Can a law firm grow without Google Ads?

Yes. The Lange Firm spent nothing on ads in its first year with us and still doubled its monthly search leads, from 65 to an average of 130.

Does ChatGPT send clients to law firms?

It already does for The Lange Firm: AI search tools brought in 12 inquiries in the last month, 9% of its monthly search leads.

Law firm

How The Lange Firm Got 1,127 Leads From Search Without Paying for Ads

A Texas employment and estate law practice replaced paid traffic with articles that answer real legal questions, and doubled its leads in a year.

The Lange Firm (Evan Lange PLLC) is Evan B. Lange's practice in Sugar Land and Houston, Texas, focused on employment law, probate and estate planning. In its first year with Claura it spent nothing on ads and grew through organic search: visits from Google went from about 6,000 to 44,000, and search brought in 1,127 leads.

langefirm.com

The challenge

Growth that depended on ad spend

The year before we started, The Lange Firm's website drew about 12,000 visits, and part of that traffic was bought through Google Ads. Growth depended on ad spend.

The solution

Answer the exact questions people type into Google

In our first year we spent nothing on ads. We built growth on organic search: articles that answer the exact questions people type into Google when they face a legal problem, like how to cash a deceased family member's check, who inherits when a spouse dies, or whether you can be fired for calling in sick.

The results

1,127 leads from search in a year, and just 2 from ads

More people found the firm on Google. Visits from Google grew from about 6,000 to 44,000, total visits grew 340% and new visitors went from about 10,000 to 43,000, while paid traffic dropped to zero.

Traffic turned into calls. Monthly leads from search doubled, from 65 in the month before we started to an average of 130 a month over the last quarter. Leads from organic results alone grew from 33 to 82 a month, and from our first quarter to our last, search leads rose 138%.

Search became the main channel. Over the year, search brought in 1,127 leads, 59% of all the firm's leads, against just 2 from ads. Three out of four search leads that came through the website landed on an article or practice page, not the home page.

AI search is already sending clients. ChatGPT and other AI search tools bring in 9% of monthly search leads: 12 inquiries in the last month alone.

leads from search in one year, vs. 2 from ads: 1,127
monthly search leads (65 to 130): 2×
visits from Google, year before vs. first year: 6,000 → 44,000
of search leads come from AI tools like ChatGPT: 9%

Figures reported by The Lange Firm, first year working with Claura vs. the year before.

FAQ

Can a law firm grow without Google Ads?: Yes. The Lange Firm spent nothing on ads in its first year with us and still doubled its monthly search leads, from 65 to an average of 130.
Do law firm articles bring in clients?: For The Lange Firm, three out of four search leads that came through the website landed on an article or practice page rather than the home page.
Does ChatGPT send clients to law firms?: It already does for The Lange Firm: AI search tools brought in 12 inquiries in the last month, 9% of its monthly search leads.

Claura services

Content at scale

What we did

Articles that answer specific legal questions
Growth through organic search, with no ad spend

How we work

1We find the exact questions people type into Google when they face a legal problem
2We write an article for each question
3We publish every article on the firm's website

Links

langefirm.com