We help aligned, aggressive and growth oriented law firms scale faster and make a bigger impact by winning clients before they reach google

Why Go Beyond Search?

Search— most attorneys love it and hate it. Sure, it’s the safe way to find clients who are looking to hire an attorney today. But your competition knows that too. Whether you’re going after your keyword of choice using SEO, Pay Per Click, or advertising on directories that generate clients the same way, you run into the same issues:

  • Your cost to acquire a customer goes up as every competitor competes for a fixed supply of searchers

  • Your ability to charge more disappears as your firm appears next to dozens of firms offering what your prospective clients imagine is the same thing

Some firms accept this as the cost of doing business. They throw more money into the red ocean and attempt to outspend, out-hire and out review competitors trying to do the same.

But some decide to go another way.

Origin Story

We know this because we came from search. We started working with some of the largest personal injury firms in the country back in 2015. Our founder, Jan Roos was on the cutting edge of conversion rate optimization back when landing pages were the edge. His niche focused campaigns helped firms cherry pick high value cases in construction accidents, wrongful death and more.

The approach was recognized by partners who began white-labeling what became the kernel of CaseFuel for firms in every major practice area of legal. In 2017, Jan published his approach in the Legal Marketing Fastlane which quickly came a bestseller and was lauded by law firm owners and agency professionals alike.

But the writing was already on the wall. Cost per click kept rising for their client accounts. But more disturbingly - high end clients found it increasingly difficult to charge premium rates. Amazon had been slowly training a generation of browsers to comparison shop, regardless of whether it was buying dish detergent or hiring someone to represent them in court.

In 2020 - they took the opportunity to go deeper into estate planning, a practice area that had more issues than any other because of the proactive nature of the sale. They started working on CRM automation and sales process for a handful of seminar based clients who had seemingly cracked the code on getting premium clients in spite of cheaper options being readily available on channels like search.

And then COVID broke out.

With seminars off the table, clients came to us to move the educational based selling model online. After months of late nights working through quarantine, the model was refined. Skip search entirely, drive traffic to 24/7 options for the webinar, and call the attendees immediately after. The firms we worked with were able to keep locations, staff and more while their competition furloughed and went out of business.

But the online model ended up being more cost-effective than seminars. For the first time, we could attract premium clients without having to invest tens of thousands into direct mail and seminars. The webinar model for estate planning was a massive hit through the pandemic and beyond, working for over 300 estate planning firms since that first launch.

Along the way clients and referrals came to us asking, “could this work for MY practice area?”. We cautiously tried betas in niche practice areas like Veteran's Assistance Pensions and Asbestos Torts. They kept working. We were approached by partners to adapt the system to family law, immigration law, employment law and more. Each did better than the last.

It became harder to ignore the fact that this was bigger than estate planning. And that the impact of this was bigger than getting a big ROI. Going beyond search had the potential to fundamentally change how people get legal help.

Our Why

It’s our mission to use the tools we’ve developed over a decade of legal marketing to help our partner firms win clients that their competition doesn’t know exist.

While most agencies try to hit a target no one else can hit, we aim for targets no one else can see.

You’d be hard pressed to find someone who hasn’t heard “if you’ve been in a car accident, you may be entitled to compensation” sometime in the past 30 years.

But what about pregnant women who are entitled to compensation due to harassment at the workplace? Or homeowners who were low-balled on an insurance claim? Or high net worth men who are considering filing for a divorce but don’t know where to start?

People can’t enter a google search for a lawyer they don’t know exists. And that gap in awareness of the problem is where our process lives.

According to research from Chet Holmes International, for every person actively searching for a solution, there are 22 people in phases of consideration, awareness of solutions, and awareness of problems.

Not only is it less expensive to reach these people, there is less competition doing it. And through processes we’ve refined over the years, we can take someone from awareness of a problem all the way through education and readiness to move forward. And at that stage you’ve developed so much differentiation that it doesn’t matter who else is available to hire on google.

And for every prospect that ends up hiring one of our prospect firms, many more end up getting educated and many more still see messages that only the most lucrative practice areas can afford to get on billboards, TV and radio.

We imagine a world where your average person knows they can’t be taken advantage of by a bad employer, an unethical manufacturer or a scheming spouse as well as they know they can call 888 for a wreck. 

Because that’s a world where the average person gets justice. Every webinar we launch, every ad we publish is the flap of a butterfly’s wings that gets us closer to that world.

550

Clients Served

200,000

Webinar Registrations

17,000

Appointments Scheduled

CaseFuel Has Five Core Values

Commit to What Counts

Operating across ads, webinars, and call center metrics - it’s easy to get lots in the numbers. We are firm believers in the theory of constraints and focus our attention on the biggest gap in any client result - regardless of what’s easy.

Work the plan, Win the Game

If you want to get something you’ve never gotten, you need to do something you’ve never done. Thankfully, we’ve been here before. We provide guidance through the entire process of marketing and sales to give our partner firms a plan to win - you just have to implement it.

Shoot straight

There is always a graph going up and to the right. But that’s not what we talk to clients about. We are real about benchmarks and where campaigns stack up against them. If anything is out of whack, we’ll not only show you, we’ll tell you what we’re doing to fix it already.

Said is done

When we say something, we follow through. Integrity is a cornerstone of what we do inside and outside of the business.

Learn to win

We don’t have all the answers. In fact, most of what we have today is the result of someone coming to us to solve a problem that had never been solved. We lean into these challenges with the understanding that they create the value we can leverage tomorrow.

Meet The Team

casefuel logo red
Jan Roos

Jan Roos

Founder

Tatiana Rojas

Tatiana Rojas

Chief Operations Officer

Cat Larson

Cat Larson

Director of Operations

Brian Murphy

Brian Murphy

Chief Technology Officer

Marc Berman

Marc Berman

Search Advertising Director

Karinna Fuentes

Karinna Fuentes

Social Media Marketing Director

Daiana Jaime

Daiana Jaime

ISA Director

Genna Moore

Genna Moore

Client Success Manager

Gabriel Hermanns

Gabriel Hermanns

Client Success Manager

Gabriel Hermanns

Diego Cerrato

Client Success Manager

Atila Varga

Atila Varga

Marketing & IT Specialist

Ramon Jimenez

Ramon Jimenez

Sales Specialist

Jan Paul Torres

Jan Paul Torres

Operations Assistant

MarieClair Simon

MarieClaire Simon

ISA Director

Pamela Alvarado

Pamela Alvarado

Intake Specialist

Lucas Escobar

Lucas Escobar

Intake Specialist

Viveca Cruz

Araceli Peláez

Intake Specialist

Lucas Escobar

Lucas Escobar

Intake Specialist

MarieClair Simon

Victor Pleitez

Intake Specialist

MarieClair Simon

Mary Joy Laurio

Executive Assistant

Lucas Escobar

Ethan Larson

CSM assistant

Viveca Cruz

Carlos Medina

Intake Specialist

Casefuel History

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2012

The Start Up

Jan wins a grant from the McGill Dobson Centre for Entrepreneurship and raises an angel round for his first company, a consumer products start-up called Vitality Sciences. After getting inventory he realizes there isn’t much budget left for marketing. Alarm is set at 4:55 AM for the next two years as he tries every organic marketing channel known to man.

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2013

Intro To Marketing Services

Jan reads about the magic of Google Ads and hires a consultant through his network to run google ads for the company. The next time he hears from the consultant, he's up for renewal. Every dollar of budget has been spent with zero results. Jan makes a mental note that this is kind of messed up.

Channel/Market Fit

Jan reads a really old book called Breakthrough Advertising and figures out they should never have been on Google Ads in the first place. He decides to take a chance advertising on a new platform called Facebook Ads which is scary at first but quickly figures out it's easier to make numbers work with clicks that cost 10 cents instead of 10 dollars.

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2014

Recurring Revenue

After 2 years of flat revenue driven by organic efforts, Vitality Sciences ramps to recurring revenue in 4 months driven by a subscription offer through Facebook and paid ads on amazon. Jan stops setting his alarm at 4:55AM because the ads are working around the clock.

Start Up Advisor

Jan goes back to the Dobson Centre to coach teams in the startup competition. His team ends up winning the grant that year. Jan starts getting consulting offers for Montreal startups.

The Exit

Vitality Sciences is profitable but has capped out the market. Jan sells his interest and pursues consulting in New York City. He remembers how low the bar is for marketing services and vows to do better and guarantee his work so the people hiring him won't have the outcome that happened to him.

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2015

First Law Firm Client

Jan hones in on paid traffic and conversion rate optimization as the most attractive part of his offer. Not knowing he shouldn't, he approaches one of the biggest spenders in NYC Personal Injury and they say yes.

Break Six Figures in Spend

Jan's ads helps his first client win a 7 figure construction accident case in the first few months. That client increases spend and Jan starts signing firms in non-competitive practice areas around NYC. The Google Ads account crosses the $100k spend threshold in a few months

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2016

The First Hire

Jan makes his first hire for web development and discovers a love for SOPs.

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2017

White Label

The team has continued to get good results and accidentally prospects one of the top SEO providers for legal. After cutting their cost per acquisition in half they become the go-to provider for their clients

Clients spanning most of the major practice areas and major geographies across the country have been breaking records on time to first lead. Jan puts his thoughts on how to do this into a book, The Legal Marketing Fastlane. It hits the Amazon best seller list the next month.

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2018

CaseFuel Rebrand

The team hasn’t accepted a client outside of legal in a while, rebrands from Expert Engines to CaseFuel

Back to Facebook

We notice Trust and Estate clients getting a strange amount of price shoppers. To test a hypothesis on channel/market fit we launch our first client account in Tucson. Cost per booked appointment is cut by over 75%.

Jan starts interviewing the most successful firms in the country and thought leaders in the legal industry for a weekly podcast. He starts realizing that intake is pretty important.

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2019

Total Ad Spend Crosses $1,000,000

Taking the best practices from top closing clients, the team gets a software platform together to automate intake, track leads and more. Initial clients are able to stay profitable despite rising ad costs

All-In On Trust & Estate

CaseFuel launches their first hybrid program including ad management, software and intake training for estate planning attorneys.

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2020

Covid-19 Pandemic

Some of our larger estate planning clients are suddenly without a channel as the country shuts down seminars for lock-down measures. In the next month we adapt the seminar model online. Interestingly, the economics now work for small and solo firms without the cost of direct mail and event venues. We launch this model in dozens of markets over the next few months

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Today

Now

We continue to refine, adapt and improve processes for our hybrid model for estate planning firms.

What if you had a system that predictably produced the desired amount of clients you want every single month?

Ready to see how we've helped firms all over the country make a bigger impact in their communities?

CaseFuel Mycase
Brian Murphy HighLevel
Lawfirm AI Employee
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