Timpano Legal's online presence was underperforming, and their advertising spend was being wasted on low-quality leads. They needed a marketing partner who could provide a more strategic and results-driven approach.
Timpano Legal, a well-respected criminal law firm in Perth, engaged Distl in July 2023 after a frustrating experience with a previous agency trying to wear multiple hats with a small team. Distl provided a depth of SEO and digital marketing expertise alongside a fully equipped web development and support team to drive meaningful results.
Timpano Legal initially came to Distl part way through a new website built, our team took over the planned launch.
Our first priority was remapping the planned site structure to align with actual search demand. This ensured that Timpano Legal’s website could launch with the best foundation for long-term SEO success.
Our team worked closely with their lawyers to develop suitable content for launch that showcased expertise while meeting search intent. Once the content was in place, our in-house developers launched the site, ensuring proper redirects and a seamless transition.
Timpano Legal had been running a Performance Max (PMax) campaign with a broad, catch-all setup. This led to a significant issue: Timpano Legal was receiving numerous calls from individuals seeking information about the children’s court, an area they did not actively service. Google’s machine learning was mistakenly prioritising these terms due to content on the website referencing children’s court cases, leading to wasted budget and a self-reinforcing cycle of poor-quality leads.
Our team took a hands-on approach, speaking directly with Timpano Legal’s reception team to understand the types of inquiries they were receiving. Within our first month, we identified and resolved the issue, cutting ‘children’s court’ inquiries from 25% of total conversions down to 0%. This saved Timpano Legal thousands of dollars each month and allowed the budget to be reallocated to genuine potential clients.
After stabilising the initial issues, we spent a month running the previous campaigns while preparing our own optimised strategy. Our new campaign structure focused on:
The results were immediate:
A year later, we have continued refining this strategy. As Timpano Legal has grown, we’ve scaled ad spend accordingly, focusing more aggressively on high-value case types while maintaining cost-efficiency on generic search terms.
This approach has fueled business expansion, including a new Mandurah-based campaign to support a recently hired lawyer in the South West region. With demand increasing, Timpano Legal has since brought on an additional lawyer to handle the rising caseload generated by our campaigns. Since October 2023, we’ve increased monthly leads by 85%, while keeping the cost per lead within a 10% margin month-on-month, ensuring profitable and sustainable growth.
While paid search delivered immediate improvements, our SEO strategy has been steadily positioning Timpano Legal as a leader in Perth’s criminal law market. Given the serious nature of criminal law, potential clients seek clarity, expertise and trust.
This means research into the law, literally, from our SEO team and refinement with the Timpano Legal lawyers for accuracy to develop individual pages that showed knowledge and capabilities while being optimised for search intent.
Once the parent page for Criminal Law was final, our approach focused on demonstrating authority by systematically improving rankings for individual charges under the ‘criminal lawyer’ umbrella, boosting credibility to the parent term.
Our next milestone? Securing the #1 ranking for ‘criminal defence lawyers Perth’ and continuing to optimise every aspect of Timpano Legal’s marketing for sustainable, long-term dominance in WA’s legal landscape.
Curious to see our continued work in action? Click here to search for ‘criminal defence lawyers Perth’ and see where Timpano Legal sits in the organic rankings today.
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No more missed opportunities. No shoehorning, railroading or using a jack hammer to crack a walnut. No more wasted branding, web or marketing dollars.