A Trial Lawyer’s Online Struggles

Law Firm Marketing Case Study

This is the true story of a New York trial lawyer’s long struggle to build a strong web presence and get more love online from Google

A few years ago, a New York Trial Lawyer was really frustrated with his website and online presence.  He had three big concerns.  His first concern was that his website didn’t properly represent the quality work he was doing in the court room.  His second concern was that his website never appeared online unless someone was searching for him by name. And, finally, when he searched on Google using keyword phrases like “personal injury lawyer”, “car accident lawyer”, “medical malpractice attorney”, etc. the firms he was seeing appear in Google were not the best personal injury attorneys in the area.  The New York Trial Lawyer in this story is Richard Nicotra, Senior Trial Lawyer at Andrews, Bernstein, Maranto & Nicotra, PLLC.  Read this law firm marketing case study.

In the Beginning

Rick decided to take on the responsibility of helping the firm build a stronger website and online presence.  Rick initially turned to their local phone book company for help.  The new website they recommended came with a very high price tag, but Rick reluctantly decided to give them a chance.  After all, he had been doing business with this phone book company for many years. Rick began to see problems with his new website right away.  While the website was being built, Rick had some unexpected problems to deal with.

First of all, he had to deal with constant employee turn-over at the company.   Being forced to work with three different website managers just to get it launched, Rick had to entirely re-focus the website.

Then, when the website was finally launched, there were a ton of errors and issues with appearance and functionality.

In addition to the poor-quality work, the publisher was very slow to respond and fix problems.  Rick would need to send three emails just to get the simplest things done to the website.  Then, after all that, the website still didn’t rank on Google for anything.  Rick was exactly where he had started except now he just had a different bad website, and he had wasted a lot more time and money.  Rick decided to a make a change.

Searching for a Change…

Rick began interviewing law firm marketing companies.  Rick would ask them all the same questions.  He would start with, “What is your plan to get us ranking on Google?” Then he would ask, “How long would it take to get top Google rankings?” And he would ask, “Can you show me the top results you are getting with other trial lawyer websites?”

Each provider he talked to would lay out their website marketing plan and talk about how the competition was very tough in his area and because of the competition, they could not guarantee Rick’s website would get on Page One.  That was unacceptable to Rick, so he kept searching…  Then after five interviews, Rick met Shawn Grant at Accelerate Now Law Firm Marketing.

During the initial meeting, Rick explained his firm’s mission, his frustrations dealing with other providers, and what he wanted to accomplish online.  Shawn listened carefully taking notes.  After a little while, the conversation shifted toward an internet marketing education session.

What Does Google Really Want?

Shawn began to explain to Rick that Google lays out exactly what they want to see from an attorney website and then Shawn said, “If we do what Google wants, they will reward your firm with top rankings across the board and you will be able to help more people in the community.” Shawn then said, “The opposite is also true. If we don’t do what Google wants, then Google won’t be able to rank your website for much and you will be stuck with limited to no success online..”

Google wants your firm’s website to provide lot of high quality, useful information to your web visitors.  Here is a Google Statement about their latest update:

Here is Google’s statement on Twitter:

“Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.

As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”

Shawn explained, “If you we want to take your website that is getting no love from Google into a top-ranking website, we need to do everything we can to create and publish practice area website content that educates web visitors.  We also need to make it easy for them to return to the website to view other pieces of educational content on your website.”

This sounded like an unbelievable task to Rick.

Shawn explained that Accelerate Now Law Firm Marketing’s SEO program included unlimited educational practice area videos, eBooks, and email nurturing.  He said, “If you do decide to do this we will get top Google Rankings within three-six months, regardless of the competition in the area.” Then Shawn said, “If this doesn’t happen, you should fire us!”

Accelerate Now Law Marketing Case Study

We told Rick his program would include a new content-rich, mobile-optimized law firm website, strong SEO, HD video production, practice area eBooks with email nurturing, mobile apps, 24/7 live chat, social media management, and return on investment reporting.

We then explained that it would take us 60 days to build everything, and that he could count on getting strong SEO rankings and qualified case from Google within 3-6 months.

Law Firm Marketing Case Study Results

Within three months, we started getting strong SEO rankings across the board against some tough competitors.  Rick’s program initially delivered three-four qualified cases a month.  Today, his website marketing program delivers 10-12 qualified cases every month.


Current Monthly Results:

  • 140+ First Time Callers per Month
  • 25+ Live Chat Leads per Month
  • 40+ Nurturing Campaign Subscribers per Month

Learn more about the strategies used to turn everything around

To learn more about this law firm marketing program and why Rick’s website marketing program works so well, schedule a free consultation.

Robert Maranto

Prior to meeting with Accelerate Now I can honestly say that our web presence was minimal if anything. We had always been a firm that operated on the theory that by doing good work, we would continue to grow our practice. Since coming on with Accelerate Now our web presence has grown dramatically. Our case intake has increased because of that presence. Our website is flawless, and the experience has been nothing short of incredible. – Robert M. ★★★★★

Shawn and his team have taken my firm from page 4 to Google page 1 consistently. Accelerate has increased our online presence dramatically, thereby increasing our client base. – Richard N. ★★★★★

Rick Nicotra

Learn more about the strategies used to turn everything around

To learn more about this law firm marketing program and why Rick’s website marketing program works so well, schedule a free consultation.

You might also want to take a look at our attorney digital marketing guide.

Leave a Reply

Your email address will not be published. Required fields are marked *