Niche Law Firm Obtains Several New Clients with Online Marketing
In this era of online legal marketing, it's easy to get caught up in metrics such as unique visitors to your website, number of page views, email inquiries and other statistically important barometers. But we all know that the bottom line is still the bottom line: How is my marketing program helping my law firm obtain new clients?
A newly published case study from LexisNexis® Martindale-Hubbell® takes that bottom line question head on. For one St. Paul, Minn.–based law firm that practices in the unique niche of railroad accidents and personal injury law, the answer is that online marketing delivers a significant return on investment.
The case study profiles Yaeger, Jungbauer & Barczak (YJB). For more than 75 years, YJB has been representing injured people, railroad workers and their families, recovering millions of dollars in much-needed compensation for injured railroad workers.
With the consumer shift to the Internet as a primary destination for information about lawyers and law firms, YJB saw the need to similarly shift their marketing strategy to make sure their firm was visible in the places their prospective clients were searching.
"Railroad accidents are so unpredictable and sporadic," explained Edward Heimel, CLM, the longtime business manager at YJB. "We need to have a high level of visibility on the Internet so that our firm is at or near the top of the results when an accident occurs and an injured worker or family member starts their online search for an attorney."
The case study goes on to trace the aggressive online marketing campaign developed and implemented by LexisNexis for YJB, including the creation of a new website with search engine optimization, a profile on Lawyers.comSM, and pay-per-click advertising.
The marketing campaign has been a tremendous success for YJB as measured by a number of important marketing metrics — but the most important one for the firm is the bottom line. Heimel says they've obtained "several substantial new clients" and "achieved a significant return on our investment" with LexisNexis.
To learn more about our Web Visibility Solutions, contact a LexisNexis Law Firm Marketing Specialist.
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