For more than three decades, Bradshaw & Bryant built a reputation as a respected trial firm in central Minnesota, backed by more than 30 years of courtroom experience and a mission rooted in justice for the injured. However, the firm had a minimal digital presence and no systems to track its online footprint. Since partnering with Crisp, Bradshaw & Bryant has increased visibility and measurement across its market, turning organic search into a genuine conversion engine.
Growth in organic search traffic (2,238 to 6,671 sessions)
Conversions now driven by organic search, up from zero previously tracked
Increase in paid social sessions through the Crisp Social Stack
Firm NameBradshaw & Bryant, PLLC
Practice Area Personal Injury Criminal Defense
LocationMinnesota
How Crisp Helped Crisp Coach Crisp Legal Brand Video Crisp Social Stack Crisp Streaming Stack Crisp Focus Retreats Client Experience Optimization Onsite Training
Get StartedMichael Bryant didn’t go to law school to become a trial lawyer. Instead, he pursued a law degree as a stepping stone on his path to becoming a politician.
He had his eye on public office, inspired by Huey “The Kingfish” Long, the populist known for promising to fight for the forgotten.
“I went to law school with the full intent that I would have a political career one day,” Bryant has said. “Once I began practicing law, I just never did.”
The stage changed, but the mission didn’t. Rather than chasing votes, Bryant spent the next three decades chasing justice for everyday Minnesotans who had no one else in their corner.
“I know what it’s like for people not to have a voice,” Bryant said.
He has practiced law since 1991, and the firm he leads has built more than 30 years of trial experience representing the injured from its offices in the St. Cloud area and the Twin Cities. Bryant built his name the hard way: in front of juries. His many accolades reflect his excellent reputation: He’s a certified Civil Trial Specialist, was named a Minnesota Super Lawyers for more than 20 years, a past president of the Minnesota Association for Justice, and the association’s Lawyer of the Year.
The firm’s promise is short enough to remember and hard enough to keep: “Justice for the Injured.” To ensure clients get the attention they deserve, every case gets at least one lawyer and one paralegal. The team is also deeply rooted in the community it serves. Many members of staff grew up around St. Cloud and treat clients like neighbors.
“You’re able to take some of that burden off them, so they worry about getting better,” he said.
There was just one problem. While his firm successfully took on insurance companies, it was still invisible to many of the people who needed help most, including someone sitting in a parking lot after a crash, scared and searching for a lawyer on their phone.
For most of its history, Bradshaw & Bryant’s online presence didn’t match its longstanding courtroom reputation, and the firm had no reliable way to measure what its marketing was doing. So, the firm partnered with Crisp to close that gap.
Since launching with Crisp, Bradshaw & Bryant has seen significant growth in its online visibility, traffic, and, most importantly, the quality of that traffic:
Three Times as Many People Find the Firm on Google. Visits from Google searches nearly tripled, from 2,238 to 6,671. The firm isn’t just showing up in more searches; it’s showing up in front of more people who are ready to hire a lawyer. The visitors who stuck around and took a next step, rather than leaving right away, grew even faster, from 745 to 3,793.
People Stayed Longer and Did More. The firm’s growing audience was also more engaged. The share of search visitors who stayed and interacted with the site, instead of leaving right away, climbed from 33.3% to 56.9%. Average engagement time more than tripled, rising from approximately 14 seconds to 46 seconds. And the total number of actions visitors took on the site, like clicking, scrolling, and watching videos, grew from 8,929 to 31,220. People are staying longer, doing more, and finding content that speaks to what they are going through.
Those Searches Started Turning Into Leads. Before Crisp, searches on Google brought in no tracked leads at all. But after working with Crisp, that spike in traffic turned into more prospective clients reaching out for help. Over the same period those 6,671 visits came in, 153 of those visitors reached out by calling or filling out a contact form.
More People Discovered the Firm Through Social Media. For the first time, the firm was reaching a wide audience beyond its own reputation and referrals. Crisp Social Stack put Bradshaw & Bryant in front of people who’d never heard of it. Visits from social media ads grew more than twelvefold, and visits from other paid ads more than doubled.
More People Are Looking Up the Firm by Name. The number of people going straight to the firm’s website, by typing in its name or web address instead of searching, nearly tripled, from 3,335 to 9,944. That is one of the clearest signs a brand is sticking in people’s minds: more prospective clients saw the firm’s videos and ads, remembered the name, and came looking for it directly.
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Bradshaw & Bryant did not have a reputation problem. It had a visibility problem, and no way to measure any improvements.
Great in Court, Hard to Find Online. The firm spent 30 years building trust the traditional way, through trial results, referrals, and word of mouth. But personal injury is one of the most competitive legal markets in the country, and a firm that dominates in the courtroom can still be nearly impossible to find online. Because the firm had never built consistent top-of-funnel visibility, its growth leaned heavily on its existing reputation and referral network. Bradshaw & Bryant’s digital presence simply did not reflect the caliber of its work.
No Way to Measure What Was Working. Before Crisp, the firm was not systematically tracking its digital performance. Without measurement, there was no way to see which efforts were paying off, no way to prove ROI, and no foundation to scale from. In practice, that meant organic search was generating no conversions the firm could actually see.
Built Top-of-Funnel Awareness with the Social Stack and Streaming Stack. Crisp scaled the firm’s visibility where it was weakest. Through the Crisp Social Stack and Crisp Streaming Stack, paid social sessions grew more than 1,200% and paid reach expanded across new channels. These awareness efforts did more than generate views; they fed the entire ecosystem, lifting direct traffic and assisting the conversions that later closed through search.
Turned On Measurement. For the first time, the firm could see what its marketing was actually doing. Crisp helped the firm establish greater visibility into its marketing performance, creating a clearer foundation for evaluating results and planning future investment.
Helped Build an Ecosystem to Support Organic Growth. Crisp expanded the firm’s visibility through the Social Stack and Streaming Stack, which introduced Bradshaw & Bryant to more prospective clients across paid channels. During the same period, organic traffic nearly tripled and became the firm’s primary conversion channel. The firm’s stronger brand awareness means more people discover, remember, and later search for the firm when they need help.
Captured the Firm’s Authentic Story on Video. Through Crisp Video, the firm brought its story to life, pairing Bryant’s own path with real client voices like Carla, whose daughter was injured in a 2017 crash. That authentic, high-trust content became the engine behind the social and streaming growth, giving prospective clients a reason to choose Bradshaw & Bryant before they ever call.
Sharpened Vision and Leadership Through CrispX. As a member of Crisp’s CrispX program, the firm worked with its coach to clarify its mission, seeking justice for the injured and the vulnerable, and to set a growth plan built on more than courtroom wins. The firm refined its vision to become Minnesota’s most trusted advocate for the injured, and built the operational goals to pursue it.
Bradshaw & Bryant now has an online presence that’s finally on par with its trial reputation, and, for the first time, it can measure exactly how its marketing performs and where to invest next.
The foundation is built, and the next phase is about depth: strengthening the mid- and bottom-of-funnel, introducing retargeting to capture the audiences the Social Stack and Streaming Stack are creating, and aligning landing pages to convert more of the high-intent traffic now finding the firm.
After 30 years of earning trust one case at a time, Bradshaw & Bryant is now earning it at scale.
If your law firm faces similar challenges, let’s talk. We’ll help you take the first step towards transformational growth.
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