James McKiernan
Injury Lawyer
James McKiernan Lawyers are a team of distinguished personal injury lawyers situated in the heart of California’s Central Coast. Specializing in the representation of car accidents and various personal injury claims, this team of seasoned attorneys in San Luis Obispo possesses the expertise and deep-rooted knowledge required to navigate the most intricate and challenging cases. With a legacy spanning over 40 years, they have successfully established their track record of success by resolving more than 30,000 personal injury claims and recovering over $315 million for their clients.
The Marketing Challenge
James McKiernan Lawyers was faced with a common marketing challenge: their marketing company was not providing the results promised. After a year of partnership with a large marketing agency, it became clear that they failed to produce the expected results– the firm knew they needed to try something different. Disappointed with the performance, the firm sought a solution to enhance their marketing strategy. Recognizing the need for a more effective and locally attuned approach, they made the strategic decision to transition to Torchlight Marketing. This move exemplified James McKiernan Lawyers’ commitment to addressing challenges head-on and seeking solutions that align with their goals. The subsequent shift underscored their dedication to achieving optimal results in their marketing endeavors.
The Advertising Solution
After a deep dive into the law firms ad campaigns, we identified two major problems: Targeting and Conversions. The law firm wasn’t getting in front of the right people, instead the targeting was too broad and brought traffic that was too low quality. And their website lacked a page optimally designed for visitors coming from an ad, resulting in few visitors making appointments (conversions). So we rolled up our sleeves and crafted new ad campaigns targeting specific customer types in specific geographies. And we designed new landing pages, optimized for mobile phones with a clear call to action. And the results speak for themselves.
Their original landing page ran for 4-5 weeks, however, was later replaced due to tech and performance differences. Since the implementation of the new landing pages, overall conversion rates remained approximately 2.1x higher than the original landing page baseline. Furthermore, we saw a substantial doubling of case counts in October and November, with a remarkable 62% year-over-year increase in November 2023 compared to the same period in 2022.
