42 leads at ₽253 each.

Background

In this case study I explain how I built a landing page and attracted paying clients for legal services rather than freebie hunters.

In this case study I explain how I built a landing page and attracted paying clients for legal services rather than freebie hunters.

In this case study I explain how I built a landing page and attracted paying clients for legal services rather than freebie hunters.

Before we started working together, the Legal Centre was being contacted by people who wanted to “just ask a question” or expected to get legal support at a very low price. The Centre has a well-trained sales team, and they needed clients.

The task

Attract clients

Attract clients

What was done

First of all, I analysed the competitors and what they offer.

First of all, I analysed the competitors and what they offer.

In legal services it is common practice to “lure” people into the office after a short free phone consultation. Ordinary people treat such consultations as full legal assistance, so they are not prepared to pay. And all because most advertisements promise to solve any issue for free and over the phone.

Another important point is Federal Law 234, under which every citizen of the Russian Federation has the right to free legal aid.

I drew my conclusions and developed a chain of “lead magnets” for each audience.

After that I set about building the landing page and setting up search advertising.

It was important to make clear right on the website that in a free consultation the Legal Centre identifies the problem and suggests ways to solve it, rather than “we will solve all your problems for free”.

I added a price list for key documents to the landing page, along with examples of cases the Legal Centre had helped resolve, including the costs involved.

After that, lead quality improved. Qualified clients started coming in, readily agreeing to a meeting at the office and further cooperation.

Results:

My work paid for itself in 6 days.

Over 26 days:

Leads — 42

Cost per lead (excluding calls) — ₽253

Average order value — ₽14,000

My work paid for itself in 6 days.

Testimonial: “Hi everyone, my name is Mnats, we sell legal services. Last year we needed to bring in leads for our services. To solve this, we started looking for specialists in this field. The search took a long time, because a huge number of people work in this field, but in the end we found Vladimir and Vladislav.
We are still working with these guys to this day. We were attracted by the reasonable price of the services, meaning we stayed within our planned budget; and by the speed — we needed Yandex Direct set up, and it was ready in 2–3 days. The same goes for social media. Overall the guys are open, so if anyone has any questions, ask them directly.”

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