ElderLaw
Strategic Partnership Fuels Digital Growth for Elder Law Center of Wisconsin
Elder Law partnered with MMB to build a scalable digital presence that establishes the firm’s trusted legacy while strengthening its brand as the go-to legal resource for seniors and their families. We created a growth-driven ecosystem that not only increased visibility but consistently attracted qualified users, driving meaningful engagement and long-term client relationships.
Elder Law
Legal Services
Growth-as-a-Service
186%
Growth in Active Users
3X
Increase in New Users
30%
Boost in Engagement Time
423K
Impressions in 3 Months
The Challenge
Elder Law Center of Wisconsin provides expert legal services focused on seniors, caregivers, and families navigating elder law, estate planning, and Medicaid.
When Elder Law approached MMB, their online visibility was stagnant despite offering valuable legal services in a niche domain.
They needed more than a marketing agency - they needed a long-term growth partner focused on compounding digital authority, user trust, and conversion-driven content strategy.
Core Gaps Identified:
Non-performing SEO foundation with limited indexed pages and no keyword-content alignment
Lack of a content marketing strategy focused on high-intent, localized search queries
No structured performance monitoring or attribution for optimization insights
Absence of automation for lead routing and intent-driven data analysis
Weak brand positioning online, making the firm hard to discover
Our Strategic Approach
MMB functioned as an embedded growth team, taking ownership of strategy, execution, and performance monitoring. The approach was about building authority, relevance, and long-term equity in search.
Narrative & Positioning
We redefined Elder Law’s brand voice to emphasize warmth, local authority, and clarity — making the firm approachable for seniors and their families.
Intent-Led SEO Strategy
Focused keyword mapping aligned to elder law services and Wisconsin-specific queries → Structured content hierarchy → On-page optimization → Semantic clustering → Local schema markup.
Content Marketing System
Published high-value, human-centered blog content to answer real user needs — targeting adult children, caregivers, and seniors. Topics included estate planning tips, Medicaid eligibility guides, and elder rights education.
Performance Monitoring
Looker Studio dashboards connected to GA4 provide full-funnel visibility → Monthly reporting and iterative growth roadmaps.
Narrative & Positioning
We redefined Elder Law’s brand voice to emphasize warmth, local authority, and clarity — making the firm approachable for seniors and their families.
Intent-Led SEO Strategy
Focused keyword mapping aligned to elder law services and Wisconsin-specific queries → Structured content hierarchy → On-page optimization → Semantic clustering → Local schema markup.
Content Marketing System
Published high-value, human-centered blog content to answer real user needs — targeting adult children, caregivers, and seniors. Topics included estate planning tips, Medicaid eligibility guides, and elder rights education.
Performance Monitoring
Looker Studio dashboards connected to GA4 provide full-funnel visibility → Monthly reporting and iterative growth roadmaps.
Narrative & Positioning
We redefined Elder Law’s brand voice to emphasize warmth, local authority, and clarity — making the firm approachable for seniors and their families.
Intent-Led SEO Strategy
Focused keyword mapping aligned to elder law services and Wisconsin-specific queries → Structured content hierarchy → On-page optimization → Semantic clustering → Local schema markup.
Content Marketing System
Published high-value, human-centered blog content to answer real user needs — targeting adult children, caregivers, and seniors. Topics included estate planning tips, Medicaid eligibility guides, and elder rights education.
Performance Monitoring
Looker Studio dashboards connected to GA4 provide full-funnel visibility → Monthly reporting and iterative growth roadmaps.
Our Growth-as-a-Service engagement ensured consistent delivery of performance-focused strategies, tested and validated each sprint.
Engagement Model
Functions & Team involved
Monthly Insights
Monthly reporting + growth roadmap
Local SEO Strategy
SEO & content alignment with Wisconsin-specific legal searches
Legal Funnel Mapping
Legal service funnel mapping across elder law
Estate planning and Medicaid
Monthly Insights
Monthly reporting + growth roadmap
Local SEO Strategy
SEO & content alignment with Wisconsin-specific legal searches
Legal Funnel Mapping
Legal service funnel mapping across elder law
Estate planning and Medicaid
Monthly Insights
Monthly reporting + growth roadmap
Local SEO Strategy
SEO & content alignment with Wisconsin-specific legal searches
Legal Funnel Mapping
Legal service funnel mapping across elder law
Estate planning and Medicaid
Monthly Insights
Monthly reporting + growth roadmap
Local SEO Strategy
SEO & content alignment with Wisconsin-specific legal searches
Legal Funnel Mapping
Legal service funnel mapping across elder law
Estate planning and Medicaid
Collaboration Tools
Weekly syncs via Slack
Shared reporting via Looker Studio and Google Analytics
Task collaboration in Google Sheets
We focused on sustainable compounding growth: strengthening technical foundations, expanding topical relevance, and ensuring Google’s AI evolution didn’t leave the brand behind.
What We Did
Growth Area
What we delivered?
Brand Voice & Positioning
Clear, empathetic tone aligned with elder law’s trusted community presence
SEO Execution
Localized keywords, schema markup, content clustering, gap analysis → Indexed content authority growth
Content Marketing
20+ optimized blogs → Addressed audience pain points, built topical relevance
Paid Media
Geo-targeted Google Ads → Lead-gen landing pages designed for conversion
Data Analysis
Set up CRM sync, call tracking, Google Sheets for custom reports → Insights into user behavior and lead flow
Automation
HubSpot + CallRail integrations → Real-time lead routing, nurture triggers
Performance Monitoring
Looker Studio + GA4 dashboards for real-time insights
Each sprint was built to maximize discoverability, educate with authority, and drive consult form submissions.
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The Results
What began as a brand audit evolved into a full-scale growth transformation, driving both visibility and meaningful client conversions.
| Metric | Before (2023–2024) | After (2024–2025) | Growth/Impact |
|---|---|---|---|
| Active Users | 4.2K | 12K | ↑ 186% increase in user engagement |
| New Users | 4.2K | 12K | ↑ 186% growth in audience acquisition |
| Avg. Engagement Time | 13 seconds | 17 seconds | ↑ 30.7% improvement in content quality |
| Total Clicks (GSC - 3 months) | — | 1.48K | Significant boost in organic traffic |
| Total Impressions (GSC) | — | 423K | Strong search presence |
| Avg. CTR (GSC) | — | 0.4% | Room for optimization |
Client Quote.
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Our Tech Stack & Tools
Content Planning
SEO & Audits
Analytics
Automation
Collaboration
Content Planning
SEO & Audits
Analytics
Automation
Collaboration
Case Studies
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