The play index · 12 written out
How we’d grow a firm like yours, written out one play at a time — what the situation usually looks like, what we’d do about it, and what we’d be aiming at. Pick the one that sounds like your firm.
Illustrative scenarios
The scenarios below are representative, composite illustrations of how GavelGrow approaches law-firm marketing — not reports of specific client engagements, and the firms, locations, and figures shown are hypothetical and provided for illustration only. They are not a promise, guarantee, or prediction of results; outcomes vary by practice area, market, budget, and competition.
The docket
Showing 12 of 12
A typical mid-sized personal injury firm burns budget on Facebook with no real attribution — clicks come in, but no one can say which dollar produced a signed case. Here's the paid-acquisition funnel we'd rebuild for a firm in that spot, with tracking and conversion baked in from day one.
Illustrative targets
3×+ Target lift in qualified leads ~35% Lower cost per lead 2×+ Monthly consultation volume Read the play Full write-upThe pattern
The pattern we see in PI: high ad costs, soft conversion, and zero visibility into which campaigns generate signed cases — not just form fills.
The play
Our play: stand up revenue-attribution tracking, rebuild the landing pages for mobile conversion, create practice-area-specific retargeting flows, and wire call tracking into the intake CRM — so every dollar maps to a case, not a click.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A typical criminal defense firm is invisible in local search despite years serving its metro. Here's how we'd rebuild local visibility from the foundation up.
Illustrative targets
40+ Target page-1 rankings ~250% Target organic-traffic growth Local 3-pack Visibility goal Read the play Full write-upThe pattern
The pattern we see: buried past page 1 for critical 'criminal lawyer near me' searches, no Google Business Profile optimization, and competitors owning the local pack.
The play
Our play: technical SEO overhaul, Google Business Profile optimization with a review-generation system, local content targeting practice-area + location intent, and strategic link building.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A typical boutique family law practice loses qualified leads to slow response times and disorganized intake. Here's the pipeline we'd systematize end to end.
Illustrative targets
~40% Target lift in consultations <10 min Target response time ~30% Higher show rate Read the play Full write-upThe pattern
The pattern we see: leads falling through the cracks with multi-hour response times and no nurture system for prospects in the emotional decision-making typical of family law.
The play
Our play: a legal-specific CRM with automated response workflows, practice-area nurture sequences, pre-qualifying intake questionnaires, and SMS follow-ups for consultation reminders.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A typical family law firm wants to appear at the very top of Google. Here's how we'd optimize a Local Service Ads presence for visibility and lead quality.
Illustrative targets
70+ Target consultation leads ~$130 Illustrative cost per lead Top 3 LSA placement goal Read the play Full write-upThe pattern
The pattern we see: limited paid visibility despite strong organic rankings, and a need to capture high-intent 'divorce lawyer near me' searches at the top of the page.
The play
Our play: LSA verification and profile optimization, a review-generation system to hold high ratings, lead-quality monitoring with dispute management, and budget optimization by practice-area performance.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A typical immigration firm needs to build trust at scale with a multilingual audience. Here's the strategic video program we'd develop for education and authority.
Illustrative targets
2M+ Illustrative video views ~180% Target organic-traffic growth 3×+ Time on site Read the play Full write-upThe pattern
The pattern we see: immigration clients need extensive education before hiring, traditional marketing feels transactional, and trust must be built across multilingual audiences.
The play
Our play: a video content strategy answering common immigration questions, bilingual (English/Spanish) production, YouTube SEO, distribution across social platforms, and embedding video in high-traffic blog posts.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A typical estate planning firm sits on hundreds of past clients with no system to turn them into repeat work or referrals. Here's the retention and referral engine we'd build to reactivate a book like that.
Illustrative targets
$250K+ Illustrative retainer revenue Dozens Client referrals targeted ~40% Repeat-client rate Read the play Full write-upThe pattern
The pattern we see in estate planning: one-and-done relationships, no contact after the plan is signed, and missed openings for updates, referrals, and related services.
The play
Our play: annual-review reminder campaigns, email nurture sequences for plan updates, a systematic referral-request program, client appreciation events, and educational content that keeps the firm top-of-mind.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
Estate planning firms get referrals from financial advisors and CPAs, but almost never systematically — it happens when someone remembers. Here's the play we'd run to turn that into a channel with named partners, tracked introductions, and a follow-up loop that doesn't depend on memory.
Illustrative targets
Multiples Target lift in referral leads ~15+ Active referral partners ~65%+ Close rate on referred matters Read the play Full write-upThe pattern
The pattern: referral relationships exist but nobody owns them, nothing is tracked, and the firm cannot say which partner sent which matter.
The play
Our play: map the partner universe, build a shared-value offer worth referring into, instrument every introduction so attribution survives the handoff, and run a cadence that keeps the firm top of mind without nagging.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
A firm buys traffic and the site loses it. Here's the conversion-first redesign we'd run for a personal injury firm in that spot — rebuilding around what a hurt person actually needs to see, then proving the change with tracking rather than opinion.
Illustrative targets
~40% Target bounce-rate reduction Several min Longer session time Several×+ More form submissions Read the play Full write-upThe pattern
The pattern: a site built to look like a brochure, bouncing most of the paid traffic before anyone reads a word.
The play
Our play: rebuild page structure around intent, cut the load time, make the phone and form reachable at every scroll depth, and instrument the funnel so each change is measured rather than argued about.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
Elder law is hard to explain in an ad and easy to explain in a conversation. Here's the play we'd run to build a weekly show that does the explaining — and turns guests into a referral network rather than just an audience.
Illustrative targets
~5K+ Target monthly downloads 40+ Referral partners from guests 2–3× Consultation volume Read the play Full write-upThe pattern
The pattern: a practice area that needs education to sell, competing in a channel that rewards brevity.
The play
Our play: a weekly episode built on the questions clients actually ask, guests chosen because they refer, and every episode cut into the shorter assets that carry it into search and social.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
Most family law firms have referral partners and no system behind them. Here's the play we'd run to make the network operate on its own — CRM-tracked partners, automated follow-up, and reporting that shows which relationships are actually worth the lunch.
Illustrative targets
~4–5× Target lift in referral cases 50+ Active tracked partners 6-figure Referral-sourced revenue Read the play Full write-upThe pattern
The pattern: partner relationships that live in one person's head and decay the moment that person gets busy.
The play
Our play: put every partner in the CRM with an owner and a cadence, automate the follow-up that used to depend on memory, and report referral volume per partner so the firm invests where it is working.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
One strong office and four invisible ones is the usual shape. Here's the play we'd run so every location competes in its own market — a real page per office, its own Business Profile, and NAP data consistent enough that Google trusts all of them.
Illustrative targets
Multiple× Target lift in search traffic Dozens/mo New consultations 10+ Map-pack rankings Read the play Full write-upThe pattern
The pattern: a firm expanding into new markets where only the original office ranks, because the other locations share one page and one profile.
The play
Our play: hyper-localized content per office rather than a template with the city swapped, an individual Google Business Profile for each, and NAP consistency across the directories that feed local rankings.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
Most firms have a list they stopped mailing. Here's the play we'd run to make it a channel again — value-first sends, segmentation so the message fits the reader, and nurture that turns dormant contacts into matters without buying a single click.
Illustrative targets
30%+ Target open rate Several % Click rate Six figures List-sourced revenue Read the play Full write-upThe pattern
The pattern: thousands of contacts collected over years, mailed rarely, and treated as an announcement channel rather than a revenue one.
The play
Our play: re-permission the list, segment it by what the contact actually came for, send something worth opening on a real cadence, and automate the nurture so a dormant contact gets a reason to come back.
What it leaves behind
This is a representative, hypothetical example created to show GavelGrow’s methodology — not an account of a specific client or actual results obtained for a client. The figures shown are illustrative and are not a guarantee or prediction of results. Your results will vary.
Or have us run it
Every one of these is written out because we would rather you could run it than take our word for it. Most firms would rather not. One call and we will tell you which of these your firm actually needs first — including when the answer is none of them.
Book a strategy callSee how we run it for firmsFigures shown inside these plays are illustrative demonstrations of method, not guaranteed or typical outcomes. Individual results vary.