Muller Brazil LLP is a personal injury law firm founded in 2012. Already a national leader in the vaccine injury space, our client was poised to expand into new PI service verticals including auto accidents and workers’ comp. The creation of a new HubSpot website with integrated CRM was the first step in laying the groundwork for driving organic traffic and nurturing new leads.
Our challenge was to start from square one and take calculated steps toward a rebrand of the law firm’s iconography and launch of a new website and content strategy.
Personal injury law is a highly competitive industry—both offline and digitally. Many of our client’s competitors had more than a decade of website activity, strategic keyword targeting and thousands of backlinks. In starting from ground zero, we knew we couldn’t take any shortcuts in content strategy for the website.
First and foremost, the website was designed with accessibility in mind and the copy was set to a fifth-grade reading level to communicate to the average person who has experienced a personal injury.
We included in our design:
With a target market in the Northeast of the United States, specifically Delaware, Pennsylvania and New Jersey, Muller Brazil was in a fiercely competitive market for personal injury law. It was important for us to build the framework for an ongoing SEO program while also identifying the opportunities for page rankings.
Through competitor analysis, we noticed that competing for backlinks was the most difficult challenge due to the longstanding reputation of other law firms. To this end, we saw that our biggest opportunity was in producing content to support an organic search strategy. While other attorney websites had a high quantity of traffic, very few of them had quality blog content, and as a result their keyword rankings were scattered.
To strengthen the SEO value of the website, we created an annual calendar of blog topics. Each blog was strengthened through keyword strategy and onpage content.
Because we chose HubSpot for the CMS platform, integration with the CRM is robust. User actions and behaviors are recorded under each contact and sales teams can use the information to inform their communication with prospective clients. Additionally, the marketing team can seamlessly generate reports to review the overall performance of their site and marketing campaign efforts.
Muller Brazil are a team of personal injury lawyers who set out to champion their clients, and this authenticity was something that inevitably went in the direction of original photography. As a team of young professionals who set out to differentiate themselves from their competition, we portrayed this through original photography with a laid-back authenticity that still maintains a level of professionalism. Working with professional portrait and lifestyle photographer, Sloane Tucker, we location scouted and produced a 1-day shoot at Convene at Cityview to capture lifestyle shots of the Muller Brazil team, along with individual headshots for each team member.
“[The website] sets us as a step above the rest of the competition.”
Ryan Waddell, Director of Marketing, Muller Brazil