Gordons Partnership: Transforming a Traditional Legal Practice into a Lead-Generating Powerhouse

Gordons Partnership is a prestigious, multi-discipline legal firm that was seeking to build a stronger market presence and expand its client base within the health and social care sector. Although recognised for their expertise in this area, the business lacked the brand visibility of some of their more successful competitors, relied heavily on referrals and in-person events for new business, and their only digital engagement was through paid search, targeting only the 5% of potential prospects who are ‘in-market’ at any one time.

The firm lacked a modernised business development engine, had no strategy to attract, engage and nurture the other 95%, and crucially, had no CRM or existing database to manage leads and nurture prospects.

The Challenge

·       Unpredictable Demand
Care sector clients typically engage solicitors only during regulatory emergencies - situations that are neither predictable nor easily influenced by standard lead-generation tactics.

·       No Centralised System
Without a CRM, Gordons Partnership struggled to capture, track, and nurture leads.

·       Limited Visibility
Traditional networking methods did not provide consistent or scalable growth.

The Approach

1.     Thought Leadership & Content Marketing
The Growth Curve devised a strategy to build trust and credibility through content-driven campaigns. By positioning Gordons Partnership as an industry authority, they aimed to keep the firm top-of-mind for when potential clients faced regulatory challenges.

An initial tele-research campaign – speaking directly with Gordons’ ideal customers - allowed us to understand the real pain-points and roadblocks they were experiencing around regulatory issues. This enabled us to craft powerful lead magnet content resources that guaranteed high engagement.

To add further impact, we commissioned a highly-respected industry figure to write the initial content resource and leveraged her name and standing in our outreach campaigns to aid conversions.

2.     Sales Funnels & Webinars
To generate and nurture leads, LinkedIn Message Ads were launched, using low-friction Linkedin lead forms to collect contact details and deliver content resources to interested prospects. These leads then entered a nurturing funnel with further touchpoints, including webinars and roundtable discussions featuring leading industry figures.

3.     Retargeting
ActiveCampaign was installed as Gordons Partnership’s new CRM system, enabling automated email sequences and streamlined lead management. This was the first time the firm had a centralised platform for pipeline visibility and nurturing.

Alongside, we ran thought-leadership remarketing ads within Linkedin, using video assets and additional content to amplify brand visibility, further build trust & authority, and to ensure Gordons Partnership remained first-in-mind among potential clients who weren’t yet ‘in-market’.

4.     Targeted Audience Building
The Growth Curve overcame LinkedIn’s limited targeting by scraping an industry directory and creating a matched audience that isolated over 50,000 care sector decision-makers on the Linkedin platform, from managers to the C-suite. This ensured a laser-targeted pool of prospects for the initial Linkedin ad campaigns, with zero wastage.

5.     Automated Nurture Sequences
With the CRM in place, Gordons Partnership engaged leads through carefully crafted email content, newsletters, and webinar invites - ultimately driving them toward high-value conversations.

6.     Streamlined PPC to focus on high quality conversions

The structure of the PPC account we inherited was solid, but the campaigns were not focussed on high-intent search terms, aiming for quantity of conversions over quality.

By streamlining the existing setup and employing tailored landing pages to replace inner web pages as the ad destinations, we were able to capture higher-quality in-market prospects while maintaining the current ad spend.

Results

·       Robust New Database
Over 1000 ideal care sector contacts were added to the database within six months, including multiple contacts from each of the biggest 20 care groups.

·       High Webinar Engagement
The firm’s first webinar attracted 300 sign-ups, with 150 attendees.

·       Elevated Newsletter Performance
Average newsletter engagement reached and maintained an impressive 40%.

·       Thriving Health & Social Care Division
Gordons Partnership’s team has never been busier, thanks to a steady flow of qualified leads and heightened brand awareness.

By blending thought leadership content, strategic audience targeting, and a powerful CRM, The Growth Curve helped Gordons Partnership modernise its business development approach and build a strategy that targeted 100% of their target market, not just the 5% who search through Google Ads, ensuring the firm remains the go-to legal partner when urgent care sector challenges arise.

If you would like results like these, book an initial strategy call here