Case Study: Boone Beale

Customer Background:

A statewide practice defending criminal, traffic, and DUI matters, Boone Beale has appeared in more than 50 of the counties and independent cities throughout the Commonwealth of Virginia. With established locations in Fairfax, Richmond, and Woodbridge, Boone Beale handles criminal, DUI, and traffic defense, as well as white collar crimes and personal injury cases.

Boone Beale had done some pay per click and search engine optimization in the past, but when they hired Digital Assembly Line in November 2009, had not done so in a few years. DAL began marketing the firm's current website using pay per click and search engine optimization. DAL's pay per click campaign targeted criminal, traffic, and DUI defense; within the first month of the pay per click launch, Boone Beale experienced a significant increase in the number of client requests. Jacob Meyers, Case Manager for Boone Beale, praised DAL's work, stating "our new clients and revenue are three times the amount for January compared to last year at this time. We attribute this directly to the work that has been done by DAL."

The Challenge:

While managing Boone Beale's marketing campaign, DAL was faced with an interesting challenge. Boone Beale had recently launched a new website, built using a content management system, which did not have proper redirects for their old website. DAL approached the challenge by recoding the new site while redirecting all of the outdated search engine links to the new pages on the new website.