Case Study Category: Legal

Solutions Implemented

ClickStrides Marketing offers some unique solutions that not all marketing companies offer. The newest most niche product that we offer is location based advertising. Location based advertising allows your company to pick the physical locations that your ideal clients may visit. For personal injury this can be an emergency room, auto body shop, 24 hour emergency clinic, hospital, a busy intersection or even a nursing home.

Location Based adverting allows:

• An ad to be served to anyone who enters the specified location
• An ad that follows the potential client for 30 days
• Repetition for seeing your law firm ad for the precise time they are ready to take action
• Your firm to brand your law firm in only highly targeted locations and not mass targeting

Results

Our solution allowed our client to only advertise to those individuals visiting locations that their ideal clients will most likely have to visit. This allowed the firm to spend less money than the big TV lawyers, but gave them the ability to capture their target client at exactly the right time.

• Precise audience targeting
• Lower Cost solution
• Repeat branding
• Niche solution that isn’t saturated

Solutions Implemented

ClickStrides developed LawyerTrac, a law-firm-specific attribution system designed to show which marketing programs generated calls and online inquiries.

The firm was investing in Google Ads and legal directories such as FindLaw, Avvo and Justia. Because these campaigns directed prospective clients to the same website, the firm had difficulty determining which source deserved credit when someone called the main office number or submitted a general contact form.

Although individual platforms provided their own reports and tracking numbers, those reports did not always capture what happened after a visitor left the original listing or advertisement and explored the firm’s website.

To create a clearer attribution system, ClickStrides:

• Created campaign-specific landing pages for each advertising program and legal directory.
• Directed campaign traffic to the appropriate landing page.
• Added unique call-tracking numbers to identify the source of telephone inquiries.
• Created source-specific contact forms to track online submissions.
• Organized the resulting data into consolidated campaign reporting.
• Compared lead volume and quality across the firm’s marketing investments.

Results

LawyerTrac gave the firm a clearer understanding of which marketing programs were generating client opportunities.

The data revealed that one program the firm believed was underperforming was actually responsible for a significant share of its inquiries. With better attribution, the firm could make budget decisions using measurable lead data instead of assumptions.

The firm reallocated more of its marketing investment toward the stronger-performing program and gained a more reliable framework for evaluating future campaigns.