How We Helped a Personal Injury Attorney Grow Their Firm

When a small personal injury law firm approached Dow Digital, they were looking for more than a marketing agency. They needed a strategic partner—someone who could help them not only stay afloat but thrive in a competitive legal market. The firm had a strong foundation of legal experience, but their growth had stalled.

They weren’t getting the right traffic, weren’t converting leads into clients, and had very little presence in digital channels that could drive results. We stepped in, not with a cookie-cutter solution, but with a comprehensive, data-driven approach tailored specifically for this firm’s unique challenges.

Our performance-based digital marketing approach helped a firm go from a handful of leads a month to a consistent flow of high-quality client inquiries.

Initial Challenges and Obstacles

The attorney’s firm had been in practice for a few years and earned a reputation for client dedication. Yet, that reputation hadn’t translated into visibility online.

Their existing website was dated, didn’t load well on mobile devices, and failed to convey the firm’s credibility. Their search engine rankings were nearly nonexistent. Social media channels were dormant, and paid ads, when used, were scattered and ineffective.

When the firm came to Dow Digital, they were spending money on digital marketing—just not wisely. Most of it went toward short-term ad campaigns that lacked long-term impact. SEO was practically non-existent. Organic content was minimal.

They were losing to larger, more tech-savvy firms that had learned to leverage online platforms for exponential growth. That’s where we stepped in.

Dow Digital’s Customized Strategy

After the initial audit, our team developed a plan that touched every key aspect of the firm’s digital footprint. The approach wasn’t piecemeal; it was an integrated system where each element fed into the next. The foundation of the plan included:

Website Redesign and Optimization: The firm’s old website wasn’t just underperforming—it was actively hurting their conversions. We created a new, fast-loading, mobile-optimized website that reflected the attorney’s professionalism and values. It clearly laid out services, offered trust-building social proof, and gave visitors clear paths to reach out.

Search Engine Optimization (SEO): A full SEO campaign launched almost immediately. This included local SEO (crucial for a firm that served a specific city and surrounding areas), link building, keyword optimization, and long-form content designed to answer the questions potential clients were searching online.

Content Marketing: We created a content calendar filled with blog topics designed to educate, inform, and convert readers into leads. Every blog post was written with purpose—strategically optimized to attract search engines while still being readable, clear, and authoritative. Articles tackled everything from common personal injury myths to step-by-step guides on what to do after an accident.

Paid Ads and Retargeting: Using Google Ads and social media platforms, we launched pay-per-click campaigns focused on intent-driven keywords. These ads didn’t just attract visitors—they attracted the right kind of visitors. By pairing these with retargeting strategies, potential clients who didn’t convert immediately were later reminded of the firm’s services.

Social Media Strategy: Social platforms were no longer treated as afterthoughts. We created and implemented a consistent publishing schedule, mixed with both educational and brand-building content. Over time, the firm grew a dedicated following, positioning them as a local authority on personal injury law.

Call Tracking and Lead Attribution: We implemented tools that allowed the firm to know exactly which marketing efforts were bringing in clients. This meant that every marketing dollar could be traced back to revenue, helping the firm make smarter decisions and scale what worked.

Results: Measurable Growth and a Stronger Brand

The transformation didn’t happen overnight—but within six months, the law firm began to see dramatic results.

Website Traffic: The new website, combined with SEO and content marketing, led to a 225% increase in organic traffic within the first half-year. More importantly, bounce rates dropped and average time-on-site increased, meaning visitors were more engaged.

Lead Generation: Monthly leads more than tripled, with the majority coming from organic search and Google Ads. These weren’t just numbers—they were high-quality leads, often resulting in retained clients.

Google Rankings: The firm began ranking on the first page for dozens of competitive keywords in their practice area, including several in the coveted “local 3-pack” on Google Maps, which drastically increased calls from mobile users.

Revenue Growth: The increase in clients had a direct impact on the firm’s bottom line. Revenue nearly doubled within a year of implementing Dow Digital’s system, allowing the attorney to hire additional staff and expand services.

Brand Credibility: With a consistent social media presence, regular blog content, and a professional website, the firm started receiving compliments from clients and peers alike. Dow Digital’s work not only brought in clients—it elevated the firm’s public image.

What Made It Work

Several factors led to this success:

Revenue-Based Pricing: Unlike traditional agencies that charge fixed fees regardless of performance, our revenue-based pricing meant the agency was invested in the client’s success. This model built trust and accountability, aligning incentives on both sides.

Customization: Nothing was prepackaged. We built every part of the marketing system around the firm’s specific location, client base, and service offerings.

Transparency: We made sure the firm received monthly reports, analytics dashboards, and regular strategy calls. They knew what was happening, why it mattered, and how it was working.

Consistency and Follow-Through: Many agencies launch campaigns and then fade into the background. Indeed, our client had worked with plenty of those in the past. Instead, we stayed involved, monitored metrics, adjusted campaigns, and refined content based on performance.

What This Means

This personal injury attorney’s story is a powerful example of what can happen when smart strategy meets custom execution. But it’s not unique to law firms. At Dow Digital, we’ve helped ecommerce businesses, B2B service providers, health clinics, and more grow through the same level of detail and focus.

That said, we’re very selective about who we work with. Our revenue-based pricing model means we only take on clients we believe we can genuinely help—and who are ready to scale. If you’re running a business that’s great at what it does but struggling to get the word out, you might be a great fit.

Reach out to us today for a free consultation. We’ll sit down with you, audit every aspect of your marketing, and lay out how we can potentially help. There’s no pressure—just real strategy, honest insight, and a clear picture of what growth could look like for you.

The new website, combined with SEO and content marketing, led to a 225% increase in organic traffic within the first half-year. Monthly leads more than tripled The firm began ranking on the first page for dozens of competitive keywords in their practice area The increase in clients had a direct impact on the firm’s bottom line The firm started receiving compliments from clients and peers alike