Family Law SEO Case Study
From Local Ads to
Real Authority
How Mel Coxwell is Building a High-Value Family Law Practice Online Using SEO & Ads
The Challenge
High-Value Services,
Low Visibility
Despite decades of legal experience and a strong reputation in Central Mississippi, Mel Coxwell’s law firm wasn’t attracting the volume of high-value cases it deserved. Relying on outdated marketing tactics like local magazine ads and DIY PPC from years past, Mel was seeing just 3–4 new clients a month—far short of his goal. With no active digital presence and a desire to bring in 8–10 new family law cases each month, it was clear that a modern, results-driven marketing strategy was urgently needed.
Low Client Intake
Averaging just 3–4 new clients per month despite offering high-value services such as contested custody and divorce cases, which can bring in $10K–$15K each.
Marketing Stagnation
Previous efforts included DIY PPC and local magazine ads that failed to generate measurable ROI.
A Clear Growth Goal
Attorney Mel Coxwell wanted to scale up significantly—adding 8–10 more cases monthly to grow his practice across Central Mississippi.
Our Solution
A Phased Marketing Strategy
To kickstart growth, we began with a startegy designed to drive immediate leads while building long-term credibility in Mel’s local market.
High-Intent Advertising
We launched a targeted ad campaign aimed at generating quick wins and helping Mel secure high-value cases from the start.
Local SEO Foundations
Simultaneously, we optimized his Google Business Profile, built citations, and established a strong presence in local search to support future organic growth.
After running this strategy for about five months and seeing consistent improvement in lead quality, we made a strategic shift: reallocating the ad budget toward an advanced SEO plan. With organic leads gaining traction, it was the right time to double down on visibility and accelerate long-term growth. This pivot allowed us to:
-
Expand his reach in high-value local searches.
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Increase inbound lead volume without ongoing ad spend.
- Strengthen his position as a go-to family and criminal law attorney in Central Mississippi.
The Results
Proof in Performance
In just a few months since upgrading with Constellation, Mel Coxwell has already seen encouraging financial returns—proving that a well-executed SEO strategy can deliver real business value:
7x Return on Investment
Mel reported a 7x ROI from his marketing spend—meaning for every dollar invested, he’s earning back seven. This validates our long-term SEO strategy and reflects the high value of the cases being signed.
Top Performance
Since launching, his best-performing month to date came recently, showing strong momentum and growing lead quality. With SEO just beginning to mature, the results are expected to compound over time.
High-Value Case Growth
The practice is now attracting more high-vale, contempt-related custody and divorce cases that Mel had set as his goal. While volume is steadily improving, the quality and profitability of each case has made a clear difference in revenue.
7x
ROI
8-10
New Cases/Month
