Bell, Davis & Pitt: Generating Organic Traffic and Leads

The problem: Low website traffic — mostly from people who already knew of the firm

Bell, Davis & Pitt’s website garnered traffic based on the firm’s existing reputation and its attorneys, but the firm’s website traffic was quite low. Most of the visitors to the site had previously heard of the firm or a specific attorney, which was determined based on an analysis of the landing pages that served as entrances to the site. 

The website was not generating interest by practice area or expertise. What this means is that the Bell, Davis & Pitt website was typically not turning up in the first page or two of results for searches on legal issues or practice areas.

The solution: Attract targeted visitors to the firm’s website

An inbound marketing strategy was recommended to increase website traffic by addressing potential legal challenges faced by prospective clients. As a part of the inbound marketing program, the firm’s blog would position the firm’s attorneys as thought leaders, engendering trust through this knowledge-sharing approach.

The approach included

practice area blogs

email marketing enabled by “subscribe” call-to-actions

content offers designed as lead generation tools

automated email workflows to stay in contact with potential leads

 83%

In 2019, organic search traffic sessions increased by 83% compared with the previous year —largely due to the traffic generated by blog articles.

Getting Found Online

Out of the top 25 organic search landing pages in 2019, 14 were blog articles (compared with only two articles out of the top 25 pages historically). This demonstrates that people are now finding out about the firm by topic and area of expertise, in addition to using the website as a tool for further research on attorney referrals.

Visitor Leads

The firm’s most popular content offer — the 2019 Guide to North Carolina Property Tax —increased the size of the practice group’s email list by more than 50%. Many of the download submissions were from companies within the practice group’s target audience.