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Redlich’s Work Injury Lawyers Case Study

Fast & Smooth Onboarding

Thursday 6 February 2020

Adviceline, now rebranded as Redlich’s, are a nationwide, leading personal injury practice. They specialise in injuries at work, on the road, or in a public space.

With significant investment in the growth of their physical and online business, they have set themselves apart as a market leader in their industry.

Adviceline’s Marketing Manager, Niki Patterson, contacted Business Assist in February 2020 looking for a new digital marketing agency to manage their online activity. They were sceptical about working with another digital marketing agency after a soured relationship with their prior agency.

Activity

We conducted a Business Needs Workshop for the client, using the opportunity to assess their objectives, budgets and long-term business goals, as well as the resources they had available to assist agreed online marketing strategies.

As part of preparation, we also contacted the client’s website developers to strategize SEO opportunities and offer guidance during the design phase of the new website.

Strategy

Business Assist prepared a full digital marketing proposal including an onboarding plan. Adviceline required a signed agreement, which was understandable given their experience with our predecessors.

Within 24 hours we had developed supplied an agreement and both parties signed, enabling us to commence an audit of their existing Google AdWords account and activity.

Commencement

Less than 2 business days hours after initial contact from Adviceline, we implemented activity on Adviceline’s Google Ads and SEO to optimise their digital marketing.

“I am very excited about the opportunity to work together, and appreciate you taking us on at such short notice.”

SEO Strategy

At time of launching our enhanced online marketing activity, Adviceline were implementing a significant new website redevelopment project. As part of our engagement agreement, we collaborated with the web development company to ensure minimal disruption to SERP ranking after the launch of the new website.

Significant focus was placed on a comprehensive keyword research report which was used to map targeted keywords to each page on the new website. This keyword map was then used to develop tailored meta data for each URL targeting clients by the page titles, page headings and meta descriptions that are most compelling to them – encouraging high click through rates for relevant, high-quality traffic.

The new website launched, and organic traffic was minimally affected and within 6 months had significantly grown, approximately 40%.

Google AdWords Strategy

The significant findings from our Google AdWords Account and strategy audit were:

  1. Too many keywords per Adgroup which meant ads were too generic and not tailored enough to the demographics they targeted
  2. Conversion rates were poor

Business Assist redeveloped the Google AdWords account from 6 Ad groups to 23. This optimised each Adgroup for more relevant keywords. New Ads were developed for each ad group around higher performing headlines, descriptions etc. This meant that users were presented with a highly relevant Ad matched to their search query.

To compliment this new marketing strategy, we developed 9 new tailored landing pages, one for each aspect of Injury Law. Not only that, but each landing page had a testing variant, making 18 total landing pages developed.

With these new landing pages, users clicking on an Ad were no longer sent to a web page with multiple calls to action and considerable distractions but sent to a landing page that specifically addressed the query or keyword they searched in Google.

Results

Actual screenshot from Google Ads Account

Clicks
Conversions
When Business Assist launched new Google Ad Groups and new tailored and targeted landing pages

The Result

Within the first 6 months

700%

increase in the volume of quality leads (utilising the same advertising spend).

196%

increase in click through rates (Ads were resonating much better with the target audience).

The Result

12 months later

35%

drop in cost per lead (supplying more leads utilising the same advertising spend)

19%

increase in click through rates for a second time

“Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.”

“All Digital” Marketing Project

After the above strategies were put in place and Business Assist aided Adviceline’s significant online growth, the client’s digital marketing was supplying high quality leads at such a low cost per lead that Adviceline requested a business case of additional spend on digital marketing by utilising resources from offline marketing channels.

We developed a proposal and business case for increased spend on Digital Marketing channels diverted from offline marketing.

Adviceline agreed and advertising spend was redirected to digital resulting in:

  • a 40% increase in leads
  • with only a 30% increase in digital advertising spend

This move to “All Digital” was spearheaded by new Marketing Manager Lisa Aughsteen – see what Lisa has to say here:

“We wanted to drive up the volume of our leads. Business Assist really take the time to understand what we do, who we want to target and how we can grow as a business. The team are always there to support us, and they have rapid communications. I would recommend Business Assist to anyone that wants to grow their business.”

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Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!