CASE STUDY

Dominating Local Search & Driving 425% ROI for a Nashville Law Firm

Location
Nashville, TN

Industry
Elder Law

Their Story

Elder Law of Nashville is a compassionate, client-centered law firm helping older adults and families navigate estate planning, TennCare, probate, and long-term care. Despite their stellar reputation and personalized service, their online presence didn’t reflect the quality of their work.

To reach more clients across Tennessee, they partnered with Lasso Up to develop a SEO and content strategy that would boost visibility, increase qualified leads, and help them stand out in a competitive market.

Result Highlight:

425% ROI within 10 months on an Agile Marketing retainer
#1 rankings for multiple high-value local keywords across Middle Tennessee
253% increase in organic traffic year-over-year
90% of qualified leads driven by organic search

What it means:

With the right SEO strategy and consistent improvements, Elder Law of Nashville has become the go-to online authority for elder law and estate planning in Middle Tennessee. Their website doesn’t just look great; it brings in real business.

Challenge

Before partnering with Lasso Up, Elder Law of Nashville faced several roadblocks limiting their growth potential:

Limited Local Reach: Their visibility outside Nashville was minimal.
Low Organic Performance: Content wasn’t ranking for local searches, leading to missed opportunities.
Unoptimized Pages: Key services, like Special Needs Trust Planning, had little to no visibility online.
Low Lead Volume: Website visits weren’t converting into qualified inquiries.

“I work in a field where trust, clarity, and compassion are paramount—not just in legal services, but also in how we present ourselves to the world. Partnering with Lasso Up—and specifically working with Shannon Farias—has been one of the most rewarding decisions we have made for our practice.”

– Adam Berk, Attorney at Elder Law of Nashville.

Solution

Lasso Up implemented a targeted SEO and content strategy focused on visibility, authority, and lead generation.

Strategic Local SEO Expansion
We built local SEO landing pages for nearby cities like Mt. Pleasant, Nolensville, and Smyrna, helping the firm dominate searches for:

“Estate planning Mt. Pleasant, TN”
“Elder law attorney Nolensville, TN”

Within three months, these pages reached the #1 position, expanding their footprint and strengthening regional dominance.

Targeted Keyword Growth for New Services
Elder Law of Nashville introduced Special Needs Trust Planning, a new service with no previous online visibility. Through optimized content and internal linking, we earned the #1 ranking for “special needs trust Nashville TN” and generated 50+ qualified leads in nine months.

Ongoing SEO Optimization
Regular content updates, metadata improvements, and site structure enhancements helped make organic search their most powerful growth channel, now driving 90% of all qualified leads.

Results

Elder Law of Nashville’s growth reflects a consistent strategy, steady execution, and a data-driven partnership.

425% ROI achieved in 10 months on a 40-hour Agile Marketing plan.
253% increase in organic traffic year-over-year.
#1 rankings for top searches like “estate planning Mt. Pleasant TN,” “elder law attorney Nolensville TN,” and “special needs trust Nashville TN.”
90% of qualified leads driven by organic search.
50+ qualified leads generated for Special Needs Trust Planning in less than nine months.
On pace to exceed $1.2M in annual revenue, ahead of schedule.

Proof’s in the Results

Check out success stories from businesses we’ve helped grow. Yours could be next!