A West Texas law firm achieved 10x growth in cases and calls through comprehensive digital marketing, including website redesign, local SEO, and targeted advertising, requiring five new attorney hires.
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For personal injury law firms in West Texas, standing out in a competitive market isn’t just challenging—it’s essential for survival.
With over a century of combined experience as state and federal prosecutors, Keith & Lorfing brings a powerful advantage to clients facing criminal charges and personal injury claims.
Serving communities across Abilene, San Angelo, Lubbock, and Midland, TX, the firm’s trial attorneys leverage their extensive courtroom experience, relentless work ethic, and strategic defense tactics to protect clients’ rights.
They have successfully navigated hundreds of complex criminal cases, from violent offenses to white-collar crimes like fraud and political corruption.
In addition to criminal defense, Keith & Lorfing advocates for West Texans in personal injury and wrongful death cases, securing justice for victims of car and trucking accidents, workplace injuries, and more. This case study explores how their expertise and dedication translate into real results for their clients.
This case study reveals how our comprehensive digital marketing strategy transformed Keith & Lorfing from struggling to secure leads to becoming a dominant force in West Texas personal injury law.
“WEBRIS’ comprehensive approach to digital marketing transformed our practice. We went from struggling to find cases to having to hire multiple attorneys to handle the workload. They truly understood our market and delivered results that exceeded our expectations.”
– Russell Lorfing, Managing Partner
The Challenge
Lorfing Law approached us with a common but crucial problem: despite their expertise in personal injury and criminal defense law, they weren’t reaching enough potential clients.
Previous marketing agencies had failed to move the needle on their primary goal—generating more inbound leads and signed cases for their personal injury practice.
Their situation reflected a challenge many law firms face: having excellent legal services but struggling to connect with the people who need them most. In West Texas’s unique market, traditional marketing approaches weren’t cutting it.
Understanding the Market
Before implementing any solutions, we conducted deep market research to understand Lorfing Law’s core demographic: the hardworking blue-collar workers of West Texas, including:
Oil field workers
Truckers
Industrial workers
Local families
These individuals needed legal representation that understood their world and spoke their language. The existing brand and digital presence weren’t effectively reaching or resonating with this crucial audience.
Our Strategic Approach
We developed a comprehensive digital marketing strategy that aligned with both the firm’s goals and their target market’s needs. Here’s how we transformed their digital presence:
Complete Digital Rebrand
We repositioned Lorfing Law’s brand identity to embody the spirit of West Texas. This wasn’t just about looking different—it was about creating an authentic connection with their core demographic: hardworking, blue-collar workers who form the backbone of the region’s economy.
Website Redesign
We completely overhauled the website with a focus on:
Clear, straightforward messaging that resonates with their target audience
Improved user experience optimized for mobile devices
Strong calls-to-action that drive phone calls and form submissions
Fast loading speeds for better user experience and SEO performance
BEFORE
AFTER
Comprehensive Digital Marketing Campaign
Our multi-channel approach included:
Content Development
Created engaging, informative content that addressed common legal concerns
Developed location-specific content for each market
Implemented an educational blog series focused on workers’ rights and injury claims
Digital PR
Built authoritative backlinks from relevant local and legal websites
Secured features in local news outlets
Enhanced the firm’s online reputation through strategic press releases
Most clients see initial improvements within 3-4 months. For Lorfing Law, significant increases in call volume began around month 3, with case volume reaching the 10x milestone by month 8. The full transformation, including hiring new attorneys, occurred over a 12-month period.
What kind of budget is needed to achieve similar results?
While each market is different, a comprehensive digital marketing campaign typically requires an initial investment of $15,000-20,000 for website redesign and branding, plus ongoing monthly marketing budgets of $10,000-15,000 for SEO, content, and advertising. ROI typically exceeds 300% once campaigns are optimized.
Will this work for my law firm if I'm in a different location/practice area?
Yes, these strategies can be adapted for any market or practice area. We've successfully implemented similar campaigns for family law firms in major cities and estate planning attorneys in rural areas. The key is customizing the approach to your specific market dynamics and target client base.
How do you maintain quality of service with such a large increase in case volume?
We work closely with firms to scale their operations alongside marketing growth. For Lorfing Law, this meant implementing new case management software, hiring additional support staff before case volume peaked, and gradually bringing on new attorneys. We can help you plan for and manage growth sustainably.
What specific metrics do you track to measure success?
We track multiple key performance indicators (KPIs) including:
Monthly qualified leads and phone calls
Case signing rate
Cost per acquisition (CPA)
Keyword rankings for target terms
Website conversion rates
Return on ad spend (ROAS)
Individual practice area performance
We provide monthly reports with all these metrics and strategic recommendations based on the data.
A MESSAGE FROM OUR FOUNDER
Most Legal Marketing Agencies Are Full Of 💩.
They're focused on "traffic", we are solely focused on generating new cases.
Most agencies are not fit to service law firms. Their strategies are out touch and they don’t understand the inner workings of your business.
I’ve worked with law firms for almost a decade, I know what you care about.
Not rankings, not traffic, not colorful charts and not even leads. New client cases. Our entire process is built with that goal in mind, which is why we’re so damn effective at what we do.
From the way we operate to the way we structure our contracts, we’re not here to bill you for busy work, we’re here to help you land big cases.
