Case profile
James Newby Law is a criminal defense and DUI law firm in Colorado Springs. Infront's manager of digital marketing, Allan Todd, has supported the firm since 2014. James Newby hired Allan to rebuild the firm's website and run search engine optimization for one of the most competitive local search topics there is: best DUI attorneys in Colorado Springs.
The web design strategy follows the StoryBrand approach to relationship marketing: the client is the hero, the firm is the guide. On top of that foundation, a high-quality content marketing program became the long-term SEO engine that carried the James Newby Law brand to the top of the results for criminal defense lawyers in Colorado Springs.
The challenge
Every criminal defense firm in a city of this size is fighting for the same handful of keywords, and the firms at the top have been there for years with large budgets. A new site alone would not move the needle. The firm needed copy that sounded like a real conversation with a frightened client, pages built to rank for each practice area, and the patience to publish consistently.
What we did
- Rebuilt the website on WordPress around the StoryBrand framework, with a clear path from "I have been charged" to "call us".
- Wrote the core copy in the firm's voice. The "Why choose us" section below is the copy Allan Todd wrote to capture what it is like to work with the firm.
- Mapped a keyword portfolio to DUI, criminal defense and related practice-area pages, each with its own title, headings and schema.
- Launched an ongoing content program answering the questions people ask after an arrest, which built topical authority over time.
- Local SEO: Google Business Profile optimization, consistent citations and reviews.
The results
Organic traffic grew 654%, new leads grew 350% and the practice itself grew roughly 200%. The firm now holds top positions for DUI attorney searches in Colorado Springs and the content program continues to compound.
The copy that did the work: "Why choose us?"
You get a team of criminal lawyers. Why work with a single attorney when you can have three highly experienced defense lawyers on your side? We take a hands-on, team approach to your criminal defense, focused on your success. Each of our Colorado Springs criminal lawyers has unique skills and areas of expertise that, when combined, become a massive advantage to your defense.
You get three former prosecutors. Every attorney at our criminal law firm is a former Colorado Springs prosecutor. That means defense attorneys with local prosecutor experience can protect your rights against overzealous local police and prosecutors, find and exploit the weaknesses in the case against you, predict how the El Paso and Teller County prosecutors think and what will sway them, and adapt your defense to the unwritten rules of the judges who preside over criminal cases.
You get the truth upfront. You will not hear promises about anything the firm cannot deliver. You get an honest evaluation of the strengths and weaknesses of your case so you can make an informed decision about your defense.
You are not just a "case" or a "file". Your freedom is on the line and you deserve more than a cookie-cutter approach. Every client is treated as a unique situation.
You will breathe easier. With a well-prepared strategy and creative defense tactics, you can be confident that your freedom and future are in good hands.
