Lakin Law Firm
Lakin Law Firm Nursing Home:
Background: Lakin Law Firm is a very successful law firm that specializes in class action lawsuits, asbestos litigation, car accident injuries, workers’ compensation, maritime injuries, railroad injuries, nursing home abuse and a variety of other injury matters.
The Problem…Gaining Nursing Home abuse clients. Hundreds of thousands of people are living in Nursing homes all across the country. The market is big but the difficult part of attracting clients in this legal area is the timing. As a law firm you have to anticipate where potential clients are going to look first when they need help. Is it the Yellow Pages, the internet or some other source? Lakin Law came to Authentic Marketing looking for solutions.
The Solution… The obvious market segment for this specialty is the elderly and their adult children. But, we couldn’t suggest they just market to EVERYONE that is the age of the average Nursing Home resident. That would be extremely ineffective and costly. We needed a way to focus on only those we KNEW were thinking about Nursing homes, those of age and searching for themselves and those who may be searching for their parents. Market research revealed that the number of people who are, or will be entering a nursing home in the coming years is exploding. After brainstorming with Lakin Law we determined the best way to proceed was get in front of this group and trend.
During market research revealed the two main way’s families search for a nursing home was Yellow Pages and the internet. Therefore, we wrote a 84 page e-book titled “How to Select a Nursing Home for a Loved One”.
We also wrote specific ads that basically said “Before you commit to a nursing home you need to read this free book written by one of the top nursing home abuse attorneys in the country”. We then place these ads in the nursing home section of the Yellow Pages in the areas Lakin Law wanted to target. We also used the same strategy with Pay-Per-Click advertising. This method allowed us to capture the contact information of a very targeted market.
This strategy accomplished three very important tasks: 1. Lakin Law instantly became the expert in the prospects mind because he had written a book. 2. The law of reciprocity was triggered. Lakin Law had given the prospect a valuable tool they could use to make the best choice for their loved one. 3. Lakin Law could now quickly build a list of targeted prospects.
Since timing is everything …we suggested and implemented the “Really Good Info” e-newsletter branded to the Law Firm. “Really Good Info” gets emailed to the entire list every month. Really Good Info consists of 3-4 articles focusing on information that the list would find beneficial; how to pack efficiently for a trip, how to protect yourself properly with insurance, how sharpening the blades in your garbage disposal will increase its life, etc. Each newsletter also includes an article or story focused on Nursing home abuses as well as the red flags to watch for. Now if and when an attorney is needed Lakin Law will be the obvious choice for the client.
The Result… People are requesting the book at a rate of 50+ and growing every month. Several new cases have resulted from this strategy.
Lakin Law Firm PPC/SEO:
The Problem… When Lakin Law approached us they were spending close to $5000 per month on Pay-Per-Click advertising. During our review we uncovered that many people were indeed coming through PPC activities and not organic search. However the PPC ads were not written to be highly relevant which will produce a lot of clicks. Unfortunately these prospects are likely looking for something other than what our clients were offering. Untargeted PPC ads are very costly.
The Solution… We decided that taking an organic search approach would be more effective (from a credibility standpoint as anyone can pay for ads) and cost significantly less. In order to improve the organic search results you must incorporate a variety of approaches; proper site optimization, effective link strategies, and long tail keywords, etc.
To start, we optimized the current web site. With a fine tooth comb we replaced a fair amount of key words with long tail keywords. This approach helps laser in on particular areas of expertise and keep it to a targeted locale.
After re-optimizing the entire site we launched a Public Relations Campaign that would attract visitors back to the site naturally. The campaign utilized internet PR services—quick, easy, and inexpensive. Every week there was an individual story written about the specialties of the firm with a link back to the Lakin Law website. This method is excellent for search engine crawlers to find relevant new content about you and your company. This improves your relevancy score and ultimately drives your website toward the top of the list organically.
The Results… Within 90 days 75% of the keyword searches resulted in a top 3 position and the other 25% had a number 1 position. Traffic to the site increased 176%, visitors were staying on the site longer, and most importantly were filling out the contact form or calling the firm for help.
Lakin Law Firm Railroad:
The Problem… Lawyers at Lakin Law firm travel around quite a bit discussing with Railroad Union Leaders their rights when it comes to a safe work environment. Unfortunately, the message doesn’t always get down to the actual workers in the field.
The Solution… We are currently in the process of setting up an in-house video studio for Lakin Law. The studio will be used to record 3-5 minute video clips that will educate Railroad workers regarding their rights, what to do and not do after an accident, report hazards to the company, and answer any legal questions. The video’s will then be displayed on a railroad themed, secure website for workers across the nation. Union members can log into and access the information, post questions on forum pages, or just communicate with peers.
The Result… An industry resource site designed to create massive value for railroad union members. Massive professional exposure for Lakin Law Firm as the trusted advocate for railroad workers.
