The Challenge
A family law firm came to VBM Strategy with a clear goal — to generate more qualified leads online — but without the systems in place to track where those leads were coming from. Despite steady website traffic, they had no conversion tracking, no visibility into ad performance, and no framework to measure success.
Before investing in paid ads, they needed clarity: Which marketing efforts were actually working?
The Strategy
Rather than jumping straight into ad spend, our team started with the foundation — setting up conversion tracking, analytics, and reporting systems to ensure every future marketing dollar could be measured.
We also audited the firm’s organic performance and SEO visibility to strengthen the non-paid side of their marketing ecosystem. This two-pronged approach allowed the firm to improve its lead quality immediately while preparing for efficient scaling through paid campaigns.
The Implementation
VBM Strategy implemented a series of tactical steps to build the firm’s digital infrastructure:
- Conducted a keyword and traffic analysis to identify top-performing search terms for family law services
- Optimized existing web pages for SEO and user intent
- Created a scalable campaign framework for Google Ads integration
This setup not only allowed the firm to track leads accurately — it created a roadmap for long-term, data-backed decision-making.
Internal Team Collaboration & CRM Accountability
As part of the process, we identified an important limitation: sales tracking within the internal CRM.
While VBM managed all marketing performance tracking, the internal team — including attorneys and intake staff — was responsible for accurately tracking lead outcomes within the firm’s CRM. This created a critical bridge point between marketing and sales.
We worked collaboratively to help the internal team understand how marketing data and lead management intersect. The firm ultimately developed an internal process to ensure CRM data aligned with marketing reports, giving leadership a complete picture of which leads converted into clients.
This phase reinforced an important truth: marketing and sales are complementary systems — but accountability in CRM tracking must come from the inside.
And when that internal structure isn’t fully in place, having the right external support can make all the difference. That’s where we often leverage trusted sales consultants from our partner network — experts who help clients strengthen their sales integration, streamline follow-up processes, and ensure every marketing lead has a clear path to conversion.
The Results
Within the first 90 days, the firm saw a 2× increase in qualified leads, driven by improved visibility and optimized conversion tracking.
The new reporting provided real-time insight into which campaigns and search terms were driving consultations. With tracking, SEO, and reporting aligned, the firm was positioned to confidently expand into paid advertising with a clear, measurable foundation.
Key Results:
- 2× increase in qualified leads
- Full visibility into marketing ROI
- Scalable framework for future paid campaigns
- Improved CRM accountability and lead tracking
The Takeaway
By starting with clarity and systems — rather than ad spend — the Family Law firm built a sustainable, data-driven marketing foundation. The collaboration between VBM Strategy and the internal team created a structure that not only increased leads but also improved accountability and reporting across both marketing and sales.
At VBM Strategy, we help businesses align what’s seen in marketing with what happens next — because visibility means more when it’s measurable.
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