Martindale-Avvo is the largest legal marketplace, and has been connecting clients and attorneys for over 150 years.
With legal marketing services offered under six brands, Martindale-Avvo reaches over 25 million visitors on a monthly basis, and generates 120,000 consumer requests per month.
The team at Martindale-Avvo had been using four separate vendors for keyword tracking, local rankings, and citation building.
They also found that the data available was not comprehensive enough unless they expended significant development time to extract more meaningful results.
The team wanted to consolidate their tools into one solution with an appealing and user-friendly interface while leveraging reporting data into more meaningful insights for their clients.
Martindale-Avvo conducted a weighted analysis of nine vendors to determine the best solution for its needs. It scored factors including the product interface and user experience, as well as capabilities for keyword analysis, keyword rank tracking, competitor analysis, auditing, and reporting. The team ultimately scored BrightLocal at 101%.
“Overall, there were a lot of tools that just weren’t comprehensive enough. When it came to keyword ranking analysis, ongoing reporting, and scheduling, other vendors just didn’t offer that,” says Ashley Boehm, Senior Manager at Martindale-Avvo.
“BrightLocal having all this all in one suite was amazing. The interface was amazing, and it had everything that we wanted. When we ranked it on a rubric, they were five out of five for everything,” she continues.
Martindale-Avvo decided to move over to BrightLocal and consolidated four vendors into one, estimating a budget saving of 30% annually.
Since working with BrightLocal, they have adopted the following tools:
Previously, the team found that client audits could take up to three hours to complete, with much of the data requiring manual extraction from development teams.
Now, with comprehensive data provided by BrightLocal’s tools, such as Local Search Audit and GBP Audit, the team estimates a time saving of around two hours (66%).
This means that insights can be ingested and fed into documents to support areas such as sales pitches or account upselling.
Additionally, the team and its clients love the reputation tools.
“We love the review tool, Reputation Manager,” says Ashley. “We’re going to use it now on every website product, because our clients love it, and the sales team loves it. So it’s a no-brainer.”
