Background

Australian Family Lawyers operates exclusively in divorce and separation, property settlement and children’s matters. Our lawyers have over 40 years of experience and the specialised knowledge and skill to deal with any family law matter. Our team of well-educated and highly qualified lawyers includes Accredited Family Law Specialists who are experts in family law and understand the sensitivities associated with divorce and separation.

The Challenge

As a young law firm, established in Melbourne, Australian Family Lawyers needed to build its brand awareness in order to grow market share in one of the most competitive legal field that is family law. They also wanted to understand the type of clientele that were more likely to research family law services online and potentially download information and book in a consultation.

The firm’s challenge was also having more transparency over their marketing and advertising channel performance so they could optimise media expenditure to the best performers and better understand their customer’s path to conversion.   

The Brief

 The primary objective for AFL is to generate leads by bringing more qualified traffic to the two lead capture acquisition points:

1. Download free Family Law Guide – 10 Things you must know about Separation & Divorce.
2. Book a Consultation – with an experienced family law specialist in Sydney or Melbourne.

The secondary objective was to help AFL grow their footprint faster in Sydney and Melbourne by reaching a larger and more relevant audience online.

Our Solution

Channels: Web Display and Native.

Strategy: To bring more qualified traffic to the AFL website we first needed to identify the attributes of the current AFL website visitors and then start matching and building our own user segments for prospecting.

We used our audience builder tool to create some key audience segments that we layered into our campaign targeting, some of these included:

• Keywords and search terms to connect with prospects in market actively looking in market for family law services.
• Competitor domains (establish an audience of people that would be receiving email correspondence from AFL’s competitors. These people would remain anonymous and be targeted on any web or social channel they were engaging.
• Demographics (sex, age and marital status)
• Geo-targeting – focussed on specific postcodes in and around AFL offices.

Creative: In line with our strategy we deployed both prospecting and retargeting creative on web display and native assets. Our prospecting creative focused on introducing the AFL brand to new audiences and for our native ads we were able to focus on various services family law provided by AFL such as property settlement and children’s matters.

Our retargeting creative focused on both acquisition goals prompting previous site visitors to either Download AFL’s free guide to family law or to Book a consultation with an AFL family law specialist.

The Results 

Audience

While we initially thought an older demographic 44-55 yrs based on the existing customer base would engage more with the campaign it was in fact a 35-44 yrs demographic which yielded the highest engagement and conversions.

We also learned that more of our inventory and engagement was coming from men aged 35-44 yrs and from the 65+ age category. Women 25-49 yrs were least likely to engage.

Creative 

Mobile creatives and devices were the biggest drivers of traffic however desktop and desktop ad formats were contributed to 90% of conversions overall.

Time of Day/ Days of the week

Mondays between 8 – 11am produced the highest engagement vs Friday’s between 12 – 9pm produced the lowest. 

Lead Generation

Qualified Traffic:  Programmatic achieved/brought a steady increase in traffic for the first 1-3 months, and by month 5 we had decreased bounce rate by 18% and increased unique visitors by 32%.

Overall programmatic assisted in bringing more qualified traffic to Australian Family Lawyers website for downloading guides than booking consultations.  However, as our attribution window was only 45 days and consultations increased within 4 weeks of running programmatic, we believe that the first and second (few) touch points (brand introduction) were from programmatic prospecting and retargeting.  We were able to download more guides than booking consultations.

The Future

Since adopting programmatic advertising as part of their marketing strategy, Australian Family Lawyers has gathered some valuable learnings and insights on both their current audience and new audiences and behaviours.

The future is bright for AFL, their progressive and innovative approach to technology and trying new things is evident in their recent growth. They are positioning themselves as a true disruptor in the family law industry.