Fractional CMO for R23 Law: Building a Lead-Generating Funnel in Legal Marketing

Overview

In 2024, I joined R23 Law as their fractional CMO. R23 Law is a California firm dedicated to consumer protection. I worked directly with the founder to build a marketing strategy from the ground up. The goal was simple. Build a funnel that generates quality leads, tied to their practice areas, that scales as the firm grows. My strategy background, paired with their legal expertise, produced results that were concrete, measurable, and scalable.

This is the kind of work I now lead through my agency, the boring digital, where fractional CMO partnerships are a core service for founder-led businesses.

About R23 Law Consumer Protection Attorneys

R23 Law is a California-based firm with national reach. They represent plaintiffs against corporate misconduct across data privacy, consumer finance, identity theft, credit disputes, financial fraud, and background check errors. They bring big-law defense experience to the side of the individual consumer, both as single plaintiffs and on a class-wide basis, with no upfront fees. That model matters, because their clients are taking on large international corporations, including Fortune 50 companies and bulge-bracket banks.

The Fractional CMO Engagement: Phase 1

R23 Law was founded in 2024. As fractional CMO, I built a Phase 1 strategy focused on plaintiffs in consumer finance litigation, with a primary target of those affected by identity theft. Phase 1 was designed to do three things. Generate actionable data. Establish a repeatable funnel. Lay the groundwork for client acquisition, brand authority, and future growth.

Phase 1 Objectives

  1. Lead generation and portfolio development. Establish an initial portfolio of pre-litigation and litigation cases.

  2. Marketing strategy development. Build a flexible, data-driven strategy that can evolve and scale.

  3. Confidential data collection. Track the metrics that matter — return on ad spend, cost per lead — within the confidentiality the legal industry requires.

Market Analysis

  • Target audience. Identity theft victims who need representation against financial institutions.

  • Competitive landscape. Map local competitors and define where R23 Law's expertise and consumer-first approach stand apart.

  • Market trends. Track competitor acquisition strategies and feed those insights back into R23 Law's own marketing process.

Branding Strategy

The aim was to make R23 Law a brand known for empathy and expertise in consumer protection. Two tactics led the work.

  • Authority. Publish content that demonstrates real depth in consumer protection litigation.

  • Memorable copy. Write messaging that speaks directly to identity theft victims, such as "Were you victimized by identity fraud?" and "We can help fix the credit problems caused by ID theft."

Marketing Plan

Goals

  • Short-term. Convert leads into an active litigation portfolio by the end of the first quarter.

  • Long-term. Build a lead generation system that sustains a steady matter portfolio.

Strategies

  1. Content marketing. Publish articles, posts, and video on consumer rights, bank obligations, and credit repair.

  2. Social campaigns. Engage on Facebook, Instagram, and X to attract qualified leads.

  3. Networking. Build referral partnerships with local businesses and credit repair firms.

  4. SEO. Optimize the site around the keywords that matter, so the right people find the firm in search.

Tactics

  • Website optimization. A site that is clear, informative, and built to convert, with consistent calls to action.

  • SEO. A regularly updated blog to hold authority in the field, supported by a deliberate backlink program.

  • Client testimonials. Structured questionnaires that turn client experience into trust and credibility.

  • Paid advertising. Targeted campaigns across Google and Bing.

Monitoring and Evaluation

Using Google Analytics, Yelp Ads, and SE Ranking, we built a feedback loop to track performance continuously. The KPIs that guided the work:

  • Website traffic. Visitor behavior and conversion paths.

  • Consultation requests. The volume of leads asking for a consultation.

  • Social engagement. Engagement levels across platforms, used to sharpen targeting.

  • Client feedback. Direct input from clients, fed back into the strategy.

Confidentiality and Compliance

Legal marketing carries constraints most industries never face. R23 Law's work often involves sensitive consumer protection cases against large corporations, so the strategy had to be innovative and securely confidential at the same time. We built it that way. Working alongside R23 Law's compliance function, with guidance informed by California Bar standards, the approach kept client information secure and every activity aligned with ethical rules. The firm grew while client trust and privacy stayed intact.

Results

The structured, data-driven approach gave R23 Law a foundational marketing funnel that captured leads and revealed how clients behave. The firm could optimize campaigns in real time and improve return on investment as it went. As their fractional CMO, I built a comprehensive, results-oriented system designed for lasting impact on the firm's growth

Need this kind of strategy for your business? I work as a fractional CMO through the boring digital. Start a conversation →

Learn more about R23 Law at www.R23Law.com