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CASE STUDIES
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2024
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The Gatti Law Firm
More Calls, Lower Costs: How Theo Built Gatti Law's Full-Funnel Growth Engine
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CLIENT
The Gatti Law Firm
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OVERVIEW
Oregon's largest personal injury firm, with one connected program behind it.
The Gatti Law Firm is the largest personal injury firm in Oregon, with more than 200 years of combined attorney experience and offices in Salem, Eugene, Lake Oswego, Clackamas and Hillsboro. Theo took over the firm's marketing in late 2023 and rebuilt it as one program: paid search and social, connected TV, new video and static creative, a redesigned website with ongoing A/B testing, and an SEO content plan. By the third quarter of 2024, paid media was driving 75% of the firm's website conversions at a site conversion rate above 15%.
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CHALLENGES
Turning a well-known name into a steady flow of affordable leads.
Gatti had the reputation and the recoveries, and it needed a marketing program that could show its value lead by lead.
Expensive, crowded search: Personal injury terms are some of the most competitive in paid search, and Gatti bid against national and local firms for every click.
Brand creative that rarely drove action: Earlier brand TV spots reached households but moved few viewers to the website, with a 0.21% visit rate.
A website built for browsing: The homepage was long, and phone and form calls to action were hard to find, especially on mobile.
Intake that happens by phone: Many injured people call the firm directly, so marketing had to be judged on phone activity as well as form fills.
How do you get every channel pulling toward the same goal, more injured Oregonians contacting the firm?
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SOLUTIONS
One program connecting media, creative and the website.
Performance media managed to cost per lead: Rebuilt paid search, Meta and connected TV around cost per lead, which made Google the firm's most efficient source of leads.
Creative built on real stories and bold offers: Produced the "Real People, Real Stories" TV concept and bold static social ads, which became the firm's best-performing TV spot and its top lead driver on social.
A website rebuilt to convert: Redesigned the homepage and ran an ongoing A/B testing program that made calls and forms easier to find, especially on mobile.
SEO content that compounds: Launched an article program on car accidents, settlements and workers' compensation that grew organic impressions and clicks to the site.
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RESULTS
More calls and conversions at a lower cost per lead.
By Q3 2024 the program produced 2,385 conversions in the quarter at $36.85 per lead or call, with a 16.5% site conversion rate. Paid media drove 75% of site conversions and 60% of traffic, and the conversion rate improved as traffic grew, a pairing that is uncommon when spend scales. Phone activity followed the same path: phone number clicks on the site nearly tripled from January to the summer months, and calls placed directly to the firm ran ahead of 2023 every month after Theo took over. Google became Gatti's most efficient channel at $19 per lead.
$36.85
Cost per Lead or Call
16.5%
Website Conversion Rate
$19
Google Ads Cost per Lead
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CASE STUDIES
