Clarity That Converts
How Buchanan Firm turned a clear message into meaningful growth.
Clarify Your Message
Buchanan Firm, a personal injury law firm in Ada, Michigan, wasn’t getting the calls or qualified leads they needed to sustain their business. Despite having solid website traffic, those visitors weren’t converting into calls.
Part of the challenge was that their marketing sounded similar to larger competitors—making it hard for potential clients to see what made Buchanan Firm different. After moving their office from Grand Rapids to Ada, they also lost visibility and local traction.
Through a BrandScript workshop, humn helped the Buchanan team uncover their true message and audience: an injured individual who wants legal help so they can move forward with their life. The new BrandScript gave the firm clarity on how to talk about what they do, why it matters, and how their personalized, compassionate approach sets them apart in a crowded market.
Implement Your Strategy
Once their message was clear, we created a new messaging platform and helped the team bring it to life across their marketing. The work included:
A refreshed homepage wireframe and copy to communicate their story more clearly and drive conversions
New calls-to-action that made it easy for prospective clients to take the next step
A simple referral letter to reconnect with former clients
Collaboration with an SEO partner to refine and strengthen their digital visibility
Integration of their new message into social media content, so every post reinforced their brand story
With clarity and consistency, Buchanan Firm began presenting themselves as the approachable, trustworthy legal team they’ve always been—now backed by messaging that matched their values and impact.
Build on Your Results
Within 60 days of implementing their new strategy and SEO plan, Buchanan Firm’s website visibility and call volume increased dramatically—returning to the level of inquiries they had before their move to Ada.
The results didn’t stop there:
Website traffic increased and began converting at a higher rate
Call volume recovered to pre-move levels within two months
Social media engagement surged, with content creation time dropping from 4 hours per month to just 1 hour
The firm attracted more qualified, ideal clients who were a strong match for their expertise and approach
The Buchanan team now operates with clarity, confidence, and a unified message that resonates deeply with the clients they most want to serve.
Summary
By clarifying their message, implementing a focused strategy, and building on their results, Buchanan Firm transformed from declining lead flow to consistent, qualified inquiries—and regained their marketing momentum.
This is what happens when your message connects with the people who need you most.
“Since partnering with Rob and Curt, we’ve developed a clear, compelling message through our BrandScript that truly reflects who we are and the people we serve. It’s become the foundation of our social media strategy—what used to take me 3–4 hours now takes about an hour. Even better, we’re seeing stronger engagement and more people reaching out who truly need our help. The BrandScript has humanized our message and made it easier for the right clients to choose us.”
