Estate Planning Law Firm Case Study – JMS Law, LTD

FIRST: THE BUSINESS GREW

From $10K Months to $40K–$50K Months in Year One

One of the important things about Jill Santiago’s story is that the revenue growth came before the dramatic SEO growth.

During her first year, organic search traffic was still relatively modest—approximately 20–30 clicks per month.

And yet the firm grew from roughly $10,000 per month to $40,000–$50,000 per month.

That’s an important distinction.

We weren’t simply chasing rankings or website traffic.

The objective was growing the law firm.

Before

TODAY

Jill Wasn’t Starting With a Marketing Machine

She was starting almost from scratch.

When Jill came to us, she was operating the firm largely on her own. Her website wasn’t generating leads, organic traffic was virtually nonexistent, and there wasn’t a predictable system putting qualified prospects onto her calendar.

The opportunity wasn’t simply to generate more traffic.

We needed to build an engine capable of turning visibility into consultations—and consultations into estate planning clients.

THEN THE ORGANIC TRAFFIC COMPOUNDED

From Essentially Zero Organic Traffic to 400+ Clicks Every Month

Jill’s organic growth didn’t happen overnight.

After year one, her website was receiving approximately 20–30 organic clicks per month.

Then the work began compounding.

During year two, traffic accelerated dramatically. Today, the website averages approximately 400 organic clicks every month—without Jill paying for every visitor.

Even at just $5 per click, acquiring 400 visits through advertising would represent approximately $2,000 in monthly media spend.

Organic visibility becomes an asset the firm continues benefiting from month after month.

TRAFFIC BECAME APPOINTMENTS

More Traffic Wasn’t the Goal. More Qualified Consultations Were.

Early in the engagement, our first goal was proving that Jill’s website could consistently generate opportunities.

Once that happened, the objective changed.

We began refining the marketing, messaging, nurturing and qualification process so the firm wasn’t simply generating more leads.

It was generating better ones.

Today, Jill typically sees:

15–20 qualified appointments

book themselves directly onto her calendar each month.

And in February 2025 alone, 32 qualified prospects booked appointments. At that point, Jill was booked approximately three weeks out.