Case studies / Longton Compensation Lawyers
Lead generation, a custom CRM and conversion process helped a personal injury practice grow from $1m to $17m in annual revenue in one year.
Challenge
Before I Search Marketing was involved, Longton’s personal injury work was a business unit of Longton Legal. It turned over about $1m a year with 4 employees and 1 office. To grow, the practice needed a steady flow of personal injury leads and a way to convert them efficiently without adding a lot of manual work. It also needed to hire experienced compensation lawyers to handle the extra caseload as it grew.
What we did
- Benchmarked the industry leader’s marketing to work out the revenue potential
- Set up a customised CRM to track every lead’s conversion progress
- Rolled out software and tools to convert leads more efficiently at minimum labour cost
- Developed and ran marketing plans to generate personal injury leads through Google Search (SEM), SEO and Facebook lead generation ads
- Set KPIs, measured how well leads converted, and identified areas to improve
- Supported the recruitment of experienced compensation lawyers, including automated recruitment tools and LinkedIn recruitment ads
As part of this growth, Longton Compensation Lawyers was set up as a separate business focused on compensation law.
Results
One year after I Search Marketing’s involvement (FY2023):
- Annual revenue grew from $1m to $17m AUD, 17 times growth
- Team grew from 4 to 45 employees
- Offices grew from 1 to 4: two in Sydney, one in Melbourne and one in Brisbane
- ROI of 18 times on general injury cases (work, car and public-place injuries) and 48 times on medical negligence, on an advertising spend of $400,000 AUD
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