Case Study #4 - The Law Office Gordon, Tepper & DeCoursey, L.L.P.

Product History

The attorneys of the law office of Gordon, Tepper & DeCoursey, L.L.P., became Einstein Law clients in 2001. Initially, the attorneys' search engine marketing strategy included a custom five-page website (gtdlaw.com) and LawyerShop family law listings for the upstate New York area. In 2004, the attorneys decided to expand their online marketing campaign by adding Traditional SEO to their website. Einstein Law researched various terms related to the services the practice offers and developed a target SEO keyword list that included family law keywords paired with three locations near the firm's office in Glenview, New York. The target keywords were integrated into the website's content, and the website code was made easily accessible to the search engines. The SEO version of the website was released live and submitted to the major search engines in September 2004.

In 2006, the attorneys of Gordon, Tepper & DeCoursey, L.L.P., made the decision to add Call Stats their website. Einstein Law has always offered a complimentary statistical package that allows our clients to track all email contacts received by the website and easily view SEO keyword positioning, LawyerShop stats, and website traffic in order to evaluate the value of LawyerShop listings and SEO. In 2006, Einstein Law introduced Call Stats as an additional product for tracking website conversion. By placing a new toll-free phone number on their website, the attorneys of Gordon, Tepper, & DeCoursey, L.L.P., gained the ability track website contacts more accurately through both emails and phone calls received by the practice.

Product Timeline

• 2001 - Website and LawyerShop listings go live.
• 2004 - Traditional SEO released live.
• 2006 - Call Stats added to the website.

Search Engine Marketing Results

SEO Keyword Rankings

Since Traditional SEO was launched on September 1, 2004, the percentage of terms ranking on the first three pages of search engine results with selected keywords improved as follows:

• Total SEO efficiency increased from 56% to 100%.
• SEO efficiency on Google™ increased from 88% to 100%.
• SEO efficiency on Yahoo!® increased from 63% to 100%.
• SEO efficiency on MSN® increased from 19% to 100%.

Website Visits

From August 2004 to June 2007, website visits using keywords and visits from Google™, Yahoo!®, and MSN® increased as follows:

• Overall visits per month increased from 449 to 578 (29% increase).
• Total visits per month using keywords increased from 26 to 192 (638% increase).
• Monthly visits from Google™ users increased from 15 to 143 (853% increase).
• Monthly visits from Yahoo!® users increased from 6 to 24 (300% increase).
• Monthly visits from MSN® users increased from 4 to 19 (375% increase).

LawyerShop Visits

From January 2001 to June 2007, visits from LawyerShop listings increased from 3 to 64. October 2006 saw the highest number of visits from LawyerShop, with 75 users finding gtdlaw.com through the directory.

Website Contacts

By tracking emails sent from the contact form on gtdlaw.com and using Call Stats on the website, it is possible to gauge the number of contacts the firm has received from website visitors. A review of these statistics reveals that over the previous 11 months:

• The firm received an average of 21 valid emails per month.
• The firm received an average of 44 phone calls per month from site visitors.
• The firm received more than 700 contacts from the website.

Attorney Eric Tepper - Testimonial

"The law office of Gordon, Tepper & DeCoursey, L.L.P. concentrates its practice in the areas of matrimonial and family law. Partnering with Einstein Law has enabled the firm become more visible. Although based in the Capital District, the firm has achieved a statewide reputation and recognition. We find that prospective clients and even clients regularly consult with the firm's website to learn more about the firm and the lawyers' credentials. Einstein Law has been very attentive to our firm's needs. The company has taken a proactive approach toward expanding our website's visibility. We are very satisfied with Einstein Law's personal attention and look forward to a continued, productive relationship with the company".

- Eric Tepper of the Law Office of Gordon, Tepper & DeCoursey, L.L.P.