Case Study: Finding the Needle in the Haystack

Rob Sullivan, founder of Sullivan Law LLC in Kansas City, Missouri, knew he wanted less time between cases and more ability to focus on the large cases for which he's developed a sterling reputation. As a personal injury attorney and Super Lawyers selectee since 2010, he had centered his practice around referrals and didn't put much investment into marketing.

Sullivan Law Case Study_Page_1.pngHowever, he started to grow impatient with the spacing between large value cases.

That's when he turned to Super Lawyers and designed a plan to leverage his legal accolades and cut down the time between high-value cases. In conversation with his Super Lawyers and FindLaw marketing consultant, he implemented a varied marketing strategy, including a mobile-optimized website, intake solutions, print advertising and promotion through online legal directories like Super Lawyers, to reach the kind of clients he wanted to represent.

Dedicated print and online ads, an enhanced and targeted directory presence and an updated web presence have allowed Sullivan Law to expand its reach to legal consumers looking for a top-rated lawyer locally and nationally. The firm's site has also seen nearly 20 percent of visits come from mobile since making the updates. Since March, clicks to his website from his Super Lawyers directory advertisements have increased by 42 percent and clicks-to-call have increased by 66 percent.

"I am looking for the needle in the haystack," Sullivan said. "It's a numbers game, so I want the numbers to be high and then I'll find it."

Check out the full case study for a full picture of Sullivan's integrated approach to legal marketing.