How I helped García Méndez build his online channel

I really like this success story because it is quite comprehensive. And quite common too.

This is a client, Fernando García Méndez—a lawyer—who made the leap from working for different companies, mainly banks, to becoming self-employed and setting up his own firm.

What happened?

After a few months, the phone was ringing less than expected.

The usual thing when you start out: you have no idea how much demand there will be. Unless you already have a solid client or email list, or a sizeable investment, it will be low.

So, after some time had passed, he contacted me because he wanted a website.

And that is where it all began.

What the client needed

As I was saying, Fernando thought he needed a website.

But what he actually needed was clients.

Yes, a website is a way to attract clients nowadays, but no matter how well optimized for Google a website is, it will not bring you clients on its own.

At least not overnight.

SEO needs more time to work its magic.

And probably some investment in link building.

That is how things are in 2025 (spoiler alert: it is not going to get better, but worse).

What Fernando really needed was a lead generation system.

The website was part of that system, as was turning leads into clients, which was Fernando's responsibility.

So that is what I explained to Fernando in our first meeting, along with the possible options I could think of at the time for building that system.

And I asked him to read the proposal I would send by email a few days later, once he had provided the information I needed to analyze the project in a little more depth.

The solution I proposed and how it was developed

After analysing demand for his services and knowing the work would be local and in person—not some online lawyer setup—I knew exactly what marketing approach we needed.

A simple funnel, automated as much as possible, because the resources were what they were. At least to begin with.

That covered the top of the funnel: attracting clients.

Lead conversion happened on the website. And that is where I found both good news and bad news.

The good thing was that the value proposition Fernando offered was convincing. It could work well. And in fact, it did.

The bad thing was that we could not keep the website as minimal as planned. It was not going to be a home page, four services and a contact page, as discussed, because that approach would only work halfway.

So I told him and we expanded it. Quite a lot. Enough for it to make much more sense. And that was despite Fernando specializing exclusively in Civil Law, because there are many areas within it.

The point is that this created a substantial amount of extra work at every level:

• Writing the copy (which Fernando handled).
• Creating the website sections and optimizing them for SEO.
• Expanding the initial marketing work.

And when we translated it, more of the same.

The work was initially planned to take a month and a half, but ended up taking almost three months, and the process was as follows:

1. Market, competitor and demand analysis.
2. Design of the guerrilla marketing plan.
3. Essential analytics plan.
4. Website creation.
5. Campaign launch.
6. Monthly monitoring and optimization.

Judging by the results, both expanding the initial scope and developing every part of the project—besides my work, different professionals handled the corporate identity, photography and website copy—were the right decisions.

The result of the collaboration

Let me sum it up like this:

He went from not having enough clients to hiring another lawyer to help with the cases just three months after launch.

True story.

Seriously, he can tell you himself:

With a constant, automated flow of leads, a more than acceptable CPL and Fernando's ability to close those leads, the business has kept growing.

It is a shame that there is almost no repeat business in the B2C side of this sector—which is logical and normal—because otherwise, in a couple of years, we would be talking about a very serious project.

That is the level we are talking about.

Next steps

But even without repeat business, Fernando knew he wanted his business to keep growing. The project had to grow with it. And that is what we did.

Scaling the business

Once your business has a system that works at every level—customer acquisition, service delivery and positive feedback—it is only natural to want to scale it and make more money.

And for that, there is no better place to start than increasing the advertising budget properly—that is, with data and common sense.

If the system is robust and well built at every level, the results follow. If it is not, something will break somewhere.

In this case, doubling the monthly budget worked extremely well. In fact, it pushed the current team's capacity to the limit, and there is still room for improvement when they are ready for the next leap.

Adding features to the website

A website stays alive by improving as its environment changes. This one was no exception.

We added some small improvements and some much larger ones. Perhaps the most notable was the aforementioned English translation, which allowed him to reach an interesting audience segment here on the Costa del Sol.

Project migration

One year after launch, Fernando wanted to formalize his relationship with Pablo de Gálvez, another lawyer with whom he shared an office.

I met with both of them when they asked me to carry out the complete migration. I explained their options, which basically meant creating a new website under the new trade name or migrating Fernando's website.

After reviewing the budgets, advantages and disadvantages of each route, they chose the latter option, which included:

• Changing the design and expanding the website.
• Changing the domain.
• Changing the marketing campaigns and making SEO adjustments.
• Migrating corporate email accounts.

The result was that a process like this—which can become unnecessarily complicated and far more error-prone when handled by someone other than the person who built the first website—was very smooth in this case.

Within fifteen days they were operating with the new email accounts, and in a month and a half the new website was live, with all changes and additions, all redirects completed, and the marketing campaigns active and pointing to the new domain.

A remarkably seamless and painless change, which is not always the case—in fact, it rarely is. It also preserved the top-three rankings for the most relevant transactional keywords.

Here you can see the result: https://abogadosdegalvezygarciamendez.com/

Conclusions

I believe a project like this, despite being quite common—a business offering local services that wants to attract clients online—has a lot of value.

In fact, that is precisely why it has value: because a website that attracts clients should always be the norm.  

However, I often come across business owners or self-employed professionals whose websites do not work as well as they would like.

And it frustrates me to see the opportunity they are missing.

But everyone is free to make the decisions they consider most appropriate for their business.

So, if you think your business could benefit from something similar to what I have explained here, you have three options:

1. This link explains more about my website creation service or, better still, my digital business consulting. This case combines the two.
2. You can also buy my Digital Local Business course, where I explain, step by step, how to replicate what I did with Fernando so you can do it yourself and learn, even with no previous knowledge.
3. And if you want a hybrid—learning with guidance and support—I offer my digital business mentoring. We will focus exclusively on your needs and those of your business.

You can contact me directly from there.

And if you want more information about digital business, I will see you here in seven days with a new article or on my YouTube channel, where you will find tutorials, courses and masterclasses..