Project Overview
Fotis International(Fotislaw) is a reputed law firm in Dubai and one of our clients who has drastically grown with the help of the right digital marketing strategy. They are one of the best legal advice providers in Dubai and wanted to generate leads through Google. Their business goals included improving their online visibility through organic search, getting more traffic to their website, and becoming the best law firm in Dubai and the UAE. Learn how our Digital Marketing experts designed and implemented a unique solution for Fotislaw.
The Challenge
Fotis International(Fotislaw) is a reputed law firm in Dubai and one of our clients who has drastically grown with the help of the right digital marketing strategy. They are one of the best legal advice providers in Dubai and wanted to generate leads through Google. Their business goals included improving their online visibility through organic search, getting more traffic to their website, and becoming the best law firm in Dubai and the UAE. Learn how our Digital Marketing experts designed and implemented a unique solution for Fotislaw.
What Went Wrong With Fotislaw
There were many problems with Fotislaw’s digital marketing strategies. There was a lack of technical knowledge and expertise in creating the right digital marketing approach suitable for their firm and implementing it. It was then that Fotis decided to get the help of a Digital Marketing Strategist to revamp their online marketing plan and efforts.
Website
- Not User friendly
- No proper navigation, Contact Forms and CTAs
- Not Responsive
- Takes too Much Time To Load
- Content Optimized For the Wrong keywords
- Images And Videos on-page was Not Optimized
- No social proofs were highlighted (testimonials or reviews)
SEO
- SERP rankings were too low
- Keywords used were not converting
- Pages Optimized For Generic Keywords
- On-Page SEO was off the mark
- No technical optimization was done
- No Off-Page SEO Efforts
Local SEO
- Not optimized for local search
- No Google Map Optimization was done
- Not Local Keywords were targeted
- GMB Listing was not optimized
SEO
- Not targeting relevant keywords
- Targeting negative keywords
- Most keywords were Broad Match
- No good leads from ads
The Right Partner And Right Solutions
Fotis International used Google to find the right digital marketing experts that can help them with their online marketing efforts and provide them with the right guidance. This is how Fotis found Techpullers and asked for a proposal for a digital marketing strategy customized for them.
Our Digital Marketing Experts had created many detailed and effective strategies that could work for them being a Law Firm after many fruitful discussions. The final strategy for Fotislaw primarily focused on the right combination of SEO and Google Ads. We also used content marketing and social media to assist the growth of Fotis international into a name that people trust.
SEO Strategy For Fotislaw
“96 percent of people seeking legal advice use Google to find experienced and reliable lawyers & law firms”
As the primary business goal of Fotislaw was to increase their online visibility, credibility and create brand awareness, we decided to focus on SEO tactics for their organic growth.
Keywords
- The target keywords for which Fotis International wanted to rank for were some of the keywords with the highest volumes like 2900 searches per month.
- Our digital marketing and SEO team did further keyword research, market study, audience research, and competitor study to finalize the SEO strategy.
- Ranking for keywords with high competition and search volume was not a very simple task, but with the right marketing strategies customized for Fotis, things were sure to come along the way.
Implementing the Strategy
n a time of 3 months, our web designers and SEO analysts revamped their whole website from scratch and optimized it for search engines and users.
Responsiveness
Making the website responsive, so that users looking for legal advice could find them anytime. “60% of all online searches in 2021 are carried out on mobile devices and 35% of all law firm-related website traffic comes through mobile search.”
Contact Information And CTAs
Making the website user-friendly by providing easy navigation to users and placing CTAs, phone numbers, and contact forms allows them to take action easily.
Page Loading Speed
The next important consideration was optimizing the website’s page loading speed. We optimized the web pages by converting them from existing wordpress templates to custom HTML pages, removing unnecessary characters or unused codes to improve page speed.
Content Optimization
The content on the website tells the story of the business. We created engaging and compelling visual and textual content for Fotislaw. Content on page ultimately decides the Conversion rate. We also provided social proofs like testimonials from Fotislaw clients.
Content Marketing
We created a section for engaging users with the latest legal updates and insights on legal services that only a law firm can provide. This includes a blog and a video podcast. This has helped in improving the overall ranking.
Blog : The lawyers can write engaging blogs for users and our analysts assist in optimizing the content with the right keywords. We also suggest topics with high search volume to engage customers.
YouTube : Fotislaw now can use video marketing the right way with their very own video podcast on Youtube. We optimize the videos and playlists, suggest topics, and optimize the video channel.
Local Search Optimization
The next important consideration was optimizing the website’s page loading speed. We optimized the web pages by converting them from existing wordpress templates to custom HTML pages, removing unnecessary characters or unused codes to improve page speed.
GMB : Google My Business is a platform that helps local businesses to rank on Google’s Local Map Pack for “near me” or location-based searches. We optimized the GMB listing for Fotislaw, added services, provided correct NAP(Name Address Phone Number) details, photos, reviews, etc. We regularly update the GMB with posts and reoptimize it as necessary.
Internal And External Links
inks are how search engine crawlers or robots find new web pages. So, we fixed all the issues with internal and external links on the website. We also created a link-building strategy to further increase the page authority.
- We did all the on-page and technical optimizations required. Our SEO team analyzed the website rankings and optimized the website further using the right SEO strategies.
- Keywords such as “Lawyers in Dubai” for which they were ranked 89th gradually showed improvement and now ranks on the first page on SERP.
- Changes were made for other secondary target keywords to further improve rankings.
PPC Strategy For Fotislaw
PPC or Pay per Click helps clients who are looking for legal help in Dubai and the UAE to find Fotislaw immediately. Fotislaw was investing in the wrong keywords for Google Ads.
- Our experts conducted proper keyword research, demographics, and market study to find highly relevant keywords for Fotislaw.
- We focused on developing a strategy based on Google Ads as it is the most used search engine in Dubai.
- Our content creators made catchy Ad copies and designers made compelling Landing pages.
Implementing The PPC Strategy
We completely reworked the Google Ads strategy that Fotislaw was following.
Keywords
- We focussed on highly relevant keywords, mostly broad match modifiers, phrase match, and exact match keywords.
- We added negative keywords to each ad group so that.
Landing Pages
- We created separate landing pages for ads for each service.
- We made sure that the Ads had catchy Copies and compelling landing pages to increase conversions.
Ad Campaigns
- We used ‘Maximize Impression Share’ & ‘Maximize Conversions’ as our bedding strategy for our Ad campaigns.
- We created multiple Ad campaigns and Ad groups for different services and optimized them using analytics.
We used Analytics to monitor the performance of various Ad campaigns and improved according to the results.
The Results: Increase In Traffic And Conversions
Within the first month, we started to see a drastic change in Fotislaws performance. After three months we were able to see a tremendous improvement in performance.
Ranking
The ranking for targeted keywords showed significant improvement.
- The ranking for Keyword ‘Lawyers in Dubai’ is now 8th from 89th
- For ‘Law firms in Dubai’, the ranking is 5th.
- For high return service-related keywords such as ‘divorce Lawyers in Dubai’, which is of 480 monthly volume, now Fotis is ranking 1st position
Traffic & Overall Performance
The number of users visiting the site and the time they engaged on the web pages also increased gradually by each month.
- The number of users visiting the site and the time they engaged on the web pages also increased gradually by each month.
- Surge in traffic is mostly observed organically from various search engines.
- And countering the CPC incoming traffic, direct users increased gradually by month.
- Overall Performance of the website improved with a periodic increase in a number of clicks and Average CTR.
GMB And Local Search
With Correct Optimization of their GMB (Google My Business), Account Fotislaw presence in the Google Map pack for certain keywords improved. For instance, they rank second in Google’s local map pack for “lawyers in difc”
Direct calls and Direction requests for Fotislaw Business profile improved well, reaching out to a wide local audience.
Google Ads
For Google Ads, there was a 100 % increase in conversions within one month and it is growing steadily.
Conversions
Both organic and Ad conversion improved drastically in a period of three months. The number of people searching directly for Fotislaw also increased.
These performance results will improve further with analytics and data-driven optimizations that our SEO analysts are doing continuously; Other Off-page SEO tactics and efforts by our analysts are generating more leads and bringing in more users to the page.
Final Note
We always make it clear to our clients that SEO is not overnight work; it has to be strategically implemented over time in order to achieve their business goals. It takes time to build trust, authority, and credibility. Ranking high in organic search results can give you that. With PPC, you can get more visibility in a shorter time frame. We used a combination of both for Fotislaw.
We always make it clear to our clients that SEO is not overnight work; it has to be strategically implemented over time in order to achieve their business goals. It takes time to build trust, authority, and credibility. Ranking high in organic search results can give you that. With PPC, you can get more visibility in a shorter time frame. We used a combination of both for Fotislaw.
