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- Established businesses with a defined marketing budget
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- Includes a $250 digital audit covering your website, SEO, local presence, and online performance—yours to keep.
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LEGAL CASE STUDY
From $50K/Month Ad Dependency to 40,000+ Leads and a Self-Sustaining Organic Engine
How WISE Digital Partners helped Jorgensen, Brownell & Pepin, P.C. build one of Colorado's highest-performing legal marketing programs over four and a half years, turning organic search from an afterthought into the firm's dominant growth channel.
A 30-Year Firm Stuck Paying for Every Lead
Founded in 1989, Jorgensen, Brownell & Pepin, P.C. (JBP) is one of Colorado's most respected law firms, with award-winning attorneys and deep specializations across Family Law, Personal Injury, Estate Planning, Elder Law, Real Estate, and Construction Law. The firm serves clients from four offices: Denver, Broomfield, Longmont, and Loveland.
But when JBP came to WISE in 2021, their digital presence did not match their reputation. A previous agency had locked the firm into a single-channel strategy: paid search ads consuming $50,000 per month with no organic foundation behind them. The website had user experience problems, thin content that failed Google's quality standards, weak SEO limiting local search visibility, and no structured data helping search engines understand the firm's breadth of services. Every lead cost money. There was no path to reducing that cost.
WISE was brought in to build one.
From Launch to Attributable Revenue in Under 6 Months
A strategic roadmap that turned content, authority, and local visibility into measurable business growth.
More visibility. More traffic. More opportunity.
Higher-quality leads that convert.
Stronger cases. Better outcomes.
From a brand-new website to market leadership in under 6 months.
Strategy. Execution. Compounding Results.
A Full PAC Framework Engagement: Position, Attract, Convert
SEO Strategy, Site Architecture, and Structured Data
WISE rebuilt JBP's digital positioning from the ground up. The team restructured the entire website around topic-based content clusters and implemented JSON-LD structured data across all service and location pages. Internal linking was overhauled so search engines could understand the firm's full breadth: six practice areas across four Colorado markets. The work earned JBP a Google Knowledge Panel in search results and created the architectural foundation that allowed every subsequent content and GBP investment to compound rather than exist in isolation. By organizing the site the way Google organizes knowledge, WISE gave JBP a structural advantage over competitors relying on flat, page-by-page SEO.
Question-First Content, Paid Media, and Local Visibility
WISE built JBP's content around a key insight: people searching for legal help increasingly type full questions, not keyword fragments. The team created educational, plain-language content matching that behavior across every practice area and market. The approach worked: 38% of JBP's ranking queries are now question-based, driving 40% of all organic clicks while outperforming their impression share. Google Business Profile optimization drove GBP engagement to 66.5% with a 16% conversion rate. Paid media was restructured across PPC, LSA, and Microsoft Ads, achieving a $115 blended cost per lead. AI-powered search referrals also began appearing, an early signal that the question-first strategy is built for where search is heading.
Website Rebuild, Lead Tracking, and Source Attribution
WISE designed and launched a conversion-focused website with clear service pathways, strong calls to action, and lead tracking integrated from day one. Signed-client data from the firm's Tabs3 practice management system was connected to marketing sources, enabling true closed-loop attribution from first click to signed engagement letter. That infrastructure revealed Google Organic alone drove 31 signed clients in April 2026, nearly double the combined paid channels. Organic visitors averaged 72 seconds of engagement; GBP visitors averaged 95 seconds, confirming the content was reaching high-intent users who were ready to hire. That data gave the firm confidence to keep investing in the organic engine quarter after quarter.
Answering the Questions People Actually Ask
Legal search behavior is shifting. People no longer type two-word keyword fragments and scroll through results. They type the full question they need answered.
"How to leave your house to your child without paying taxes" or "how long does it take to get a settlement check after you settle."
As AI-powered search tools accelerate this trend, the firms that rank are the ones that match the way real people actually ask for help.
382
Full-question queries
(38% of top 1,000 queries)
40.4%
of organic clicks
from question queries
23.2%
of impressions
from question queries
2,644
"How" clicks
732 from "Can"
WISE built JBP’s content to meet this moment.
Across the site’s top 1,000 ranking queries, 382 (38%) are full questions. Those question queries drive 40.4% of all organic clicks while accounting for just 23.2% of impressions, meaning they convert searchers to site visitors at a significantly higher rate than short-tail searches. “How” questions alone generate 2,644 clicks, followed by “Can” questions at 732.
Two content clusters illustrate the strategy’s power.
A single estate planning blog post about transferring a home to children without triggering taxes captures an entire family of long-tail queries, from “how to leave your house to your child” (236 clicks, position 2.4) to “how to transfer property to children tax free” (35 clicks, 13.9% CTR). A personal injury post about settlement timelines does the same, capturing every variation of “how long until I get my settlement check” (combined: 725+ clicks across 7 query variants, all ranking in the top 3–5).
This approach is also future-proof.
AI search tools like ChatGPT and Perplexity draw on content that answers questions clearly and authoritatively, which is exactly how JBP’s content is structured. Early signals confirm this: AI-powered search already referred 43 sessions in a single reporting period. As adoption grows, JBP’s content library is positioned to be cited and recommended by the tools that are reshaping how people find legal help.
Top Question-Query Wins
High-impact questions driving clicks and rankings
Other Notable Wins
Additional content ranking for valuable legal topics
Built for today. Ready for tomorrow.
By structuring content around real questions, JBP doesn’t just rank today, they’re built to be discovered, cited, and recommended by the AI-driven search experiences of tomorrow.
Smarter Spend, Not Just More Spend
We rebuilt the paid strategy to focus budget where it performs best, complementing organic search and driving more signed clients.
A Strategy That Delivers
When JBP came to WISE, the firm's entire marketing strategy was a $50,000 monthly ad spend with no organic support and a 6% average conversion rate across all ads. Our integrated approach has lifted conversion to 20%, with organic search now delivering 61% of all leads and the majority of signed clients.
Focused Where It Counts
WISE restructured the paid program across Google PPC, Local Service Ads, and Microsoft Ads, allocating budget by practice area performance. Estate and Probate emerged as the standout: $75 per lead via PPC with a 12% closing ratio ($627 per signed client). Family Law PPC achieved a 17.6% closing ratio. Across all PPC campaigns in 2026, the program is generating 567 leads from $65,452 in spend, with 23 signed clients at $2,846 per acquisition.
Balanced By Design
We adapted channel mix by practice area. Personal Injury, where paid CPLs run higher ($719 per LSA lead), is increasingly supported by organic content ranking in the top 3 to 5 for settlement and injury queries. Paid budgets concentrate on Family Law and Estate Planning where the cost per signed client justifies the investment, creating a system where each channel does what it does best.
Paid Efficiency Metrics
Better performance. Smarter investment.
567
Leads generated in 2026 from $65,452 in spend
23
Signed clients in 2026 at $2,846 per acquisition
61%
Of all leads now from organic search
20%
Average conversion rate across all ads
Four and a Half Years of Compounding Growth
Lead Generation
904
Avg. new clients per year under WISE
Up 37% from 661 pre-WISE
40,190
Total leads tracked
Jan 2022 to Jul 2026
1,747
Total signed clients
Jan 2022 to Jul 2026
Organic Growth
222K+
Organic search users (GA4)
28% → 61%
Organic share of leads
Pre-WISE to 2024
38%
Queries are question-based
Driving 40% of all clicks
Local Visibility
+58 positions
Broomfield map pack gain
62 → 4
+45 positions
Loveland map pack gain
50 → 4.5
+21.7%
Search Console clicks
Most recent reporting period
Efficiency
6% → 20%
Ad conversion rate
$115
Blended PPC cost per lead
2026
+31%
Avg. case value growth
$2,307 → $3,025
Video Testimonial
Matthew Crowther, Esq. · Shareholder, Jorgensen, Brownell & Pepin, P.C.
100+ Reviews
READ MORE REVIEWS
Trevor Myres
Founder, Myres CPS
Working with WISE has been great. They have been thorough, professional, knowledgeable, and have really taken our brand image and brought it to life. We couldn't be happier and more excited for things ahead.
Chase Birky
CEO + Co-Founder; Dark Horse CPA
Some companies are vendors, others are partners to your business. WISE is definitely the latter. They have partnered with us strategically on all things digital, created an incredible website (probably the best in the industry to be honest), built the underlying SEO, optimized our Google AdWords, helped us tremendously on the creative side…the list goes on and on. All aspects of your digital presence and marketing are taken into account when you work with them and you get great insights into your performance and improvements. Incredible ROI. Incredible people.
Chris DeBlanc
Managing Principal, DeBlanc, Murphy & Murphy, LLC
They are great people to work with. Great track record of success. WISE Digital built us a complete and functional website, and delivers us a consistent stream of leads with a high conversion rate.
Ready to Build Your Own Growth Engine?
Whether you're a law firm still dependent on paid ads or one ready to turn organic search into a compounding growth channel, the WISE Growth System™ was built to create exactly what JBP has: a self-sustaining engine that keeps generating leads long after the campaign ends.
Build. Grow. Soar.
Get WISE about digital marketing with advanced services, industry experts, and cutting-edge tools designed for long-term, sustainable growth.