Hunt and Hunt have been a valuable partner of Business Assist since 2021 and in this short time we’ve achieved some excellent results together. Read Hunt and Hunt’s journey of growing over 300% in the number of conversions with Business Assist.
Who is Hunt and Hunt?
Hunt and Hunt are an independent law firm with offices spanning across Australia. Established in 1929, they now have large offices in Sydney, Melbourne, Darwin, Brisbane and Perth. They offer legal services in a large swath of areas including Insurance, Agribusiness, Education, Health and Wills & Estates.
We have been working closely with Hunt and Hunt across their digital marketing strategies, including SEO, AdWords and CRO. Together we have built a strong relationship and a foundation of trust that has meant they’re open to new suggestions and recommendations from our agency. Our strong report with Hunt and Hunt means we’re also able to implement new strategies and optimisations to improve their conversion rate and ROI.
Why Business Assist?
At Business Assist, maintaining a high conversion rate is at the heart of everything we do. Conversion can make or break your business which is why we put so much importance on this area of digital marketing – it’s what sets our agency apart from many others.
By optimising your conversion rate, you ensure you are getting as many of your website visitors as possible to take the action you desire.
Hunt and Hunt understood the importance of conversion rate from the very beginning, which made our partnership strong from the start. Business Assist pushed the boundaries of their digital marketing, and through effective client collaboration, we could test ideas, action new strategies and achieve excellent results.
Digital Marketing for a Law Firm
There are ethical and regulatory constraints when advertising legal services, which can limit your marketing strategies. Legal advertising is subject to strict ethical rules that govern how lawyers can promote their services and we take those obligations seriously.
AdWords CPC can prove a fruitful channel for promoting legal services, but there are factors to consider:
- Competitive landscape – The legal industry is highly competitive, and law firms need to find ways to stand out from the crowd. This requires a deep understanding of the target audience and their needs, as well as a strong brand identity that resonates with potential clients.
- Maintaining a high conversion rate for a service that doesn’t offer time sensitive promotions, flashy discounts and grabby graphics.
The problem - Increase leads for Wills and Estates Division
Hunt and Hunt’s Wills and Estates division reached out to Business Assist in order to ramp up digital marketing efforts and generate increased leads for Wills and Estates related services. Our challenge, in addition to increasing the number of leads for Hunt and Hunts’ Wills and Estates division, was to maintain the quality of each lead to assist in the sales process and contribute to a much higher ROI.
The Solution - Increase Conversion Rate for Wills and Estates landing page
Iteration 1
Hunt and Hunt is a national business with laws specific to each state and this required us to take a highly targeted approach to their marketing.
An in-depth Business Needs Workshop revealed many different service offerings within the Wills and Estates area of practice. Our team completed Google Ads keyword research with a focus on each different service offering as well as generic terms.
This resulted in the development of 17 Ad Groups – each with their own unique tailored Ads
It is important that users are presented with Ads that are as relevant as possible to their search query. Therefore the development of a large number of Ad groups and tailored Ads, maximises the effectiveness of Google Advertising.
The benefit of having landing pages that are so aligned to a user’s need is that they are highly relevant to the buyer’s search query and provide closely aligned content and lead magnets that motivate the user to convert.
The Ads were clearly resonating with the target audience as a click through rate of 6.41% was achieved in the first 2 months.
We initially offered users content on the landing page that was relevant to their search and a call-to-action (CTA) to book a consultation with Hunt and Hunt via a form submission.
Even with such a high click through rate we continued to test new ad headlines, ad copy, display URLs and snippets to continue to drive up the performance of the Google Ads campaigns.
As we gathered data on the results of the landing pages we began to learn more about the buyer motivations, the keywords that lead to action and the emotional commitment required by the user to proceed. This led to version 2 – a new variation of the page.
Iteration 2
Variation 2 of the landing page offered a PDF download in exchange for the user’s email address. The CTA replaced a form submission and phone call CTA.
Here we would test the impact of implementing a lower commitment offer to the target market that provided significant value and sparked consideration.
Hesitation to convert is often higher when the commitment is higher. By offering a PDF in exchange for the users’ email address – a low commitment exchange, we removed any hesitation felt by users landing on the page. The user is not committing to a consultation as a first step, which gives Hunt and Hunt time to show that user what value they can bring and move the prospect through the sales funnel.
The results were positive which led to the 3rd iteration of the landing page/s.
Iteration 3
The 3rd variation brought the PDF download to the forefront within the header banner. The PDF download became the main goal of the page, after which the user would receive an email with their requested pdf.
Once the user received the PDF they were asked to provide additional details on a form where they could provide further context to their request. Previously we had lowered user commitment. This change had the effect of increasing user commitment whilst simultaneously improving lead quality, for those that made it through to that point.
While we intentionally reduced user commitment in step one, we wanted to increase user commitment as the funnel processed as users who have already found themselves entering the new funnel, would likely continue on. This meant we could simultaneously increase lead quality.
The results were positive which led to the 4th iteration of the landing page/s.
Iteration 4
The 4th variation digitised the entire journey by removing the downloadable pdf and instead used the web pages with the pdf content, creating a digitised pdf page. This allowed us to track activity on the page and keep the user focused on the task at hand as opposed to losing them to a less-trackable email platform.
We created 5 digisited pdf pages each related to a different search query relating to wills and estates. E.g. If they searched for ‘Contesting a will’ they would reach the landing page relating to ‘Contesting a will’ then they would be directed to the digitised pdf relevant to ‘I have been left out of a will – can i contest’.
The results once again we’re positive and we continue to develop additional variations of the ads, pages and journey.
The New Conversion Rate Funnel
Here’s a diagram of the new digitised conversion funnel.
The results of this CRO Case Study
The extension of the funnel by adding in multiple page variations was a success. We saw a 345% increase in conversions from 1st September 2022 to 31st Jan, 2023, which resulted in a tremendous increase in the number of leads for the Wills and Estates division.
Since September 2022, the conversion rate has increased from 1.73% to 7.69% and the cost per lead (CPL) has decreased 59%, in the same period. We did not make any changes to advertising spend during this time.
We also successfully maintained the quality of leads coming through. The client was ecstatic with the results:
“The quality of the leads have been fantastic and we just opened two files, in particular, that represent our perfect clients”.
Summary
Optimising your marketing content, honing in on your audiences and improving your landing pages for your ideal customers optimises your budget, increases your conversion rate and reduces your cost per conversion.
A bonus side effect: reduced waste of sales/customer service resources responding to questions from leads that won’t convert.
If you liked this case study, feel free to share it with a business you believe could benefit from creating targeted marketing, landing pages, or personalising their existing landing pages to target multiple locations.
