Case Study: Hanson Kohan Lawyers
Turning 40+ Years of Legal Authority into a 5.3× Increase in Structured Lead Flow
Market
British Columbia, Canada
Challenge
Hanson Kohan Lawyers is a respected civil litigation firm led by Jim Hanson – a lawyer with over 40 years of experience, Oxford legal training (BCL, Wadham College), and a long-standing reputation in British Columbia.
Jim has handled catastrophic injury claims, class actions, and complex civil litigation for decades. His credibility was never in question.
What the firm needed was not more authority.
It needed a structured system to consistently distribute that authority into predictable, high-quality client acquisition.
Following regulatory changes in the ICBC landscape, the firm made a deliberate strategic shift: expanding into civil sexual assault litigation and broader personal injury claims.
They were not looking for:
- High-volume advertising
- Aggressive, commoditized messaging
- Low-intent inquiry spikes
They needed a system that would:
- Protect their reputation
- Differentiate them in a competitive market
- Attract aligned, serious cases
- Sustain performance long term
This required more than ad management.
It required revenue positioning.
Solution
NorthStar’s Integrated Approach
NorthStar deployed two integrated systems:
- The Revenue Positioning System (Strategic Layer)
- The Trust-First Full-Funnel System (Execution Layer)
Positioning defined how Hanson Kohan would compete. Execution ensured that positioning reached the right audience – consistently and efficiently.
Phase 1: Revenue Positioning System
Before scaling traffic, NorthStar conducted a full strategic positioning buildout.
Strategic Actions:
- Competitive Messaging Analysis Audited: leading BC civil litigation advertisers to identify commoditized language and high-volume positioning patterns.
- Authority-Based Differentiation: Shifted messaging away from aggressive, settlement-focused advertising and toward experience, dignity, structured advocacy, and credibility.
- Opposition Messaging Development: Clarified what Hanson Kohan stands for — and what it does not — separating the firm from volume-driven competitors.
- Practice Area Segmentation: Structured campaigns around specific, high-intent case types rather than broad “personal injury lawyer” traffic.
- Conversion Alignment: Ensured continuity from search term → ad → landing page → consultation, reinforcing authority and clarity at every step.
This ensured paid acquisition would amplify credibility – not dilute it.
Positioning Preceded Spend.
Phase 2: Trust-First Full-Funnel Execution
With strategic clarity established, NorthStar deployed disciplined full-funnel paid acquisition.
Execution included:
- High-intent Google Search architecture
- Case-type keyword segmentation
- Negative keyword filtering to improve inquiry quality
- Conversion-focused landing page positioning
- Transparent performance reporting
- Ongoing optimization tied directly to lead quality feedback
Traffic became a controlled distribution lever – not a gamble.
Results
5.3×
Structured Inquiry Volume
21 Months
Sustained Performance
Lead Quality ↑
Case Alignment Improved
Sustained, structured growth – not a short-term spike.
A controlled acquisition system built to endure.
Lead Quality Refinement
Early Stage
- Mixed case alignment
- Intake inefficiencies
Refined Through Feedback
- Messaging angle adjustments
- Keyword exclusions
- Objection calibration
Now
- Fewer low-intent inquiries
- Stronger case alignment
- More efficient consultations
- Predictable opportunity flow.
Client Impact
“NorthStar Growth Marketing is highly recommended by Hanson Kohan Lawyers. They have strengthened our advertising performance while helping us refine how we present and differentiate our firm.
We’ve seen steady improvements in both the volume and quality of inquiries, informed by ongoing feedback and strategic adjustments. Their diligence and foresight have contributed meaningfully to our firm’s growth.”
– Ruth Hanson, Hanson Kohan Lawyers
Why It Worked
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Authority Was Clarified – Not Manufactured: The strategy amplified 40+ years of established legal credibility.
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Positioning Preceded Spend: Traffic was scaled only after competitive differentiation was structured.
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Execution Was Guided by Strategy: Campaigns were continuously refined based on intake quality feedback — not vanity metrics.
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Strategy and Distribution Operated Together: The Revenue Positioning System informed the Trust-First Full-Funnel execution layer
Positioning informed execution. Execution generated data. Data refined positioning.
Outcome Summary
NorthStar helped Hanson Kohan Lawyers convert decades of legal authority into a structured, predictable acquisition engine.
By integrating:
The Revenue Positioning System + The Trust-First Full-Funnel System
The firm achieved:
- 5.3× increase in structured inquiry flow
- Sustained performance across 21 months
- Higher-quality, better-aligned cases
- Proactive strategic refresh before performance erosion
This model applies across industries where:
- Reputation exists but acquisition is inconsistent
- Competitors commoditize messaging
- Lead quality declines despite traffic
- Growth requires structure – not volume
Positioning determines performance. Execution distributes positioning. Together, they create durable revenue growth.
Is This Your Situation?
- Strong reputation, inconsistent acquisition
- Traffic increasing but quality declining
- Campaigns plateauing despite optimization
- Competitors sounding increasingly similar
If this sounds familiar, positioning may be the constraint.
Diagnose Your Revenue Constraint
If growth feels harder than it should, the issue may not be traffic – it may be positioning.
In this session, we’ll identify whether a strategic shift could create measurable lift in your acquisition performance.
- Call 778.312.3188
- Email info@northstargrowthmarketing.com
- Or fill out the form below to get started today!