This customer story focuses on LaPorte Law Firm, a family practice with 40 years of experience specializing in Social Security Disability law. Founded by industry veteran Terry LaPorte, the firm has built up a solid reputation in the Bay Area, California, and is recognized as one of the leading firms in the field.
Being a family-owned business, they have always been incredibly customer focused, largely relying on their reputation for helping customers as opposed to using flashy sales pitches other larger firms often resort to. Similar to most law firms, they also lacked internal marketing resources. As such, they had to navigate the process of marketing a law firm with a very unique and complex target audience on their own or had to rely on external marketing agencies, which is not ideal for various reasons. Leaving your marketing in the hands of an external resource that likely lacks industry-specific expertise and understanding of your target audience can often be an expensive undertaking with variable results at best. Most importantly, it’s not a long-term solution, as the moment you stop paying, the leads dry up.
This customer story gives you an idea of what happens when a reputable family-owned business lacking internal marketing resources and strategies hires a fractional CMO. It covers all stages of the process, including identification of the main problems, a three-step plan, and the outcomes. LaPorte Law Firm’s fractional CMO is Sofiane Morouche from the Fractiond network.
With over 40 years in the industry, Terry LaPorte and his team had become used to doing things a certain way. As a small family firm with a high focus on their clients, they were devoting most of their time to their cases; however, they did recognize the need for marketing, spending vast sums on external marketing assistance. Lacking the internal know-how, they accepted help from several agencies offering lead generation and marketing services, only to use the portals for a few months and forget about them soon after without following up on the results. Stuck in this cycle, they were spending unknown amounts on marketing and had no idea what their return on investment was. Without clear marketing goals or strategies in place and no marketing leader to direct them, LaPorte Law Firm was flying blind. They also had an old, outdated website that had potential but was in serious need of being fleshed out in order to serve as a useful resource that could benefit their current clients and attract more prospective clients.
Recognizing the need for a clear marketing strategy but lacking marketing leadership and expertise, attorney Kevin LaPorte reached out to Sofiane Morouche, a Fractional CMO at Fractiond, who helped LaPorte Law Firm build up and optimize its marketing in three phases: reviewing and redefining the strategy through a marketing blueprint; redeveloping the website and boosting the SEO; and implementing the strategy through targeted inbound marketing campaigns. Each of these phases is covered below.
Working with a fractional CMO has been a resounding success for LaPorte Law Firm. Highlighting the many successes can be best put into context when looking at the numbers and statistics when considering the increase in organic and direct traffic since launching the new website.
Below are a few of the key statistics highlighting this.
When looking at keyword statistics comparing July 2022 and January 2023, there is significant growth in the total number of keywords that LaPorte ranks for on Google, including
The Competitive Positioning Map shows the strengths and weaknesses of a competitive domain’s presence in organic search results. Data visualizations are based on a domain’s organic traffic and the number of keywords that it is ranking for in Google’s top 100 organic search results. Further highlighting LaPorte’s organic traffic growth is the firm’s top 3 position in the competitive positioning map.
Looking at organic traffic for overall and new users over just a period of six months, a drastic improvement can be noted, with traffic quadrupling.
Web form submissions have also grown significantly month on month, which is a testament to the success of additional content added to the website, such as the new SSDI assessment quiz that generated a large percentage of submissions, with 90% of the traffic being new.
In addition, based on monitoring results, all blog posts created during the six-month period following July 2022 have become the most visited pages on the website, emphasizing the power of well-planned content specifically designed for a target audience.
With all of the above in mind, LaPorte Law Firm has experienced remarkable results in only a matter of months, managing to completely rework the business strategy and turn things around for the firm. With the help of fractional CMO, they moved away from disorganized ad hoc marketing to a clear marketing strategy complemented by relevant tactics, a marketing budget, and a marketing calendar. As with many family businesses, the metric for success for LaPorte Law Firm is not purely based on graphs and statistics but also the level of customer satisfaction they provide. In this case, the positive feedback the firm has received from their clients speaks volumes.
Founded by Terry LaPorte in 1982, LaPorte Law Firm is a Social Security Disability-focused law firm in the Bay Area. The firm’s team of disability attorneys provides expert legal representation at all stages of the Social Security Disability benefits process and specializes in helping individuals obtain benefits in Social Security Disability Insurance (SSDI) and Supplemental Security Income (SSI) cases. Over the past 40 years, they have helped thousands of clients obtain the benefits they deserve when it comes to Social Security Disability Insurance and Supplemental Security Income.
With experience in both the corporate and entrepreneurial worlds, I understand very well the challenges top management and business owners face when trying to get their marketing strategy right. I will put my experience at your service to reach growth objectives we will define together.
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