Marcilliat & Mills PLLC: A Success Story in Pay-Per-Click Advertising

The Marcilliat & Mills PLLC, a Criminal Defense Law Firm, aimed to expand its caseload by attracting higher-quality leads via Google Ads. However, intense competition from other firms made delivering strong results challenging for their campaigns. AMN partnered with them as a dedicated PPC provider, transforming their performance through daily management, ongoing testing, and strategic enhancements.

Challenges During Initial Campaign (First Two Months):

During the initial two months, the campaign encountered several performance challenges, such as:

• High Cost Per Click (CPC): The firm struggled with CPC rates ranging from $30 to $35, rapidly depleting its budget. This restricted ad visibility, reduced reach, and made it difficult to generate the volume of qualified leads necessary to drive meaningful growth.
  

• Low Conversion Rate and Lack of Phone Calls: While the ads successfully drove clicks, they could have converted these into inquiries or phone calls. This highlighted a disconnect between the campaign and the target audience, as it struggled to attract users who were actively seeking the services of a criminal defense attorney.

• Limited Ad Visibility: The campaign experienced a low search impression share, with significant impression losses caused by budget and rank limitations. As a result, the ads failed to reach a substantial portion of potential clients, reducing opportunities to connect with the target audience.

Solution: Attorney Marketing Network’s Adaptive Campaign Strategy for Success

To address the client’s challenges, AMN implemented a dynamic, data-driven approach that continuously evolved based on campaign insights:

• Day-by-Day CPC Optimization: We closely monitored campaign performance daily, fine-tuning bids to strategically lower cost-per-click (CPC) while maintaining strong ad visibility. By refining the campaign structure, targeting, and keywords, we achieved a steady reduction in CPC over time, enabling the client’s budget to generate more clicks month after month.
  
• Enhanced Keyword Strategy for Targeted Engagement: By focusing on high-intent keywords like “Criminal Defense Attorney,” “Sex Crime Defense Lawyer,” and “Drug Charges Attorney,” we eliminated non-converting terms and directed ad spending toward users actively seeking legal representation. This precise targeting ensured the campaign attracted a more qualified audience, maximizing ROI.
  
• Compelling Ad Copy and Calls to Action: We crafted clear and compelling ad copy designed to resonate with individuals needing legal assistance. Messaging emphasized the firm’s commitment to achieving justice, fostering trust, and encouraging engagement, which led to improved ad performance and reduced CPC.
• Strategic Bid Adjustments Based on Performance Trends: AMN analyzed data to identify high-performing search times and adjusted bids to maximize visibility during peak engagement periods. This focused allocation of the budget boosted search impression share in competitive windows, further improving results while reducing overall CPC.
  
• Conversion-Optimized Landing Page: Our team designed a mobile-friendly landing page that highlighted the client’s criminal defense expertise, streamlined navigation, and made contacting the firm effortless. This user-focused design significantly improved conversion rates by creating a seamless experience for potential clients.
  
• Comprehensive Conversion Tracking for Data-Driven Refinement: Using tools like Google Analytics and CallRail, we tracked form submissions and phone calls to measure lead quality and return on ad spend (ROAS). These insights enabled us to continually refine the campaign, demonstrating measurable value to the client.
  
• Optimized Landing Page Success for PPC Campaigns: For NC Law Team, a criminal defense firm, AMN redesigned its PPC landing page to enhance user experience and drive conversions. The new layout showcased the firm’s credibility and made contacting the team effortless, ensuring better engagement and improved results.

Core Aspects of the Revamped Design

• Clear and Direct Headline: The headline, “We Fight For Your Future”, “60+ Years of Combined Experience” immediately addresses the page visitor’s needs.

• Lead Capture Form Above the Fold: A prominent, easy-to-complete lead capture form is placed at the top of the page, immediately visible without scrolling (above the fold). This encourages visitors to take action without delay. The call to action (“Get your Criminal Matter Resolved Now!”) is clear and direct, creating a sense of urgency. The form is kept simple with only essential fields—name, phone, email, and description—making it quick and easy to fill out. This reduces friction and increases the likelihood of form submissions.

• Educational Content: Sections offering valuable information, like the filing deadlines for criminal defense cases, help answer common questions and ease potential clients’ concerns. By addressing specific client needs and providing useful insights, the firm demonstrates its expertise and builds trust. This content helps position the firm as a knowledgeable and authoritative resource for criminal defense.
• Case Results and Case Studies: Highlighting successful outcomes such as dismissals of serious charges for sex offenses, violent crimes, theft crimes, and domestic violence demonstrates the firm’s ability to achieve exceptional results for its clients. These examples reinforce the firm’s credibility and instill confidence in potential clients seeking skilled legal representation.

• Client Testimonials: A dedicated section featuring client testimonials emphasizes the firm’s customer service and successful outcomes. Reviews help create an emotional connection with visitors, as potential clients can see how others have benefited from the firm’s services. Testimonials also act as social proof, which reassures visitors that the firm is reliable and effective in delivering results. Highlighting both the firm’s customer service and case success stories is a strategic way to build confidence in the firm’s abilities.
• Meet the Attorneys Section: Featuring professional photos and titles of the lead attorneys adds a personal touch to the website. This section humanizes the brand by putting faces to the names, which helps visitors feel more comfortable and connected. Giving users a sense of who they will be working with fosters trust and can help them feel more confident in choosing the firm for their legal needs. This section allows visitors to see the experience and credentials of the attorneys, further emphasizing the firm’s credibility and expertise.

• Why We Stand Out – Our Core Values: The “Why Are We So Successful?” section clearly outlines the firm’s core values, giving potential clients insight into what sets the firm apart from competitors. By emphasizing strengths such as high-quality case handling, financial resources, and commitment to client care, this section addresses what clients typically look for in a law firm. Each value is supported by an icon, making the information easy to scan and digest quickly. This appeals to users who want a fast, clear understanding of why they should choose this firm. This value proposition section helps reinforce the firm’s reliability, expertise, and client-first approach, which can encourage potential clients to feel confident in reaching out.
• 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 Redesigning Landing Pages is Increasing Conversions for Marcilliat & Mills PLLC

• Improved User Experience for Easy Navigation: The new layout ensures that visitors can easily find the information they need with minimal effort. The navigation is clear, and essential elements like the lead form, case results, and trust-building content are strategically placed. This streamlined design reduces friction and encourages users to engage quickly.
• Building Trust with Social Proof: To foster credibility, the redesigned page incorporates logos of reputable media outlets, client testimonials, and impressive case results. This social proof helps reassure visitors, especially those hesitant to reach out. By showcasing the firm’s proven success and positive client experiences, the design builds trust and credibility.
• Clear and Actionable Call-to-Actions: The redesigned page uses focused and compelling call-to-action, such as “Book Your Free Consultation.” These CTAs are prominently displayed throughout the page, guiding visitors toward the primary goal of contacting the firm. With easy-to-find and interactive buttons, the design ensures that users are encouraged to take action at every stage of their visit.
• Simplified Lead Capture for Higher Conversion Rates: By simplifying the lead form and placing it above the fold, the redesign makes it easier for visitors to submit their information. With fewer fields to fill out, the form becomes quick and hassle-free, removing barriers that might discourage users from reaching out. This simplicity leads to higher conversion rates.
• Optimized for PPC Traffic and Immediate Engagement: The redesigned page is carefully structured to cater to users arriving through PPC ads. Concise, relevant messaging and strategic placement of content ensure that visitors quickly see the value of reaching out to the firm. The targeted approach creates an effective landing page that maximizes engagement for paid campaigns.
• Professional Design That Inspires Confidence: With a modern and clean design, professional attorney photos, and a consistent color scheme, the page exudes trustworthiness and professionalism. The aesthetic is aligned with the serious nature of criminal defense law, ensuring visitors are confident in the firm’s ability to handle their cases. This visual appeal plays a key role in encouraging users to engage and take the next step.