Hoffman & Forde
Long-term partnerships lead to dialed-in strategies and exponential returns.
Hoffman & Forde’s Background
Hoffman & Forde, Attorneys at Law is a boutique law firm serving individuals and businesses throughout Southern California. They focus on civil litigation, real estate and business law, and other practice areas. Concerning our partnership:
- We were initially hired to generate leads through Google AdWords
- A year later, we built Hoffman & Forde a new website and did SEO work
- Our core marketing team has worked with them since September 2016
- We met their initial goals to provide relevant leads and more organic traffic
- In 2019 the time came for even more expansion and focus in their marketing efforts.
New Year, New Goals
Hoffman & Forde wanted a website refresh. But more than that, they wanted the right kinds of cases. As a result, we geared up to go beyond quantity and focus on quality. What could we produce if we absorbed the lessons learned from past data, as well as the most effective strategies from previous marketing campaigns? We were all excited to find out.
A WISE Partnership Brings Success
Some businesses have a “revolving door policy” when it comes to those who handle their marketing efforts. But something special happens when great organizations partner long-term with talented people and proven strategies. As of 2020, our services for Hoffman & Forde have grown to include:
- Digital Strategy
- SEO
- Listings Management
- Reporting & Analytics
- ADA Compliance
- Blogging
- Paid Search Management
- Web Design & Development
- Lead Tracking
Quality Over Quantity: Results You Can See
Hoffman & Forde’s newest website with us launched on August 13, 2019. While we had seen results up to this point—SEO, paid search ads, and listings were already firing on all cylinders—the launch of the new site and synergistic, multi-channel strategies kicked Hoffman & Forde into an even higher gear.
Explore their results via two of these channels: paid advertising and SEO.
Google Ads (Paid Search PPC) Conversion Rate
Conversion Rate
Google Paid Ads
2017 (Q1)
Every 12-13 clicks would result in a phone call or form lead.
Conversion Rate
Google Paid Ads
2018 (Q1)
1 in 5 users were converting; our clients were used to paying 2 to 3 times more for the same leads.
Conversion Rate
Google Paid Ads
2018 (Q2) - 2019 (Q3)
Our team kept conversion rates consistent over the next year. Note the new website launched at the end of Q3 2019.
Conversion Rate
Google Paid Ads
2019 (Q4)
SEO for the new site increased the quality score of campaigns. Also, the content and user experience improved for the target audience, which doubled conversion rates. We got H&F more leads for a lower price.
Conversion Rate
Google Paid Ads
2020 (Q1)
With a fine-tuned campaign that’s been managed well for over two years and a website optimized for user experience and conversion, we are seeing the spend for our client be greatly reduced by their digital investments.
SEO Google Rankings
Notes:
The above chart shows search visibility for various keyword groupings over time. Best keyword ranking during the designated timeframe is displayed. Numbers indicate ranking position on Google San Diego search engine result pages (SERPs). Local pack (map) rankings are included.
Keyword Grouping:
SEO Insights
Relevant Keywords
Our goal in the back half of 2019 wasn’t just to improve rankings for any keywords. It was for more relevant keywords, and quality traffic from them leading to conversions.
Initial Growth
Even prior to the new website in Q3 2019, our SEO strategy got Hoffman & Forde on the board for more specific real estate keywords like “residential” and “commercial.”
Impactful Content
The new website featured better, more specific content. As a result, we were able to improve rankings and traffic from real estate keywords and other practice areas.
Multiple Locations
Today, Hoffman & Forde has significant rankings in 3 different counties they serve (San Diego, Los Angeles, Orange County), a key goal with the new website strategy.
Map Results
Local pack (map) rankings for important keywords have also surfaced on Google’s page 1, including map rankings for the real estate law keywords they prize most.
New Case and Client Leads Fuel This Firm’s Growth.
WISE Digital began tracking new client leads more extensively starting at the beginning of January 2020. The data shows some very exciting lead growth in areas related to their desired case and practice areas.
In just two months of 2020 we saw:
Over the first three months of 2020, Hoffman & Forde has consistently averaged one new lead per day coming from the website. Our client has consistently stated that the majority of these are great leads and they sign a substantial amount of business per month from what we develop.
Example Form Lead from Feb 7, 2020
Need Help With: Real Estate
Message:
Good morning, I am in the process of selling my home to a close friend of mine. We were looking to conduct the transaction without a real estate agent and I was looking to get some information regarding services provided for preparing documents and required disclosures. Thank you.
This client was signed.
Growth Summary
In short, we helped a growing law firm and then got intentional with that growth over time. Hoffman & Forde told us what they were looking for, and we brought it to them. They have been a great partner in the process and have always communicated well with us so we understand what’s working and what’s not.
Our WISE plan for 2020 is even more ambitious. We’ve identified even more specific case types that Hoffman & Forde is looking for, and we’re ready to deliver.
Praise In Our Partner’s Own Words
I have worked with many marketing experts, and you will not find anyone nearly as talented and great to work with as Patrick & his team. Put simply - they are the best. No one has even come close.
Put simply - they are the best. No one has even come close.
Schuyler V.V. Hoffman
Partner | Hoffman & Forde
