Inglis Family Law Firm — Draft Case Study
Inglis Family Law Firm is a Stevenson Ranch, CA family law practice founded by attorney Christine Inglis in 2021, focused on divorce, custody, paternity, domestic violence restraining orders, and adoption. Christine started the firm after leaving a larger local firm, where — notably — clients who called back looking for her specifically were still being redirected to other attorneys there, an early sign of how much work there was to do to establish her own independent online identity.
95Visual's engagement began with a marketing audit, then expanded into a full website rebuild and CRM/social media foundation. The throughline across all of it: Christine was turning away qualified prospects some months and sitting quiet in others, wanted to grow from 2-3 new clients a month to 4-5 (with a preference toward higher-net-worth divorce and support cases), and had close to zero online visibility to show for two-plus years in business - no Google reviews, no Facebook presence for the firm, and a four-page website that wasn't ranking for any local search terms.
95Visual opened with its standard marketing-foundation-first audit: website, map listings, and reputation before active search, and active search before any paid ads. The findings were stark - a geogrid ranking scan showed the firm wasn't appearing in the top 10 anywhere across Santa Clarita for "family law firm," while a competitor that wasn't even a law firm (a document-preparation service) outranked her. Meanwhile, an earlier attempt to fix her Google/Apple Maps listings had stalled mid-process during parental leave and needed to be picked back up.
From there, the recommendation was deliberately sequenced rather than an all-at-once overhaul: fix directory listings first, stand up a review-generation system second, then tackle SEO and content - with paid ads explicitly put on hold until the foundation was solid. Christine chose to move forward with the first three priorities in that order.
The website project itself was run as one of 95Visual's first "streamlined" packages - using AI-assisted analysis to speed up the discovery process and scoping down to a primary homepage concept (rather than the usual three or four variations) to make a full custom rebuild affordable for a smaller, newer practice. The content strategy identified a primary audience (male, 41–55, $100K+ household income, prioritizing quality over price) built around a Ruler/Sage brand archetype blend - someone who brings order to a stressful process and speaks from real command of the subject - in a business-formal voice with minimal exclamation points (a detail Christine immediately recognized in her own writing habits).
On the systems side, 95Visual implemented a CRM (built on the GoHighLevel/BOTL platform) with a custom pipeline matching her actual intake process - New Lead → Screening Call → Consultation → Won/Lost/Abandoned- plus automated appointment reminders, a dynamic reputation-management widget pulling in live reviews from Google, Facebook, Yelp, Avvo, and Lawyers.com, and templated follow-up email/document snippets to cut down on repetitive non-billable staff work. A parallel effort built out proper social media infrastructure from scratch: a dedicated Instagram Business account (she'd only ever had a personal one), a cleaned-up Facebook Business Page, and LinkedIn integration.
Directory accuracy was tangled by history: her office address showed up linked to prior tenants' business names, and some listings referenced "Christine Inglis" while others referenced "Inglis Family Law Firm," which undermines the trust signals Google uses to confirm a business is legitimate. Migrating the Facebook Page uncovered a "ghost" legacy business entity with no clear notification path to approve access - a lengthy, multi-tab troubleshooting session that ended with the team rebuilding the connection from scratch via Meta's Business Suite.
Reviews were a harder problem than for most local businesses: "Christine did a great job with my divorce" isn't the kind of thing people naturally think to post, and after 2.5 years the firm had exactly one Yelp review and zero on Google or Facebook. Christine had also already sunk roughly $2,000 into a pay-per-lead service (Martindale-Hubbell) that mostly generated out-of-area, unqualified leads at $40 each - a dead end she'd already decided to cancel before this engagement began.
5a. Highlights - A business-formal, clarity-first direction built around Christine's existing cream/navy-and-forest-green branding and the all-caps header style she wanted to keep. Photography direction emphasized minimal blur and clear subject focus - headshots without distracting backgrounds, a building-exterior photo for the About/Contact page, and imagery tied narratively to specific practice areas (a father-daughter photo paired with visitation-rights content, for example).
5b. Features - Expansion from a 4-page site (Home, About, Testimonials, Contact) to include a full Services section with dedicated pages per practice area, an expanded About/Staff section, a dynamic testimonial widget, FAQ content addressing common client questions without crossing into legal advice, and a retained "free 30-minute consultation" call-to-action - something Christine specifically wanted kept, since it's a real differentiator against firms that charge for a first consult.
The rollout was intentionally staged: launch with the homepage, services overview, about, and contact pages live, then add dedicated pages for individual practice areas over the following months - both to get the new site live faster and because Google favors sites that show continued activity rather than one edit followed by two years of silence. Content creation follows a "client writes first, agency edits for voice and SEO" model, at Christine's explicit request - she wanted the expertise to originate from her, not be written for her. Domain access was handled through 95Visual's GoDaddy agency account rather than passing credentials directly.
No post-launch traffic or lead numbers yet - the site and content rollout are in progress. The audit baseline is worth capturing as the "before" picture: zero Google reviews, not ranking in the top 10 anywhere on the local geogrid for family law search terms (against a recommended benchmark of a dozen-plus reviews and top-3 geogrid positioning held by direct competitors), and roughly 1,300 monthly searches for "family law firm" in LA County identified as a low-competition opportunity. I'd hold off on a Stat List until there's post-launch movement on any of these to report.
