Case Study: Scaling a Solo Law Practice into a Statewide Firm

The Challenge

When David Gelman engaged us in 2019, he was a solo criminal defense attorney operating out of a small office inside a much larger firm in Cherry Hill, NJ. With only a $2,500 per month starting budget, we had to invest every dollar wisely. Our mandate was to deploy a highly focused digital marketing campaign designed to produce outsized returns and build the foundation for his ultimate ambition: expanding into personal injury and significantly scaling the firm.

Services Provided

• Website Design
• Content Marketing
• SEO & Google Business Profile (GBP) Optimization
• Video Production
• Social Media Lite
• Paid Search
• Public Relations

Our Solution

As David Gelman’s vision for the firm expanded, so did his investment in marketing. We implemented a phased growth strategy to match his scaling ambitions:

• 2021 Expansion Strategy: David Gelman increased his monthly budget to support a wider-reaching strategy. We expanded his content and SEO to cover both criminal and personal injury law across multiple New Jersey cities and counties.
• Media & Brand Trust: We produced additional video content to educate clients on new practice areas, launched PR initiatives, and enhanced his social media presence to build brand authority.
• Website Redesign: We launched a newly designed main website to distinctly reflect and support his dual practice areas.
• 2023 Microsite Launch: We launched a dedicated Expungements website to support his campaign for KillMyRecord.com. This acted as the digital hub for a massive cross-channel effort featuring billboards and offline marketing.

The Results

Over the course of a 6-year strategic partnership, Gelman Law has undergone a dramatic transformation. Key milestones include:

• Firm Growth: Transitioned from a solo practitioner to a thriving multi-attorney law firm.
• Budget & Reach: Scaled from an initial $2,500/month budget to a comprehensive, high-tier marketing budget that fuels ongoing, firm-wide growth.
• Market Share: Expanded from a localized Cherry Hill focus to achieving statewide visibility across New Jersey.
• Infrastructure: Moved from a single rented office to owning a dedicated building with a full support staff.
• Digital Footprint: Now successfully operating two distinct, high-performing websites (Criminal/PI and Expungements).
• Brand Authority: David Gelman is now highly sought after, regularly appearing on nationally broadcast news networks as an expert legal contributor.

Conclusion

Gelman Law is a prime example of how a long-term, strategic digital marketing partnership can drive real-world business growth. By aligning our marketing strategy with David Gelman's evolving vision, our collaborative approach helped turn his ambition of building a statewide legal powerhouse into reality.

Ready to Grow Your Law Firm?

If you're looking to expand your firm’s visibility, generate more qualified cases, and build long-term growth like Gelman Law, the team at Esquire Digital can help.