About the Firm

This estate planning law firm in Centennial, CO has been serving families and couples for more than three decades. Their team helps clients prepare for the future with services like estate planning, probate, and trust administration. From wills and revocable trusts to special needs planning and powers of attorney, the attorneys provide thoughtful guidance so that clients can feel secure knowing their wishes are protected.

The Challenge

When the firm came to us, they were in trouble. They had been spending more than $40,000 a year on marketing with another agency, but the results just weren’t there. The campaigns lacked strategy, communication was minimal, and nearly the entire budget had been poured into pay-per-click ads that weren’t producing leads. The practice was on the brink of shutting its doors if something didn’t change.

Our Approach
The firm was introduced to us through a networking referral, and we got to work right away. The first step was to dig deep into their website, SEO, and overall marketing setup. What we found confirmed their frustration: little to no control over their own content, no real SEO plan, and overspending in all the wrong places.
Working alongside our design partners, we rolled out a complete overhaul:
– Website Migration & Redesign – We moved their site to a platform they fully owned and could easily manage.
– Content Optimization – Once the content was back in their hands, we optimized it for SEO so it could actually work for them.
– SEO Strategy – We built a tailored SEO plan, including local search optimization. Their Google Business Profile was optimized for estate planning and probate-specific keywords, helping them connect with people in their community who were actively searching for their services.
– Budget Reallocation – We phased out their ineffective PPC ads and shifted focus to organic and local SEO. By doing so, we reduced their annual marketing spend by 82%.

The Results
The turnaround was dramatic. Over 16 months, the firm’s site received more than 3,480 clicks and 552,000 impressions. Their top-performing search terms included “medical power of attorney Colorado” and “living will Colorado.”
Some highlights:
– Their Medical Power of Attorney page alone saw more than 1,000 clicks and nearly 97,000 impressions.
– Their home page impressions grew to 126,000+.
– Organic search traffic jumped by 129% year-over-year.
– Direct searches (people looking specifically for their firm) increased by 109% year-over-year.
– Google Business Profile views shot up by 566%, with calls up 350% and site visits up 345%. Views in May of 2025 were up 60.9% compared to the previous year.

The best part? The firm went from barely hanging on to operating at full client capacity—all while cutting their marketing budget by more than three-quarters.

The Takeaway
This story is proof that throwing money at ads without strategy isn’t the answer. With a thoughtful SEO plan, a strong website foundation, and clear ownership of content, even a struggling law firm can turn things around.
Today, this estate planning practice has a steady flow of new clients, a trusted online presence, and the confidence that their marketing dollars are finally working as hard as they are.