X-Copper
Traffic and Criminal Defence Lawyer
X-Copper was founded by former police officers who saw an opportunity to use their knowledge of law enforcement and the court system to defend their clients against traffic ticket charges.
From the start, X-Copper carefully crafted their brand into a household name and earned a reputation as the go-to option for drivers who want to avoid traffic ticket fines and penalties.
Unfortunately, that carefully crafted reputation led to a problem.
145,492Clicks to the X-Copper site from their media impressions in one year.
30,048Number of qualified leads, in the form of calls and online form submissions, in one year.
2,273,719Number of online paid media impressions in one year.
The Challenge
As X-Copper expanded, so did its client base and service offering. Defending clients against criminal traffic charges meant retaining criminal defence lawyers and paralegals.
Expanding Case Load
As X-Copper expanded, so did its client base and service offering. Defending clients against criminal traffic charges meant retaining criminal defence lawyers and paralegals.
Changing Case Type
It didn’t take long for the company to find itself with a caseload that included non-traffic-related criminal charges, like fraud, assault and theft.
Brand Recognition Evolution
Their incredible growth led to a problem. Despite their size and expertise, they were not known as a criminal defence firm.
Outdated Marketing Strategy
Their digital marketing was not reaching their most valuable potential clients. That’s when they called NVISION
Our Solution
The first step for NVISION’s Digital Marketing Team was a deep-dive analysis of X-Copper’s website, their search engine optimization (SEO), paid digital marketing programs, and their specified goals for raising awareness of their criminal defence expertise. The results were developed into the following strategic recommendations:
Improve the Website
Simplify the structure, menu and navigation to improve the user experience (UX) and place equal emphasis on Traffic Tickets and Criminal Charges.
Boost Criminal Charges Content
Increase traffic to existing criminal charges pages, which have a high conversion rate, and create more charge-specific content.
Develop a Targeted Paid Marketing Campaign
To help quickly raise X-Copper’s profile as a criminal defence firm, NVISION created a comprehensive paid marketing campaign to attract and drive qualified traffic to the charge-specific content on the site.
Optimize Traffic Ticket Content
Maintain many of the existing traffic ticket pages, which perform well, but optimize the content for higher search engine rankings.
Formalize & Enhance SEO Throughout the Site
Thoroughly optimize all new and updated content for higher search engine rankings, from the page structure to the calls-to-action.
Leverage Landing Page Content Structure
NVISION’s research discovered that visitors often spent 30 minutes or more on a single page. They seek out and access pages specific to their charges. New pages were developed using landing-page structure to increase the reader’s awareness of their situation, outline possible outcomes and present a solution.
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The Results
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