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Estate & Family Law · 45 days

Kowalski Law Group

New York, NY

22 new clients in 45 days for a 4-attorney estate planning firm

New clients retained
22
in 45 days
Average client matter value
$4,800
estimated annual
Consultation booking rate
32%
of website visitors
Branded search volume
+340%
YoY
The Situation

Where they started

Kowalski Law Group had been practicing for 22 years and had a strong reputation among existing clients and referral partners. But their website (built in 2017) ranked nowhere for any of the searches their ideal clients were actually running. Younger competitors with newer sites were getting all the inbound calls. Jennifer Kowalski was reluctant to spend on marketing that "felt undignified" — the family's position had always been that good lawyering speaks for itself.

The Work

What we built and ran

  • 1
    Rebuilt the firm's site with a focus on credibility: attorney bios, case results (where ethically permitted), thought-leadership content
  • 2
    Wrote 14 long-form articles answering the actual questions estate clients search ("Do I need a trust if I have a will?", "What happens if my executor dies first?")
  • 3
    Targeted Google Ads only on high-intent searches: "estate planning lawyer NYC", "trust attorney Manhattan", "probate help New York"
  • 4
    Set up a tasteful intake flow — clients book a 20-minute consultation directly from the site, with calendar synced to attorney availability
  • 5
    Implemented schema markup for legal services and attorney profiles
Timeline

How it unfolded

Day 1-7
Brand and tone calibration; new site design approved
Day 8-21
Site launch; first articles published; ads campaign goes live
Day 22-30
First 8 new client consultations booked; 6 retained
Day 31-45
Organic traffic begins picking up new searches; total 22 retainers signed

"As a law firm, we were hesitant to rely on digital marketing. PantaSocial changed our perspective completely. Professional, results-driven, and they actually understand local business needs."

JK
Jennifer Kowalski
Managing Partner, Kowalski Law Group

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