Actions/strategy

Google Ad campaigns

In Jan this year (2024), we changed the Google Ad campaign type to a Dynamic Search campaign to focus on more engaged users. We’re now seeing engagement times much closer to the engagement times we’ve had from organic search traffic.

I recommend the Google Ad budget be reduced and more effort/budget be directed toward social media ads (Facebook and Instagram perhaps) as well as SEO efforts around link building and content development.

SEO strategy

Increase focus on sharing authoritative content through the website and related channels.

See

reference link⁠

on this.

Link building through guest posts on key legal websites such as

https://lawpath.com.au/blog/category/blog/personal-legal/⁠

⁠

Use competitor reviews to identify sources for 3rd party links.

Focus on stories about positive user experiences and feature stories of positive outcomes for Patino's clients.

Build more content pages around key service areas to improve SEO rankings.

i.e. check out

https://splattlawyers.com.au/⁠

- and how they have multiple pages for each section (Motor Vehicle Accidents, Workplace Accidents, Public Liability, Insurance claims, etc...).

Other/General

continue to improve collaboration on marketing content/email newsletters, building on what has been done this year.

Use a CRM tool to help with referral tracking

if the firm is already using one, we could work on integrating it with the website forms to have contacts created/updated and new leads generated.

if the firm doesn’t use one, please consider adopting one. Here’s a link with details on a few of the best CRMs for small businesses:

https://zapier.com/blog/best-crms-for-small-business/⁠

⁠

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