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Patrick Dillion

CEO

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Matthew Hinkle

Director of Accounts

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Jorgensen, Brownell & Pepin, P.C.

How WISE improved the firm’s relationship with digital marketing and generated a 20X return in year one.

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First Year Results at a Glance

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8,860

New Leads

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$13.38M

In New Revenue

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20%

Ad Conversions

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23%

Click-Through Rates

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38%

Cost Per Lead

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20X

Marketing ROI

The Goal: Drive Leads For This Distinctive Law Firm

In a fiercely competitive legal landscape, Colorado-based Jorgensen, Brownell & Pepin, P.C. (JBP) stands tall as a law firm with a remarkable legacy of excellence. Founded in 1989, JBP is well known for its top-notch attorneys, client-centric values, and diverse specializations, making it one of the region’s leading full-service law firms.

But in 2021, despite having an award-winning team, three decades of experience, and a successful track record, the firm struggled to generate and convert leads. And their agency partner at that time didn’t have the data to explain why. Frustrated, the firm switched to WISE Digital Partners, ready to tap into our expertise. And we hit the ground running.

“We’ve cycled through several marketing companies over the years, and WISE Digital has an excellent handle on marketing law firms online. They significantly improved our organic search positioning within the first couple of weeks of launching the website. We’ve been quite happy with WISE Digital’s work - we like the site’s look and feel.”

Matthew Crowther, Esq.

Shareholder, Jorgensen, Brownell & Pepin, P.C.

Measuring Success

01:

Captured 8K Leads

Within just five months of launching a new website on our powerful NEST™ platform and implementing an omnichannel strategy, we delivered an impressive suite of results that included an aggressive retooling of paid media and a sharp focus on other areas that needed improvement. The result? JBP captured 8,860 leads, which ultimately led to millions of dollars in new revenue!

02:

Increased Revenue by $13.38M

Throughout 2022, JBP saw a considerable increase in leads (over 8K captured), which resulted in $13.38 million in new revenue that was attributed back to those leads.

03:

Improved Ad Conversions

WISE immediately turned the ship around for JBP after they signed with us. One of the major upticks was in the all-important ad conversion rates, which quickly jumped from a low of 6% to 20%.

How did we do it? By implementing a winning paid media strategy.To further boost the firm’s visibility, we knew they needed a robust, efficient, cost-effective paid media strategy.

The first problem we encountered was the reporting documents from the previous agency. With any new client, there is a transition period where information is exchanged and reports are shared. The reporting we received from the prior agency was shallow and siloed to a handful of practice areas, not allowing us to see the big picture.

We learned, though, that while this was an inconvenience, it actually worked better for us in the long run because we weren’t influenced by questionable data. We could develop our own strategy based on our own analysis.

Defining the goals and objectives for the paid search campaigns played a critical role in their construction. We developed a strategy around geographical and metro-area relevance for the firm's practice areas.

  • We created location-specific landing pages and accompanying ads targeting the northern Colorado areas of Denver, Broomfield, Longmont, and Loveland.
  • To ensure our ads reached the right people, we tweaked keywords and ad groups for each region and made lists of negative keywords to prevent unwanted clicks and keep our ads targeted.
  • To track the effectiveness of our campaigns, we created custom UTM/URL strings, which helped us see where traffic was coming from.

And we didn't stop there. We kept refining our strategies by adjusting search terms, updating negative keywords, managing budgets, and fine-tuning bid strategies.

Our ad build included two networks/platforms, 50 campaigns, 260 ad groups, and over 10,000 keywords! All these efforts helped maximize the firm’s relevance and attract the perfect prospects for their business.

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04:

Increased Click-Through Rates by 23%

Click-through rates are a key indicator of how well your ads and content are performing. JBP had low click-through rates when they came to us, and we addressed this with an aggressive paid media strategy and zeroed in on two glaring trouble spots:

  1. Website URLs were too long, lacked proper keywords, or did not reflect the landing page content. These issues hurt the website’s hierarchy, made the browsing experience clunky, and affected search engine ranking.
  2. Meta descriptions were either missing altogether, irrelevant to the content, or too short, which resulted in reduced click-through rates and missed opportunities to engage visitors.

We quickly addressed these two core issues to clear up the inconsistencies, follow best practices, and improve the state of this important metadata that impacts SEO rankings.

URLs, for example, are more than just a link for someone to click on. They give search engines (and humans, for that matter) an indication of what the page is about. They are also one of the many factors that impact ranking.

A meta description tells Google and other search engines what a web page is about. If you get it wrong or leave it blank, Google has difficulty directing the right people to your web page.

Once users arrived at JBP’s website, we then gave them a much better browsing experience.

We discovered that the firm’s website's mobile optimization was only 11% (out of 100), and loading times averaged 2.8 seconds on mobile and desktop devices, hindering user experience. It also failed Google’s Core Web Vitals tests.

We live in a fast-paced world, and if your business has a slow-loading website, you could lose potential clients who get frustrated waiting and will go elsewhere. Website load times should be less than 2 seconds.

Fortunately for JBP, partnering with WISE Digital meant a new website powered by NEST™, our superior and proprietary website platform. High performance and lightning-fast speeds are the hallmarks of NEST, which also comes with more security, ADA compliance, lead tracking, listings management, robust reporting, and more.

The result was a much better browsing experience on both desktop and mobile devices. The new website passes Core Web Vitals and performs much better across all devices.

05:

Dropped JBP’s Cost Per Lead by 38%

Having a low cost per lead is a strategic advantage for any business, including legal firms. Once we launched a new website for the law firm and implemented our well-rounded strategy, JBP’s cost per lead dropped by 38%.

06:

Gave JBP a 20X Return On Their Investment

From an infusion of new leads to a spike in ad conversion rates, the WISE strategy worked, and revenue grew exponentially.

Immediate Results

Within the first year of launching a new NEST™ website for JBP, the WISE team completely transformed the firm’s online presence:

  • 8,860 relevant leads
  • $13.38M in new revenue
  • Ad conversions up from 6% to 20%
  • Click-through rates up 23%
  • Cost per lead down 38%

More Great Results

WISE didn’t stop there. We hit on all fronts and also:

Reduced their ad budget.

Our new highly targeted paid media strategy reduced JBP’s ad spend by $100K in 2022 over 2021.

Got rid of bad reviews.

We helped JBP remove ten 1-star Google reviews, raising them from a 3.6-star average rating to a 4.5 to 5-star rating across four office locations.

Increased their visibility.

The firm’s website had inaccurate directory listings, meaning location and contact information were missing or simply inconsistent across directories or listing platforms.

This oversight translated to low visibility, reducing organic traffic from local searches and hindering SEO efforts.

We audited all online directories and listing platforms where JBP was listed, identified inconsistencies, and updated information where necessary. The firm can now easily be found online in all relevant directories.

The law firm went from seeing very little results with the prior agency they were working with to having more calls than they could handle once WISE Digital entered the picture. We did that by:

  • Recognizing the untapped potential in JBP’s local visibility and search engine ranking and crafting an SEO and paid media strategy to move the needle in the right direction.
  • Addressing core problems with metadata to improve search engine performance and ranking.
  • Ensuring people who visited JBP’s website had a great user experience and wouldn’t get frustrated and seek out a competitor.

Today, we continue to consistently work on analysis and strategy to make further improvements so the firm continues to see growth.

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