MMD Law Case Study: +17% CVR | GrowthHit
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Michael M. Day Law Firm Case Study

MMD Law is a boutique personal injury law firm based in Atlanta, Georgia. Unlike billboard law firms handling 15,000 cases a year, Michael Day personally speaks with every single client — and that's the differentiator. GrowthHit was brought in after a website redesign caused CVR to collapse from 16.5% to 3.1%, and tasked with rebuilding the conversion engine that drove the firm's signed case volume.

+17%

Conversion Rate

+10%

Lead to Client CVR

-6%

Cost Per Lead

Conversion Rate Optimization

Homepage Conversion Redesign

BEFORE AFTER
Before
After
+16% CVR

Case Evaluation Page Optimization

BEFORE AFTER
Before
After
+5% CVR

Challenges/goals

What MMD Law Needed

  • Conversion rate recovery, not a new design. A 2023 website overhaul reduced CVR from 16.5% to 3.1% — a 5X drop that cost the firm dozens of signed cases. The new site looked polished. It just didn't convert. GrowthHit's job was to diagnose exactly what had been lost and systematically rebuild it.
  • Phone leads front and center. In personal injury law, a phone call is the highest-quality lead you can get. The old website made it easy to call — the new one didn't. Restoring phone call conversion as a primary channel was one of the most urgent CRO priorities in the engagement.
  • A conversion experience built for the right emotional moment. MMD Law's customer is a recent car accident victim in Georgia — injured, not at fault, stressed, and making a high-stakes decision under duress. The website needed to communicate safety, trust, and above all, personal access to Michael Day himself. Not a form. Not a chatbot. A real attorney.
  • Positioning that punches above the billboard firms. MMD Law competes against firms spending millions on advertising — Ken Nugent, John Foy, Montlick. But they can't compete on ad spend. They compete on personalization: every client speaks directly with Attorney Day. The website needed to make that advantage impossible to miss.

Paid Search

Search campaigns that drove results

What we learned

Lessons from helping MMD Law Grow

A better-looking website isn't always a better-converting one. Here's what the data told us:

A modern redesign can be a conversion disaster in disguise.

MMD Law's 2023 website looked exactly like what a premium law firm should look like. It also caused CVR to fall from 16.5% to 3.1% — wiping out years of conversion optimization in a single launch. The lesson: design and conversion rate are not the same thing. Every element that made the old site "feel dated" was also doing conversion work that the new site failed to replace.

In high-stakes industries, phone is king — don't bury it.

Personal injury law is not ecommerce. The customer has just been in an accident. They are not browsing. They want to speak to a human, immediately. When the website de-emphasised phone calls in favor of a sleeker form experience, the firm's best lead source dried up. Restoring phone call visibility was one of the fastest wins in the engagement.

Your differentiator only converts if visitors can see it.

Michael Day personally speaks with every single client. In a category dominated by billboard firms handling thousands of cases with staff lawyers, that's a genuinely rare thing. But if that differentiator is buried in an "About" section, it doesn't convert. Surface your most powerful competitive advantage at the top of every page — especially the homepage and intake form.

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