AGM Abogados: Keys to successful organic positioning and lead capture

Increase leads by 800% in 12 months and place in the first places the 97% of keywords in 2 years it's quite a success for a business. Since 2017, AGM Lawyers, a B2B/B2C law firm in Barcelona is a client of Novicell and, through a series of strategies and actions, together we were able to achieve these good business results.

In this article, we will explain to you what strategy and actions we have developed at Novicell so that our client AGM Abogados would achieve these successes and obtain the first position in Google with the keyword “Barcelona Lawyers”.

The starting point of the positioning strategy

Start the website positioning strategy It is not an easy task, because it involves very large efforts that require expert consulting to solve technical problems, carry out web migrations if necessary, identify business keywords, optimize content, and others.

But also, there are business cases that must be kept in mind when designing the strategy and, therefore, it is essential to good communication with the customer and fully understanding what their needs are and what their business objectives are.

In this regard, AGM Abogados is a law firm with more than 30 years of experience in legal advice to companies and individuals. It has a wide international presence with offices in Barcelona, Madrid, Paris, Sabadell and Shanghai.

In their case, in 2017 they were clear that they should focus their work on the digitalization of their business. Su main objective was to position itself as a leader in the sector and to capture quality leads, but not only in Spain, but also in France and China.

The company knew that it was time to make a change to its website that reflected a new corporate image and that would respond to the needs of its business, such as the publication of events, articles and recognition of the team, among others.

To achieve its business objectives, AGM Abogados trusted Novicell so that, in the beginning, we were responsible for SEO optimization and creation of SEM campaigns.

Having an internal team at AGM that generated very high value content, it was essential to promote it at the SEO level. For this reason, when designing the strategy, Novicell considered it essential to train the AGM Marketing team, with the objective of transmitting the most important aspects of On-Page SEO.

International SEO: positioning itself in key business markets 

El International SEO helps to position yourself in other countries, for this it is essential to have knowledge of the various search engines, to have native-speaking specialists who allow you to adapt the content to the physical place where you want to position it, to implement changes in the web structure, knowledge of Technical SEO, etc.

One of the key points of working together with AGM was the website optimization in French, since it was essential for the business not only to position itself in Spanish within Spain, but they also sought to increase their position in the French market.

For this purpose, Novicell carried out SEO optimizations in French, which consisted of searching for keywords to recommend content that would serve to position itself organically; writing and implementing metadata; reviewing the content of the blog; among others. All this with the objective of positioning itself locally in Paris.

On the other hand, AGM Abogados sought to improve its position in China, since since 2005 they have offered multidisciplinary advice in various legal areas, focused both on Asian companies looking to expand in Spain and on Spanish companies that are in Asia.

Monitoring the progress of positioning and conversions 

In any work area, It is very important to know the impact of the changes that are made. And if we talk particularly about SEO, it is essential to constantly optimize the implementations carried out.

In this regard, as an added value proposition, the Novicell team carried out a dashboard in Google DataStudio which was not only related to Marketing KPIs, but was also linked to the impact on the company's turnover.

This dashboard allowed the AGM Abogados team to be constantly aware of the evolution of their organic traffic, to monitor business objectives in an agile manner, and to identify areas for improvement.

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Migrating to a new CRM

La lead management, sales, email marketing, chatbots and more, can be a headache for some companies that don't have the right tool adapted to their needs.

In the case of AGM Abogados, and as part of the digital marketing strategy that we have been working on for several years, Novicell suggested migrating to a new CRM with the objective of improving the management of its business.

For this reason, the solution proposed by Novicell to meet the needs of this customer was the migration to Hubspot.

In Novicell we are official Hubspot partners and are certified with the Hubspot Gold Partner quality seal. Due to our experience, we have been able to successfully advise this and other clients on the use of this tool, with the objective that they learn and know how to connect with their consumers.

During 2020, this tool was especially useful for AGM, due to the pandemic caused by Covid-19. The fact is that throughout that year they held several digital events through Eventbrite and they required a proactively manage leads.

Constant optimization and agility 

In digital marketing, the constant optimization of the actions implemented is very important to perfect efforts, as well as the capacity and time to react to different situations. In this regard, and emphasizing in the case of AGM, one of the factors that were key to their success in capturing leads was the constant optimization and refinement of forms.

We focus on lead quality and not quantity, actions were taken to filter out low-quality leads. The importance of distinguishing between qualified leads and unqualified leads is essential to evaluate the success of the actions implemented in digital marketing, in addition to measuring what impact it has on the business. In this regard, to prevent low-quality leads from arriving, Novicell specialists detected that one way to filter was to incorporate the value of lawyers' consultation, so they could focus only on the customer segments that interested them.

So too, the ability to react was vital. The fact is that the marketing team at AGM Abogados works with great coordination in the lead management process, whether the lead arrives by phone when clicking on an advertisement or if they fill out a form on the website.

On the other hand, constant work has been done on the implementation of A/B testing which allows, as its name says, to test what works with the type of users that the business has.

Some of the results achieved should be highlighted:

And now what?

Beyond 2021, AGM wants to continue growing digitally together with Novicell to achieve their business objectives and we will be happy to accompany them and continue to advise them in the process.

As we have seen in this article, for the success of a digital strategy, it is essential to take a 360º look at the customer's needs and identify the solutions that best suit their reality. Also, it is essential to constantly monitor and optimize everything that is being done.

If you need our specialists to advise you to increase your organic positioning and increase your leads, you can contact us and we will be happy to help.

How can we help you?

If you need more information, do not hesitate to contact us.