We recently resolved our 4th seven-figure case of the year that came through our website.
Of these four cases, only one was a straightforward case that would have been clear that we wanted.
The other three were medical malpractice cases. One even had a premises liability component that created an entirely separate avenue of recovery.
One of those med mal cases had already been turned down by another lawyer after receiving a negative expert review. Another came to us with difficult facts and the statute of limitations rapidly approaching. None of them were easy.
Something I think gets lost in discussions about digital marketing is that getting found is just a small part of the equation. You have to get chosen (as Gyi Tsakalakis recently discussed).
You have to choose the case, too (meaning you have to screen the case and choose to sign it up). And then you have to actually work it up and get the result.
A lot of lawyers want cases from their website. They expect that if they rank well enough, the right cases will simply appear.
It doesn’t work that way. We’ve spent almost seven years investing a lot of money in our online presence. But that’s only a small part of the overall investment.
We’ve invested heavily in intake. We’ve invested in training our team to identify opportunities others might miss.
We’ve invested in a legal nurse consultant to help screen and evaluate potential medical malpractice cases.
We’ve invested in systems to quickly obtain records, coordinate expert reviews, and make decisions before critical deadlines expire.
Getting found online matters. But converting good cases requires much more than SEO.
It requires judgment. It requires processes. It requires people. And it requires being willing to take a hard look at cases that don’t fit neatly into a box.
Sometimes the most valuable cases are the ones other people overlook.
Would you agree? Join the conversation with me on LinkedIn here.
