Case Study: Small Law Firm Doubles New Client Retention with SEO & PPC

A small law firm was able to double the number of new monthly retained clients through a strategic digital marketing strategy implemented by FORWARD marketing. The firm was skeptical about internet marketing, but decided to invest in our strategy after understanding our process and seeing the results we had generated for other law firms in all different areas of practice.  After completing a website re-design that gave the firm a clean, fresh and modern look, we implemented a local Search Engine Optimization (SEO) program designed to improve search engine rankings over time.  Right off the bat, we identified the most competitive keyword phrases that the firm would like to show up for when a potential client conducted a search for their legal services.  Prior to us coming into the picture, the firm ranked on the first or second page of Google for 0 of those 20 keywords.

Due to the lack of presence on search engines they were not generating much website traffic.  The below is a snapshot of their Google Analytics the month prior to FORWARD marketing starting SEO in February 2018.  You will see their site only saw 137 total visitors and only 79 of them coming from organic traffic.

In only a few short months we started to see gradual improvements in their organic placement on Google which resulted in modest increases in relevant website traffic. Over the the next few months we saw continual improvements in these rankings which translated into more steady increases in their organic website traffic.  Fast forward two years to March 2020.  We have been very successful in increasing the firm’s organic presence and have increased the number of keywords we are tracking from 20 to 120.  Of those 120 keywords we are tracking, our client’s website is ranking on page one of Google for 107 of them, and on page two for an additional 13.

This has translated to significant increases in their organic (and overall) traffic.  In February of 2020 the 659 organic visitors the site saw was a 734% increase from February 2020 prior to FORWARD marketing starting their SEO campaign.  You will see their other increases below:

Due to the success they were having with the Search Engine Optimization (SEO), the firm also decided to run a Pay-Per-Click (PPC) campaign geared toward driving immediate traffic and leads to the practice.  As a Google Partner, FORWARD marketing has considerable experience managing all types of PPC campaigns for law firms and understands how to generate results, and it was no different in this case.  In addition to what the firm is seeing through their increase organic traffic, they are consistently generating an additional 60+ leads/month resulting in a number of retained clients through our Google PPC campaign.  In February 2020 you will notice we were able to generate 97 total phone calls, 89 of which were unique.


FORWARD marketing has helped law firms of all practice areas nationwide increase inbound leads and caseload through strategic digital marketing.  For all of March and April, we will be offering FREE SEO Audit reports.  There is no obligation and no strings attached.  These reports will give you an in-depth understanding of what you are doing well online, how you stack up against your local competition, and areas of opportunity.

If you are interested in speaking with a Law Firm Marketing Consultant, feel free to contact us online or call us at (888) 590-9687.