“For the past two years, we’ve seen an increase in cases nearly every month — not just the number of them but in the size as well.”
— Marc Lazarus, Managing Attorney, Russell & Lazarus
Challenges
- Needed an online marketing strategy that could keep the firm current and competitive with the needs of their market
- Needed a new website that elevated their digital presence and provided an enhanced user experience
- Needed a marketing partner they could trust that also provided a full-range of marketing services
When law firm Russell and Lazarus first discovered GNGF in 2019, their website — and marketing strategy — needed an evolution. As a personal injury firm based in Southern California that markets directly to consumers, Russell and Lazarus had made the big shift from print to digital marketing back in 2013, and had initially done fine with the first iteration of their website. But as the online space continued to progress — and their competition online only increased — the firm realized they needed to elevate their website, boost their digital presence, and get more strategic about how they were marketing the firm.
Deliverables
Organic Impressions
& Clicks: 2021
Organic Impressions
& Clicks: 2022
“Our website was no longer keeping up with the market changes,” Managing Attorney Marc Lazarus said. “Plus as I came into management of the firm, I wanted to keep on top of what we were doing in terms of marketing.”
The Solution: GNGF, A full-service marketing agency that focuses exclusively on helping law firms grow
After a period of research and interviewing, Russell and Lazarus connected with GNGF. Lazarus said he was impressed by the knowledge and strategic approach he heard from them on that first call.
“They definitely instilled confidence that they could help us,” Lazarus said. “They were specifically focused on law firms, and they knew the issues we faced with marketing ourselves online.”
“They weren’t just going to market us for the sake of marketing — their goal was performance. They were interested in the ROI, lead generation, and traffic to our website, as well as creating a great user experience for potential clients. They understood all of that.”
The firm began their partnership with GNGF and the work began. That work included a new and improved website for Lazarus and Russell that was designed to attract and convert potential clients, along with individualized and collaborative strategic support from a GNGF-designated account manager to help Lazarus himself become more educated and involved in the firm’s marketing approach.
“Because I wasn’t astute about the marketing, we came up with a really awesome way of getting me acclimated,” Lazarus said. “[Our account manager] Chris and I met weekly and he did a great job of educating me on the various parts of the strategy. It was much more than just getting us up in the Google rankings, it was about helping me understand how to assess, pivot, and fine-tune our entire marketing approach.”
Along with the website overhaul, the GNGF team implemented an SEO and content creation strategy, began running paid Google Ads including pay-per-click and local service, and started sending email marketing campaigns that help Russell and Lazarus target specific business and consumer segments.
Lazarus said that, along with the marketing tactics they’ve been successfully employing for the last several years, it helps that Chris — and others on the GNGF team — have direct experience operating their own businesses.
“Chris’s business sense and business savvy — whether it’s what he does for his clients at GNGF or what he does for his own business — is impressive,” Lazarus said.
“He not only knows how to collaborate with other businesses but his budgeting and way of formulating a plan is like he has skin in the game. He understands what’s at stake when we’re trying different strategies, and it’s clear he’s very committed to seeing us do well.”
And do well, they have.
The Results
An elevated digital presence, an increase in cases, and a collaborative marketing approach
Lazarus said their website — which has now gone through two iterations since partnering with GNGF — has always received great feedback from their clients, and has helped them solidify their reputation as a law firm that puts their clients first.
“One of our calling cards is definitely our website,” Lazarus said. “People recognize that we’re not only focused on what we do but that we operate in a way that’s professional and human. We’re here to help our clients and it’s nice when people call and affirm that we have a good reputation. GNGF contributes to that.”
The firm has also seen great conversions from their SEO and paid Google Ads, which has resulted in a consistent stream of new cases for the firm, year over year.
“Every week in our meeting, Chris and I pull up the number of cases we have and compare it to the previous month,” Lazarus said. “For the past two years, we’ve seen an increase in cases nearly every month — not just the number of them but in the size as well.”
Lazarus said there has only been one time where they’ve seen a lower number of cases, but even then, he appreciated how Chris helped to assess the situation and get things back on track.
“Chris and I stepped back and looked closer at what was going on, and he helped us pivot and make the necessary changes to keep the needle moving forward,” Lazarus said. “It didn’t take long until we were back to normal.”
In 12 months:
- Website traffic increased by 380%
- Organic impressions increased by 328%
- Clicks from organic search increased by 958%
- Tracked calls increased by 134%
That level of commitment — and expert guidance — has helped Lazurus take on the more informed and involved role in the firm’s marketing that he wanted to have when their partnership began.
“At first, I was in the deep end just learning how to swim,” Lazarus said. “The SEO, ads, content, and emails were all done under GNGF’s purview. But in recent years it’s become more of a collaborative effort about what to test and try.”
“That’s all because of the relationship we have with GNGF. Having Chris there to get advice from is awesome. We come up with different ideas and strategies, knock out to-do lists, and are constantly assessing what’s coming up. He’s also phenomenal about letting other people on our team weigh in and considering all of the pieces at play.”
Lazarus noted that because of their partnership, he feels confident about the presence and position that Russell and Lazarus has online — as well as with the team he has leading their marketing efforts.
“We’re in the thick of it as far as online marketing,” Lazarus said. “Not only are we in a good place but it’s great to know that, together, we’re always looking at how we can make it even better.”
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