Client
McGuigan Solicitors wanted to grow the medical negligence side of its practice. The commercial constraint was access to a continuing flow of relevant opportunities for that specialist service.
A growth system had to connect the firm’s expertise with people seeking that kind of help and give the practice new matters it could assess.
The acquisition journey had a clear commercial job: bring relevant demand to the firm so its legal team could evaluate the matter. Campaign activity, enquiry routes and measurement belonged to that same process. Marketing supplied the opening for a professional conversation; the practice retained responsibility for assessing the claim and the next step with the prospective client.
CSM used online marketing campaigns to bring new medical negligence claims into the firm. The work connected a defined service line to demand, giving digital activity a clear commercial purpose.
The acquisition mechanism is specific: the campaign reaches people with a relevant need, the firm receives a new enquiry or claim, and its legal team can assess whether to progress it. Marketing creates the opportunity for that professional conversation.
Because the activity focused on a particular part of the practice, it could support the development of that service line. This is the foundation of a repeatable customer-acquisition system: a defined area of expertise connected to a continuing route for new business.
We also deployed the data and conversion foundations behind the growth system: tracking pixels, analytics, source tracking and attribution, together with multiple offers, funnels, landing pages and enquiry paths. These connected audience response with the journey towards an enquiry and made performance visible across its stages.
The system operated as a continuous feedback loop. Tracking and attribution informed where attention was coming from and how people progressed; those insights guided improvements to offers, pages and conversion points; subsequent activity supplied the next set of signals. This gave the business a repeatable way to improve acquisition and conversion, reduce guesswork and develop growth more predictably over time.
Eoin Mc Guigan reported growth in the medical negligence side of the practice and described a reliable source of new business. That client account is the central outcome. A repeatable route to relevant opportunities gives the firm a stronger basis for developing a specialist service, without requiring an invented number of cases, fees or successful claims.
Eoin Mc Guigan said the campaigns enabled the firm to grow its medical negligence practice and described a reliable source of new business.
This engagement forms part of CSM’s agency experience through Evolve Marketing.
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