Started as the marketing person at a medical malpractice firm in Miami. The budget was $500 . The firms on the billboards around us were spending $50,000 a month on TV, and the math for winning on volume was mathematically impossible. So we stopped trying to.
The results came fast enough that Percy, the managing partner, started bringing me to court. To depositions. To intake calls. To client signings. The idea was simple: if the marketing was going to be built by someone, that someone should understand the cases from the inside. Most marketing agencies never get inside the room. I spent ten years in it.
What that actually meant day to day
Sitting in on intake calls learning which questions separated a signed retainer from a hangup. Walking through courtroom filings so landing page copy matched what judges actually called the claim. Hearing clients describe their accident in Spanish and realizing the firm’s translated ads used words nobody would search. Every marketing decision got checked against the case file.
That solo practice expanded to four Florida cities and ranked above Morgan and Morgan in Local Service Ads in Hialeah. Not because we outspent them. We couldn’t. We out-targeted them; 30 micro monopoly pages, Cuban Spanish transcreation, tracking every dollar from click to signed retainer. The system that works for Percy is the same system built for every firm since.
Today, that’s the foundation of Argota Marketing ; a small agency taking on a small roster of attorney clients, one firm per practice area per market, with the same inside-the-courtroom approach that started with a $500 budget in Miami.
