eight employees, including four attorneys. Despite their deep-rooted community ties, the firm grappled with local recognition for their comprehensive family, civil, and criminal law services. Recognizing the need for a robust marketing strategy, they aimed to increase website traffic and enhance client lead generation.
THE CHALLENGE
Their outdated website and inability to manage older web pages hindered their SEO performance, affecting their market visibility. The firm was failing to appear in local rankings, and an unclear representation of its services led to frequent client inquiries about available services.
Susan Phillips, Principal of Motive Consulting Services, LLC (“Motive”), was enlisted to identify the issues and devise a holistic marketing strategy.
Eric Phillips, Partner, stated, “Our firm’s reputation drives much of our recognition in the local market – by word-of-mouth referrals. But we felt like we wanted to expand our reach in the local community, and we wanted a professional to recommend and implement that strategy. Motive had been recommended to us, and we set up a time to discuss our challenges with Susan.”
THE SOLUTION:
After meeting with Motive, a solid marketing plan was established and executed in stages, including:
Brand Alignment: A review of all graphic standards was conducted, and a Brand Playbook was established to align the logo, fonts, colors, vision, and all Brand elements to speak in a consistent voice.
On-Page SEO: Motive initiated the transformation by optimizing meta descriptions, title tags, image descriptions, URL page nomenclature, and internal links. They enhanced menu navigation and fortified existing content on every page.
Content Development: Motive developed a deep layer of content aligned with targeted keywords. Starting with low-volume Long Tail Keywords, they gradually progressed toward high-volume Short Tail Keywords. Over 30 blogs were written and deployed.
Technical SEO: The website's functionality was improved, including enhanced page speed and reduced bounce rates.
Off-Page SEO & PR: An Off-Page SEO platform was established, comprising a new website, social media posts, Google Business Profile optimization, infographics, videos, and local directory/map enhancements.
Organic Social Media: The team utilized Facebook, LinkedIn, and Google Business Profile to establish credibility with Google and drive visitors to the website.
Paid Media: A combination of Google and Facebook paid media was used to target new clients and drive website traffic.
Videos: Short videos were developed to gain SERP feature recognition in targeted keyword categories.
THE RESULT:
Within six months, Hagar and Phillips saw significant growth:
Increased Traffic: A surge in organic traffic (+50%) led to greater brand visibility and potential client leads. Paid traffic resulted in over 1,300 Clicks to their website within a 30-day (first campaign) window. They are averaging 3+ Google calls daily.
Strengthened Organic Keywords: The firm tripled its keywords, moving into the top ten positions in the marketplace for targeted keywords.
Visibility Boost: The firm went from nonexistent visibility to a top local position for targeted service categories by utilizing multi-touchpoint tactics. The firm is now listed in over 75 local directories.
Improved Engagement: A consistent social media strategy led to tripling the original followers, enhancing the firm's digital footprint, and creating a way to engage with clients more frequently. In 6 months, the social media Reach was 27,890, and the press releases resulted in an estimated 45,000 impressions in the local market.
Enhanced Backlinks: The Off-Page SEO strategy boosted the firm's Google Authority Score, improving backlinks from double to triple digits.
Amplified Client Acquisitions: Client acquisitions have also increased. The team reports they are getting at least 2+ new clients each week due to the marketing engagement that Motive is implementing.
Thrilled by the results, Tiffany Hagar, Partner, stated, “In just a six-month window, we significantly grew our organic traffic, increased our followers, improved our backlinks, and moved up in website visibility with Susan’s recommendations. We trust her so much that we built a new website to increase our results. I highly recommend Susan to anyone looking to design and implement a solid marketing strategy.”
The success of this strategy stands as a testament to the power of comprehensive digital transformation in enhancing a firm’s online local, Lebanon presence and client acquisition. For assistance with your marketing strategy, please get in touch with Motive today.