Marketing leadership for law firms that want to grow
Most firms are paying for advertising that never turns into a signed case, and nobody is telling them. Whether you need someone to lead your marketing team or to be your marketing department, I find where your budget is leaking, move it to what's working, and build creative that makes your firm the one people call.
One firm per practice area, per market. Your growth is the only agenda.
01 / The waste rate
Your waste rate is the share of your advertising budget that isn't producing signed cases. It hides in places like:
Your reps won't point these out. They're paid to sell you more of what they sell.
02 / Move the money to what works
Same budget. More cases.
Most firms try to grow by spending more. The faster path is usually moving money out of what isn't working and into what is.
I look at every channel side by side (TV, radio, CTV, Google, social, YouTube, lead vendors and referral sources) and measure each one against the same thing: signed cases. Then we shift budget toward the channels and markets that produce, and cut what doesn't.
03 / Creative strategy
Gavels. Courthouse steps. An attorney pointing at the camera. When every firm's ad looks the same, viewers can't remember who to call, and your budget builds the category instead of your firm.
04 / YouTube strategy
“What to do after a car accident”
“How much is my case worth”
“Do I need a lawyer for a minor accident”
After an accident, people don't just search “lawyer near me.” They search “what to do after a car accident,” “how much is my case worth,” and “do I need a lawyer for a minor accident.” They watch the answers on YouTube.
The firm that answers those questions earns their trust before they ever pick up the phone. Most firms either aren't there, or they post a few old TV spots and call it a channel.
Who you're talking to, what they're searching for, and how your channel answers it better than any other firm in your market.
Videos that answer what potential clients search before they call, so your attorneys become the trusted voice.
Real people, real answers, no stiff scripts. People hire lawyers they feel they already know.
Simple standards for filming, lighting, sound and delivery, so every video looks professional without a big production budget.
Quick answers that reach new audiences and push viewers to your full videos.
Titles, descriptions and structure that help your videos show up on YouTube, in Google results, and in AI answers.
Every video gets cut into content for social, your website, email and even CTV ads, so your production budget goes further.
Every video goes to your firm for approval before it's published.
Proof: Built a complete YouTube channel strategy and video production guide for a personal injury firm.
Talk About YouTube Strategy05 / Who I work with
Your firm has in-house marketing people, maybe a coordinator, a social media person or an intake manager. They're working hard, but no one is setting the strategy, holding vendors accountable, or tying the work to signed cases. I step in as your fractional CMO and lead your team, so they know exactly what to focus on and why.
Your partners are making marketing decisions between cases, and your vendors are running the show. I become your marketing director. With the Leapcrest® Collective behind me, you get a full marketing department without hiring one.
If you're happy where you are, I'm probably not the right fit. If you're ready to grow, let's talk.
06 / One firm per market
When you work with me, your strategy, your data and your creative stay yours. I won't take on a competing firm in your practice area and market, so everything I learn goes toward growing your firm, not the one down the street.
That also means when your market's spot is taken, it's taken.
07 / Why Kim
I'm Kim Snell, founder of Leapcrest® Marketing. For a decade, I've led marketing strategy and managed the advertising for a personal injury firm.
Before that, I spent nearly seven years at Cox Media as their top salesperson. I know how media gets sold, which means I know how to buy it for your firm, not for a rep's quota.
“I love working with Kim and her team! They're great!”
Partner, Personal Injury Firm
08 / How it works
I review your media, website, lead tracking and intake handoff to see where money is going and what it's actually producing.
Cost per signed case, lead-to-case conversion and case value by channel. Every decision runs through those three.
We shift budget to what's working and build creative that sets your firm apart.
Whether I'm leading your internal team or running your marketing through the Leapcrest® Collective, I hold every person and partner accountable.
Your dashboard shows what's working, what's not, and what we're doing about it.
Every ad and piece of content goes to your firm for approval before it runs, so you stay in control of what goes out under your name.
09 / What we do for law firms
10 / The Leapcrest® Collective vs. the agency model
| The old agency model | The Leapcrest® Collective |
|---|---|
| Junior reps run your account | Senior experts do the work |
| Separate vendors for TV, digital and social, each reporting what looks best | Every team connected to one strategy and one set of numbers |
| Partners manage multiple reps | One point of contact who leads everyone |
| Reports show clicks and calls | One dashboard tied to signed cases |
| Nobody tells you to spend less | I'll tell you exactly where the waste is |
| Locked into packages you may not need | The right expert for exactly what your firm needs |
The Leapcrest® Collective is my team of trusted specialists in media, video, creative, search and web. They're individuals and teams I've worked with for years, all connected and all led by me. They work alongside your in-house team or act as your full department.
11 / Every firm gets a dashboard
No more piecing together reports from your TV rep, your digital agency and your lead vendors. Your dashboard brings every channel into one view, tied to signed cases, so you always know where your money is working.
Illustrative layout only. Your dashboard is built around your firm's actual numbers.
12 / How we work together
For firms with an in-house team that needs senior leadership.
I serve as your fractional CMO. I set the strategy, lead and coach your internal team, manage your outside vendors, and report on what's moving cases. Your team does better work because they finally have direction.
Talk About Leading Your TeamFor firms without a marketing team.
I serve as your marketing director and run it all. I build the strategy, lead the Leapcrest® Collective across every channel, manage your vendors, and report on what's working. One point of contact and one dashboard, with no hiring needed.
Talk About Running Your MarketingFor firms that need a specific project done right.
A media audit, a creative refresh, a YouTube channel launch, an SEO overhaul or a new AI workflow. Bring in exactly what you need, still guided by strategy.
Talk About a Project13 / FAQ
It's the share of your advertising budget that isn't producing signed cases. Every firm has one. The goal is to find it, cut it, and put that money where it works.
No. I work with one firm per practice area in each market. If I'm working with you, I'm not working with the firm down the street.
Probably, if no one is setting the strategy above them. Most in-house marketers are great at doing the work but don't have the senior experience to set direction, manage vendors and own the numbers. I lead them so their work drives signed cases.
No. Often the fastest win is getting your current partners working from one plan and one set of numbers. If a partner isn't performing, I'll tell you and bring in the right expert from the Leapcrest® Collective.
Yes, if it's done with a strategy. Potential clients research their situation before they call a lawyer. A channel that answers their questions builds trust before the first call, and every video can be reused across social, your website and your ads.
Personal injury is where I have the deepest experience, but the same approach works for any firm that advertises to win cases.
Every ad and piece of content goes to your firm for review and approval before it runs. You always have the final say on what goes out under your name.
You'll see where your waste is within the first 30 days. Growth in signed cases builds as budget shifts and new creative rolls out.
14 / Start with your numbers
Tell me about your firm, your market and where you want to grow.
Checking market availability or exploring a specific project? Start here, too.
One firm per practice area, per market. Let's find out if we're the right fit.
Your next chapter starts with better numbers
Whether you need a leader for your team or a full marketing department, I work with one firm per practice area in each market. Find out where your advertising is leaking, and claim your market before another firm does.
Book a Waste Rate Review