SUGARMAN is one of New England’s premier personal injury law firms. For over 60 years, the Boston-headquartered firm’s attorneys have represented the injured throughout Massachusetts with a client-centered focus — regularly achieving ground-breaking verdicts, awards, and settlements for their clients and their families.
Sugarman Law Firm
Award-Winning Redesign and Paid Media Double Law Firm Conversions
Award Winning Design / Digital Marketing Strategy / SEO Lead Content Strategy / Web Development / Website Design
The Challenge
For more than 60 years, Sugarman has represented injured clients and families across Massachusetts — a personal injury practice known for ground-breaking verdicts, awards, and settlements. But the firm’s website wasn’t working as hard as its reputation: it undersold the practice, made publishing difficult, and converted too few visitors. Sugarman partnered with 3 Media Web on a complete digital transformation — a ground-up redesign and replatform of the website, followed by an ongoing paid media, content, and optimization engagement to turn the new site into a lead engine.
A Ground-Up Redesign, Replatformed on WordPress
We redesigned the website from the ground up and replatformed it on WordPress. The new design carries the stature of a 60-year firm — clear practice-area paths, prominent results, and consultation-focused calls to action — while WordPress gave Sugarman’s team a fast, easy publishing platform they own. That foundation proved essential: every campaign and content initiative that followed was built on it.
An Award-Winning Result
The industry noticed. The Sugarman website redesign earned a 2023 Horizon Interactive Award in the Websites: Legal category and an Honorable Mention from the 2023 Hermes Creative Awards — recognition that a law firm website can be both credible and genuinely engaging.
A Smarter Paid Media Foundation
With the new site live, we started where the return lives. Together with Sugarman, we identified the firm’s five most profitable services and completed comprehensive keyword research around each. Our paid media team built the Google Ads program on single-keyword ad groups — a dedicated ad group for every priority keyword — so each search sees a tightly matched, relevant ad. Continuous bid adjustments based on audience and location data keep Sugarman’s ads in front of prospective clients exactly where they’re searching, browsing, and watching.
Content Powered by the Firm's Own Expertise
Sugarman’s attorneys and paralegals hold decades of legal knowledge — intellectual capital most firms leave untapped. We formulated blogging guidelines for the firm’s in-house paralegals — suggested topics rooted in keyword research, formatting best practices, and tools that make every post easy to share across social platforms — all published through the new WordPress platform. The firm’s own expertise became a steady engine of search-visible, authority-building content.
A Website Tuned to Convert
As the campaigns drove better traffic, we kept tuning the site to receive it — analyzing page titles, descriptions, and on-page content; strengthening calls to action; and adding contact forms throughout the site so the next step is never more than a scroll away.
Great agency — always extremely responsive and very, very helpful. The team is vested in our firm and that is very important to us.
Firm Administrator, Sugarman Law Firm
From First Month to Flywheel
Paid media programs typically need three months to complete their foundation phase. Sugarman generated more than 10 conversions in its first month, reached 20 per month by month three, and peaked at 55 conversions in a single month — now sustaining 30–35 every month.
Continuously improving keywords, the user interface, and blog article formatting made it easier for Sugarman to share content efficiently and increase traffic to their website. This also led to a better quality of traffic, leading to more conversions, and an increase in user engagement.
Tom Broadwater, Senior Digital Strategist, 3 Media Web
The Results
Year-over-year performance since September 2022:
+70%
increase in web traffic
+134.6%
increase in overall users
+131.1%
increase in new users
