Case Study: Law Firm (Houston Personal Injury)

Core Messaging / Positioning

Hero: "A 17 to 69 AI Visibility Score and 4x more high-value client inquiries in 90 days."
Vertical hook: "Here are some top-rated personal injury attorneys in Houston" (implied local AI listing).
Situation: "A respected law firm losing high-value cases to AI-discovered competitors" — "This Houston personal injury firm had over a decade of trial experience and a strong reputation in the legal community. But when potential clients asked ChatGPT or Perplexity for the best personal injury lawyer, three competitors with weaker case histories were being recommended consistently. The cost of each missed lead was significant."
Execution: "A step-by-step plan our team executed while the firm focused on clients" — "From the day the firm signed up for Stay Found, our team handled everything."
Result headline: "Score went from 17 to 69. Calls tripled. In 90 days." (Hero says "4x more high-value client inquiries"; body headline says "Calls tripled" — framing disjunct.)

This Houston personal-injury firm: "over a decade of trial experience," strong reputation, yet ChatGPT/Perplexity recommended "three competitors with weaker case histories."
AI Visibility Score: 17 → 69 (dashboard, 90 days after starting Stay Found).
"Calls tripled. In 90 days." (body headline).
Hero separately claims "4x more high-value client inquiries in 90 days" — the two outcome frames (tripled calls vs 4x high-value inquiries) are not reconciled on page.
Testimonial (attorney): "A few months in, we are getting case inquiries from people who say the AI recommended us... One of them alone paid for years of this service."
Methods caveat: "Every number below is from the firm's Bizl dashboard, 90 days after starting Stay Found." — self-reported dashboard figures, no independent verification (Tier-3).
Product/service line named: Stay Found.

No pricing on page. Free audit CTA: "Takes 4 minutes. Our team handles everything after."
ROI theme: one case "paid for years of this service."

High-value-lead economics: personal-injury = high CAC/missed-lead cost; "One of them alone paid for years of this service" quantifies ROI in case value.
Skeptic persona: attorney "I was skeptical. In personal injury everyone promises you the moon and bills you for it. What sold me was the dashboard" — anti-hype + data-driven credibility.
Competitive-gap transparency: "I could see exactly which searches we were winning and which the bigger firms still owned" — dashboard transparency as trust.
"Beyond the numbers" qual section; vertical-specific payn (weak case histories, missed-lead cost).

Silent Customer Loss: High-stakes discovery failure — a respected firm losing expensive cases to weaker AI-recommended competitors. DOP should measure and document the missed-lead cost with evidence, not vignette.
Evidence quality: Score (17→69), "calls tripled," and "4x more high-value inquiries" sourced only to Bizl dashboard (Tier-3, n=1, self-reported). Framing disjunct: hero claims "4x high-value inquiries" vs body "calls tripled" — unsupported and internally inconsistent. DOP's honest, single-sourced metrics differentiate.
Human supervision vs black-box: Here the transparency of the DASHBOARD (visible searches won/lost) is the trust-builder — evidence that disclosed, human-readable reporting converts. DOP's human-supervised model with owner approval aligns with this; go further than a dashboard readout.
PoC-style entry: free audit ("Takes 4 minutes") mirrors DOP Cold Audit → PoC → Retainer.
Conversion patterns: high-value-lead ROI framing, skeptic/anti-hype persona, dashboard as proof, case-value ROI claim, quick-audit CTA.