John McCarthy’s approach to law was always personal. He built his practice around the idea of a “handcrafted” legal experience, connecting with clients as a real person, not a suit behind a desk. But after surviving a sudden heart attack, his mission took on new meaning. He shifted from employment law to estate planning, driven by a new perspective: preparing for death isn’t about fear—it’s about embracing life. We helped John translate this powerful message into a website that wasn’t just about legal services, but about a life-changing philosophy. The result? A thriving practice with a deeply loyal client base—all built on the foundation of storytelling.
Summary
“Handcrafted” Legal Services—Before It Was a Trend
John McCarthy never wanted to be a typical attorney. When he first came to us, he had a clear vision: his website needed to reflect who he was—not just what he did.
He didn’t wear suits, didn’t hide behind legal jargon, and didn’t want a sterile, corporate website. He met clients in jeans and a plaid shirt, looking more like a craftsman than a lawyer. Because, in his mind, that’s exactly what he was.
John’s practice at the time focused on employment law, and he wanted to connect with working people—those who might feel intimidated by traditional law firms. He wanted them to know he was hands-on, that he personally handled their cases, and that they weren’t just another file on his desk. So, we built his first site around that idea. Rustic. Personal. Authentic. And it worked.
His website stood out. His client list grew. And then, one morning, everything changed.
A Brush with Death—and a New Calling
John was young, healthy, and active. But one morning, while making his bed, he collapsed. A sudden, massive heart attack. It turned out he had an undiagnosed congenital heart condition. His chances of survival? Less than 3%.
But he survived.
Everything stopped. He put his practice on hold, stepping away from work to focus on his family, his health, and his own estate planning—because for the first time, he had to seriously confront what would happen to his wife and young child if he didn’t make it.
John embraced the ancient concept of Memento Mori—“Remember that you will die.” But for him, it wasn’t morbid. It was freeing.
When John returned to work, he wasn’t the same attorney. He had a new purpose. He was done with employment law. Instead, he wanted to dedicate his practice to estate planning and family law—not just as a service, but as a mission.
And he had a message:
“I want to help you in planning for your inevitable death, so you can enjoy your life.”
John embraced the ancient concept of Memento Mori—“Remember that you will die.” But for him, it wasn’t morbid. It was freeing. He had faced death. And what he learned was that preparing for it eliminated fear, allowing him to live more fully. That was the gift he wanted to give his clients.
Turning Story into Strategy
When John came back to us, it was clear that his website needed to reflect this transformation. But how do you take something as heavy as estate planning—a topic people tend to avoid—and make it feel empowering rather than depressing?
We leaned into John’s story.
Instead of focusing on legal documents and processes, we focused on why people plan their estates: to protect their families, to live with peace of mind, to face life head-on.
We redesigned his website with a vintage, handcrafted aesthetic that reflected his personality—rich textures, warm tones, and a look that felt human, not corporate. The home page led with his philosophy, not his practice areas. His personal story was front and center, alongside content that helped clients take their first steps toward getting their affairs in order.
The result? A website that didn’t just sell legal services—it invited people into a mindset shift.
A Business That Grows Organically
The response was immediate. Clients resonated with his message, and John’s practice grew rapidly. So much so that, like Jonathan Watts, he eventually asked us to turn off his paid marketing. His organic reach—built on personal storytelling—was enough to sustain his business.
For us, working with John was a turning point as well. His story solidified our belief that storytelling is the most powerful tool in digital marketing. Data and SEO matter, but nothing connects with people like authenticity.
John’s own words sum it up best:
“You never know when you will take your last breath. That might seem morbid, but it’s true. In confronting that fact, you free yourself to live. You no longer put off until tomorrow the things you should do today when you realize there might not be a tomorrow.”
The Takeaway: Marketing That Moves People
John’s case study isn’t just about estate planning—it’s about what happens when a business stops marketing and starts connecting.
His success proves that people don’t just want to hire a lawyer. They want to trust someone with their most personal decisions.
For professionals in any field, the lesson is clear: Your story is your greatest asset.