37% more clients for a law firm in 4 months
We changed the way a law firm from Warsaw communicates. Instead of difficult language, we focused on simple advice in the local press and precise text ads.
A law firm from Warsaw had a problem with acquiring new cases through the internet. People were afraid of the difficult language and didn't know how much the first conversation would cost. We changed the message to one that every resident of the capital understands.
The challenge
In February 2024, the law firm was receiving an average of 14 inquiries per month through the form on the website. The cost of acquiring one contact was 214 PLN, which for small cases was unprofitable. The website was overloaded with Latin phrases and boring descriptions of laws. Potential clients entered the site, spent 12 seconds there, and left because they couldn't find answers to their daily problems. Concrete facts on the table: the lawyers were losing money on ads that didn't work for ordinary people looking for help with a divorce or inheritance.
Our approach
In March 2024, our two-person team conducted an audit of telephone calls in the office at Chmielna St. We checked this in practice: 68% of callers asked about the same thing – how long the first consultation lasts and what needs to be brought to the meeting. Instead of writing about the company's mission, we focused on hard data and simple guides. We cut the budget from general slogans and focused on local Warsaw districts. We operate without the fluff, so we threw out 70% of unnecessary text from the site that only clouded the picture.
The solution
We prepared a series of 12 short advisory texts, which we published in the local press in Mokotów and Wola. We introduced a simple visit calendar on the website where the client sees available dates immediately. We launched an ad campaign based on specific problems: 'How to divide assets without a war' and 'Compensation after a bump in 3 steps'. We changed the contact form from 8 fields to only 3, which immediately encouraged people to leave their phone number.
Results
After four months of cooperation, the result is visible in the table. The number of real inquiries for legal assistance rose from 14 to 47 per month. The firm had to hire an additional person to handle the secretariat because the phone now rings every 42 minutes during working hours.
Timeline
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March 2024Analysis of client inquiries and simplification of website texts.
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April 2024Start of the guide campaign in local media and Google.
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May 2024Implementation of an online visit booking system and simplification of forms.
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June 2024Quarterly summary and optimization of the budget for advertisements.
"We finally speak to people in their language. There are so many inquiries that we had to hire an additional assistant to handle mail and the calendar."