Objectives & Approach
Setting the Standard for What Personal Injury Law Is
It’s increasingly common in the personal injury space for national and big-city firms with seemingly limitless marketing budgets to enter into smaller markets and outspend local firms. These outside firms don’t have a physical presence in these communities, often their attorneys don’t live there, but the flood of billboards and TV commercials never say this.
McCraw Law Group is headquartered in McKinney, Texas, where Lin McCraw’s father and uncle practiced law. Another of the firm’s offices is an hour east in Sulphur Springs, where three generations of Partner Charlie Ginn’s family were plaintiff’s attorneys. With six offices and nine attorneys, the McCraw Law Group is a sizable and accomplished firm, but decidedly not “big city.” Its Texas roots and the communities they serve matter to them.
When the firm initiated an RFP to search for a new digital marketing partner, they sought an agency who understood their local values, appreciated the challenges, and had the technical know-how and chops to help overcome them. Studio 3 was honored to be selected.
McKinney: Unique By Nature
Reflecting the firm’s roots and its commitment to the communities it serves, the photo and video shoot for the new website took place at a local coffee shop the attorneys frequent, at the Cotton Mill in downtown McKinney, and at the baseball fields where Lin McCraw once worked as a teenage umpire around the time he was inspired to become an attorney.
SEO Practices: Quality > Quantity
With decades of experience in personal injury law and a long track record with digital marketing, the firm's website had strong domain authority and solid organic rankings in McKinney. But something was missing. The first image was a stock photo of courthouse pillars, the sitemap wasn’t well structured for multi-local, and even though blogs and backlinks were added monthly, results were underwhelming. The website was performing, but it needed a quality-over-quantity approach to digital marketing.
Making Communities Safer
Beyond the firm’s legal work to hold corporations accountable when they short-cut public safety for profit, McCraw Law Group also sponsors and supports schools and community associations that work to prevent accidents before they happen. It’s one example of the values that set this firm apart from billboard lawyers. On the new website, in digital ads, and in new TV commercials, these values needed to come through.
