The Challenge: Great Lawyer, Invisible Brand
Before July 2024, the Rutkowski Law Firm had a stellar reputation for estate planning and asset protection in Michigan, but their digital presence was fragmented. Their marketing was "random acts of marketing"—a few ads here, some emails there—but nothing worked together.
Kerry Guard stepped in as Fractional Marketing Leader with a clear mandate: Stop the random acts. Build an engine.
Phase 1: Shaking the Tree (July – Dec 2024)
The Immediate Revenue Injection
Kerry’s first move wasn’t to spend more money; it was to use what they already had. The firm had a massive list of past leads and clients that had gone cold.
- The Strategy: A rigorous email reactivation campaign ("Shaking the Tree") focused on re-engaging the database with high-value, educational content.
- The Result: By the end of 2024, the firm saw a 12% increase in year-over-year revenue purely from waking up dormant leads. This quick win funded the foundational work to come.
Phase 2: The Foundation Rebuild (2025)
Building the "Legacy Architect" Engine
With revenue stabilizing, Kerry dismantled the old funnel and rebuilt it from the ground up to create a cohesive "Digital Ecosystem."
- Unified Branding: Every touchpoint—from the website to Google Business Profiles—was aligned under the "Navy & Rose" persona (Authoritative yet Empathetic).
- Content-Led Growth: Launched a YouTube interview series answering real client questions, which fed into an SEO strategy targeting high-intent keywords like "Medicaid Planning Michigan."
- The "Everywhere" Ad Strategy: Instead of just bidding on keywords, MKG activated a full-funnel approach:
- Search: Capturing high-intent traffic ("Elder Law Attorney near me").
- PMax & Video: Building brand awareness with the "Crisis vs. Planner" messaging.
- Local SEO: Ensuring Rutkowski dominated the "Map Pack" for local searches.
The Results: 2025 & Beyond
By the second half of 2025, the new engine was firing on all cylinders.
- 20% Year-Over-Year Growth: The firm didn't just grow; it scaled predictably.
- The "Everywhere" Effect: One client drove 90 minutes to the office, bypassing dozens of other lawyers. When asked why, he said, "I see you everywhere. You must be the guy for the job."
- Price Inelasticity: Another client chose Rutkowski despite higher fees, stating, "I’ve seen your videos. I want this done right the first time."
The Future: 2026
With a 59% conversion rate from Initial Meeting to Client (up from 48% in 2023), the firm is no longer chasing leads—it is attracting believers. The marketing ecosystem is now a self-sustaining machine, primed for a record-breaking 2026.
Key Metric Highlight:
- 2023 Revenue: $2.2M
- 2024 Revenue: $2.5M (+12%)
- 2025 Revenue: $2.99M (+20%)
- Conversion Rate (Meeting to Client): Increased from 48% to 59%
