Client Case Study
How We Helped a Process Serving Firm Generate 4x More Leads and Achieve 850% Growth in Search Rankings
Firefly Legal’s transformation from dated digital presence to modern powerhouse: A strategic partnership that turned decades of offline credibility into dominant online visibility.
850%
Increase in Top 3 Keyword Rankings
10X
Organic Traffic Growth
4X
More Qualified Leads
“Stephan’s team came in, broke down what wasn’t working, and rebuilt our digital strategy from the ground up. We went from invisible to a dominant presence. The flow of qualified leads has exploded and the momentum keeps building.”
Keith J. McMaster, Founder + CEO, Firefly Legal INC.
In the Clients’ Own Words
I needed somebody who could give me honest advice. I didn’t just want a yes man, and Stephan gave it to me. I wanted to make sure we moved up the charts so that if someone was looking in the Chicagoland area, Florida, or Ohio, they could find Firefly. It became an automatic funnel that flowed for us without hiring an additional person.
Keith J. McMaster, Founder + CEO, Firefly Legal INC.
The Transformation
Since 1996, Firefly Legal has been a trusted name in civil process serving, completing over 3 million serves across 18,000+ cities. But by 2023, their online presence wasn’t reflecting the caliber of service that had made them an industry leader for nearly three decades.
That’s when they partnered with Stephan Spencer and the team at Netconcepts to align their digital presence with their hard-earned reputation—transforming visibility, credibility, and lead generation in just 15 months.
What We Achieved Together:
Skyrocketed from 500 to 2,000 top keyword rankings
Grew monthly organic traffic 10X within 2 years
Multiplied lead generation by 4X
Created a modern, mobile-responsive web experience
Social Media Revamp
We revitalized their social media presence with reels and shorts. A more contemporary more up-to-date positioning.
Built a sustainable SEO foundation for continued growth
The Challenge
29 Years of Excellence, But an Online Presence That Didn’t Reflect It
Firefly Legal had built an impeccable reputation through decades of reliable service. But when prospects searched online, they found a website that raised more questions than it answered.
Invisible in Search
Despite being an industry leader, Firefly was barely showing up for high-intent keywords. They lacked state and city-specific pages to capture local searches, letting competitors dominate regional markets.
Outdated Digital Experience
The website looked dated and didn’t function well on mobile devices—where many attorneys were now searching for process servers.
Generic Positioning
Their messaging didn’t differentiate them from commodity providers. The site failed to communicate their “leadership through partnership” philosophy.
Limited Lead Generation
With only 200 monthly organic visitors and weak conversion paths, the website wasn’t pulling its weight as a business development tool.
No Content Strategy
Firefly had valuable expertise to share, but no platform or strategy to position themselves as thought leaders in the process serving industry.
Missed Market Opportunities
While competitors were capturing online market share, Firefly’s growth was limited to referrals—leaving money on the table.
The Bottom Line
Firefly needed a digital presence that matched their real-world reputation. They needed to be found by the right prospects, trusted immediately, and positioned as the premier choice for professional process serving nationwide.
The Solution
A Multi-Layered Strategy Focused on Visibility, Credibility & Conversion
We didn’t just redesign a website. We built a comprehensive digital marketing engine that would position Firefly as the go-to authority in process serving—and generate qualified leads on autopilot.
Local SEO Domination: State & City-Specific Pages
We created dozens of targeted landing pages optimized for specific states and cities where Firefly operates. Each page was crafted to speak directly to local attorneys searching for process servers in their jurisdiction.
- Researched high-intent local keywords for each market
- Created unique, valuable content for each location
- Optimized for “process server in [city]” and “[state] process serving” searches
- Built internal linking structure to boost authority across all pages
Content Strategy & Thought Leadership
We developed an “Insights” blog featuring evergreen content that addressed the real questions and pain points attorneys have about process serving, compliance, and legal technology.
- Focused on educational, high-value content (not sales pitches)
- Targeted long-tail keywords with clear search intent
- Positioned Firefly as experts and trusted advisors
- Created content that would compound in value over time
Complete Website Transformation
Working with Studio1 Design, we modernized the entire digital experience to reflect Firefly’s professionalism and 29-year track record.
- Improved page speed and technical SEO foundation
- Create content, strategy and regular blog posts
- Strategic calls-to-action guiding visitors to conversion
- Authentic team photography replacing generic stock images
- Clear navigation highlighting services, testimonials, and trust signals
- Mobile-responsive design optimized for attorneys on the go
Technical SEO &
Performance Optimization
Behind the scenes, we implemented crucial technical improvements to ensure search engines could crawl, index, and rank Firefly’s content effectively.
- Optimized site architecture and URL structure
- Implemented schema markup for local business and services
- Fixed crawl errors and improved indexation
- Enhanced page speed for better user experience and rankings
- Built high-quality backlinks to increase
domain authority
Brand Positioning & Messaging
We helped Firefly articulate their unique value proposition: “Leadership through Partnership.”
This wasn’t just tagline work—it was a fundamental shift in how they presented themselves online.
- Emphasized their partnership approach vs. transactional competitors
- Showcased their technology, compliance, and national network
- Highlighted client testimonials and 3M+ successful serves
- Positioned them as innovators with nearly
30 years of experience
The Key to Success: Strategic Partnership
This wasn’t a one-time project. It was an ongoing collaboration where we continuously optimized, tested, and refined the strategy based on data and results. That commitment to excellence is what transformed Firefly’s digital presence.
Podcast Interview with Keith
Deconstructing the Website Redesign
The Results
Remarkable Growth Across Every Metric That Matters
Within 15 months, Firefly Legal went from an outdated web presence to a lead-generation powerhouse—proving that strategic digital marketing delivers measurable business results.
850%
Increase in Top 3 Keyword Rankings
10X
Organic Traffic Growth
4X
More Qualified Leads
A couple leads turned into a couple more. We started converting over a client a day. We couldn’t have gotten to this point without the tutelage of everything that Stephan has taught me. It isn’t just the website or just SEO. It’s a lot more. And we’re not done yet.
— Keith J. McMaster, Founder + CEO
The Bottom Line
Firefly Legal’s digital transformation shows what’s possible when you combine strategic thinking, technical expertise, and a commitment to long-term growth. Their decades of offline success now has a digital presence to match—and the leads keep coming.
This is what happens when you invest in doing digital marketing right.
