Success looks simple when all the right pieces finally lock into place. In this case study with Geoff McDonald of Geoff McDonald & Associates, we walk through how his firm built a system that now brings in more than 100 cases a month and even hit 200 in a single month. Listen as we break down the practical steps behind that growth, including how a website redesign boosted cases 44 percent and how tracking the right numbers created real momentum. Geoff shares how nearshore staffing lowered people costs, how AI tools turned hours of legal work into minutes, and how a strong culture and community presence kept trust at the center of everything. You’ll see how consistent execution, not just one flashy tactic,  transformed this firm into a powerhouse.

Key Topics

00:01:10 – Learn how aligning marketing, culture, tracking, and execution created consistent 100+ case months.

00:04:10 – See how falling off the “Google cliff” revealed major SEO and technical issues and what fixes restored rankings.

00:07:20 – Understand how OKRs helped guide decisions and doubled year-over-year growth.

00:09:20 – Learn which numbers matter most for running a scalable PI firm and how monthly KPIs drive growth.

00:13:34 – See how nearshore staffing reduced people costs from nearly 50% to 32% and expanded intake capacity.

00:16:38 – Understand how inflection points shape PI firms and why AI is the most important shift happening today.

00:20:10 – Learn how AI tools now draft demands, interrogatories, and mediation statements in minutes instead of hours.

00:23:20 – See why replacing homepage forms with phone-first CTAs increased calls 176% and cases 44%.

00:26:21 – Hear how core values and a clear core focus guide hiring, client service, and daily operations.

00:31:41 – Learn how deep community involvement and signature events build brand trust and visibility.

00:34:34 – Understand how Answer Engine Optimization and schema position firms inside Google’s AI results.

00:39:10 – See how Google Maps rankings are tied to SEO consistency and accurate business listings.

00:41:10 – Learn how TGR Boomerang recovers missed calls and boosts intake speed on PPC, LSA, and web leads.

00:44:25 – Understand how memorable TV creative increases branded search volume and conversion across all channels.

00:52:10 – Learn when to expand into a second market and how to use data, cost per case, and ceilings to time the move.

01:02:10 – See why adding multiple lead-gen vendors stabilizes total case flow and lowers average acquisition cost.

01:07:17 – Q&A where Jay and Geoff answer questions on SEO, metrics, AI, and firm growth strategy.

Resources Mentioned

Books

• Measure What Matters – John Doerr -  https://a.co/d/2fJns0P 
• Wooden on Leadership – John Wooden -  https://a.co/d/drjzKvB 

Tech

• CallRail -  https://www.callrail.com
• Lexis+ AI -  https://www.lexisnexis.com
• Microsoft Copilot -  https://www.microsoft.com/copilot 
• Crystal Knows (DISC personality insights) -  https://www.crystalknows.com

About our Guest:

Geoff McDonald is the CEO and President of Jeff McDonald & Associates, a leading personal-injury firm in Virginia. A former college football player at the University of Hawaii and the University of Virginia, he earned his J.D. from the University of Richmond. Over his career, Geoff has secured more than $400 million in settlements, argued over 200 written opinions, and helped shape Virginia case law in several key areas. He is active in the community through the Rotary Club of Richmond and Derby Camp Richmond, and he remains committed to protecting the rights of injury victims and their families.

https://www.mcdonaldinjurylaw.com/ 

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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