Case Study

How attorney Richard Lawson took control of his marketing, drastically reduced his expenses, and more than doubled his revenue using LawLytics.

Attorney Richard Lawson became a LawLytics member and launched a single site with LawLytics in September 2012. At the time he already had 10 sites with Scorpion Internet Marketing, that were producing a good return on investment for him, and Richard was satisfied with their service and performance. When Richard launched his LawLytics website, his law practice was already successful.

Richard added a LawLytics site as a potential supplement to his existing sites, and as a way to diversify his marketing. He used the LawLytics Control Panel to create and publish pages and blog posts. He added his office locations to the LawLytics office module, and added client reviews to the LawLytics recommendation module. He followed the LawLytics training and regularly logged into the LawLytics system to work on his content.

Richard’s results, explained below, are achievable by any attorney willing to create lots of high-quality content.

Richard made the choice to invest sweat equity into creating the content needed to build a market-leading website. That investment of time more than doubled the revenues of his already successful law practice. He could have opted to have LawLytics write some or all of the content for him, but found that he actually enjoyed the process of writing for his own website, and found the tangible feedback of seeing his words turn into new clients for his firm rewarding.

I have used LawLytics since September of 2012. Until I saw how LawLytics works, I simply didn’t believe that a solution, priced in the hundreds of dollars a month, could work for me.

A few months into my relationship with LawLytics, and after investing a substantial amount of effort in creating content for my LawLytics website, I started seeing positive results that I previously would not have believed were attainable.

LawLytics is by far the single most important marketing platform for my law office. It is easy to use and extremely powerful. Our office revenue has more than doubled. I have since become an investor in LawLytics and, as of September of 2016, have migrated my other websites to the LawLytics platform. Richard Lawson

Attorney & LawLytics Member

The Results

In November of 2012, two months after launch, Richard’s LawLytics website received more traffic than all 10 of his Scorpion sites combined. Over time, the difference in performance between his LawLytics site and his 10 other sites continued to expand, as Richard continued to write new pages and blog posts.

In a four year period between September 2012 and August 2016, Richard’s single LawLytics site recorded 428,233 sessions. The single LawLytics website vastly outperformed his 10 other sites, which recorded an aggregate of 96,882 sessions.

sessions-pie

Note: The graphs and charts on this page use Google Analytics data to compare Richard’s LawLytics site to his 10 Scorpion sites over an identical four-year period. See the end-notes for details and our data collection method.

Why His LawLytics Website Performs So Well

The search engines, social media and a law firm’s potential clients all want the same thing. They want high-quality information. The search engines want it because it keeps them in business. Social media companies want it because great content gets shared, creating opportunities to collect ad revenue. Potential clients want it because information provides solace, power, and a path forward. Growing a successful law firm website with LawLytics is simple:

LawLytics + Great Content + Consistent Publishing + Time = Results

Let’s take a closer look at the elements of the equation:

LawLytics: State-of-the-art law firm website and blog system.

Great Content: Content that adds to the collective knowledge about a subject, is easy to access, read and understand, and that compels predictable actions when read by qualified potential clients and referral sources.

Consistent Publishing: Attorneys must publish regularly. Your readers and the search engines expect it.

Time: Building a strong organic web presence takes time, patience and persistence.

Results: Sustainable marketing assets that attract clients indefinitely without additional expense.

By investing his time applying the above equation, Richard was able to significantly and consistently outperformed his ten other websites.

During the four-year period from September 2012 through August 2016, Richard’s LawLytics website had 428,223 user sessions while his 10 other sites combined had a total of 96,882 sessions.

sessions-4-years-stack

Using LawLytics, Richard created lot of in-depth relevant pages over time. At times he used LawLytics built-in social media sharing tools to announce blog posts via social media. That’s all he did.

But what he avoided is critical. Richard didn’t let anybody tweak his keywords or meta-tags, obtain back-links for him, or engage in any other attempts to manipulate the search engines. And he didn’t become dependent on pay-per-click advertising. He recognized that the time and effort he was investing was creating a sustainable annuity for his law firm that would not require significant effort or cost to maintain once the content was written.

Using the LawLytics system, support and training, coupled with his own efforts, Richard build a market-dominating flow of traffic to his firm’s website without engaging in dangerous SEO practices, and without wasting money on pay-per-click ads.

Quality Content Is Key

When it comes to growing a law practice, it’s more lucrative, more stable and less risky to build a solid foundation of content over time. The key is providing your potential clients with information that helps them find you and moves the needle in these important areas:

  1. Understanding of their matter;
  2. Appreciation of the complexity of their situation;
  3. Belief that you are an expert in your field;
  4. Belief that you care about them and their matter;
  5. Belief that you are realistic and pragmatic;
  6. Belief that you want to help them; and
  7. Belief that you can get them the best possible outcome.

The great news is that success in online law firm marketing is budget agnostic because, when you use LawLytics, it’s about strategy and effort. You don’t have to enter the pay-per-click arms race, and if you’re in it now, you can escape. By doing the right things on your website, you’ll not only ensure your competitiveness, you’ll outperform and under-spend (as long as you’re willing to put in the effort) your competition.

Like Richard, you can leverage our industry-leading experience and track record to create the best possible experience for your potential clients. And you can choose to save money by writing the content yourself or save time by having us write it for you.

Why Your Practice Needs Organic Traffic

Not all traffic is the same. Organic traffic, traffic that is earned rather than purchased, is superior to paid traffic for several reasons.

It’s more economical. A free visit is better than a paid visit.

It’s sustainable. When you create a piece of high-quality content that attracts organic traffic, the efforts that you put into it can produce new clients for years without additional expense.

It’s more stable. If you are relying on pay-per-click, you may wake up tomorrow to discover that overnight competitors bid up your cost to acquire new clients to an unprofitable level.

It converts better. Search engine users trust non-paid results more than paid results. Quality content converts better. It creates trust. It conveys your authority. It educates..

It’s reliable. Organic results are not blocked by ad-blocking software nor “ad-blindness.” They don’t stop displaying when a competitor (or wave of potential clients) drains your daily budget.

organic-traffic-over-4-years

This chart isolates and illustrates the organic traffic that was attracted through the search engines during a four-year tracking period as reported by Google Analytics. The black line and the area under it represents the aggregate organic traffic from Richard’s 10 Scorpion sites. The green line and area under it represents organic traffic from a single LawLytics website, DUI.info. Over the 4 year period, Richard received a total of 328,759 organic website visits to the 11 sites. The 10 Scorpion sites combined received 35,716 organic visits and his LawLytics site received 293,043 organic visits (or 257,327 more than his 10 Scorpion sites).

Using LawLytics and his own sweat-equity, Richard was able to progressively build his organic traffic, represented by the green line and the area underneath it. His LawLytics site consistently outperformed over the four-year period creating a predictable flow of new business to his law firm. As a result of his success with LawLytics Richard decided to migrate his other sites to LawLytics in September 2016.

Local Attorney Marketing

Engage Your Potential Clients Where They Can Engage You

non-bounce-atlanta-hours

Richard’s practice is in the Atlanta area. Comparing the Google Analytics data for users who visited his websites from Atlanta over 4 years shows a stark contrast. The more time potential clients spend on your law firm’s website, the more likely they are to engage you and hire you.

The chart above represents the total number of Atlanta-based visitors to Richard’s single LawLytics site and to his 10 other sites over four years that didn’t bounce (meaning that they didn’t immediately leave the sites). There were a total of 64,353 Atlanta sessions that didn’t bounce, of which 11,705 occurred on Scorpion sites and 52,648 occurred on his LawLytics site. In aggregate, there were a total of 8,663.06 hours spent on the 11 sites, of which 7,648.58 hours were spent on one LawLytics site, and the remaining 1,014.48 were spent divided between the 10 other sites.

Where your visitors are located matters

It is important to make sure that your law firm’s website is engaging and converting potential clients who have cases in areas that you can serve.

georgia-traffic-distribution-map

This map, taken from Google Analytics, shows Richard’s traffic to his LawLytics website over the 4 year period. The area of highest concentration is in and around the Atlanta Metro Area.

As a LawLytics Member, you’ll have access to software and guidance that makes targeting local traffic easy. The objective is to attract the largest number possible of viable potential clients in the areas that you serve.

Anybody can achieve the results that Richard did, but it takes a serious committment to the creation of content over time.

End-notes:

  1. The LawLytics site referenced on this page is dui.info. All of the content on dui.info was produced solely by Richard or his law firm’s staff following the advice and best practices available to all LawLytics customers. He used only the LawLytics tools and educational resources available to all LawLytics members. Although LawLytics offers content creation services to our members at an additional fee, none of the content on dui.info was created by LawLytics. It is important to note that Richard invested a substantial amount of his time creating the content on dui.info, and the value of the time he spent carries an opportunity cost that can not be quantified.
  2. Richard launched dui.info on the LawLytics System in 2012 as an experiment to see if he could actually control his own marketing and create and manage a website as LawLytics claimed. Prior to being launched on LawLytics, it was an inactive blog that received little to no traffic and was not producing business. After launch, he quickly started noticing results in the form of both traffic and viable potential clients.
  3. The 10 sites referred to collectively as the Scorpion sites were: cherokeecountydui.com, cobbcountydui.com, dekalbdui.com, duifultoncounty.com, duigeorgia.com, duihallcounty.com, forsythcountydui.com, georgiaduidefense.com, gwinnettecountydui.com, and roswell-alpharetta-dui.com.
  4. All 10 Scorpion sites were migrated to LawLytics in September 2016. The data analysis was conducted in October 2016, retrospectively, after Richard switched his Scorpion sites to LawLytics. The analysis used only data that was independently collected using Google Analytics. Scorpion Design knew that the Google Analytics tracking code was embedded in each of the Scorpion sites, and that Richard at all times owned the Google Analytics accounts (he insisted upon this as a condition of their business relationship). The Google Analytics tracking code in the Scorpion sites predated Richard’s relationship with LawLytics (in most cases by a year), and was collected only for the purposes of tracking his marketing investments and making informed decisions about his marketing over time.
  5. During the 4-year period referenced on this page, which started in September 2012 and lasted through the end of August 2016, all 10 of Scorpion sites were hosted, managed and controlled by Scorpion Design (for which they were paid a monthly fee by Richard).
  6. Scorpion Design is a direct competitor of LawLytics, that uses different technologies and marketing methods than LawLytics. The Google Analytics data informed Richard’s decision to migrate all of his sites to LawLytics, and was used to assemble this report (with his permission) only after the migration of the 10 sites from Scorpion to LawLytics was completed. All Google Analytics data that informs this page has been preserved intact.
  7. During the tracking time, dui.info was also tracked using Google Analytics, and the data has been preserved. All of the website analytics numbers for all sites are derived solely from Google Analytics.
  8. In September of 2012, the month it was launched on LawLytics, dui.info received 57 sessions. A couple of months later, in November of 2012, it received 898 sessions, which was 71 more sessions than all 10 Scorpion sites combined during dui.info’s 3rd month of operation. In three months, one LawLytics site was already outperforming 10 Scorpion sites. At that point, Richard became convinced that LawLytics works. He then approached LawLytics CEO, Attorney Dan Jaffe (who he had never met in person) and asked if he could invest. Richard participated in an open Angel Investment round of LawLytics, and became an non-voting minority investor in LawLytics in November of 2012. Richard is not an officer, director or employee of LawLytics, and is not involved in the management or daily operations of the company. Participation in the round was also requested by other early adopters of LawLytics who saw similar results. As an investor in LawLytics, Richard is free to use any other marketing service he chooses, including any LawLytics competitor, and he currently participates on other forms of marketing outside of LawLytics.
  9. No special tricks or methods were used in the creation or management of dui.info that are any different from what any other LawLytics Member, paying the $200 per month membership Fee would have access to. Richard created all of the content on dui.info using the LawLytics control panel. He invested a substantial amount of his time to do so.
  10. Richard continued his relationship with Scorpion until September of 2016, paying their monthly fee because, although his Scorpion sites were not performing as well as dui.info, he was satisfied with their service and was deriving an adequate return on investment from his relationship with Scorpion Design, liked working with their people, and wasn’t sure if he would lose anything by switching his 10 sites away from Scorpion.
  11. In September 2012 the Scorpion sites received 931 sessions, and dui.info received 57 (5.77% of his sessions were LawLytics). In August 2016 the Scorpion sites received 932 sessions, and dui.info received 13,529 (94.21% of the sessions were LawLytics).
  12. By the summer of 2016, as Richard studied the objective Google Analytics data surrounding his marketing, he realized that his continued investment in Scorpion’s monthly fee no longer made sense financially. The LawLytics platform with his content has performed consistently well through several search engine updates, and the numbers continued to trend upwards, whereas the numbers from his Scorpion sites were flat. Richard came to the conclusion that, based on the objective numbers, there was no justification to continue to pay Scorpion to manage those 10 sites. In September 2016, all 10 sites were migrated to from Scorpion to LawLytics, and Richard severed his business relationship with Scorpion Design.