The challenge
Personal injury law firm Van Wassenaer Wytema relied almost entirely on referrals. The firm had invested heavily in SEO in the past, yet barely showed up on Google.
The website had a second problem: it was not built to turn visitors into enquiries.
We contacted the firm ourselves, because we were confident we could improve its online presence and bring in more cases.
What we did
To get a steady lead flow straight away, we focused on two things:
- Google Ads on high-intent keywords. Bidding on the searches people make when they need a lawyer now.
- A dedicated landing page. Built for the ads, with one goal: filling in the lead form.
How we won in an expensive auction
Clicks in personal injury law are among the most expensive there are. Four things made the difference:
- Only the highest-intent keywords. They cost more per click, and they are still the best place to spend first.
- Very close ad relevance. The ads and the landing page match what the person searched for.
- Dynamic ad copy and dynamic landing page headlines. Echoing the search in both places lifted the conversion rate sharply.
- Manual bidding while conversion volume is low. Below the thresholds smart bidding needs, manual bidding gives more control over cost per click and brings cost per acquisition down.
The results
After one year:
- 79 requests through the landing pages
- €139,000 in extra revenue that year
- €14,900 in ad spend
