Case Study
Leishman Legal is an advanced law firm with offices based in Brisbane and in Auckland. This niche
practice provides a specialty service focusing on Trans-Tasman work for clients in Australia and
New Zealand. As such, Leishman Legal needed a law firm marketing team that understood their key
objectives and how to clearly communicate their unique points of difference on their new website.
Marketing Roadblocks
- The practice had an existing website, however it had not been updated since 2014
- Website presented as old, out of date and behind the times
- The website did not provide basic functionality and features that most modern law firm websites offer
- The website generated little to no traffic and no leads
- The existing website did not give the firm a competitive advantage in a digital world
- The firm was also opening an office in Auckland and needed to ensure the digital footprint was up-to-scratch, which the old website did not do
Strategy
A new joint venture between LEAP and Lift Legal Marketing prompted Vanessa, Principal of the firm, to act and to consider upgrading their website. As market leaders in law firm marketing, Vanessa knew she was in the right hands.
It was important for the practice to be at the forefront of their service offering, being the leaders in Trans-Tasman legal services. Their website needed to capture more traffic, rank better on Google and deliver more leads.
One of the roadblocks for Vanessa was that she didn’t feel she was overly technical, which caused the hesitation to update her site since 2014. She needed an law firm marketing team that provided transparent direction on how to launch a new website, while providing a site that was modern, clearly defining their key points of difference and made their customer journey more seamless – and that’s exactly what Lift Legal Marketing did.
The strategy was to transform the site and lift the existing Leishman Legal brand.
We started with developing a proposed sitemap and plan of action which outlined exactly what was needed and when. Our team scheduled regular progress Zoom calls to provide Vanessa updates on what had been done and next steps.
Our web development team listened and heard the needs and objectives of the firm and how best to present the website, that met both Vanessa’s needs and marketing needs. Coupled with this, our content writers were also invaluable in providing Leishman Legal content for the website, which saved Vanessa and her team hours of work doing it themselves, time which is better spent serving their clients.
Our library of images provided Vanessa a range of images to choose from, giving her website a modern, cutting-edge design that offered seamless functionality and creativity. Our team supported Vanessa, listening to the types of imagery she wanted to enhance the look and feel of the brand.
Outcomes
The new website has revamped the brand, while clearly highlighting the core messages of the firm and providing functionality and design to increase conversions.
Leishman Legal’s website is now attracting more visitors because of its transformation. The whole experience from start to finish was an extremely positive experience for Vanessa, making it very simple and keeping it professional. Our team made it very easy for a non-technical person to understand the ins and outs of launching a new website.
“When I look at the old website, it was a major makeover. We didn’t change our brand, but it essentially was a makeover of our brand. Much more content rich, the new website looks very professional. The content writers were great. It would have taken me hours and hours if I wrote the content from scratch. All the feedback we have received about the new website both from clients and colleagues have been very positive”
Vanessa Leishman, Principal
As we do with all our clients, we start with identifying the needs and roadblocks and work through a marketing plan that meets their budgets and goals. Our collaboration with Leishman Legal has enabled the firm to set themselves apart from their competitors, and position themselves as market leaders in Trans-Tasman legal services.