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.”
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.
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:
“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:
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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