Turning SEO Guesswork into Growth:
Steele Law’s AI-Driven Transformation
Steele Law
Steele Law, founded in 2015, is a litigation firm focused exclusively on nursing home abuse cases. The firm is driven by a singular mission: to hold negligent owners and operators accountable when they prioritize profit over resident safety.
As a contingency-based practice, consistent lead flow is vital. But like many boutique firms, Steele Law struggled with the challenge of building a reliable, cost-effective marketing pipeline while staying focused on the work of litigation.
“Because of the metrics that FirmPilot provides, it makes the difference between assuming that something works to knowing something works.”
Jonathan Steele
Managing Partner @ Steele Law
Opportunity from a cold email
Always open to new technology, Steele Law’s founder was intrigued by FirmPilot’s use of AI, particularly the way it approached SEO. The firm had long known its website needed better content, but creating it internally wasn’t feasible.
FirmPilot’s pitch stood out: a data-backed approach to generating the kind of content Google rewards, built around ease, automation, and measurable SEO results.
“I recommend FirmPilot to every personal injury law firm I come in contact with. It’s a cost-effective way of seeing real results in a short amount of time.”
Jonathan Steele
Managing Partner @ Steele Law
Quickly seeing clear momentum
Within just four months of working with FirmPilot, Steele Law saw a dramatic increase in qualified leads:
Explosive Organic Lead Growth
3x–4x growth in monthly organic leads
High-Output, Low-Lift Content
Faster, smarter content production without draining internal time
From Guessing to Knowing
Clear SEO visibility—from guessing what works to knowing what does
Why it Worked
Focused Expertise
A focused niche (nursing home abuse litigation)
AI Insights
AI-driven identification of SEO-winning content
Streamlined Workflow
Minimal time investment for the legal team
Measurable Impact
Real results, fast—and clearly measurable
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