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Work / Case study 01
Shipley Law Firm: a contact page that does its job.
Paid ads were sending people to the firm's contact page, and most of them left without calling or finishing the form. This is what I changed and what the numbers did.
- Client
- Shipley Law Firm, PLLC · Johnson City, TN
- Scope
- Contact page rebuild, form and tracking fixes, Meta ad campaigns
- Stack
- WordPress, Gravity Forms, GA4, Meta Ads
- When
- May to September 2026
01 The problem
The ads were working. The page they landed on was not.
In the 28 days before the rebuild, visitors spent an average of 11 seconds on the contact page. Across the site, more than half of the people who started a form never finished it.
- 11s average engagement
- ~4.3% took a contact action
- ~58% of form starters quit
Baseline: GA4, 28 days ending Aug 5, 2026.
02 What I did
-
Led with the outcome
Rewrote the headline around what a visitor wants, a talk with an experienced Northeast Tennessee attorney, with two clear actions: call now or request a callback.
-
Showed who answers
Added credential badges and a team photo so visitors see the people behind the form before they fill it out.
-
Made the phone the easy path
Added a sticky call bar on phones and cut the form to what the firm needs, with email optional.
-
Fixed the measurement
Rebuilt tracking so every phone click records where it came from: header, top button, side column, or sticky bar.
-
Ran the ads on hard caps
Tested five Meta campaigns on fixed lifetime budgets and judged each one by lead quality, not just cost.
03 The outcome
Sources: GA4 and Meta Ads Manager
- 42% to 70% Form completion rate Before and after Aug 5
- 11s to 20.5s Average time on the contact page Before and after Aug 5
- $52 to $28 Cost per lead, same campaign Before and after the fixes
- $17.23 Cost per lead on the best campaign 16 leads, September 2026
04 What did not work
The cheapest leads were the worst ones.
The first campaign brought in 41 leads at $9.69 each, and most were junk. From then on I judged campaigns by whether the firm wanted the calls, which is also why later campaigns cost more per lead and were worth more.