Objectives & Approach
Teenage Mutant Ninja Turtles x Saks Fifth Avenue
When the Goff Law Group connected with Studio 3, it was already a recognizable legal brand in Connecticut through word-of-mouth, TV, radio, billboards and Brooke Goff’s social media.
The issue was that the firm’s digital marketing didn’t perform nearly as well as its branded advertising. The website wasn’t consistently showing in organic or local search results for cities where the firm had offices. With the creativity and investment the firm was putting into branding, it didn’t make sense that its bottom-funnel channels were lagging. Especially given channels like SEO and Digital Ads are supposed to support branded initiatives, when accidents occur and people start searching for an attorney they recognize and trust.
Studio 3’s mandate was to elevate the firm’s digital marketing and translate the brand Brooke had fashioned into a statement piece online. It’s a brand she described as a cross between Teenage Mutant Ninja Turtles and Saks Fifth Avenue.
Tripling Useable Content
Most personal injury legal websites are notoriously bloated with random pages and years of blogs. That wasn’t the case with gofflawgroup.net; it was less than 45 core pages. For a statewide firm, the volume of content wasn’t sufficient to compete for SEO in competitive markets. The work to research and strategize a thoughtful, albeit sizable content build-out began immediately.
Statewide Site Structure
Most template websites are structured with single-location businesses in mind. Factoring in S3 Multi-Location Technology™, a new sitemap and keyword strategy were crafted to set the stage for multi-city marketing. Studio 3’s Chief Creative Officer brought it all together with a new custom navigation to provide users an intuitive experience no matter which Connecticut city they searched from.
True One of One
Brooke Goff’s vision for her brand was a driving force on this project. It’s not often Studio 3 encounters a business owner who’s as definitive and clear about what their brand is and isn’t. The task was fully understanding her vision and figuring out how to creatively express it. All playbooks went out the window. Plans for the website design, photo, and video would all be a first time, last time creation. Just for Goff Law Group.
