Background

Since 2009, The Lane Law Firm has helped Texans resolve legal challenges. Over the years, they’ve helped thousands of clients navigate bankruptcy, business debt relief, insurance claim disputes, and more. 

In 2021, The Lane Law Firm teamed up with Evenbound to strengthen their online presence and optimize their digital marketing strategies. 

After two years of a successful partnership, the firm was ready to take things up a notch. In 2023, they had new goals to increase the quality of their lead generation, optimize paid ads, and get their HubSpot CRM to operate at peak efficiency. 

The Lane Law Firm wanted to continue growing—and we were eager to lead them on that journey. 

The Problem

Shifting focus to reach new levels of growth and drive quality leads

We had already seen fantastic results after working with The Lane Law Firm since 2021. When they were ready to push their growth even further, we were prepared to strap in, build on the progress we’d already achieved, and help them take things to the next level. Their specific goals included: 

• Increase the number of quality leads coming in through their digital channels
• Optimize paid ad performance to ensure the best return on investment (ROI)
• Ensure their HubSpot platform was fully optimized to streamline processes and improve efficiency

Our Solution

A comprehensive growth strategy focusing on lead generation, paid media optimization, and HubSpot enhancements

The team at Evenbound crafted a multi-faceted growth strategy to help The Lane Law Firm achieve their goals. Our approach focused on four core areas: sales enablement, SEO and content marketing, HubSpot optimization, and paid media. 

Sales Enablement

We conducted a full review of The Lane Law Firm’s sales processes to identify opportunities for improvement. Our solution centered around creating a more efficient system to avoid bottlenecks and manage leads more productively.

• Tailored Playbooks: We developed custom sales playbooks to standardize processes and improve efficiency across the board.
• Updated Dashboards: We updated reporting dashboards to track and optimize call connections, task completion, and overall performance.
• Optimized Sales Workflows: We analyzed the lead-to-customer conversion journey and optimized it by creating new touchpoints, refining communication channels, and establishing marketing-to-sales handoffs.

SEO, Content Marketing, and Conversion Rate Optimization

A website is only as good as its content. We implemented a comprehensive content strategy to increase the firm’s search engine and conversion rate optimization. 

• Backlink Cleanup: We executed a toxic backlink cleanup to improve website health and boost search engine rankings.
• Content Creation: We consistently published relevant content focused on The Lane Law Firm’s key practice areas to boost engagement and improve topical authority.
• A/B Testing & Conversation Rate Optimization: We carried out A/B testing on high-traffic landing pages and CTAs, using user behavior data to make improvements and increase conversions.

HubSpot Optimization

As a HubSpot-driven firm, we know proper platform utilization can drive serious growth. We worked closely with The Lane Law Firm to ensure their HubSpot was fully optimized.

• HubSpot Consulting & Support: We provided hands-on consulting to help The Lane Law Firm’s team get the most out of their HubSpot tools, addressing specific questions and delivering strategic insights.
• Internal Support System: We established an internal HubSpot ticketing system to streamline communication.
• Workflow Maintenance: We fixed broken workflows to keep the platform running smoothly and at peak operational efficiency.

Paid Media

Paid media efforts were also critical to our strategy. We focused on driving higher-quality leads while optimizing ad spend for maximum return on investment (ROI). As a result, we saw impressive growth in contact generation and revenue through Google Ads and Meta ads.

• 93% increase in revenue from Paid Ads
• 41% increase in Return on Ad Spend (ROAS)
• 344 new contacts