Jonathan Watts had no trouble making the phone ring—his digital marketing was generating plenty of leads. But something wasn’t clicking. Too many inquiries came from clients who weren’t the right fit. That’s when we shifted gears, moving beyond just visibility to storytelling. By merging his two websites and reshaping his online presence to reflect his personal values—his love for family, the outdoors, and his commitment to excellence—we helped Jonathan attract clients who truly connected with him before they ever picked up the phone. Now, with organic content doing the heavy lifting, Jonathan spends less time filtering calls and more time serving the clients who need him most.
Summary
The Phone Was Ringing—But Not with the Right People
Jonathan Watts had always taken a strategic approach to his business and tax law practice. He knew that a strong online presence could bring in leads, and for years, that’s exactly what we helped him do. His two separate websites—one for business law, one for tax law—were generating traffic, and our PPC and SEO strategies kept his phone ringing.
But as time went on, Jonathan and his wife, Deanne, noticed a problem. Many of the inquiries he received weren’t from the kind of clients he was looking to serve. Some had expectations that didn’t align with his approach. Others simply weren’t a good fit. The volume of calls was high, but the quality of those leads wasn’t where it needed to be.
Meanwhile, search algorithms were changing, and it became clear that his two-site strategy wasn’t as effective as it had been. That’s when we pivoted.
From Marketing to Meaning: Crafting a Story-Driven Approach
Instead of doubling down on sheer visibility, we took a step back and asked a different question: How can we make sure the right people call Jonathan, not just more people?
The answer lay in telling his story.
We consolidated his two websites into a single, powerful digital presence—one that didn’t just showcase legal expertise but showcased Jonathan himself. Jonathan is more than a lawyer. He’s a family man. A hiker. A surfer. A horseman. His wife, Deanne, plays a crucial role in the practice, managing the office and writing insightful blog content. His daughter is a talented equestrian, and their home is filled with the energy of animals, adventure, and integrity.
The answer lay in telling his story. So, rather than leading with legal jargon, we redesigned his homepage to lead with Jonathan, the person.
So, rather than leading with legal jargon, we redesigned his homepage to lead with Jonathan, the person.
We created engaging, informative content that educated potential clients on estate planning, business formation, and tax strategies—empowering them with knowledge before they even picked up the phone. By the time a client called, they weren’t just looking for “a lawyer.” They were looking for Jonathan Watts—someone they already felt they knew and trusted.
The Results: More Meaningful Connections, Less Wasted Time
The transformation was immediate. The phone still rang—but now, the conversations were different. Instead of fielding a high volume of unqualified leads, Jonathan was speaking with people who had already connected with his approach, his values, and his expertise.
The conversion rate skyrocketed. Instead of spending time filtering out mismatched inquiries, he was spending more time actually helping clients. The organic content we developed—deeply personal, yet highly informative—became so effective that we even scaled back paid advertising at times.
As Deanne put it:
“Wow!!! It looks incredibly fabulous!!! Jonathan also is very pleased 🙂 It really reflects the ‘look’ we’re going for and it looks current and relevant. The logo, Jeremy, looks great!!!
Both Jonathan and I LOVE what you did. The site looks so classy, so fresh and responsive. I’m so terribly pleased with it all and am terribly grateful to you!!!
Today, Jonathan’s practice isn’t just attracting more clients. It’s attracting the right clients—people who resonate with his values before they even set foot in his office.
Takeaway: The Power of Authenticity in Digital Marketing
Jonathan’s story is a powerful example of why marketing isn’t just about traffic—it’s about connection.
By making his website more than just a legal service page—by making it a reflection of who he is—we transformed the way his business interacts with potential clients. And the results speak for themselves.
For professionals in highly competitive fields, this case study proves that the key to success isn’t just more ads, more clicks, or more SEO tricks. It’s telling your story in a way that attracts the right people, naturally.
Are you attracting the right clients? If not, it may be time to change how you tell your story.