Injury Law Firm Website & Marketing Case Study

Increased Organic Traffic

300%

Bounce Rate Reduction

24%

Increased PPC Leads

530%

At A Glance

CaputoMariotti-Logo-013

Caputo & Mariotti is a regional Boutique Law Firm, capable of handling a wide
variety of legal matters with an emphasis on personal injury and class action
lawsuits. The firm handles cases in Pennsylvania with a focus on the Northeast, as
well as parts of New York and New Jersey.

Industry

  • Law
  • B to C

Our Role

  • Website Development
  • Print Collateral
  • Marketing Strategy
  • SEO
  • PPC
  • Copywriting
  • Social Media Marketing
  • Email Marketing Funnel

Obstacles & Objectives

Outdated/Inconsistent Branding

Zen Agency conducted a brand analysis that compared Caputo and Mariottiโ€™s current brand to that of their top 5 competitors, which ultimately resulted in a full rebrand. Their original logo was outdated and difficult to read across both the web and when utilized in traditional marketing. The company’s color scheme was dated, relying on a dark palette that was popular when it was originally created.

Outdated Website

The general design of the website was crowded and lacked an information architecture for a premium UI/UX that would also be beneficial for Search Engine Optimization.

Highly Competitive Market

As a law firm with an emphasis on personal injury cases, Caputo and Mariotti serve a market with a significant number of both large law firms and boutique law firms that have well-established and recognizable brands. This competition extends into all areas of advertising, but the biggest impact is on digital marketing in particular.

The efforts of Zen Agency have certainly helped grow our base of new clients, especially in the class-action area. I would recommend this team to anyone trying to grow their business.”

Joseph E. Mariotti

Managing Partner – Caputo & Mariotti Law Offices


Strategy & Solution

Logo Before Brand Refresh
Logo Before Brand Refresh
Logo After Brand Refresh
Logo After Brand Refresh

Branding

Zen performed a brand refresh by creating a clean, attractive, and readable logo in black and gold perfectly balanced with a stark white background, an element that would be carried across all of their advertising. This allowed for the new website to have a lot of white space to create an open, airy feel as well as support modern design sensibilities. This white space is also reflected in all of the companyโ€™s television commercials.


Website

Zen designed and developed a fully mobile-responsive website that showcased all of Caputo and Mariotti specialties while also creating an infrastructure that would allow Zen to target location-based services without overcomplicating the design.

law-firm-website

Marketing Strategies & Solution

Zen developed a plan to utilize Caputo and Mariottiโ€™s digital marketing budget in the most efficient way possible. In regards to paid advertising, we did a thorough analysis of not only the ad types and the quality of the ads their competitors were running, but also the landing pages that visitors were being sent to, the keywords that were used for bidding, and the services most often represented in Google Ads. With this information, we created landing pages built to convert visitors into leads as quickly as possible and used our research to give Caputo and Mariotti the competitive edge they needed to be able to bid and convert on keywords that are traditionally very expensive due to the extremely high competition from other law firms. This competition is also a huge factor for organic search rankings, as so many law firms are working on landing on the first page of google for the most popular searches.

Zen strategically worked on ranking Caputo and Mariotti for more attainable keywords in the short term while working on the more competitive keywords so that we were able to grow targeted search traffic to the website over time continuously. We analyzed their competitorsโ€™ sitemaps, content, and backlink profiles to create a competitive strategy that not only landed them on the first page of google for a wide variety of valuable keywords but more importantly, generated the quality leads they needed to be successful.

We recognized that timing is everything when it comes to turning prospects into clients, and it became clear that there was room for improvement on lead follow-up. Leads that were contacting Caputo and Mariotti were also contacting competitors at the same time, and often the law firm with the fastest follow-up would get the first meeting. To ensure Caputo and Mariotti had a competitive advantage, Zen developed a bot to respond to messages immediately with follow-up questions, so the attorneys had as much info as possible to both pre-qualify leads and begin developing a rapport with prospects before they ever had the chance to reach out to their competitors.

The efforts of Zen Agency have certainly helped grow our base of new clients, especially in the class-action area. I would recommend this team to anyone trying to grow their business.”

Joseph E. Mariotti

Managing Partner – Caputo & Mariotti Law Offices

The Results

Increased Organic Traffic

300%

Bounce Rate Reduction

24%

Increased PPC Leads

530%

Let us help grow your practice by getting new clients through targeted ads in your local area.

A predictable, healthy lead flow is what we strive for.

joseph-riviello-ceo-zen-agency
Joseph Riviello

Joe Riviello is the CEO of Zen Agency, bringing over 22 years of experience in e-commerce and holistic marketing, with deep expertise in WooCommerce and WordPress. Passionate about technology and user experience, Joe helps businesses scale through tailored digital strategies, working with clients in retail, healthcare, and finance to deliver measurable results. An AI pioneer, Joe has completed MIT online courses in AI/ML and holds a certification in the MindStudio AI platform. He leverages AI to enhance e-commerce, developing tools like AI-powered WooCommerce plugins that analyze store data to boost profitability. Joe also uses Model Context Protocol (MCP) servers to enable real-time data analysis, scaling solutions for businesses of all sizes. His experiment with seotopicalmaps.com highlighted the importance of EEAT in AI content, a lesson he applies to every project. Joe excels in streamlining operations, implementing structured frameworks like Value Engines to optimize SEO deliverables and ensure scalable success. A recognized thought leader, he speaks at conferences on digital marketing, AI, and business scalability, advocating for data-driven strategies. His expertise in WooCommerce and WordPress ensures clients achieve faster load times, higher conversions, and seamless user experiences. Leading Zen Agency with a calm, confident approach, Joe inspires his team to deliver tailored solutionsโ€”whether optimizing a WordPress site or deploying AI agents. Ready to grow smarter and faster? Explore Zen Agencyโ€™s to see how Joe can help your business thrive in the digital age.