FedReceiver Sees 61% Conversion Boost — and 195% Increase in Estimated Traffic

The Client

FedReceiver, Inc. is a Los Angeles-based legal services and consulting firm, which had built its business on providing Court Receiver, Partition Referee, Provisional Director, Special Master and Distribution Agent services in actions filed in both state and federal courts throughout the United States.

The Brief

FedReceiver needed a new site — one that would help increase traffic, awareness, brand recognition, penetrate new markets, overtake the competition in key services, and inform and convert leads.

The Challenge

FedReceiver’s primarily obstacle was a nightmare shared by many business owners: After years of highly rated work — work that had earned the firm top Google ranking — a copycat competitor had successfully mimicked FedReceiver’s site to the point that it had taken the top search-result spot from FedReceiver. Because the copycat’s site was nearly identical — and because as the top search result, it seemed to have Google’s tacit endorsement — FedReceiver appeared to be the thief. A disaster, and at the hands of some nefarious business practices. 

We would need to retake FedReceiver’s ranking, and reclaim the prestige (and clicks) that would come with a top showing. 

Our work, though, was cut out for us: The copycat had purchased multiple domains (upwards of 20), creating website filled with duplicate content — indicative of “black hat” backlink and doorway page strategies. This wasn’t a fair fight, with the copycat engaging in underhanded, blacklisted practices. If Google had noticed them, they would surely have been penalized, and they likely would, in time. Our client, though, didn’t have time to wait.

Ultimately, the client wanted to kill two birds with a single stone. Our goal was to return them to Google supremacy — and while doing so, create a new website that would provide a professional and lasting first impression for visitors. We would also be tasked with helping FedReceiver penetrate new markets and build out new services, expanding their reach from five existing services and seven locations to 12 new services and markets — an expansion that would require over 140 new landing pages.

Our Tools

1: Google Search Ads

Our first job: to bring the right audience to the site, and let the content do the heavy lifting. While FedReceiver had never previously advertised on Google, we would, with the primary goal of increasing traffic to the site. Since the search volume for these services is typically low, we began by focusing our Google search ads on specific bottom-of-the-funnel keywords that would allow Google’s algorithms to expand on keywords with similar user intent. From there, built and observed audiences similar to our ideal market, in order to focus our budget on only high-value targets.

2: Conversion Design

Meanwhile: Court receivership is a long and complex sales cycle, which relies heavily on recommendations from lawyers and law firms — growth ultimately hinges on whether the court chooses to appoint one firm over another. This meant that we had to offer users the clearest, most streamlined experience possible — something made more challenging due to the complex nature of the service itself. As we first encountered it, FedReceiver’s website contained much information, on a diverse group of topics. We revamped and streamlined its navigation, helping users find what they were looking for as quickly and easily as possible.