the stakes
When you’re protecting every single thing you own in this world, you have to get it right.
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the bottom line
sweb’s work for mpw has stood the test of time and continues to deliver results thanks to the strategic groundwork we laid at the outset and continue to nurture in a longstanding and fruitful partnership.
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Lisa H.
website
sweb structurally reimagined mpw’s website from the ground-up in 2019. Over half a decade later, our monthly evaluations reveal consistent strong performance. The site’s longevity is a direct outcome of the intentional, strategic groundwork we laid years ago when we first mapped the site and planned its content strategy.
game-changers

“help me decide” tool — this seeming simple form has proven to be a revolutionary tool in a slow-moving industry. for mpw, the “help me decide” tool serves as a free stepping stone that removes the barrier to entry and allows the firm to build foundational relationships with potential clients that they would not be able to otherwise.

blog content — we are content machines for this team. our blogs are more frequently visited than our homepage. new blogs monthly with topics based on report insights and our knowledge of what’s new and changing. and trust us, there is always something new to learn.
monthly email newsletters that continuously perform higher than industry average. while we have a base template for these, the information evolves as our audience is more interested on different elements based on our reports of top clicked content.
social
MPW has a diverse audience with relatively low social media usage – especially on platforms whose demographic skews younger like X and TikTok. we emphasize Facebook, Youtube, and Linkedin, while maintaining a presence on Instagram. not all content will perform with all users or platforms, so each social platform’s strategy serves a different audience and its own role.
Instagram, Facebook
demographic
skews older, female
sample content
casual team photos, community-focused events, site visit content
results





YouTube, LinkedIn
demographic
skews younger, male
considerations
the audience for this content is less engaged, but keeps MPW top-of-mind for peers and colleagues
sample content
educational videos
results
steadily increasing YouTube subscribers at about 50/month




paid media
we focus our paid media efforts on driving to the website and across social channels, specifically pushing towards our educational content.
approach, in a nutshell

we continuously update our keywords to align with the user’s path. which then leads to a higher amount of time on the website exploring different tools and information.

we have found click-to-call ads are very successful with our demographic. every single month, people contact the firm directly via these ads to learn more and book an appointment.

non-skippable and skippable placements on platforms like YouTube generate additional awareness-based impressions. percentages keep rising as we put spend here to convert users playing online games, streaming, and even using language learning apps.
annual event
sweb is an integral piece to every aspect of the promotion of this successful event, including:
- email invitation series
- media release pre-event
- press release post-event
- print collateral pieces
- giveaways
- presentation decks
takeaway
the event gets bigger and better every single year. this past year we exceeded our 145 attendee goal weeks before the RSVP deadline.
open-door sessions
from seminars to webinars, back to seminars, and eventually to where they are today as Open-Door Sessions, we have reworked our seminar structure countless times. most recently we have shifted to a casual, no sign-up required session that the community and the attorneys are loving. but why is this working?
low-pressure for clients — we’ve created an inviting tone for people to discuss topics that can be difficult. there is no pressure or commitment, it’s simply a conversation.
no prep required of attorneys — the conversation flows naturally with the attendees’ concerns.
takeaway
it’s a no cost, win-win situation that is yielding booked appointments and continuous client relationship building.