Injury Law Firm Website & Marketing Case Study
Increased Organic Traffic
Bounce Rate Reduction
Increased PPC Leads
At A Glance
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.
Obstacles & Objectives
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 Their original logo was outdated and difficult to read across both the web and when utilized in traditional marketing.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.
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.
Strategy & Solution
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.
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.
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.