Solutions Implemented

Google Analytics showed that the firm’s advertising campaigns were successfully generating website traffic, but too few visitors were returning or taking the next step.

Medical malpractice matters often involve a longer decision-making process than other legal services. Prospective clients may spend considerable time researching whether they have a potential claim, understanding the legal process and comparing firms before requesting a consultation.

ClickStrides developed a website-retargeting strategy to keep the firm visible to previous website visitors during this research period. Where permitted by applicable platform policies, the campaign displayed general brand-focused advertisements across selected websites and applications for a limited period after the initial visit.

The campaign was designed to:

• Reintroduce previous visitors to the firm.
• Encourage interested prospects to return to the website.
• Reinforce the firm’s experience and brand recognition.
• Support a longer research and decision-making process.
• Create additional opportunities for visitors to request a consultation.
• Measure repeat visits and subsequent website conversions.

The advertisements focused on the firm’s general legal services and brand. They did not reference an individual’s medical condition or imply knowledge of sensitive personal information.

Results

Following implementation, the firm experienced:

• More repeat visits from previous website users.
• Increased engagement from returning visitors.
• Improved conversion activity among repeat visitors.
• Greater brand visibility throughout the prospective client’s decision-making process.

The campaign demonstrated that generating the initial website visit was only one part of the conversion process. By remaining visible during an extended research period, the firm created additional opportunities for prospective clients to return and take action.