Digital marketing with a quality over quantity mindset.
Better Cases doesn’t believe more is always better. Low-quality leads don’t result in more cases; they just take up a legal team’s time, reducing administrative staff’s capacity and limiting the time attorneys have to spend on real casework.
Instead, we believe in driving the kinds of leads that are likely to become cases, even if that means the phone doesn’t ring as often. We’ve found it’s better that way, because fewer calls save law firms valuable administrative time.
Conserving resources with a shift in strategy.
Historically, lead volume was an indicator of marketing success. But when referencing campaign data, we know some leads will never become cases, and all this approach did was create a lot of work for the office’s support staff.
Better Cases shifted digital marketing tactics to prioritize lead quality over quantity. These changes decreased total lead volume by almost one-third, with no significant change to the number of qualified leads. Increasing the chance of a lead becoming a qualified lead saves the law firm’s team a lot of time.
Total Leads vs. Qualified Leads
Total Leads
Qualified Leads
Result
29% decrease in total leads with no significant change in qualified leads
Ratio of Total Leads to Qualified Leads
Leads per Qualified Lead
Result
24% less admin time per qualified lead
Better Cases used this quality over quantity mindset across channels, refining paid search, organic search, and website functionality to reduce total lead volume (plus administrative time and costs) without compromising qualified leads.
Paid Search
Call extensions encourage users to call right from the search results without fully knowing the business they’re contacting, which leads to unqualified inquiries and wasted time. We intentionally removed this feature, encouraging users to visit the law firm’s website first. This creates a more educated lead and reduces the number of callers who aren’t a good fit.
We also implemented advanced conversion tracking to teach Google Ads’ AI to prioritize valuable new callers over repeat calls. This level of customization helps the platform spend smarter and work harder for the firm.
Driving more users to the website increased form submissions as well. With upgrades to form technology and tracking, we helped the firm gain deeper insight into which leads are most likely to convert into cases.
Organic Search
A broad SEO strategy had been attracting unqualified website visitors. Instead, we opted for a disciplined, results-oriented approach to content. This narrowed focus reflects real questions claimants ask throughout the SSD application and appeal process. Using an intent-driven strategy consistently brings in visitors who are more likely to be the right fit, leading to stronger engagement and more qualified organic leads for the firm.