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Construction & TradesAscent Employment Law
Web Design- Digital Strategy
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- Web Design
- Digital Strategy
- Paid Media
- Search Engine Optimization
- Content Marketing
- Conversion Rate Optimization
Challenge
Ascent Employment Law was started by three partners who decided to leave their existing jobs to start a their own employment law firm. The three founders created a fresh set of corporate values and were seeking to do business with both business owners and employees that best aligned with those values. In the early days, the firm’s budget was lean. They launched with a basic SquareSpace website which served them well as they hustled to get more clients and grow their practice. They approached us a couple years later to engage in a digital strategy and campaign that would help them grow at a faster and more sustainable rate while also continuing to attract the types of clients that they wanted to support.
Solution
Our solution involved a phased approach that matched their level of investment to the revenue goals of the firm. We began our efforts by leaving the existing Squarespace site in place. It was working and we needed to show results from other tactics before they were willing to invest in a new website. So, we started with just a simple text ad campaign with segmentation and optimization targeting specific pains or needs that both employees and employers experienced with respect to employment law. This approach proved to be very effective. Most of the other firms were going after the highly contested and much more expensive phrase of “employment lawyer [city]”. Our approach meant going after more niche, long-tail phrases that got lower search volume but were much more relevant to a particular pain or need. And then we built landing pages whose messaging and calls-to-action aligned with those pains or needs.
Phase 1 proved very effective. Ascent Employment Law now had a sustainable source of leads resulting in increased revenue. This allowed them to bring on more support staff and some junior lawyers. With that, we moved onto Phase 2 where we designed and developed a new website for them. The goal of this phase was to create a user experience that aligned with their corporate brand – not just their logo colours and fonts – we needed to create a user experience that emphasized their values and corporate culture. They wanted to present themselves as being real people who genuinely care about their clients – not just a bunch of suits. New images were taken of the team that brought to life their personalities. With that imagery, Yardstick was able to design and develop a website that truly showcases their amazing firm and elevated them above many traditional law firm websites.
With the new website in place, we were then able to move on to Phase 3 where we leveraged the new website to its fullest potential. We created much deeper content under each section of the website – employers and employees. And then we optimized all of those pages for very specific long-tail keyword phrases to try and capture as much organic traffic as possible. We expanded the ad campaign and refined the messaging and landing pages. During this phase, much of the paid media was now driving traffic directly to the new site. Lastly, we layered in Calendly’s booking system to allow the lawyers at the firm to take direct bookings for new client engagements. With conversion tracking in place, we were able to show directly how many new engagements came from each traffic source and the costs of acquisition for those inquiries. Ascent’s partners also have a dashboard they can view which allows them to see their marketing performance in real time.
Results
This has been by and far one of the most enjoyable engagements we’ve had in over 18 years. We’ve helped a new law firm gain traction in a very competitive market. We built a website that converts traffic into inquiries at a solid and consistent rate – now getting one to two highly-relevant inquiries per day. We’ve since seen them hire more staff and expand to open an office in the Okanagan with plans to continue expanding to other parts of BC. We’ve been genuinely thrilled with the consistent and steady results that both the website and digital marketing campaign have produced. And best of all, our fees have stayed the same (adjusted for inflation), while the firms revenue has steadily increased. It’s a huge win-win and we’re looking forward to more growth and success.
What our clients are saying
Kevin and his team are fantastic. We’ve been working with them for some time now. They’ve built out some awesome landing pages for us that have been able to generate some solid conversions via our SEO. Big thanks to Kevin and his team for making digital marketing, something we know very little about it, a much easier process than I had initially imagined it would be :)
After 15+ years of dealing with a national firm, we moved to Kevin at Yardstick Services for our website redesign and digital marketing campaign. What a refreshing change…we received professional guidance and expertise from their team and they made the migration process seamless. After 3 years, we continue to receive excellent and timely service. They are a pleasure to deal with and I highly recommend them.
Our team has had an amazing experience working with Yardstick on our new website build. Very organized, professional and personable. Highly recommend and cannot say enough good things about this crew! Looking forward to continuing to work with Yardstick. THANK YOU for helping to bring us into the 21st Century!
I’ve had the pleasure of working with Yardstick Services for the past two years. They have used their expertise to optimize our website, implement SEO strategies to drive traffic to our website and to improve our social media reach. The results have been exceptional. Their creative approach, flexibility and commitment to data-driven ideas have significantly enhanced our online presence. I have appreciated Kevin and the entire team at Yardstick for being able to deliver high quality work that has produced amazing results for us, all within the constraints of our budget.
Our company, International Yacht Training Worldwide, has worked with Yardstick for over a decade and are more than satisfied with the design of our website, collaboration when designing, and, of course, their support over the years. Owner, Kevin McLeod, and all of the Yardstick team are there to offer assistance when the need arises. Yardstick has created a second website for a new division of our company, Global Yacht Club, which is in an infancy stage. Their design and support teams are amazing and I highly recommend their services!
Our organization has worked with Yardstick for many years and have found their services to be attentive and thorough. They provide excellent advice on security and web development. We are extremely happy with Kevin and Brendon and their expertise.
I have worked with Yardstick for several years now on multiple website development projects, SEO, and web security, and cannot recommend them enough. Through the development of each site, Kevin has provided expert guidance and cost-conscious alternatives. Everyone on their team has been very knowledgeable and shown their commitment to meeting our needs, expectations, and timelines.
The website has totally revolutionized our organization. It’s a total game changer. We’ve gone from 4,000 people a month viewing our site to 24,000 people a month. We’re overwhelmed with the number of inquiries and requests we’re now getting.
Thank you for your unwavering support, leadership and patience in prep for this timely launch. On behalf of the JDS team, we are so appreciative of, not only Caitlin’s work (over the long weekend to ensure our deadlines were met), but your dependable and honest guidance.
We have been collaborating with Yardstick for a few years now for website development, SEO strategy and web security. Kevin and the Yardstick team are great – they provide professionalism and expertise but with a human touch that make it all the more enjoyable to work with them.
Also, for those of us who are metrics-driven, Yardstick’s regular updates on our firm’s online performance are fantastic!
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