Client

Fitapelli Kurta is a New York City law firm of stock fraud attorneys concentrating on investor advocacy.

Situation

Stock broker fraud and securities fraud causes millions in losses for investors every year. Many of these investors do not even realize their financial losses were caused by fraud. In order to get ahead of their competition and connect with investors who suspected their stock brokers of fraud, Fitapelli Kurta needed to take an outside the box approach that went beyond ordinary online advertising. They needed to work with a digital agency that could understand their client’s needs and grab their attention at the appropriate stage of the decision-making process.

Choice Point

After exploring plans with the top law-firm internet marketing companies, Fitapelli Kurta selected DigiMix as their partner for digital strategy and web development. By studying the marketplace and target client, we discovered a gap between the client decision-making process and the stock fraud attorney advertising. Most of the securities fraud law firms assumed their potential client understood how they had been taken advantage of by their stockbroker and were seeking representation for a specific type of claim. These firms have essentially commoditized their legal services, leaving little room for differentiation in the marketplace. By taking the time to understand the client’s decision-making process through interviews and focus groups, we learned that, more often than not, the client did know how they had been taken advantage of by their stockbroker. However, they were aware that they had lost money on their investment, and suspected it might be caused by reasons beyond the stock market itself. These investors are searching far more than good legal representation. They are seeking to learn more about stock fraud and the process of investigating their broker.

Solution

We designed and developed a new website that bridged the gap between a traditional attorney advertising website and the investors search for useful information. We did this by creating an easy to use information center all about stockbroker fraud. The website visitor can explore the steps of the stock fraud recovery process; from the initial conversation to the recovery of lost funds, and every step in between.
StopBrokerFraud.com illustrates the stock fraud loss recovery process using interactive info-graphics, and easy-to-navigate layout and jargon free definitions. This approach has helped Fitapelli Kurta build a sense trust with their website visitors by proving their expertise in the field and offering transparency into their legal strategy. Our digital strategy for StopBrokerFraud.com will continue as we publish a series of micro sites geared to educate investors about high-profile securities fraud investigations such as the CBG Financial Group Complaints. The website is built on a customized WordPress content management system, making it easy for the law firm to manage their own site content and keep their information up to date. The responsive site’s web design harnesses the power of best in class web frameworks for maximum cross device compatibility and an optimal browser experience.

Result

An innovative law firm marketing website that helps potential clients find information they need to recover their investment losses. Thanks to an expert SEO strategy for DigiMix the website has achieved the #1 search engine result ranking on Google for the keyword “Securities Fraud Attorneys” out of nearly 3 million other page results. (This site was formerly named stockfraudny.com, which was also designed, developed and marketed by DigiMix). This keyword is currently trading for about $35.50 per click on Google and Bing Adwords. With a monthly search volume of 210 in the United States, and an average click through rate of 33%, generating an effective organic advertising value $2,460 per month for a just one keyword.

Prior to StopBrokerFraud.com DigiMix supported Fitapelli Kurta on the design, development and digital marketing of StockFraudNY.com. Keywords or phrases with “attorney” are among the most competitive to rank for on search engines. Fitapelli Kurta in a New York City based law firm specializing in securities fraud cases and FINRA arbitration. In efforts to grow their securities fraud law practice, they reached out to Digimix for a completely new digital communications strategy. Digimix worked with Fitapelli Kurta to design and develop a new law firm marketing website from the ground up, achieve #1 ranking search engine for highly competitive keywords like securities fraud attorneys and optimize the websites conversion rate resulting in a 2,000%+ boost in new clients.