Case Study: Moving Quickly to the Leading Edge of Digital Marketing

Adam Smartschan

Partner & Chief Strategy Officer

When the prestigious, 30-lawyer legal firm, Fitzpatrick Lentz & Bubba, P.C. sought to dramatically increase its presence in regional online search, the company turned to Altitude Marketing. Firm management had been pleased with its website, which was designed and built by Altitude, so additional marketing services were a natural next step.

“Altitude presented us with the opportunity to run a very thorough test of state-of-the-art search marketing techniques, during which we could adjust and review the data before committing to a full campaign,” said Megan Beste, Director of Marketing & Special Projects for the Firm.

With a business built on solid referrals in the Lehigh Valley region and beyond for more than 25 years, the Firm wished to continue grow its business through online search marketing.

The law firm knew that even when potential clients have a strong referral in hand, they still perform a Google search, increasingly, conducted on a smartphone or iPad.

Altitude’s mission was to create a strong, persuasive, and highly targeted set of campaigns to place the Firm at the top of regional search for all of its desired law practice categories and terms.

Legal services terms have a reputation for being among the most competitive in all of search marketing, but we knew based on some initial research we could create significant positive results.

After the test campaign was crafted, FL&B’s leadership team carefully reviewed the setup, goals, technologies to be used, evaluation process and the ad copy.

Five very smart and somewhat skeptical law partners asked very good questions – not one of the easier client kickoff meetings we’ve ever held. But they were excited to get started.

With a focus on qualified phone calls from potential clients, the timing was right as FL&B and Altitude started the campaigns soon after Google had completed significant upgrades to ad delivery on mobile devices, and to measuring phone response. The ads include a “tap-to-call” feature that is popular among smartphone users.

After initial testing and adjustments made by FL&B with Altitude’s counsel, the results continued to improve and the campaigns have become new referral sources for the Firm.

“We are continuously evaluating and making small adjustments to improve the campaign’s performance,” said Beste. “The accountability and measurability is really valuable, and the campaign is reaching potential customers who have specific legal needs.”

The management team at Fitzpatrick Lentz & Bubba has moved to an ongoing production digital marketing campaign with Altitude.

Adam Smartschan

Adam Smartschan heads Altitude's strategic marketing and branding efforts. An award-winning writer and editor by trade in a former life, he now specializes in data analytics, search engine optimization, digital advertising strategy, conversion rate optimization and technical integrations. He holds numerous industry certifications and is a frequent speaker on topics around B2B marketing strategy and SEO.