The Challenge
Zukerman Law is a criminal defense firm that wanted to grow 4 practice areas: DUI/OVI, domestic violence, drug possession and trafficking, and white-collar and RICO cases.
People facing these charges need a lawyer quickly, and most start with a search. The firm needed to show up for those searches and turn them into consultation requests, in the case types it wanted most.
What I Did
- Organized paid search by practice area, so each case type had its own campaign and message.
- Strengthened SEO around the same 4 practice areas, so the firm could earn traffic for the searches it was paying for.
- Built practice-area landing pages that spoke to the specific charge a visitor was facing.
- Added lead-capture forms to those pages to turn visits into consultation requests.
The Result
Within 6 months, leads in the target practice areas rose 400%, and they were well-qualified leads in the case types the firm was trying to grow.