CASE STUDY: PLATINUM LAWYERS SYDNEY

Many years ago, when Platinum Lawyers first set its foot into the Law industry in Sydney, presented its company as a start-up; an ordinary law firm in the making. The company had a clear vision of not just growing the business, but to do it extraordinarily.

The Clixperters (digital agency) were engaged by Platinum Lawyers back then, with confidence of a proven-track record in creating winning strategies & digital marketing.

The Goal was to make Platinum Lawyers a Legendary Law Firm

When Platinum Lawyers first engaged Clixpert Digital Agency 2009, they had a basic website which lacked strategy, planning, CRO, marketing principles and storytelling. With specialising only in Property Law amongst a few other services, they wanted to expand their business on a wider market in Sydney and to prove themselves better than their experienced competitors. When we first took over Platinum Lawyers, there were huge roadblocks with their online representation through a marketable website and branding. The challenges we faced were:

• Lack of a digital marketing strategy with a tight budget, which would make Platinum Lawyers stand out from major competitors.
• Review quality of lead generation, and what were the roadblocks in driving leads to the business, which was lacking.
• Understand what was affecting the brand awareness in the market.
• Company growth into other legal areas of Commercial Law, Criminal Law, Family Law, Franchise Agreements, etc.
• Roadblocks in overall business growth & revenue and business.

During the early 2000s, traditional marketing was at its peak, implying that online marketing was a new idea to many. Platinum Lawyers’ CEO, Robert Nasr, was fresh to the Google eco-system concept. He was open to the concept of using Google search engine to promote his business and to attract a wider audience in Sydney NSW.

The project looked more challenging mainly because of the competitive legal industry and legal legislations. The approach we took was to first understand Platinum Lawyers’ business, services its value proposition, goals, vision and online marketing requirements. After thorough analysis, research, and planning, the Clixperters came up with the following game plan:

• Clixperters used a linear flat model for an easier communication between our team and the client. We encouraged one-on-one consultations that included face-to-face meetings with the client, educating the client on digital solutions and how best we could use it for their business, and the utilisation of technology, such as Google Hangouts & Skype.
• Research on this industry, its competitors and analysing the website based on the marketing goals, and many other factors such as consumer behaviour, market trends, etc.
• Devised a digital strategy based on best practice and proven track records.
• Audit Reviews: Identifying issues hindering overall performance of the website and the conventional marketing being done with no way to monitor performance or KPIs.
• Planning media spend

• Clixperters analysed various competitors’ advertisements in various marketing channels such as SEM, SEO, TV & Radio. Our team looked at what hours the TV & Radio ads were running (usually prime time), and planned to align Platinum Lawyers Google ads to run in sync at the same time with those ads to drive competitors’ traffic to Platinum Lawyers.
• In the last 5-8 years, Sydney’s real estate market saw an immense boom in the property market, so our team monitored the real estate agents data. For example, RP Data, REA Group Ltd & Domain Group, and integrated their data with our search ads and targeted hotspots (suburb) of Sydney property markets. This strategy instantly increased the conveyancing leads.
• One of the search innovative strategies Clixperters used was to associate with a local real estate agent, Starr Partners, who gave us customer data of properties sold/purchased, so we could run our Ads in those areas. Using local real estate database, our team were able to retarget the search ads with the promotional package towards Conveyancing services at $750 promotional price that was bundled with a Home Loan package. This promotional package ran for a short period of time and saw a massive success in the business.
• The success for the $750 price point campaign was measured using Google Analytics and conversion tracking. Using Google Analytics, our team created event tracking, call tracking & goals to measure the performance of the website and the search campaigns, monitor the KPIs, lead generation, ROI, and sustainability for business growth.
• To help boost conversions even more, the Clixpert team recommended a Company Video, by planning the entire video contents and integrating into the website. This feature influenced leads & sales with an increase in conversion rate of 40% leads. Later on another video was planned and published via social media on the topic ‘Watch this video before you buy/sell a property’, which received a traction of 6,100 views in its first week alone. The video continues to go viral to this date.
• New features such as Brochure download were introduced to encourage more audience to download the company brochure, thus increasing a growth in customer database.
• Encouraging the business to come up with new short, informative videos to increase brand awareness.
• Frequent consultancy such as face-to-face meeting and video conferences with the client to discuss innovative tactics and new search features.
• Combining 3 advertising channels i.e. AdWords, SEO & Social Media; a perfect synergy that leads to a more successful and powerful search strategy.
• Researching on public holiday data to create new ad campaigns to escalate top search for the business. Clixpert’s efforts included looking up on NSW Police campaigns on drink driving, Seat belts & speeding during public holidays. Taking this data, we then ran our new campaigns, targeting potential customers, thereby increasing branding, awareness, educating customers and lead generation.
• Clixperters adopted to Mobile First Approach for the new website/UX design, web development & Ad creatives.

To help maintain Platinum Lawyers’ optimised position on Google search, we’ve charted out and implemented marketable websites, one in every 2 years to ensure the website aligns to Google’s updated guidelines on web coding and search, without compromising on Leads and Key Metrics.

• YoY Revenue growth of 300%
• An impressive increase in clientele (from only 10 the first year, to 20,000 in 2017)
• Expanding services to Commercial, Franchising, Family/Criminal Law, Franchise Agreements, etc, resulting in new talent acquisition, increase in brand awareness and growth.
• Business sustainability & growth

In conclusion, Platinum Lawyers are now well positioned in the online space as a recognised and most talked-about legal service provider in Sydney. The company now offers a wide range of legal services, with its unique customer service that’s embedded with great culture and values. Most importantly, Platinum Lawyers is now an established brand that encourages repeat business and referrals from existing clients.

If you’re looking for any digital marketing services? Then please contact us below for a free consultation to see if we can help you grow your business.