Case Study

Estate Planning Law Firm Grew 61% with Digital Marketing

DC Metro estate planning firm achieved a 61% revenue increase through SEO, local search optimization, & content strategy – no paid ads.

  • Client: Estate Planning Law Firm (DC Metro Area)
  • Work Duration: January 2022 – December 2024 (ongoing)
  • Industry: Estate Planning

+61% Revenue Growth

79% of Total Traffic from Organic Search

459 Form Submissions (73% of Total Leads)

16,625 GBP Impressions, 748 Calls, 920 Clicks

#1 Google Maps Ranking for “Estate Planning [City]

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The Client’s Challenge

The firm specializes in estate administration, probate litigation, and real estate property disputes, serving clients across the DC Metro area. Despite a skilled team, their growth was limited because:

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Their website didn’t show up in local Google searches.

word of mouth 1

They relied heavily on word-of-mouth, which wasn’t enough for growth.

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Bigger firms dominated Google searches for terms like “estate planning [city],” “probate litigation attorney near me,” etc.

Their goals included

01

Attract more clients online without paid ads.

02

Become the top choice for local estate planning services.

Isolation Mode

The Results

Our digital marketing strategies positioned the firm for long-term competitive success, establishing it as a market leader in estate planning.

Organic traffic grew to 79% of total website visits, up from 35% in 2022.

#1 rankings for “estate planning [city].

Our digital marketing strategies positioned the firm for long-term competitive success, establishing it as a market leader in estate planning.

459 form submissions from organic traffic in 2024 (73% of total leads).

Google Business Profile drove 748 calls and 920 website clicks – critical for a service-heavy firm.

Our digital marketing strategies positioned the firm for long-term competitive success, establishing it as a market leader in estate planning.

Revenue increased by 61%, from 805,442 (2022) to 1.2M (2023) to 1.3M (2024).

The team expanded from 5 to 9 members to handle the rising case volume.

How We Helped Grow The Firm

We organized our action plan into sprints, each with clear objectives, hypotheses, and expected outcomes.

We executed 2 to 3 sprints simultaneously each month, ensuring they complemented each other.

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Sprint 1: Audit, Competitor Insights & Planning

  • Audited the website for quick improvements.
  • Studied competitor strategies to find gaps and opportunities.
  • Planned a roadmap for SEO, content, and user experience improvement.

Sprint 2: On-Page & Technical SEO Improvements

  • Identified 300+ search terms that people are searching for in the area and mapped them to relevant existing pages (blogs, practice areas, homepage). We also identified search terms for which we need to create new pages.
  • Started with easy wins:
  • Updated meta titles and descriptions to incorporate targeted search terms.
  • Optimized page title for each existing practice area and blog page.
  • Optimized practice area pages with content-rich sections to help search engines like Google (and potential clients) better understand the service offerings.
  • Fixed technical SEO issues like site speed, page structure, navigation, and mobile friendliness.

Sprint 3: Content Creation & Authority Establishment

  • Created new practice area pages from identified search terms.
  • Published 133 blog posts answering common legal questions.
  • Strategically linked practice area pages with blog articles to improve navigation for search engines like Google and potential clients.

Sprint 4: Google Business Profile Optimization & Local SEO Improvement

  • Refreshed the Google Business Profile by filling in all the details and regularly sharing updates.
  • Ask clients for reviews to build credibility.
  • List the firm in local legal directories.
  • Add location details (name, address, phone) and map across the website.

Sprint 5: Conversion Rate Optimization

  • Simplify the layout of key pages for easy navigation.
  • Redesign contact forms for higher submissions.
  • Test layouts, CTA buttons, and forms to improve conversions.

Sprint 6: Continuous Optimization & Reporting

  • Track rankings, traffic, and conversions monthly.
  • Update content/metadata based on trends.
  • Test new SEO tactics and adjust strategies.

Frequently Asked Questions

We provide a full-suite strategy tailored to legal practices, combining organic growth and targeted engagement to attract high-quality clients. Here’s how we drive results:

By aligning these strategies as we did for the DC estate planning firm that saw 61% revenue growth – we ensure your firm stands out in competitive markets, attracts qualified leads, and scales sustainably.

Initial improvements may show in 3 -6 months. Sustainable growth, like improving local rankings or doubling organic traffic, typically takes 12+ months. Our case study client saw steady growth over three years, with revenue rising from 805K to 1.3M.

We use a sprint-based, data-driven process focused solely on organic growth. Unlike agencies reliant on paid ads only, we prioritize long-term results through SEO, content authority, and conversion optimization.

Yes, absolutely. We target niche keywords (e.g., “probate litigation attorney near me”) and optimize Google Business Profile to outrank bigger firms locally. Our case study client achieved #1 rankings in their market despite larger competitors.

Paid ads aren’t essential. Our case study achieved 61% revenue growth purely through SEO and content. Organic strategies build lasting, cost-effective authority.

That said, paid campaigns (e.g., Google Ads, LinkedIn) can deliver quick leads while SEO gains traction, tests high-performing keywords, and boosts brand visibility to indirectly strengthen organic efforts. We tailor plans to your goals organic-only or blended strategies for faster momentum.

Minimal effort from you! We need access to your website, collaboration on content/review requests, and feedback.

Simply contact us through the below form. We’ll schedule a time to discuss your firm’s goals and conduct a comprehensive audit of your current digital presence. This audit will provide valuable insights and actionable recommendations to help you improve your online visibility and generate more leads.

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