CASE STUDIES › E-LAW, PC
Elder Law and Estate Planning Marketing Case Study: How a Solo Practitioner Built 95% of Her Business Through Webinar Funnels
Over 1,000 Leads Generated | 95% of New Business from Webinars | #1 in New Mexico for Estate Planning, Elder Law & Probate
Michele Ungvarsky runs E-Law, PC — a solo estate planning and elder law practice. When she came to IMS, she already had a functioning practice. What she didn’t have was a marketing system that could grow without consuming her time. She needed leads, but she also needed to stay focused on her clients.
IMS built that system around two interlocking engines: a multi-funnel webinar program that pre-qualifies prospects before they ever call, and an SEO foundation that put her firm at the top of search results for every practice area she serves.
Today, 95% of her new business comes through the webinar funnels. The firm has generated over 1,000 leads at a cost of $16.06 each, with 150 meeting requests — and Michele closes nearly all of them.
The Challenge: A Practice That Needed to Grow Without Consuming the Attorney
Michele had built a respected practice in her market. She was good at what she did and her clients knew it. But her marketing was inconsistent, her online visibility was limited, and she had no system for generating leads at scale. Growth meant more of her own time — and that ceiling was already in sight.
She started with IMS on a coaching engagement — the Done-With-You program — where IMS worked alongside her to build and refine her marketing approach. As her practice grew and the demand on her time increased, it became clear that she needed a fully managed system, not just guidance. She upgraded to Done-For-You services, handing the execution to IMS entirely.
The shift was deliberate: Michele needed to stay focused on her clients while IMS ran the marketing engine in the background.
The Estate Planning Marketing Strategy
IMS built a two-part system: an SEO and local search foundation to capture high-intent prospects already searching, and a webinar funnel program to convert those prospects into pre-qualified leads before they ever picked up the phone.
Search Strategy and SEO
IMS optimized Michele’s Google Business Profile, built out her local citations, and launched a weekly custom blog program to establish her as the authoritative voice for estate planning, elder law, and probate in her market. The goal was simple: when someone in her area searched for any of her practice areas, her firm would appear first. That goal was achieved across all three.
Three Targeted Webinar Funnels
The core of the strategy was a three-funnel webinar program — one for estate planning, one for probate, and one for elder law. Each funnel was built as a standalone system: Facebook Ads to drive registrations, an email drip sequence to nurture registrants before and after the event, and a live webinar that positioned Michele as the expert and pre-qualified attendees before they ever called the firm.
The three funnels were staggered throughout the year to prevent audience fatigue and maintain a consistent lead flow across all practice areas — not just the one that happened to be running a promotion.
Facebook Ads Management
IMS managed the Facebook Ads campaigns that drove registrations into each webinar funnel. With a budget of just $40 per day, the campaigns consistently delivered leads at $16.06 each — well below industry benchmarks for legal marketing. The targeting was refined over time to focus on the highest-converting audience segments in Michele’s market.
Email Drip Campaigns
Each webinar funnel was supported by a structured email drip sequence. Registrants received pre-event reminders that built anticipation and reinforced Michele’s credibility, and post-event follow-ups that moved attendees toward booking a consultation. The email program kept leads warm between webinars and reduced the friction between interest and appointment.
Website Integration
Each webinar was embedded on its corresponding practice area page on Michele’s website. This meant that organic visitors who found the site through search — already high-intent — were immediately presented with an opportunity to attend a webinar and self-qualify. The SEO and webinar systems reinforced each other rather than operating in silos.
The Results
#1 Rankings Across All Three Practice Areas
Michele’s firm now ranks first in Google search results for “Estate Planning Attorney” and “Probate Attorney” in New Mexico, and second for “Elder Law Attorney.” These rankings represent the top of a competitive market and deliver a consistent stream of high-intent organic traffic — visitors who are already looking for exactly what she offers.
Organic search traffic growth following IMS SEO and content implementation.
Over 1,000 Leads at $16.06 Each
The three webinar funnels generated 1,117 leads at a cost of $16.06 per lead — on a budget of $40 per day. That efficiency is not an accident. The webinar format pre-qualifies prospects before they reach the firm, which means the leads that come through are already educated, already interested, and already familiar with Michele’s approach. The cost-per-lead reflects that quality.
Keyword impressions and search visibility growth across estate planning, elder law, and probate terms.
150 Meeting Requests — and Nearly All Convert
Of the 1,117 leads generated, 150 requested a meeting. Michele closes nearly all of them. The reason is straightforward: webinar attendees have already spent time with her, heard her explain the process, and decided they trust her before the consultation begins. The webinar does the pre-selling. Michele closes.
95% of New Business From Webinar Funnels
The webinar program now accounts for 95% of E-Law’s new business. That concentration is a feature, not a risk — it means the firm has a predictable, repeatable system for client acquisition that doesn’t depend on referrals, word of mouth, or Michele’s personal availability to generate leads.
What Changed for the Firm
The clearest measure of what changed is this: Michele no longer has to choose between doing the work and growing the practice. The marketing runs. The leads come in. She focuses on her clients.
“Great products and results, but still allows me hands-on to personalize for our firm’s specific issues. I would recommend this service to any estate planning firm.”
— Michele Ungvarsky, E-Law, PC · Google Review ★★★★★
Hear Michele Tell the Story
Michele joined the Marketing Lawcast to talk through how the webinar strategy changed her practice — what it felt like to hand off the marketing, what the results looked like in real terms, and what she would tell other solo practitioners considering the same move.
What This Case Study Demonstrates
E-Law is a solo practice. There is no associate to handle overflow, no partner to share the business development load. The marketing system has to work on its own — and it does. This case study shows what is possible when a solo practitioner commits to a structured, managed marketing approach rather than trying to fit marketing around client work.
The webinar model is particularly well-suited to estate planning and elder law because the subject matter is complex, the decision to hire an attorney is emotionally significant, and prospects benefit from education before they are ready to act. A webinar compresses months of relationship-building into a single 60-minute event — and the numbers here reflect that.
This is also a case study about the value of a fully managed system. Michele started with coaching and upgraded when the practice outgrew what she could manage alongside client work. That progression — from guided to fully managed — is the path IMS calls the Estate Planning Reset™.
For more examples of what this looks like in practice, see the full IMS case studies library. If webinar marketing is the channel you want to explore, the IMS Webinar Marketing service page explains how the program works and what it includes.
If Any of These Results Sound Like What You’re After, Let’s Talk
Every firm on this page started with a conversation. Not a proposal, not a pitch deck — a 30-minute call where we looked at their situation honestly and told them what we thought would move the needle.
The Discovery Call isn’t a sales call. It’s a diagnostic. We’ll look at where your firm is right now — your rankings, your lead flow, your referral dependency — and tell you what we’d do differently and why.
If it’s a fit, we’ll talk about what that looks like. If it’s not, we’ll tell you that too.
Or call us: 877-352-2021
Results described on this page reflect the experience of a specific client under specific market conditions and are not a guarantee of future performance. Individual results will vary based on practice area, market, budget, and other factors.