Attorney Achieves 300% Organic Traffic Growth with HubSpot
Tolison & Williams counts on Instrumental Group to manage and execute its omni-channel digital marketing strategy.
OVERVIEW Pillar SEO strategy explodes traffic and leads for Denver Law Firm.
Tolison & Williams has been a pillar for family law, estate planning, and probate in the greater Denver area for close to two decades. Their team of attorneys are passionate about serving the unique needs of each client, combining a high degree of professionalism with attentive, individualized client service.
The firm's desire to make a positive impact on its clients ' lives starts with its ability to acquire new clients. The demand generation strategies start with HubSpot and Instrumental Group, fueling the flow of new clients to provide top-notch legal services.
Instrumental Group has been serving Tolison & Williams as its outsourced digital marketing partner since 2016. Instrumental helped the practice re-platform the team and data into HubSpot in the Spring of that year and has been assisting T&W's growth goals ever since. This case study demonstrates our collective ability to continually lift meaningful metrics help the firm grow it's traffic and leads.
CHALLENGE Fighting for visibility amid intense competition
T&W is a small law firm in a large, competitive market. They simply don't have the budget to compete with the larger firms, who spend big on paid media, traditional media, and SEO. With so many competitors outspending them, we were faced with a serious challenge. How could we help them get found organically, despite the odds?
- A small website without the depth of content necessary to index for keywords
- Missing SEO strategy, onsite optimization
- No blog functionality, lacking the ability to consistently publish fresh content
- Limited ability to scale marketing initiatives
SOLUTION Website migration and a Pillar SEO strategy
Phase 1: Website Migration
Tolison & Williams' website was hosted by a legal service provider. The team couldn't access the website directly, preventing any ability to manage change with the site. We had to rectify that before our strategy could be executed.
The solution was a migration to HubSpot CMS. We support T&W in procuring a CMS license and taking advantage of HubSpot's optional site migration. This strategy kept cost low and ensured the site was replatformed into a CMS that's easy to manage.
Phase 2: SEO & Content Strategy
While the site was being migrated our SEM team developed their search strategy. To address the lack of content on the website we suggested a pillar and content cluster strategy.
The strategy identified three critical topics that would be the center of T&W's content and SEO strategy. Our SEM team then optimized the website to meet the strategy and set up the content team with a list of titles to support the cluster strategy.
Phase 3: Ongoing Optimization & Content Creation
With the foundation in place, attention turned to developing content to feed the strategy and drive website relevance and traffic. The team worked month by month, year over year, creating fresh content and optimizing each piece according to the pillar strategy.
Pillar pages were created and published to serve as the foundation for each of the primary topics.
- How to write a declaration letter for child custody
- Does signing over parental rights stop child support?
- How to file for child custody in Colorado
- Guide to divorce papers in Colorado
- Can you file for divorce online in Colorado?
- Quick guide to no-faul divorce in Colorado
RESULTS Impressive performance for traffic and conversions
The SEO and content generation began to take hold, as the clustering strategy poured fresh internal links to the pillar pages. Instrumental's growth services team managed the relationship, establishing a cadence that fit with T&W Leadership's busy schedule. Cadence meetings focused on open deliverables, forward-planning, and analysis of results with strategic recommendations.
Amazing organic performance for the website and each topic cluster
As the pieces came together and Google began indexing the fresh content, results began to build. Over the 3 year period the results of the pillar & content cluster strategy were undeniable. Consistent traffic growth with increased conversions has continually fed T&W with increased visibility and fresh leads to feed its mission.
- Organic website traffic grew by 300%
- Family rights and child custody topic cluster grew by 415%
- Divorce in Colorado topic cluster grew by 424%
- Divorce costs topic cluster grew by 673%
- Conversion rates doubled, from 10.34% to 22.62%
- Monthly form submissions grew from under 10 to over 40, averaging out to 26
LOOKING AHEAD Forging forward in a competitive environment
As time goes by and the relationship and results continue to grow. Despite budget limitations and competing in an ultra-competitive environment, Tolison & Williams continues to find success with its digital marketing strategy.
The team at Instrumental Group continues focused on improving metrics, diversifying strategies, and unlocking new opportunities. The team at Tolison & Williams continues to invest in its future while making a positive impact on its clients ' lives.