Avera & Smith

Client Name: Avera & Smith
Project Type: Web Design, Development, CMS, PPC Management and SEO
URL: http://www.avera.com

Project Overview

Avera & Smith is an established law firm in Gainesville, Florida that specializes in personal injury and has a long history of large scale litigation against tobacco companies.  They had an outdated website that was not ranking for any of the local searches on a list of 54 different kinds of legal services that Avera had experience in.

They needed a fresh design, a conversion-oriented user experience and a way to manage web content in house easily without an IT staff.

Smart Marketer designed a new website for them, implemented a commercial CMS application and a blog and executed a search marketing campaign and PPC campaign for them.

Business Need

Avera & Smith is a second generation law firm with over 60 years experience in a number of legal areas, including personal injury and medical malpractice.  In addition to traditional marketing they had used historically they needed a way to capture leads from search engine traffic in the Gainesville area.

The website Avera had was drastically outdated, difficult to navigate and did not display properly on modern mobile devices.

The Smart Marketer Solution

We conducted extensive research of the Gainesville legal marketplace and identified the key players, their strengths and weaknesses and recommended a list of 54 terms closely related to their areas of expertise.

We started with a complete redesign of the existing corporate website on the WordPress platform.  This would allowed simple, web based management of all of the online content, multiple users and permissions and the development of an official company blog, which Smart Marketer also created content for on a bi-weekly basis.

Once the development of the site was completed Smart Marketer developed and executed an in-depth SEO campaign, guest blogging, press releases and fresh original content targeting all 54 legal related terms in the Gainesville area.


At the completion of the campaign, Avera had achieved top 5 rankings for the terms targeted and search traffic increased by 309%.   They are now able to successfully generate incoming leads from the search engines on a regular basis and are continuing to dominate local search engine results today.