Situation
Start up of a U.S.-based lawsuit cash advance firm needed to target specific customers for its services. A newly-launched website did not appear to be producing any leads. Typically, customers for legal funding companies have personal and professional cash flow problems, but the company did not know how to find these types of customers online.
Objective
The company needed to establish a way of tracking visitors to its website and to identify key search terms that would indicate a buyer ready for the firms services. Once this was done strategies could be developed for reaching those buyers via the internet.
Action
Google analytics was installed on the website in order to track visits to the site and to establish a baseline performance level. Searches of multiple online databases and search engines yielded a cluster of terms that were likely to indicate a customer searching for the company's services. Armed with this information, website copy on the lead generation page was edited in order to emphasize those key terms. In addition, a link-building campaign was established in order to help the site achieve a higher ranking on Google for the targeted terms. A Google Pay-Per-click program was also initiated so that the company could get immediate traffic to its website.
Result
After 45 days, the website went to being in the top 15 for key terms. This after not being in the top 1000 for any terms. Traffic from the search engines increased 99% each month for the first 90 days. The PPC campaign brought additional traffic to the website and was able to do so at a lower-cost-per click than the industry average. Leads via the phone and email have begun pouring.
And So…
The initial phase of the project has brought a steady stream of new leads. The link building campaign will continue until the website reaches the first page of Google. Next a testing phase will begin where specific elements of the website will be adjusted to help increase the percentage of website visitors who fill out the lead generation form and call the firm.
Ryan Nagy is a key coach in the Executive and Coaching Business Network (EBCN).
Ryan's website: SEO Business Development