Ten Golden Rules just didn’t help Kendelle Pollitt grow her law firm but we watched her become a local powerhouse in the process. In this case study, I walk you through the exact strategies we used to help Pier Law and Mediation grow 477% in just three years. From showing up in Google’s AI search to converting higher-value clients with better intake systems, we discuss what it really takes to scale with intention. We talk about what worked, what didn’t, and how focusing on the right clients, the right content, and the right systems led to exponential results. If you’re trying to grow your practice without burning out, Kendelle’s story will show you what’s possible.

Key Topics

01:29 – How Pier Law achieved 477% SEO growth and 350%+ lead increase

04:54 – Why opening in underserved communities helps growth and visibility

06:56 – Managing cross-border legal cases with US partners effectively

10:36 – Using conflict resolution training to de-escalate early in family law

13:03 – What a national award meant—and how they leveraged it for more leads

14:57 – The mindset shift from lawyer to business owner

17:22 – How niching down built consistency across locations and teams

19:43 – Why serving high-net-worth, cross-border clients works for them

20:56 – Niching helped them grow faster and made onboarding new team members easier

22:43 – SEMrush data shows 497 ranking keywords after deep SEO strategy

24:56 – How they eliminated bad leads by tightening the intake process

27:06 – Intake tips: empathetic language, follow-ups, and consistency

29:01 – Monthly performance meetings keep the team aligned and accountable

30:26 – How they landed top spots in Google’s new AI Overviews

31:46 – The secret: create Q&A videos based on common legal searches

36:18 – How those videos now bring in thousands of views and direct client leads

38:16 – Using cascading content to repurpose videos across platforms

39:28 – Local networking and giving back helped drive referrals and trust

41:13 – How to find and build COI (Centers of Influence) relationships

42:50 – Why women-led business groups like Soroptimist created deeper community roots

44:08 – Practical advice for starting out: pick one personal and one professional group

46:22 – Why board involvement leads to faster growth and better connections

48:44 – How masterminds and legal peer groups help scale smarter, not harder

52:19 – She now travels quarterly to meet her mastermind group for strategy and support

55:25 – What she looked for in choosing a good agency—and what actually mattered

58:13 – From the agency’s view: why great clients get great results

1:03:58 – The biggest growth mindset shift: "who, not how"

1:08:54 – Early steps: referral letters, community calls, and a strong website

1:13:22 – No magic bullet, but hiring the right partners made all the difference

Resources Mentioned

Books

• Who Not How by Dan Sullivan - https://a.co/d/jgM1cEZ 
• Buy Back Your Time by Dan Martell - https://a.co/d/eHOZHWn 

Software/Tools

• SEMrush - SEO tracking tool used to measure keyword growth and Google rankings - https://www.semrush.com 
• Google Search Console - Used for in-depth SEO diagnostics and performance tracking. - https://search.google.com/search-console 
• Google Ads (Pay-Per-Click) - Paid advertising platform used to target specific legal keywords and leads. - https://ads.google.com 

Mastermind Communities

• Great Legal Marketing - A community for law firm owners focused on marketing, growth, and practice development. Regular mastermind events and an annual conference.  - https://www.greatlegalmarketing.com/ 

About our Guest:

Kendelle Pollitt, LLB, Q.Med. is the founder and principal of Pier Law & Mediation, based in Surrey and White Rock. A seasoned family lawyer and certified mediator, Kendelle has over 15 years of experience guiding clients through divorce, adoption, child and spousal support, custody, and complex property division, including matters involving high net worth individuals and business owners.

Her practice emphasizes personalized, strategic solutions through litigation, negotiation, and mediation. Kendelle holds a Certificate in Negotiation from Osgoode Hall Law School and has completed over 200 hours of advanced mediation training. Whether acting as an advocate or neutral mediator, she is known for her compassionate approach, deep listening, and commitment to achieving efficient, cost-effective outcomes.

https://pierfamilylawyers.com 

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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