How Hipskind & McAninch Scaled Organic Case Revenue by 18.6x With SEO
Overview
- Client: Hipskind & McAninch
- Service Offered: Organic and Local SEO
- Key Results: 18.63x monthly revenue from organic leads and 16.21x monthly organic traffic
- Period: 23 months
About Hipskind & McAninch
Founded in 2015 by John Hipskind and Brady McAninch, Hipskind & McAninch is a boutique trial firm. They focus on personal injury claims in Belleville and St. Louis. Within three years, the firm transitioned from general litigation to focus solely on personal injury law.
“We had to figure out how to break into the specialized market of personal injury law, and we saw SEO as the best way to land new cases, quips Mr. Brady McAnich, a partner at the firm. He continues, “We needed a trusted partner to help us build a presence that would attract potential cases.”
The Challenge
Before partnering with On The Map Marketing, the two attorneys cycled through four or five different SEO companies—never getting the results they wanted. The companies they tried overpromised and underdelivered, leaving them frustrated.
We were never happy with the previous SEO firms
“For personal injury law firms like ours, the ability to be easily found by local clients is crucial. None of the SEO companies we worked with before them really took time to get to know us”
Brady McAninch
Partner at Hipskind & McAninch
At the start of the campaign in Q2 2022, the firm had merely 284 monthly organic visitors. They had zero first-page search results in Google. They struggled with generating quality leads and attracting potential cases.
How Discovering On The Map Marketing Turned Around Hipskind’s Organic Leads
By getting to know the competition in the local geographic area, On The Map Marketing was able to recommend tweaks in the firm’s strategy to ensure a focus on population centers.
Here are the key elements that contributed to the success of their campaign:
- Customized SEO strategy to address the firm’s lagging rankings in Google Maps and Google Search. There was also a special focus on their website structure, trying to focus on a wide variety of case types and landing guest posts to improve the domain authority of the law firm.
- Personal approach to understand the firm’s needs and their area. “We had a lot of meetings, a lot of phone calls, and they were truly committed to understanding our geographic area and what John and I wanted to accomplish,” McAninch notes.
- Web design overhaul (done before the start of the SEO campaign) to reflect the law firm’s brand and tailoring it for their audience from key population centers.
Results & Wins
“Over half of our new cases come from direct web traffic. That was never the case before, and it’s very difficult to achieve in the personal injury field,” McAninch remarks. Indeed last year the firm closed an organic lead that led to the largest case in their history.
Here’s a look at some other KPIs:
- 16.21x Monthly Organic Traffic: Owing to ranking in top two positions for 100 different target keywords, the firm’s monthly visitors jumped to 4,605 monthly visitors in April 2024 from 284 at the beginning of Q2 2022.
- 18.63x Monthly Revenue: Starting from $2199, the firm’s monthly revenue via organic search bumped to $38,762.
- 50% of New Injury Cases Every Month: Over half of all new personal injury cases for the firm now come from organic search, averaging 7–8 new cases per month.
They’ve nailed it every time.
“A lot of smaller personal injury firms start with a connection to a judge. We didn’t have that, so we had to build it from the ground up. And we could not have done that as quickly and efficiently without On The Map. They showed us time and time again that we can trust them. They’ve nailed it every time.”
Partner at Hipskind & McAninch
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