Estate Planning Law Firm Case Study – Michael Bailey Law Offices, LLC
From $400K Annually To A $1.2 Million Dollar Estate Planning Practice
Michael Bailey already had a successful estate planning practice.
He didn’t need help proving people would hire him.
He needed to figure out how to take a practice that had plateaued around $400,000 a year and build something that could grow beyond him.
Today, Michael generates approximately $1.2 million annually while maintaining a practice designed around something equally important:
His time.
THE RESULTS
$1.2M+
Annual revenue
30–40
Estate plans completed each month
2,000+
Organic website clicks each month
38
Qualified appointments booked in one month
1
With a team consisting of Michael and one paralegal.
WE STARTED BUILDING MICHAEL’S AUTHORITY.
We Turned What Michael Knew Into Marketing Assets He Would Own
Most marketing works like rent.
You continue receiving attention for as long as you continue paying. Once you stop, the attention disappears.
We wanted Michael’s marketing to build equity instead.
So we worked with Michael to turn his knowledge, stories, and experience into educational content that could continue building trust long after it was published.
Not generic articles written only to satisfy an algorithm.
Evergreen assets.
Articles answering real questions.
Stories explaining concepts in ways prospective clients could understand.
Educational resources Michael could be proud to have someone discover today—or years from now.
Every new article gave prospective clients another way to find Michael—and another reason to trust him.
THE LIBRARY GREW. SO DID MICHAEL’S REACH.
As Michael’s library expanded, his website became more valuable to both search engines and prospective clients.
Google had more useful information to connect with the questions people were searching for. Prospective clients had more opportunities to read Michael’s ideas, understand his approach, and become comfortable with him before scheduling a consultation.
Michael’s monthly organic search traffic grew from approximately 521 clicks to more than 2,150 clicks.
That meant thousands of people were discovering Michael’s expertise every month—without Michael having to personally educate each one. Eventually, we had created something Michael probably wouldn’t have had time to sit down and create himself:
A book.
EVENTUALLY, MICHAEL’S CONTENT BECAME SOMETHING TANGIBLE.
After building a substantial library of educational content, we identified some of Michael’s strongest material, organized it, and helped transform it into an estate planning book with Michael Bailey on the cover.
The book wasn’t a separate marketing gimmick.
It was the natural result of a year spent capturing and organizing what Michael already knew.
Now Michael had something he could give to prospective clients.
Something he could send to referral partners.
Something he could display proudly in his office.
And something that reinforced what his entire digital presence was already communicating:
Michael wasn’t simply another estate planning attorney.
He was an authority with something worth saying.
Most importantly, Michael didn’t have to reinvent himself as a blogger, professional speaker, event host, or full-time marketer.
He shared his expertise.
We helped turn it into assets.
Michael could keep being the attorney.
Before
$400K
Annual revenue plateau
1 Week
Typical calendar wait
500+
Organic clicks/month
Scattered
Lead tracking & follow-up
5-15
Estate plans/month
TODAY
$1.2M+
Annual revenue
9-12 Weeks
Typical calendar wait
2,000+
Organic clicks/month
Organized + Automated
Lead tracking & follow-up
30–40
Estate plans/month
WE ORGANIZED ALL HIS DATA AND BUILT A LEAD-NURTURING FUNNEL.
Michael Didn’t Need More Leads, He Needed A System That Made More Of The Leads He Already Had.
Michael wasn’t starting from zero.
People were already finding him. They were calling, submitting forms, sending emails and asking questions.
But Michael will be the first to tell you: he’s not a tech guy.
Lead information lived in different places. Follow-up wasn’t organized. There wasn’t a clear pipeline showing who had contacted the firm, what they needed, where they came from, or what should happen next.
And in estate planning, that’s a problem.
Unlike many legal matters, creating an estate plan usually isn’t urgent.
People think about it.
They research.
They put it off.
Sometimes for months. Sometimes for years.
That means someone who contacts your firm today and doesn’t immediately schedule isn’t necessarily a bad lead.
They may simply not be ready yet.
Michael needed a system designed around that reality.
A way to organize every opportunity, keep valuable prospects from getting lost in the shuffle, and continue nurturing the relationship without requiring Michael to personally remember who needed another email or follow-up.
Because the longer the right prospect stayed connected to Michael, the more opportunities Michael had to educate them, build trust and become the attorney they already planned to hire when they were finally ready.
The goal wasn’t to create a pipeline filled with people price-shopping five different attorneys.
The goal was to create a pipeline filled with people who had already chosen Michael.
Qualified Appointments, Secured 🔒
We track every lead that came into his business. Our objective? It wasn’t to get as many booked appointments as possible, believe it or not. It was to reduce the number of appointments to less than 5, but ensure they were all qualified. Only after we achieved this mark did we open the floodgates. Once we did, Michael’s calendar began filling up with 20 to 30 qualified appointments every month, without he or his team having to lift a finger. His system did all the heavy lifting for him.
In February of 2023 a total of 38 qualified prospects booked on Michael’s calendar. It was at that point he was fully booked 3 months out. There was no way of getting on his calendar unless he had a cancellation.
People are willing to wait 3 months to meet with him.
Let that sink in.
Michael had reached a point where 38 appointments a month was simply more demand than his calendar could accommodate. So rather than continuing to fill his schedule months in advance, we intentionally dialed in the system to match the capacity of his practice.
Today, Michael has settled into a sustainable sweet spot, with 15–20 qualified appointments booked on his calendar every month on autopilot—giving him a consistent flow of new clients without overwhelming his schedule.
*Its also worth noting that 15-20 straight-to-calendar appointments is not cumulative of the number of appointments he books monthly
From $400K a Year to a 7-Figure Estate Planning Practice
How a solo estate planning attorney turned his expertise into an authority-building marketing system generating thousands of organic visitors, consistent qualified appointments, and enough demand to book his calendar months in advance. ⬇️
Michael Bailey, Esq.
Founder, Michael Bailey Law Offices • Colorado
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Full case study runtime: 9m
