By Jake Rush on
Traffic generation is a key part of any digital business development strategy. It is one thing having a well-designed and fully functioning website, but without giving sufficient focus to your acquisition channels, this effort will have been in vain. Traffic generation can focus on one, or a mix of different channels, such as social vs. SEO vs. Paid search.
While the primary goal is often on simply generating high volumes of traffic, it is also sensible to invest time thinking about how to attract the right type of traffic.
Higgins Miller is a leading Stockport firm of solicitors specialising in family law. Founded in 2010, Higgins Miller today offers the full range of services within family law, covering everything from adoption and special guardianship through to wills and probate.
Mark and Sarah initially approached AsOne in 2010 with the task of creating an online identity for their new practice, which stressed the caring, social, approachable characteristics of the firm. Upon completion of the website, the brief included a foundation marketing strategy to springboard the website and the new practice onto the web.
The main aim of the campaign was to humanise Higgins Miller, portraying the individual lawyers in the organisation as people who will listen, understand and provide advice, rather than simply formal professionals.
The humanisation strategy allowed us to take into account the different personalities of the legal professionals and target ads that mirror this personality.
A key element of this campaign is understanding the user habits of the prospective client. Understanding Higgins Miller clients and how they interact with their website allowed us to tailor the content. Facebook allows us to speak in a formal yet relatable tone, which is relevant to our objective of humanising this organisation.
As Facebook represents a safe space for the customer, the humanistic approach works well to help place Higgins Miller into the customers’ subconscious.
The strategy yielded significant results across the site including:
Whether you have a new site or have taken the conscious decision to grow your business, thinking strategically about the best channels to acquire new customers is key. By avoiding the temptation to chase after quick fixes, and taking the time to really understand the needs and interests of your target audience, you can build a strategy that will help your business to grow sustainably over the long-term.
Social media is an excellent channel that allows you to interact directly with your customers and target advertising at only the most appropriate potential clients.