How Brenda Clark Family Law signs new clients for about $200 each
A Nashville family-law firm was paying an agency for ads that broke even at best. Here's what we built in their place, and what it has brought in, counted all the way to the signed client.
The firm, and the ads it was paying for · What we built · What it brought in
The firm, and the ads it was paying for
Brenda Clark runs a family-law practice in Nashville. I first worked with her on litigation, helping prepare complex cases for trial, and that's how Aquila started: she asked me to look at her marketing.
She was paying an agency to run her Google ads, and the ads weren't producing. At best they paid for themselves, and at worst they lost money. They asked for a call and sent every click to her homepage, which was built for someone ready to call that day. Anyone who wasn't ready yet had no reason to stay and no way to hear from her again. And nobody could tell her what a new client cost.
What we built
We put the Client Magnet System in place of the old ads. For her firm it came down to four parts.
Ads that offer help first. Her Google ads stopped asking for a consultation and started offering free guides for people facing a divorce, answering the questions they're already trying to answer.
A page for each guide. Each ad leads to a page with one thing to do there: get the guide. The person gives their contact details and permission to follow up, so a visit that would have ended in a closed tab becomes a lead.
Follow-up by email. Everyone who signs up gets the guide, and then emails that keep helping while they decide.
Tracking to the signed client. Every lead is logged and followed through to the consultation and the signed engagement. For the first time, she can see what a new client costs.
What it brought in
- About $21 a lead
- About $200 a new client
- About $135,000 in estimated case value¹
Pull quote
"In 40 years of practicing law, this is the best way to get more clients that I've ever had."
— Brenda Clark, Family Law Attorney
Joshua David Little is a Fractional CMO for law-firm owners and the founder of Aquila Law Firm Marketing. He has run his own consulting firm since 2004, and has done hands-on work helping attorneys prepare complex litigation for trial in family law, medical malpractice, personal injury, and unjust enrichment cases. He ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads.
¹ Case value estimated from average case value.