Case Study

Massachusetts Law Firm Boosts Leads by 84% YoY Through Integrated Digital Strategy

We partnered with a Massachusetts estate-planning and probate firm and, over 12 months, increased their web traffic by 84% and generated 1,239 trackable leads through a synergistic marketing approach.

  • Client: Estate Planning & Probate Law Firm (Massachusetts)
  • Work Duration: January 2023 – December 2024 (ongoing)
  • Industry: Probate and Estate Administration

84% Year-over-Year Growth in Organic Traffic

57% of Total 2024 Website Traffic from Organic Search

+279% Increase in Website Users

1,239 Total Trackable Leads in 2024 (Calls & Forms)

119 Leads Generated from Organic SEO in 2024

#1 GBP Ranking for “Probate Lawyer [city]” & “Estate Planning Lawyer [city]”

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The Client’s Challenge

Despite a strong reputation in courtrooms, the firm’s digital footprint lagged behind bigger Boston competitors. Their:

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Organic visibility was patchy.

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Google Business Profiles (GBPs) were incomplete.

ads

Paid ads were running on autopilot producing leads, but at a price that squeezed margins.

Their goals included

01

Bring in more qualified cases from search without endless ad spend.

02

Lower acquisition costs from existing Google Ads.

Isolation Mode

The Results

Our comprehensive and adaptive digital marketing initiatives gave the firm the tools and positioning for remarkable and sustainable advancement, significantly boosting their client acquisition capabilities and market authority.

84% growth in organic visitors, climbing from 3,457 in 2023 to 7,569 in 2024. This organic traffic constituted a significant 57% of all website visits in 2024.

#1 Google Business Profile rankings for high-value terms like “probate lawyer [city]” (within a 1-mile radius) and “estate planning lawyer [city]”.

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

Organic search directly contributed 119 leads in 2024, with the website maintaining a healthy 1.6% conversion rate from organic visitors.

The firm captured 1,239 total trackable leads across phone calls and web forms during 2024. This included 245 detailed form submissions and 994 phone inquiries, of which 535 were identified as first-time callers.

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

While financials are confidential, the 84% increase in organic traffic and 1,239 new leads acquired in 2024 created a powerful expansion of the firm’s new business pipeline.

How We Helped Grow The Firm

We implemented a dynamic, multi-faceted strategy to address these challenges and achieve sustainable growth.

We executed targeted sprints on key areas of their digital ecosystem for a synergistic lift in performance.

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Sprint 1: Strategic Planning & Foundation

  • Crawled the site to surface technical errors and quick-win fixes.
  • Benchmarked top Boston and Salem competitors to locate keyword and link gaps.
  • Developed a bespoke integrated 12-month roadmap prioritizing high-impact SEO, local, content & paid media action items.

Sprint 2: Website & On-Page SEO Improvement

  • Optimized the website for client acquisition with improved UI/UX.
  • Made 27 improvements for technical SEO, E-E-A-T, and on-page elements (metas, H1s).
  • Aligned website content strategically with high-value keywords relevant to the firm’s core practice areas.
  • Improved site architecture & internal linking for better user journeys and contributing to the achieved 1.6% conversion rate.

Sprint 3: Content Expansion and Topical Authority Building

  • Expanded content strategically to build authority and capture organic interest.
  • Created and published 31 insightful blog posts solving complex Massachusetts probate and estate planning topics.
  • Developed 11 new, highly optimized practice area pages designed to directly address client needs and search intent.

Sprint 4: Local SEO & Google Business Profile Dominance

  • Optimized Google Business Profile for the Salem market.
  • Ensured comprehensive GBP details, regular updates, and proactive engagement.
  • Solicited fresh client reviews to improve trust signals.
  • Achieved #1 GBP rankings for “probate lawyer [city]” & “estate planning lawyer [city]”.
  • Positioned the firm as a top choice in local Google Map Pack results.

Sprint 5: Paid-Ads Rebuild

  • Centered the advertising strategy on precision audience targeting, development of compelling ad copy, and continuous optimization of bids and budgets.
  • Split large ad groups into tightly themed clusters for higher Quality Scores.
  • Introduced call-only ads and refined negative-keyword lists.

Sprint 6: Multi-Channel Engagement & Continuous Growth

  • Fostered ongoing engagement and reinforced brand presence post-acquisition.
  • Published 35 targeted social media posts consistently throughout 2024.
  • Sent 10 newsletters to nurture leads and maintain audience contact.
  • Tracked all key performance metrics relentlessly (traffic, rankings, leads, conversions, funnels).
  • Refined tactics with data insights, ensuring sustained momentum, a key factor in the 84% year-over-year organic traffic growth.

Frequently Asked Questions

Yes, absolutely. Many partners begin with a narrowly defined sprint, like paid-ads optimization, then expand once they’re comfortable with our processes and reporting.

While every firm’s situation is unique, you can typically expect to see initial positive signals, like improvements in website performance in terms of impressions or local visibility, within the first few months. 

More substantial results, such as significant organic traffic growth (like the 84% YoY seen in the case study) and a steady increase in leads, generally build over 6-12 months of consistent, strategic effort. 

Our initial free audit and strategy phase will help us set more specific timeline expectations for your firm.

Yes, absolutely. While this case study highlights success in Massachusetts, our digital-marketing principles and methodologies translate across all geographies. 

We tailor every campaign to the specific dynamics of your local market, whether you’re in a bustling downtown district or a smaller community, and we’ve done it for firms nationwide. 

In fact, we’ve partnered with 100+ law firms across multiple practice areas, so we have a clear pulse on what’s working right now.

We view our engagements as partnerships. Your expertise is invaluable, especially during the initial strategy phase to understand your firm, ideal clients, and goals. 

Ongoing, we’ll need your input for things like reviewing content (such as the blog posts, new practice area pages) to ensure accuracy and alignment with your firm’s voice. 

However, we handle all the heavy lifting, the technical execution, campaign management, and ongoing optimization to minimize the time commitment required from your team, allowing you to focus on serving your clients.

Engagements are tailored to your goals and market size. After the audit, we send a transparent proposal that itemizes monthly sprint costs and campaign budgets.

We install call-tracking numbers, tag every form submission, and map those leads back to signed retainers in your CRM. Monthly reports focus on numbers that tie directly to revenue.

Our chief strategist, Mushfiq, will schedule a 30-minute discovery call to learn about your practice, share initial findings from the audit, and outline next steps usually within one business day.

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Contact us for a free growth marketing audit for your law firm. We’ve worked with 100+ law firms nationwide, and with our battle-tested strategies, you’re always one step ahead of the competition.