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Outdated/Inconsistent Branding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 Mariotti’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 Their original logo was outdated and difficult to read across both the web and when utilized in traditional marketing.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Outdated Website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 company’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 Mariotti’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 competitors’ 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

Looking for a seasoned WooCommerce expert and digital marketing strategist with an unwavering dedication to client success? Meet Joe Riviello, the CEO of Zen Agency, with over 22 years of experience helping e-commerce businesses scale through holistic marketing strategies. Joe Riviello is a seasoned WooCommerce expert, digital marketing strategist, and CEO of Zen Agency with over 22 years of experience in the e-commerce industry. He is a passionate business development professional committed to helping businesses reach their full potential through various holistic digital marketing strategies. Joe's expertise lies in creating a seamless user experience for customers while delivering strong business results. He has worked with several high-profile clients across various industries, including retail, healthcare, and finance, helping them achieve their business goals through digital marketing solutions. Joe's journey to becoming a CEO started with his passion for technology and user experience design. He has always been interested in how technology can solve business challenges and improve customer experiences. Throughout his career, he has focused on creating e-commerce websites and digital marketing campaigns that provide an exceptional user experience while delivering strong business results. As the CEO of Zen Agency, Joe is responsible for leading the agency's strategic direction and ensuring that clients receive the highest quality of service. He is a natural leader who inspires and motivates his team to achieve their goals and deliver exceptional results for clients. Joe is a recognized industry leader and has spoken at several conferences on topics related to digital marketing, user experience design, and business strategy. He passionately advocates for data-driven marketing and believes that every business, regardless of size or industry, can benefit from a holistic digital marketing strategy.