Optimizing David W. Martin Law Group’s PPC Strategy to Drive Maximum Conversions

The David W. Martin Law Group, a respected firm specializing in criminal defense, personal injury, and family law, aimed to generate more high-value leads through Google Ads. Focusing their campaigns on criminal defense and family law, they faced significant challenges due to fierce competition and the complexities of online advertising. Partnering with AMN for professional PPC management brought transformative results. Through meticulous monitoring, innovative testing, and tailored strategies, AMN helped the firm overcome obstacles and achieve a strong online presence in these key practice areas.

Obstacles Faced During the First Two Months of the Campaign:

In the early stages of the campaign, multiple performance issues emerged, including:

• Elevated Cost Per Click (CPC): CPC rates ranged between $32 and $36, causing the budget to deplete quickly. This limited ad visibility, restricted audience reach, and hindered generating a sufficient volume of qualified leads needed for substantial growth.

• Difficulty Converting Clicks into Inquiries and Phone Calls: Although the ads effectively drove traffic and generated clicks, they struggled to convert this interest into tangible inquiries or phone calls. This revealed a significant disconnect between the campaign and its intended audience, as it failed to attract individuals actively seeking assistance with criminal defense and family law matters. The inability to turn clicks into actionable leads highlighted the need for better alignment between the ad messaging, targeting strategies, and user intent.

• Constrained Ad Visibility and Missed Opportunities: The campaign experienced a low search impression share, with significant impression losses due to budget constraints and rank limitations. This hindered the ads from reaching many potential clients, reducing opportunities to engage with the target audience effectively.

Solution: The Attorney Marketing Network’s Tailored Campaign Strategy for Overcoming Challenges

To overcome the client’s campaign challenges, AMN implemented a proactive, data-driven strategy that continuously adapted based on real-time performance insights.

• Daily CPC Management for Cost Efficiency: The Attorney Marketing Network meticulously monitored campaign performance daily, fine-tuning bids to strategically lower the cost-per-click (CPC) while preserving strong ad visibility. By restructuring the campaign, refining targeting, and optimizing keywords, we achieved a progressive reduction in CPC, enabling the budget to drive increasing traffic month by month.
• Refined Keyword Strategy to Capture High-Intent Traffic: AMN targeted high-intent keywords such as “Criminal Defense Attorney” and “Family Law Lawyer.” We concentrated ad spending on users actively seeking legal assistance by eliminating underperforming and irrelevant terms: this targeted approach enhanced audience quality and maximized ROI.
• Engaging Ad Copy with Effective Calls to Action: We crafted persuasive ad copy that resonated with individuals needing legal support. The messaging emphasized the firm’s dedication to justice, fostering trust, and encouraging potential clients to take action. This improved ad engagement rates lowered CPC and bolstered overall campaign performance.
• Data-Driven Bid Adjustments for Optimal Performance: AMN regularly analyzed campaign data to identify trends and patterns, adjusting bids strategically to enhance ad visibility during the most effective times. This approach ensured the campaign reached its target audience immediately, maximizing overall performance while maintaining cost efficiency.
• High-Converting Landing Page Design: AMN developed a mobile-friendly landing page optimized for user engagement. The page featured the client’s criminal defense and family law expertise, streamlined navigation, and easy-to-use contact options. These design improvements led to higher conversion rates by delivering a seamless user experience.
• Comprehensive Conversion Tracking for Continuous Improvement: We tracked key performance indicators such as form submissions and phone calls using tools like Google Analytics and CallRail. This allowed us to evaluate lead quality, refine targeting strategies, and showcase measurable results, ensuring a strong return on ad spend (ROAS).
• Landing Page Optimization for Better PPC Results: For David W. Martin Law Group, AMN redesigned the PPC landing page to enhance user experience and boost conversions. The revamped design emphasized credibility and simplified connecting with the legal team, leading to increased engagement and stronger campaign outcomes.

Key Features of the Redesigned Layout

1. Clear and Direct Headline: The headline “Criminal Defense Attorney South Carolina” & “YOUR LIFE. YOUR FAMILY. OUR PRIORITY”,  immediately addresses the page visitor’s needs.

2. Lead Capture Form Positioned Above the Fold:

• A highly visible, user-friendly lead capture form is strategically placed at the top of the page, immediately accessible without the need to scroll (above the fold). This placement encourages visitors to engage right away.
• The call to action, “Book Your Consultation Today!” is direct and compelling, fostering a sense of urgency.
• The form is kept simple to streamline the process, requiring only essential information—name, phone number, email, and a brief description. This minimalistic approach reduces friction and enhances the chances of visitors submitting the form.
  

3. Informative Content:

• The page includes sections with valuable information, such as crucial filing deadlines for criminal defense and family law cases, helping to answer common questions and reduce potential clients’ uncertainties.
• By providing practical insights tailored to client needs, the firm establishes its expertise and fosters trust, positioning itself as a credible authority in criminal defense and family law.

4. Client Testimonials:

• A dedicated section featuring client testimonials highlights the firm’s commitment to outstanding customer service and successful case outcomes.
• These reviews help forge an emotional connection with visitors by showcasing how others have benefited from the firm’s services.
• Additionally, testimonials act as social proof, reassuring visitors that the firm is reliable and effective in delivering results. This section strategically strengthens trust in the firm’s capabilities by focusing on customer service and case success stories.

5. Meet the Attorneys Section:

• Featuring professional photos and titles of the lead attorneys adds a personal touch to the website, helping humanize the brand.
• By putting faces to the names, this section helps visitors feel more comfortable and connected with the firm, creating a welcoming atmosphere.
• Introducing the attorneys fosters trust and confidence, allowing potential clients to feel assured in choosing the firm for their legal needs.
• Highlighting the attorneys’ experience, credentials, and areas of expertise demonstrates the firm’s strength and depth of knowledge.
• Including personal statements or quotes from the attorneys offers insight into their approach and values, further aligning with potential clients’ needs and expectations.
• This section enhances the firm’s credibility by showcasing the firm’s legal qualifications and commitment to client care and success.

6. What Sets Us Apart – Our Core Values:

• The “What Sets Us Apart?” section highlights the firm’s core values, giving potential clients a deeper understanding of what makes the firm distinct in a competitive market.
• This section addresses the factors clients prioritize when choosing a law firm by showcasing key strengths such as meticulous case handling, ample financial resources, and an unwavering commitment to client care.
• Each core value is accompanied by a straightforward icon, making the information quick to digest and easy to navigate, catering to visitors seeking a clear, concise explanation of why they should choose this firm.
• This section solidifies the firm’s reputation for reliability, expertise, and a client-focused approach, helping to build trust and motivate potential clients to reach out.

7. Secondary Call-to-Action and Contact Form:

• A secondary contact form is positioned near the bottom of the page, reinforcing the initial call-to-action and offering another convenient opportunity for users to reach out. This section emphasizes the simplicity of connecting with the firm, with a clear call-to-action button inviting visitors to “Book Your Free Consultation or Call Today.”

How the Redesign is Increasing Conversions

• Enhanced User Experience for Seamless Navigation: The updated website design ensures visitors can easily navigate the page to find key information quickly. The layout is intuitive, with essential elements like the prominent placement of the lead capture form, case results, and client testimonials. This thoughtful structure minimizes user effort and encourages them to engage with the firm without unnecessary delays.
• Building Trust with Social Proof: To enhance credibility, the new page integrates logos from trusted media outlets, authentic client testimonials, and successful case outcomes. These elements serve as powerful social proof, particularly for visitors who may feel uncertain about reaching out. The design fosters trust and reassures potential clients by showcasing the firm’s proven track record and positive client feedback.
• Clear and Compelling Calls-to-Action: The redesigned page features strong, clear calls-to-action, such as “Book Your Free Consultation Today,” displayed prominently throughout the site. These actionable buttons guide users toward contacting the firm, ensuring that each step of their visit leads them closer to taking action. The strategic placement of these CTAs ensures visitors know exactly what to do next.
• Streamlined Lead Capture for Higher Conversions: The lead capture form has been simplified and placed above the fold for maximum visibility. The form is quick and easy, with fewer fields to complete, making visitors less likely to abandon the process. This streamlined approach removes friction, encouraging more users to submit their information and resulting in higher conversion rates.
• Optimized for PPC Traffic and Immediate Engagement: Designed specifically to align with PPC campaigns, the page caters to visitors arriving via paid ads. The content is concise, relevant, and strategically placed, allowing users to quickly grasp the firm’s value proposition. This targeted structure ensures that visitors are engaged immediately, increasing the effectiveness of paid campaigns and driving stronger results.
• Professional, Trust-Building Design: The modern, professional design of the page, with high-quality attorney photos and a consistent color scheme, creates an atmosphere of trust and professionalism. The aesthetic aligns with the serious nature of criminal defense and family law, reinforcing visitors’ confidence in the firm’s ability to manage legal matters. This polished, professional look encourages users to engage and take the next step toward contacting the firm.