Digital marketing case study
Gnu World has used a variety of digital marketing strategies to assist DSC in becoming the highest profile law firm in the online personal injury and Road Accident Fund litigation space.
Summary
Gnu World has supplied DSC with digital marketing solutions since 2008.
During this period Gnu World has developed and evolved DSC’s digital marketing campaign from a small-scale Google Ads marketing campaign into a highly successful multi-channel campaign which includes website design, SEO and content marketing, Google Ads, local search and social media marketing.
“We at DSC Attorneys have been working with GNU World for many years now and have always had excellent service from them. They always deal with our queries on an urgent and professional basis. We can highly recommend them.”
Cliff Timms, Chairman, DSC Attorneys
41%
growth in website traffic in the last campaign year
1,635
website links generated
318,000
Google Ads impressions in the last calendar year
3,700,000
organic search impressions in the last 12 months
25,647
engaged Facebook users in 2023
custom, fully responsive & conversion-optimized WordPress website
A Gnu approach leads to explosive growth
DSC first approached Gnu World in 2008, seeking assistance with Google AdWords marketing and website design. Gnu World designed a simple website for DSC and launched an AdWords campaign.
Approach
Over the next seven years marketing activities remained conservative, with the combination of Google Ads marketing budget increases and occasional design updates generating modest but steady growth.
In 2015 Gnu World performed a redesign of the DSC website to adapt the site to Google’s new mobile search results. We used this an opportunity to introduce SEO and content marketing into the DSC campaign for the first time. The combination of a new mobile friendly site and content marketing had a rapid impact on DSC’s results, and by the end of 2015 year on year traffic had increase by 26.5%.
Campaign growth
Using a combination of highly targeted SEO and content marketing, local search marketing, Google AdWords and social media marketing Gnu World generated massive growth in traffic for DSC over the next few months. By the end of 2016 website traffic for the year was up 103.39% compared to the previous year, driven by a massive spikes in Google Ads, social and direct traffic.
Onwards & Upwards
This growth trend accelerated into 2017 as our SEO marketing activities began to bear fruit, with organic traffic up 315.29% year on year.
During this period Gnu World developed a comprehensive Road Accident Fund resource on the DSC website, along with a content hub focusing on issues around medical negligence in South Africa.
This drove sustained increases in both organic search traffic and leads for DSC, as they became the top ranked South African lawer’s website for queries related to personal injury litigation and the Road Accident Fund.
A Fresh Look
To mark their 20th anniversary, DSC refreshed their logo in early 2024. This gave Gnu World the opportunity to replace the existing site with a brand new WordPress website leveraging the latest technology and design trends.
DSC’s digital footprint has reached formidable proportions with the website appearing in the organic search results for over 3.7 million Google searches over the past 12 months.
