Case study
- Strategy
- Acquisition
- Law Firm
Melbourne Personal Injury Firmand White Bridge
How a Melbourne injury firm built a steadier flow of WorkCover enquiries
15 months
Demo figures, not verified. Client name withheld.
+%
monthly enquiries
+%
qualified leads
+%
lawyer consultations
+%
signed claims a month
%
lower cost per signed claim
%
faster lead response
Snapshot
- Client
- A Melbourne personal injury firm (name withheld)
- Practice area
- Workers' compensation (WorkCover), Victoria
- Services used
- Google Ads, WorkCover landing pages, local SEO, tracking, automated qualification, CRM routing, follow-up and booking
- Timeline
- 15 months
The Firm
The firm represents injured people across Victoria and has several offices. Matters cover weekly payments, medical and like expenses, lump-sum impairment and common law. It works on a no-win, no-fee basis and offers a free assessment.
The Challenge
Reputation had not become a predictable WorkCover flow.
- 01
Qualified enquiries from injured workers were unpredictable.
- 02
Follow-up was heavily manual, and the first response averaged 2 hours 46 minutes.
Our Strategy
A Google Ads and landing-page pilot focused on WorkCover. Once quality improved, the work added local SEO, dedicated WorkCover pages, conversion optimisation and automated intake so lawyers could assess and handle qualified matters.
What We Did
- 01
Google Ads
High-intent WorkCover search.
- 02
Landing pages
Conversion-focused WorkCover pages and form optimisation.
- 03
Local SEO
Location-specific WorkCover pages.
- 04
Tracking
Lead tracking and attribution.
- 05
Intake and routing
Automated qualification and CRM routing.
- 06
Follow-up and booking
SMS and email follow-up, and consultation booking.
- 07
Optimisation
Paid campaign optimisation and reporting.
How We Worked
Team
Paid media, local SEO, conversion and automation specialists, plus an account lead
Enquiry path
Google Search, then a WorkCover landing page, then an enquiry, automated qualification, CRM, instant follow-up, a lawyer consultation and a signed claim
Division of work
White Bridge ran campaigns, pages, tracking, routing and automation. The legal team assessed enquiries and handled qualified matters.
Tools and rhythm
Slack, a shared project workspace, CRM and conversion tracking, weekly reporting and monthly strategy reviews
The Results
Over 15 months, compared with the start of the engagement.
- Monthly enquiries rose from 92 to 171 (+86%).
- Qualified leads rose from 47 to 103 (+119%).
- Lawyer consultations rose from 27 to 68 (+152%).
- Signed claims per month rose from 12 to 31 (+158%).
- Cost per qualified lead fell from A$81 to A$49 (40% lower).
- Cost per signed claim fell from A$317 to A$171 (46% lower).
- Average lead response time fell from 2 hours 46 minutes to 9 minutes (95% faster).
The firm now signs 31 claims a month instead of 12, at a 46% lower cost per signed claim.
