Gavel & Page Property and Construction Lawyers

Campaign Objective

Our primary objective was to build a consistent and reliable lead generation program that delivers a predictable source of leads from organic and paid traffic sources.

Our Plan 

Campaign  
 As our priority was to obtain a positive ROI as soon as possible we built our initial campaign roadmap with a primary focus on search advertising. This would provide us with a nearly instant source of traffic that had a high intent to inquire about conveyancing services.

Timeline: Month 1 - 6
Our initial priority was to achieve a positive return on investment. To do this we built our initial campaign roadmap with a primary focus on search advertising and conversion optimization. This would provide us with a nearly instant source of traffic that had a high intent to inquire about conveyancing services.

Timeline: Month 7 - ongoing
Once our campaign was generating consistent revenue, we added organic search optimization to our active ongoing investments.  

Once established, our campaign consisted of investments across three key pillars that we believe are critical to growth.

• Attention investments - activities that drive more targeted traffic to the website; in this case more people searching for a conveyancer.
  • Google Search Advertising (PPC).
  • Search Engine Optimisation (SEO)

• Experience investments - activities that improve the user experience for visitors coming from your attention investments.
  • Landing Pages
  • Conversion Rate Optimisation

• Relationship investments - Using a CRM tool to capture prospect information and enhancing the overall experience for prospects, leads, and ultimately, customers.
  • HubSpot CRM 
  • Sales automation  

Hubspot & Conversion Rate Optimisation (CRO) 

Another aspect of the campaign that has been imperative for growth has been the use of HubSpot. The all-in-one  marketing, sales, and service platform helps us to: 

• Implement digital marketing programs
• Track and manage conveyancing leads, and;
• Optimise performance across the funnel.

Our use of Hubspot engages their best practice for the design and delivery of landing pages to enhance the digital experience for prospective customers. It also enables the client automated follow-up activities for their leads as outlined below. 

Landing pages were designed for the target audience and they enabled us to build content such as the form that captures data directly. The page offers the user-specific feedback and pricing based on the transaction they are undertaking and select. The process then enables automated follow-up which increases the value of the leads, which in turn drives increased conversion rates.