Inbound Marketing & Demand Generation
Law Practice Case Study
Main Line Family Law Center wanted to revolutionize the divorce process on the Philadelphia Main Line.
THE EMPASSIONED BRAND CHALLENGE:
Mediation for divorce was not well understood in the Philadelphia Main Line community. Divorce lawyers who litigate divorce in court claimed the process didn't work, making it more challenging. Yet, divorce costs continued to skyrocket. In addition, shame and anger fueled confusion among spouses trying to purchase a divorce - an excruciating buying decision that could take years. How would a new firm navigate marketing divorce with integrity?
How We Helped
GO-TO-MARKET STRATEGY
All in a Name
We started by branding the mediation process as "My Healthy Divorce." and registering a trademark. This drew in clients who agreed on one thing - they both wanted to turn a failed marriage into a successful divorce. Now, they could see a step-by-step, valuable path for moving forward.
Free Consultations
Google and Facebook ads jumpstarted the ability to speak with many potential clients. A vetted process allowed only the right candidates to be eligible, preventing time wasted.
Grassroots Outreach Campaign
Visits to therapist offices for 1:1 networking, armed with mediation readiness cards, plus cross-profession meetups in the legal, financial and mental health community also built goodwill, understanding - and affiliate referrals.
INBOUND MARKETING AND DEMAND GENERATION
Next came a heavy emphasis on Google SEO to reach those actively seeking a divorce. This strategy offset ad spending.
A 3-pronged organic content strategy:
1. Create a Funnel for 2 Personas Self-assessments, on-demand webinars, and a communication toolkit, complete with landing pages and email lead nurturing was created to match each step around considering separation, divorce, and mediation.
2. Build Community into SEO and Repurpose on Social
We added a directory of healthy divorce professionals with SEO-based filters grew traffic, community, and referrals.
Also, as a follow-up from live events, we positioned affiliates as experts on various social media platforms with topic-based campaigns.
3. Invest in What Works
Pages with the most engagement were expanded upon. In addition, new SEO-focused subtopics were added to maintain the top ranking in search results.
VIABLE OPPORTUNITIES
Detailed scripts for intake that aligned with materials for attorney consultations and website messaging led to a 20% increase in sign-ons.
RESULTS
Within a few short years, demand for education and divorce mediation services grew tremendously. Main Line Family Law Center became a Hubspot software case study for law firms and small businesses.
Specifically:
Organic and referral traffic grew to 30K visits per month.
Email open rates soared as high as 80%, and click-through rates averaged 28%.
Averaged 13,000 daily active leads and generated 20+ new leads per day.
Intangibles:
Respect for mediation for divorce became firmly rooted in the local culture.
The founding attorney-mediator enjoyed a lean management system, loved his clients, and could enjoy time with family (unlike many lawyers).
Over 1,000 clients have made it through a difficult time without going broke, shame, or in relationships in ruins.