Law Firm Marketing Consultant Case Study | Thoughtful Lawyering

When Renee Turner first came to me, she already had a lot going for her.

Thoughtful Lawyering had an established Showit website, digital products, legal services, lead magnets, a growing email list, a blog, social media presence, and years’ worth of resources Renee had created for the people she serves.

She also had a list of things she thought she might need help with: mobile website edits, blog styling, a new welcome email, and potentially a logo.

But underneath that list was a much deeper question.

“I’m kind of just feeling overwhelmed. Like I don’t know what I don’t know and what I need to fix.”  

And THAT was really what we needed to solve.

What started as a list of design projects quickly turned into something much closer to law firm marketing consulting: looking at the entire ecosystem, figuring out what was already working, and deciding what actually deserved Renee’s time and energy.

What Renee Thought She Needed

Renee had built her website herself using a beautiful Showit template, and visually, there wasn’t anything wrong with it.

But because she knew something wasn’t quite working, she was naturally looking at the things she could see.

Was the mobile design okay? Did the blog need restyling? Were the fonts right?

At one point she literally asked me:

“Do you think the fonts are okay?”  

The fonts were fine.

And while I do think a full rebrand will eventually make sense for Thoughtful Lawyering, I didn’t believe a new logo or cosmetic website changes were where Renee needed to put her time or money right now. (I know, shocking revelation from a brand and website designer!)

Especially once I understood what was happening in the rest of her business.

Looking Beyond the Project List

Renee was preparing to step into a new full-time position while continuing to run Thoughtful Lawyering. That meant she needed the business to become easier to manage with less of her time—while still allowing her to help people and generate revenue.

Digital products were a big part of that plan.

“Since I’m starting this new position, I really want to shift the focus of my practice to selling templates because it doesn’t require my one-on-one work with clients as much.”  

She also wanted to continue offering legal services, particularly Divorce Mediation.

So instead of spending our two-week Fall Refresh Intensive (FRI-YAY) making cosmetic changes, I started by looking at the bigger picture of Renee’s law firm marketing strategy: Showit, Flodesk, her lead magnets, digital products, customer journeys, Google Analytics, Search Console, email marketing, and the ways people were currently finding and working with her.

And there was a LOT to look at.

What the Audit Revealed

Renee’s problem wasn’t that her marketing wasn’t working or that she wasn’t making sales or converting 1:1 clients.

In a lot of ways, it was all working really freaking well.

She had built an email list of thousands despite rarely emailing them. Her lead magnets had strong conversion rates. People were already purchasing her templates. Search was bringing people into the website. And the data showed promising engagement around the Divorce Mediation service she wanted to prioritize.

There wasn’t a giant glaring problem. There were simply a LOT of good pieces that had been created at different times for different purposes without a clear system connecting all of them.

So that became our focus. 

Building a Clearer Customer Journey

We reorganized her law firm website around the ways Renee actually wants people to interact with Thoughtful Lawyering now.

Instead of giving equal weight to every offer, we created clearer pathways around her primary priorities: Divorce Mediation, the Template Shop, and Free Resources.

We consolidated pages that didn’t need to exist separately, simplified the navigation, redirected old URLs, reorganized the Template Shop, and made it much easier for someone landing on the website to understand what Renee offers and where they should go next.

But the website was only one piece of the puzzle.

Turning Her Existing Marketing Into a System

We also looked at what happens before and after someone visits the website.

Renee already had a library of genuinely useful lead magnets and an impressive email list, but admitted:

“I am bad about sending emails.”  

Rather than simply creating the big “here’s everything I offer” welcome email she’d originally requested, we developed a more intentional framework for nurturing subscribers based on what they’d actually shown interest in.

I created reusable newsletter structures, mapped follow-up opportunities, cleaned up backend pieces, and gave Renee a much simpler way to monitor the marketing data that actually matters.

Because Renee is a lawyer. She does not need to create a part-time job for herself as a marketing analyst just to figure out whether her marketing is doing anything.

Creating the Next 90-Day Plan

By the end of our two weeks, we’d completed almost everything on the original project list—but we’d also gone considerably deeper.

Renee left with a 90-day law firm marketing roadmap: continue publishing useful content and emailing her audience, strengthen the customer journeys around her existing offers, fill a few remaining website gaps, move her digital product ecosystem into Shopify, and start using real performance data to decide what deserves attention next.

And Shopify wasn’t just another platform migration.

Renee could now articulate exactly what she wanted it to accomplish:

“My main thing was simplifying how people can see what’s available and then also allowing them to purchase more than one individual template as opposed to the pre-prepared bundles.”

From “I Don’t Know What I Don’t Know” to “I Have a Path”

At the beginning of our work together, Renee told me she felt overwhelmed because she didn’t know what she didn’t know.

At the end of our final call, she said:

“I was feeling really stuck, but now I feel like I have a path and things are good.”  

But my favorite part was what she said immediately afterward:

“I have a lot working for me. It’s just a matter of, you know, making sure it’s organized and people understanding how I can help them.”  

YES.

Renee had already built an incredible foundation for Thoughtful Lawyering. She just needed someone to zoom out, figure out how the pieces fit together, and turn all of that work into a system that could support the trajectory of her business.

What’s Next for Thoughtful Lawyering

Toward the end of our final call, while going over my recommendations for the next 90 days, Renee asked me:

“Well, are you going to talk about how you may be able to help?”  

So we’re not done yet!

Renee has now moved into a three-month Creative Direction + Marketing Partnership with me, where we’ll continue implementing the roadmap, building out Shopify, reviewing what’s actually happening in the data, and deciding together what deserves to be a priority next.

Because when I gave her the option of continuing to do everything herself or having me stay involved, she summed it up pretty simply:

“I think [The Creative Direction + Marketing Partnership] would be the best because I really don’t have time to do this on my own.”  

And really, that’s why this kind of partnership exists.

Not Sure What Your Business Needs Next?

You might already have a list of design and marketing projects. Like a website page that needs some attention, an email sequence you’ve been meaning to build, a customer journey that feels clunky, or a pile of little design tasks that keep getting pushed to next month then the next then the next…

Or maybe you’re where Renee was when we started: you know something could be working better, but you’re too close to the business to know what actually needs some TLC.

You don’t necessarily need to know what kind of marketing or design support you need before you reach out. A big part of my job as a brand strategist, designer, and marketing consultant is helping you figure that out.

Either way, we can figure out the right next step together!

If you already know what you need help with, a FRI-YAY Intensive gives us two focused weeks to dig into your list, prioritize what will make the biggest difference, and actually get the work done. If your needs are specifically Showit-related and smaller in scope, a 90-minute Showit Support Session may be all we need.

If you’re not sure what you need yet, start with a Brand Consultation. We’ll spend 90 minutes looking at the bigger picture together—what’s working, what’s feeling off, where you’re trying to go, and what makes sense to tackle next.

Explore FRI-YAY Intensives
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