Case Study | Legal | Personal Injury and Litigation
Law Firm Marketing
A full marketing department for a personal injury and litigation firm
How a multi-practice firm went from a basic website to a complete brand presence: a new identity and 130-page website, attorney branding for every partner, a professional photo shoot, Google, Meta and Yelp advertising, billboards, mailers, trade show design, reels, infographics and a search footprint of more than 1,500 ranking keywords. A program built to be repeated in any market.
The Client
Point Law Group
A personal injury firm that also handles employment law, business litigation, property damage and lemon law cases. Three partners, three decades of combined experience, and a brand that did not yet reflect any of it. The firm wanted to be the obvious call in every one of its practice areas, not only after a car accident.
We took over the whole marketing function in 2022: a refined logo and visual system, a 130-page website with twelve practice areas and eighteen sub-practice pages, individual branding and headshots for each attorney, a full-day photo shoot, Google Ads, Meta and Facebook ads, Yelp advertising, billboard creative, direct mailers, trade show design, a reel series, infographics, review graphics, outreach, and email and text campaigns to clients and referral partners.
Services
By the Numbers
Objectives and Approach
Point Them in the Right Direction
The firm's name gave us the idea: every piece of marketing should point a person with a problem to the right lawyer. We built the brand around that promise, then put it everywhere a client might be looking: search, social feeds, the freeway, the mailbox and the trade show floor.
Brand and Website
A refined monogram and color system, a 130-page site with a page for every practice and sub-practice, attorney pages, testimonials and ninety-plus articles answering the questions clients search before they call.
Attorney Branding
A full-day shoot at the courthouse and in the office gave each partner a portrait set, a bio page and a consistent look across the website, ads, billboards and social.
Paid Media Everywhere
Google Ads for high-intent injury and employment searches, Meta and Facebook ad sets by practice area, Yelp advertising and review graphics, billboard creative and direct mail to neighborhoods the firm serves.
Content and Outreach
A reel series with the attorneys, infographics on the firm's practice areas, trade show booth and collateral design, outreach to referral partners, and email and text campaigns to past clients.
Services Marketed
Twelve Practice Areas, Each With Its Own Campaign
Every practice area got its own page, its own ad creative and its own content, so the firm could be found for the case a client actually has.
Photography and Attorney Branding
One Shoot Day, 146 Photos, Every Attorney Branded
Courthouse exteriors, office and conference room scenes and portrait sets for each partner, graded to the brand palette and used across the website, ads, billboards and social.
Video
Legal Tips, Filmed With the Attorneys
A vertical reel series shot in the firm's office: what not to do after a car accident, the rules of the road for cyclists, and an introduction to the firm. Cut for Instagram, Facebook and TikTok.
Search Engine Optimization
From a Brochure Site to 1,500 Ranking Keywords
The new site was built page by page around the searches people make before they hire a lawyer. Twelve practice areas, eighteen sub-practices and more than ninety articles took the firm from almost no search presence to more than 1,500 ranking keywords and 1,400 referring domains.
Advertising
Billboards, Social Ads and Infographics
Billboard creative went through five rounds to a clean, confident campaign. Social ad sets were built per practice area for Meta and Facebook, with matching Google Ads and Yelp campaigns, and infographics turned each practice into shareable education.
Brand Identity
A Mark Built to Point the Way
A refined monogram, a deep green and sand palette, and a serif wordmark that reads as established on a billboard, a business card or a phone screen. Brand visuals carried one word each: We Win. Efficient. Skillful.
What We Managed
An Outsourced Marketing Department, Ready for Any Market
Impact Summary
Every Channel, One Brand, Any Market
In under two years the firm went from a basic website to a complete brand: 130 pages ranking for more than 1,500 searches, every partner branded, and a presence on billboards, in mailboxes, on Google, Meta and Yelp and across social. The same playbook is ready for any injury or litigation firm in any city.
See How We Market Law Firms