Download the full case study

Get the PDF version. No email required.

Download

Results that speak for themselves

Key Stats & Results

 

+243% month-over-month growth in cross-channel organic impressions

+57% LinkedIn engagement rate vs. the firm's historical benchmark

Behind the transformation

How a PI Firm Grew Organic Social Engagement 57% Above Benchmark

As social feeds grow more crowded and harder to break into, an established regional personal injury law firm partnered with Rankings.io to turn organic social from a routine into a real engine for audience growth — earning attention and trust across Instagram, Facebook, and LinkedIn.

“The biggest benefit of working with Rankings.io is that they want you to succeed and can give you the tools to succeed. They know who we are as a firm, what kind of work we do, what kind of clients we’re looking for, and they devise a plan tailored for us to achieve our goals.”

Ilya Frangos, Partner
Galine, Frye, Fitting & Frangos

FROM CHALLANGES TO SUCCESS

The Challenge

 

When this regional personal injury law firm partnered with Rankings.io for organic social media, the firm already had an active presence across Instagram, Facebook, and LinkedIn.

Consistency didn’t create the problem. Direction did. 

Social reinforced relationships with people who already knew the firm, but it didn't reliably reach new audiences or convert attention into measurable growth.

The firm devoted a large share of the content calendar to internal recognition: employee birthdays, work anniversaries, and team-culture moments. That genuinely valuable content strengthens culture and rewards an existing audience but it doesn’t drive discovery. In one representative month, 6 of 15 posts fell into this category, and those posts consistently landed below benchmark on reach and engagement.

Meanwhile, the firm's highest-performing content pointed to a clear, underused opportunity: simplified, search-driven legal education and authentic, attorney-led personality content. 

The firm needed a partner who could keep the brand professional and compliant, essential for a law firm, while turning organic social into an actual audience-growth and authority channel.

How We Did It: The Strategy

After auditing the firm's channels, Rankings.io established a simple thesis: The firm's lowest-performing content wasn't poor quality, it simply wasn't built for audience growth.

The firm took the opportunity to rebalance the content mix toward discovery, lean into each platform's distinct strengths, and package legal expertise in a way that felt authentically human.

1. Benchmarking and a Performance Framework

Before changing the content, we built the measurement system. Rankings.io set historical performance averages from the prior quarter as the baseline for every channel, average reach, impressions, engagements, and engagement rate per post. 

This ensured we measured every result against a relevant, consistent benchmark and that optimization decisions reflected real audience behavior, not vanity metrics.

2. Platform-Specific Content Strategy

Instead of posting the same content everywhere, we mapped each platform to its strength: Instagram for personality and relatable education, Facebook for community storytelling and shareable legal education, and LinkedIn for professional authority and firm-culture credibility. 

This lets each channel do what it does best rather than competing with the others.

3. Personality-Led, Attorney-Forward Video

The strongest reach and connection came from authentic, behind-the-scenes video that humanized the firm without feeling promotional. We prioritized quick-paced, personality-first creative, relatable office scenarios, attorneys shown as approachable people, and native-feeling social formats that encouraged viewers to watch all the way through.

We took the topics prospective clients already search for, how insurance companies really operate, red flags when hiring an attorney, how AI is changing personal injury, and broke them into practical, easy-to-understand takeaways. This conversational, simplified legal education consistently produced the firm's highest engagement rates.

5. Real-Time Trend & Community Moments

We paired the firm's brand with timely, recognizable community moments, including a partnership tied to a popular local sports team, to create fun, shareable content with built-in local relevance. These moments blended a familiar trend with the firm's personality while keeping the brand professional and credible.

Before & After

Within a single reporting month, the rebalanced strategy delivered a step-change in visibility and outperformed the firm's historical engagement benchmarks across its two authority-building channels.

The defining takeaway of the engagement was directional clarity: Audiences engaged most with content that felt authentically human. Personality-first video generated the strongest reach, community storytelling consistently outperformed traditional promotional content, and simplified legal education drove the highest engagement rates — a repeatable playbook the firm can now scale.

Key Wins

  • +243% month-over-month growth in cross-channel organic impressions
  • LinkedIn engagement rate 57% above benchmark, confirming it as the firm's strongest authority-building channel
  • Facebook engagement rate 43% above benchmark, reinforcing it as the primary community-and-discovery platform
  • A single community-moment video earned +400% engagements and +329% impressions vs. benchmark on LinkedIn, plus +135% engagements and a +77% engagement rate on Facebook
  • A personality-led reel drove +189% engagements and +57% reach on Instagram
  • A repeatable, platform-specific content playbook, personality, community storytelling, and simplified legal education, built to compound audience growth over time

Ready to Grow Your Firm?

This case study shows what organic social can do when built for growth instead of routine: a rebalanced content mix, platform-specific creative, and legal expertise packaged in a genuinely human way, all measured against real benchmarks.

At Rankings.io, we specialize exclusively in marketing for lawyers. Whether you're building authority on LinkedIn, driving discovery on Facebook, or humanizing your brand on Instagram, we bring the strategy, creativity, and measurement discipline needed to turn organic social into a durable source of visibility and trust.

You can be the best lawyer in the world, but if no one sees you, attention goes elsewhere. Let's fix that.

Let’s talk

"The biggest benefit of working with Rankings.io is that they want you to succeed and can give you the tools to succeed. They know who we are as a firm, what kind of work we do, what kind of clients we’re looking for, and they devise a plan tailored for us to achieve our goals."

Ilya Frangos, Partner
Galine, Frye, Fitting & Frangos