Increase in Organic Traffic.
More Leads From SEO.
Levitt Digital Marketing Case Study
Levitt is Canada’s top employment and labor law firm. Routinely featured in
major media such as television and radio the team at Levitt is no stranger to
marketing. Unfortunately their digital marketing strategy wasn’t on par with their
traditional marketing efforts. The team faced two primary challenges:
- 1. After several years with a previous SEO provider results had not
improved. A
considerable amount had been invested yet no promised outcomes were met. - 2. PPC campaigns were generating too few leads at too much cost.
Once the decision was made to search for a new partner Levitt quickly found
Search Engine People (SEP). Given their past experiences with agencies Howard
Lzevitt, Senior Partner used SEP’s own ranking results as a measure of our ability.
Howard noted, “We figured if you’re good, you’re going to be high in internet SEO if
that’s what you do, and you were very high in SEO.” With a comprehensive plan in
place and proof of SEPs own abilities plus some client case studies the team at
Levitt entered into a partnership with SEP.
SEO (Search Engine Optimization)
SEP assigned a team consisting of an Account Director, Account Manager, SEO
Strategist andCampaign Manager. Once SEP received access to all platforms (Google
Analytics, Search Console, Ads, Meta etc.) an initial audit was performed.
Next, we entered into discovery. During this time we were able to gather key
information that would
lead to future success.
- 1. Howard and team had built an incredible PR engine. Regular TV,
Radio and Print Publication
features lead to business growth but digital performance was lacking. - 2. Tracking was inferior. Stakeholders at Levitt knew the
bare necessities clicks, visits,
leads etc. There were no measures in place
for lead quality. They were receiving many low
quality leads and there were no systems in place to help identify why. - 3. Targeting was in place but was not aligned with their ideal
client profile.
Following discovery SEP quickly revised our approach. We uncovered quick wins and
prioritized them over our standard operating processes. This shift in strategy would
lay the foundation for success well beyond what was original forecasted.
SEO (Search Engine Optimization)
Employment and Labor law like many other areas of practice is a crowded space. There
is no shortage of competition but only so many spaces that can earn clicks within
Google ecosystem. Originally, we planned a more traditional approach to SEO. Through
auditing we had learned that the previous strategy was sound but lacked effort. In
such a crowded space we knew that we had to outwork the competition.
Leveraging PR. Following discovery our team began looking into the
considerable PR
efforts of the Levitt team. When viewing this work from an SEO lens we
realized that there were quick wins to be had. Revisiting past PR efforts and
rethinking future efforts had the potential to generate a speedy result which is
very uncommon within the realm of SEO. SEP altered the original plan and executed
quickly resulting in our first big win, top five rankings within three months.
The Original Plan. First, we improved on-page optimization in the form of enhanced on-page deliverables. These included all of the traditional aspects of on-page SEO in addition to some more unique aspects ultimately positioning the site for further success. Next, we focused on authority. In such a competitive field authority was always going to be a major factor. With a focus on quality over quantity and an eye on PR efforts we were able to boost site authority and ultimately rankings.
The team at Levitt had this to say: “Our Account Manager is easy to communicate with, as well as helpful in explaining next steps. It is great to have a someone who is knowledgeable and focused on the goals of our firm.”
A 177% Increase in Organic Traffic!
An impressive number and many would stop there. With better rankings and more traffic leads were on the rise. Our team was able to picture even better outcomes.
CRO (Conversion Rate Optimization)
SEP quickly brought UX ideas to the table. We focused on a few key pages centered around must win terms. These changes ultimately lead to a complete website overhaul. These changes magnified the impact of our ranking and traffic improvements many times over.
793% Increase in Leads From SEO
With results like these it is no surprise that Howard Levitt, Senior Partner had this to say: “A lot of our business comes from our SEO Rankings. If you’re not in the top three spots you’re invisible. The visibility we’ve gained through SEP’s efforts has directly translated into business growth. SEP’s strategies significantly outperformed our expectations, driving our firm to the top of search results for key legal terms.”
Paid Ads (Google and Meta)
Immediately upon gaining access to the ad accounts it was clear that there was significant room for improvement. Unfortunately we were working based on industry experience alone as the data available at the time was insufficient our team developed a plan that would systematically address all needs as quickly and efficiently as possible.
- Tracking and Measurement. We immediately audited and repaired all tracking. From this point forward the team at Levitt would have a more detail view of account performance and our team we be well positioned to make the right changes.
- Budget Control. The campaigns were spending but with little thought in place. They were working well enough to stay active but not well enough to be considered a key cog in the marketing wheel. We re-structured the campaigns so that we could allocate the budget in a more effective manner.
- Targeting. Here is a harsh reality that applies to most legal fields. Many are searching but not all are ideal. We put better audience layering into place. We split our audiences and focused our efforts on the most desirable segments. Using advanced data analytics we were able to attract leads with am much greater likelihood of coming under retainer.
As a result the wins were plentiful:
Increase in leads
Increase in Conversion
Rate from Display
Decrease in CPA
Outcomes
Aside from the obvious wins the team at Levitt have had their faith restored in digital marketing. Their online presence no better resembles their expertise as a firm. They are now positioned as the leader they truly are. The plan continues to evolve and grow allowing the firm to exceed their own targets.
“SEP's strategies significantly outperformed our expectations!”
Their team’s responsiveness and detailed analysis made all the difference in refining our digital strategy. You’re a pleasure to do business with!
- Howard Levitt, LevittWhat About You?
Want to take your firm to the next level? The Search Engine People team specializes in Law FirmMarketing and can help. Contact us today and get connected with one of our senior strategists
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