Development of a website for lawyers from New York and promotion of legal services in the USA
Case study on creation and promotion of a lawyers' website on the international market, including the USA and CIS countries. Works: marketing audit, design, website development, PPC, SEO.
Tasks for creating and promoting a legal website for lawyers
The law firm "Spektor & Tsirkin" from New York set two main tasks:
1. Create a website on the Joomla 3 platform, expand the functionality (development and implementation of a plugin for online booking of consultations and payment through the legal secure payment system LawPay; implementation of the plugin of the legal platform Avvo - free legal advice), implement multilingualism, the purpose of which is to enter the international market, in addition to the domestic market of the USA.
2. Promoting the lawyers' website in order to attract clients and cover more regions and countries. According to preliminary plans, strategic plans for promoting the website of the law firm were developed.
Key points of implementation
Stage 1. Development of the website and additional functionality.
The specialists of the WEB-MACHINE company developed the website on the Joomla 3 platform, and also developed specific sections and a Russian-language version of the website.
Home Page Design
Implementation of specialized legal functionality for companies in the USA
AVVO Online Consultations:
Online payments for legal companies LawPay.
An adapted version of the module and plugin was developed to implement LawPay functionality into the Joomla system based on the official API of the payment system.
As a result, the module was displayed and configured through the administrative part of the site.
Reservation and payment form on the frontend of the site:
Stage 2. Increasing the visibility of the offer and increasing conversions
In parallel with the development of the site, work was carried out to promote the site in search engines such as Yandex and Google in the regions: New Jersey, New York, Russia, Belarus and Ukraine. The main channels at this stage are:
- SEO. The main KPI at this stage are % visibility (a set of values of positions in Google), % of new visitors to the site
- PPC (including remarketing).
Stage 3. Conversion optimization
The main channels at this stage are:
- SEO. The main KPI at this stage are % conversions, % repeat visitors to the site, average session duration, bounce rate, ROI
- PPC (including remarketing).
Results of legal site promotion
During four months of promotion, the legal site was brought to the top positions in Google and Yandex search results in target regions for many selling and geo-dependent keywords, which in turn increased traffic to the lawyers' site and led to a significant increase in the number of applications. The site was also made multilingual and promotion of the legal site in the Russian-speaking segment began.
Optimization for social networks was also implemented, a range of usability works was carried out, and technical support was provided. The main and significant development that influenced the growth of applications and converted clients from the site was the advanced application form on the site with online pre-registration and a set of functions that made it possible to personalize the form for different target groups of users in the relevant sections of the site.
