Case Study:
Cantrell Schuette
Employment, Franchise, Injury & Business Litigation Law
Cantrell Schuette is a law firm representing clients in employment law, franchise law, personal injury, and business litigation. Led by Managing Shareholder Will C., the firm has grown its team and expanded its scope with plans to reach new case types and locations.
When Cantrell Schuette partnered with Emergence Marketing Group in April 2024, the firm had no CRM fully set up, no consistent marketing partner, and no system connecting their marketing efforts to signed clients. EMG stepped in as the firm’s full marketing department, building the infrastructure from the ground up and working directly with the entire team to drive measurable growth.
The Challenge
Growth Plans Without the Infrastructure to Support Them
Cantrell Schuette had ambitions to grow, expanding into new case types and new locations, but lacked the marketing foundation to support that growth. The firm had no CRM, no lead tracking, and no way to connect marketing activity to actual signed clients.
Previous relationships with agencies and independent contractors had eroded trust. The firm cycled through marketing partners without seeing consistent execution or clear reporting. Their website had accumulated SEO content over time, but without a unified strategy because multiple agencies implemented disconnected strategies, leaving the site without a clear direction or focus.
Cantrell Schuette needed more than another vendor. They needed a marketing partner who would build the system, execute, and show what was actually working.
The Goals
The Strategy
01
CRM Systems & Automation
Implemented HubSpot as the firm’s lead capture and tracking system, replacing the previous tool (Clio Grow) and building out pipelines, deal tracking, and lead source attribution. HubSpot became fully operational in January 2025, giving the firm visibility into every lead from first contact to closed client.
- Boosts local visibility
- Improves search rankings
- Attracts qualified leads
02
SEO & Content Strategy
Built a focused SEO and content strategy aligned to the firm’s core practice areas, employment litigation, franchise law, personal injury, and business disputes. Replaced scattered content efforts with a structured approach targeting high-value search terms, including non-compete clauses, franchise agreements, and workplace disputes. The site now ranks for over 2,675 organic keywords.
03
Website & Rebrand
Managed a full domain migration and rebrand in June 2025 to support the firm’s evolution. Continued ongoing website optimization, including site speed improvements, page structure, and conversion-focused design to support lead capture.
04
Google Business Profile & Local SEO
Optimized and managed the firm’s Google Business Profile to increase local visibility and drive calls and inquiries directly from search.
05
Google Ads
Oversaw targeted Google Ads campaigns during high-priority push periods to supplement organic growth and drive immediate lead volume for specific practice areas.
06
Social Media, Email, SMS & Branding
Managed the firm’s social media presence, email and SMS campaigns, and branding and graphic design, operating as the firm’s complete outsourced marketing department.
07
Reporting & Digital Strategy
Built reporting infrastructure across Google Analytics, Google Search Console, SEMRush, and HubSpot to track performance from search visibility through to closed clients. Every marketing activity ties back to measurable outcomes.
The Results
+0%
Organic Search Growth
Organic users grew from 4,104 to 27,570 since the engagement began (April 2024 – March 2026 vs. prior period)
+0
Qualified Leads Captured
5,950 clicks over the last 6 months vs. 3,160 in the prior period
+0
Closed-Won Clients
Through March 2026, with monthly closed-won volume growing from single digits during the initial ramp-up to 20–39 per month as the system matured
Supporting Performance Data
- Search impressions grew from 203,000 to 1.63 million over a 6-month comparison period
- Search clicks grew from 496 to 11,200 over the same period
- Average search position improved from 52.9 to 13.5, moving from page 5–6 to page 1–2
- 2,675 organic keywords ranking in Google, with top positions in non-compete, franchise, and employment law terms
- Monthly deals created grew from 209 in January 2025 to 725 in March 2026, a 246% increase
- AI search visibility established across ChatGPT, Google AI Overview, Google AI Mode, and Gemini, with 96 mentions and 121 cited pages
- 72,190 total website users during the engagement period vs. 6,187 in the prior period, a 1,066% increase
I recommend Anna for digital marketing projects. She is like a Swiss Army knife of digital marketing.
Will C., Managing Shareholder, Cantrell Schuette
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