SITUATION
Bell Legal Group, founded in 1983 and headquartered in Georgetown, South Carolina, refers to itself as “The Science Law Firm” because of its commitment to evidence-based litigation. The firm represents clients in complex practice areas including product liability, personal injury, medical malpractice, and mass tort litigation.
As major cases such as Camp Lejeune water contamination and AFFF firefighting foam litigation began emerging, Bell Legal saw an opportunity to position itself as a trusted authority. The firm partnered with our agency to expand its digital presence and ensure it would be visible to individuals seeking answers as these litigations gained national attention.
THE CHALLENGE
Bell Legal needed to improve brand awareness and increase the quality of incoming leads ahead of upcoming mass tort litigation. At the time, the firm’s website had limited organic visibility, with fewer than a dozen keywords ranking in the top 10 search results—and many of those were not tied to the firm’s core services.
Our goal was to double the number of non-branded keywords ranking in the top 10 and establish Bell Legal as a go-to resource for information related to these emerging cases.
The biggest obstacle was timing. Public awareness around Camp Lejeune and AFFF litigation had not yet reached mainstream media, meaning potential clients were not actively searching for legal guidance.
STRATEGY
Rather than relying solely on existing keyword volume, we focused on predicting the questions people would eventually ask as awareness of the litigation grew.
We developed a content strategy designed to anticipate future search queries and provide clear, authoritative answers before search demand surged. Early pieces focused on breaking down complex scientific research—such as the ATSDR Cancer Incidence Study—into accessible explanations that connected the dots between exposure and potential health risks.
From there, we expanded the content library with evergreen resources that addressed common concerns, shared survivor stories, and explained legal options for individuals affected by these cases. By building out informative, people-first content early, Bell Legal established credibility and positioned itself as a trusted resource before competitors entered the conversation.
RESULTS
The campaign significantly expanded Bell Legal’s organic visibility and search authority.
The success of this campaign has also been recognized within the industry, earning a shortlist for the 2025 US Search Awards for Best Use of Content Marketing.
