JBP came to WISE in 2021 because they were dissatisfied with their previous digital marketing agency. For years, their agency partner pushed ad spending, a single-solution strategy that cost JBP $50,000/month. This approach was not only expensive but neglected larger issues holding JBP back, including:

• User experience issues on the JBP website
• A lackluster SEO strategy limiting local search visibility & organic ratings
• Thin website content that did not meet Google quality ratings

These inefficiencies became our primary focus.

After optimizing JBP’s website content, refining the firm's SEO strategy and ad program, and launching a new site, JBP reported:

• 8,860 new leads
• $13.38 million in new revenue
• 20% increase in ad conversion
• 23% increase in click-through rates
• 38% cost reduction per lead
• 20X marketing ROI

And we did all of this within the first year of our partnership.

Building on our initial success, the WISE team wanted to further reduce JBP’s monthly ad spending while growing organic leads.

Our analysis of the JBP website revealed that due to evolving Google search algorithms and ranking factors, the JBP website structure needed further refinement. Our team dug in, identifying a series of inefficiencies caused by a mix of unstructured data, poor internal linking, and content that did not clearly communicate JBP’s areas of expertise to users and search engines.

We addressed these issues by:

• Restructuring website content and navigation to clearly showcase JBP’s range of services
• Improving internal linking between related pages
• Structuring data so Google could understand JBP’s content
• Creating fresh content to showcase JBP’s diverse Personal Injury services
• Optimizing over 50+ unique ad campaigns

As a result of our efforts, JBP reported:

• +360,000 new impressions
• + 7,200 more website clicks
• +68.7% jump in organic traffic
• +48.8% uptick in new users
• +7% more leads
• +48% boost in ad conversions
• +20% click-through rate (in year two)
• -18% average reduction in cost per click
• -28% reduction in cost per lead

Here’s how the WISE team made it happen.

Reorganizing the Website

To kick the project off, our SEO team restructured JBP’s entire site. We moved away from linking dozens of pages directly from the homepage and instead adopted a topic-based structure—similar to how Wikipedia organizes information.

This new structure didn’t just streamline the browsing experience. It also helped Google better understand JBP’s legal services and more effectively deliver relevant content to users.

Restructuring Data

We also implemented structured data across the site, allowing JBP to tell search engines about their services and service areas. As a result, the legal firm gained its own knowledge panel in Google search results, boosting JBP’s visibility and authority in search results.

Optimizing JBP’s Google Business Profile

Next, we improved JBP's Google Business listing by addressing inaccuracies and completing missing business information—a simple yet often overlooked strategy that:

• Increases the likelihood of appearing in local search results
• Helps build positive reviews and consumer trust
• Drives organic traffic to websites

Refining Personal Injury Content

While JBP’s main office is in Denver, they also serve three nearby communities: Broomfield, Longmont, and Loveland. To improve online visibility across all four locations, we implemented a two-pronged content strategy. First, we expanded JBP’s main Denver Personal Injury service page by adding information about all of their Personal Injury specialties, including:

• Bicycle accidents
• Brain & spine injuries
• Car accidents
• And other categories of personal injury users often search for

After developing that content, we extrapolated it to the firm’s Broomfield, Longmont, and Loveland pages. Now, these pages feature fresh, location-specific content based on the Denver page, but tailored to each city. This approach improves local search visibility, making it easier for prospective clients in each city to find relevant, local information about JBP’s services.

Fine-Tuning Ad Campaigns

Our next task was to optimize over 50 ad campaigns across multiple platforms, including:

• Google Ads
• Microsoft Ads
• Local Service Ads

These local campaigns targeted four key Colorado markets (Denver, Longmont, Broomfield, and Loveland) and covered JBP’s core legal services:

• Family Law
• Personal Injury Law
• Estate Planning
• Probate

Over two years, we refined our ad campaigns by adjusting text, spending, and how we bid on keywords. After refining our target audience, improving messaging, and removing ineffective keywords, we saw substantial growth across different practice areas:

Our Family Law campaigns resulted in:

• 21% jump in click-through rates
• 16% rise in ad conversion rates
• 10% more top impression share, indicating more ads were shown in premium positions

Our Personal Injury campaigns saw dramatic improvement throughout 2022-2023:

• 15% increase in conversion rates
• 12% increase in average impression share, meaning ads were shown more frequently
• Top impression share also nearly doubled

Our Estate Planning campaigns were also successful throughout 2022-2023:

• 100% increase in total conversions from ads
• 25% increase in click-through rates
• Expanded impression share and improved ad positioning, ensuring JBP's Estate and Probate services were more visible to relevant audiences

These improvements not only helped drive more high-quality traffic to the site but also eliminated wasted ad spend on irrelevant website traffic.

Our ongoing partnership with JBP Legal has completely transformed the firm’s digital marketing strategy.

When we began, JBP was spending $50,000 every month on ineffective ads. Now, they've become a self-sustaining organization that generates leads primarily through organic channels.

Website traffic is up, cost-effective leads are pouring in and converting, and revenue continues to soar. Needless to say, our three-year partnership has been a success. But this is only the beginning.

In 2024, we kicked off the third phase of the project, focusing on developing fresh content for JBP's Elder Law, Estate Planning, and Probate pages—mirroring the approach we took with the firm’s Personal Injury city pages.

As we near the completion of this phase, we're confident that these efforts will drive even more organic traffic to the site, further enhancing JBP's online presence and lead-generation capabilities.