TechAudits helped a legal brand convert a paid strategy into a dual paid + organic play driving millions in additional revenue

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THE STORY

Understanding the Business

This client started as another referral and they work with several law firms across the United States. They have several paid centric websites that they use to drive leads for their firms and affiliates. They operate in virtually every legal area you can expect but this effort was centered around a personal injury area.

Before we could help them build a website we had to really dive in and become experts ourselves on the target topic. This meant that we worked with lawyers, conducted interviews with experts and read up on every website, organization or other resource we could find to sure we were prioritizing the right things for the users they’d eventually capture.

At Tech Audits, we immerse ourselves in your business as we truly see ourselves as an extension of your team. To do our job well we perform “activities” that help us understand your business, your goals and what we need to do to help position you or your brand for success.

A few of the activities we performed to help us learn about this new legal area:

• Learned about the intake process for a new user for these firm to understand hiccups, the support material and more.
• Read all of the resource material each law firm had for victims.
• Met with various stakeholders throughout the business to understand unique perspectives
• Talked with the personal injury victims, reviewing their statements and more.
• Analyzed what questions and discussions were happening in areas where victims frequent or in forums, such as Reddit.

New Website Build

The primary goal of the website build was to plan for scale. It originally started out focusing on a single area but quickly expanded into 5-6 other areas within 12 months. It’s very easy to create a bunch of “technical debt”, as many call it, when piling on new pages, new modules and more.

This is why we spent a considerable amount of time becoming experts in this space so we knew what types of pages we’d need, types of content and even what types of features our website should have to give user’s the best experience possible.

This is essentially what we call “scalable information architecture“.

A “scalable information architecture” means creating a clear structure for the website by defining specific page types, templates, and modules that can be reused. This makes sure that every page follows the same format, so we don’t have to custom-build each one. It also allows us to easily make changes across the site without messing up the structure, making it easier to grow and maintain as new content is added.

A very super high-level summarization of what we built:

• Templates for each type of page (informational, transactional, resource/blog, etc.) that allowed our content team to scale their work without having to think of design choice, font types and more.
• Multiple database driven resources based on what information searchers were looking for that not only drove clicks but also fresh PR links.
• A set of 12 different CTAs customized based on intent, page type and topic (ex: financial, medical, family/support, etc.) that were swapped out programmatically depending on what pages the user visited.
• A multi-step lead funnel that allowed us to capture users at many stages in their journey and capture key information along the way allowing our customer to reach back out even if they didn’t finish the full funnel.
• … and more!

Becoming a Resource for Victims

The brand new website we helped build left us with little Technical SEO and User Experience work, which was the point. It was now time for us to take our new 20 page website and scale our content efforts.

The ultimate goal of the website was to drive leads for law firms and we didn’t lose site of that, however, our approach to this wasn’t a traditional one. We didn’t want to just drive leads, we wanted to be the go to resource for all information in this legal area. During our research we found that there was no clear winner in this space which meant ample opportunity for us to rightfully take most of the market share.

Months 1-3

This was the website build and we increased our page count from 5 total pages to 20.

Months 4-6

In this time period we got to work – heavily.

In these months we launched a database driven project directly aligned with search intent, more supporting pages around our core topic and started introducing more demographic related pages.

In these months we grew our page count from 20 pages to 70 pages and maintained all of our relevant Technical SEO and UX KPIs while doing it.

Months 7-9

In this time period we expanded into two additional legal areas.

The team finished launching the rest of our database driven projects and ~20 more pages to our core legal area. The team also stood up two additional legal area pages similar to how we approach our main one, a single page test and see what the response is from search engines.

The team behind Tech Audits are avid testers and we don’t just follow the same playbook others do – we iterate, test and iterate some more to build sustainable strategies for our clients.

Months 10-12

This is where things really started to pick up for us and the customer.

At this point in time we have roughly sent ~150 qualified leads to them over the first year. It doesn’t sound like much but those 150 leads led to over $1M in legal fees collected for our client, even at this spot here we were still at a 2.3x ROI for them which is pretty solid for a brand new website and business.

Months 12-24

The team continued to generate ~10-15 pages of content per month, handle all Technical SEO and UX items and even advise the customer on areas of the business.

The content focus here was about supporting the core legal area, expanding the other legal areas with more content and generated a news/blog to help be a resource to users and even other lawyers in the space about what was happening.

Months 24-60+

The team has largely slowed down work with this client after two years of hard work and dedication. We do still keep the website’s lights on with what we call “maintenance mode” which is essentially us keeping key information updated, adjusting dates, adding new data to the database, etc. It’s small stuff just to make sure the information stays factual.

Rolling (Final) Achievements

We say rolling because this website and program is still living to this day driving several hundreds of thousands of dollars in revenue for our client with very little work being done on it.

This is a great case study because it shows how we are able to work with our customers to understand their business need, help them create their vision and then also make millions along the way.

In the end we were able to drive a total revenue of >$30M in legal fees since 2020 leading to a 24x return on their total investment to date.