Case study
- Strategy
- Acquisition
- Law Firm
Washington, DC Employment Law Firmand White Bridge
How an employment law firm turned its expertise into a scalable acquisition channel
12 months
Client name withheld. Demo figures, not verified results.
+%
monthly enquiries
+%
qualified leads
+%
lawyer consultations
+%
new legal clients
%
lower cost per new client
+%
e-course sign-ups
Snapshot
- Client
- A Washington, DC employment law firm (name withheld)
- Focus
- Employee workplace training and an employee e-course
- Services used
- Search and social ads, landing pages, email automation, retargeting, CRM segmentation, tracking, reporting
- Timeline
- 12 months
The Firm
The boutique advises employers and managers on handbooks, agreements, policies, investigations and training across DC, Virginia and Maryland. It also educates employees, including an e-course on toxic workplaces, bullying, discrimination, harassment, severance, termination, and when to consult an employment lawyer.
The Challenge
The expertise was strong. There was no predictable digital channel for employee education.
- 01
Reach employees earlier, before they search for an attorney.
- 02
Build a scalable path from a workplace concern to educational content, then a course or training, then a possible consultation.
Our Strategy
A paid acquisition pilot promoted the e-course through search and social. The work then added landing-page optimisation, retargeting, email nurture, training promotion, CRM segmentation and consultation follow-up.
What We Did
- 01
Search and social ads
Google Search Ads for workplace-problem searches, plus Meta and Instagram ads.
- 02
Landing pages
Dedicated e-course landing pages with conversion-rate optimisation.
- 03
Funnel and sign-ups
An employee e-course funnel, plus webinar and training registration campaigns.
- 04
Retargeting
Campaigns for visitors who had not yet signed up.
- 05
Email, CRM, automation
Lead capture, email nurture, automated follow-up, and CRM and audience segmentation.
- 06
Tracking and reporting
Conversion tracking and attribution, campaign optimisation and reporting.
How We Worked
Team
A growth team of paid media, funnel, automation, CRM and landing-page specialists, plus an account lead
Funnel
Search or social ad, then an educational landing page, then an e-course or training sign-up, then email nurture, qualification, consultation and legal client
Division of work
White Bridge ran campaigns, funnel optimisation, tracking and automation. The firm supplied legal expertise, educational content and client-facing legal services.
Tools and rhythm
CRM, Google Ads, Meta Ads, email automation, landing-page analytics, Slack and a shared workspace, with weekly reporting and monthly strategy reviews
The Results
Over 12 months, compared with the start of the engagement.
- Monthly enquiries rose from 64 to 138 (+116%).
- Qualified leads rose from 31 to 79 (+155%).
- Lawyer consultations rose from 18 to 43 (+139%).
- New legal clients per month rose from 8 to 21 (+163%).
- Cost per new client fell from $486 to $276 (43% lower).
- Monthly e-course sign-ups rose from 42 to 117 (+179%).
- Training registrations rose from 18 to 54 (+200%).
The firm now signs 21 new clients a month instead of 8, at a 43% lower cost per client, and e-course sign-ups rose 179%.
