How Erin Morse Doubled Revenue, Increased Profitability, and Built a Business She’s Actually Proud Of
The Law Office of Erin Morse is an Orlando-based family law firm dedicated to helping Central Florida families navigate divorce, child custody, alimony, property division, business divorce, asset division, and related matters with clarity and confidence. The firm operates under a simple but powerful promise: Start Fresh. Start Right. Start With Us.
The Sound of Success
“I actually find that I’m working a bit less and I have a lot more freedom even though my firm has grown so much financially.”
– Erin Morse, Principal Attorney
The Problem: Great Lawyer. Broken Business.
Erin Morse has always known how to win cases. Her Google reviews say so. Her clients say so. The judges in her courtroom say so. What she didn’t know, until she was ready to be honest with herself, was how to run a firm.
“I was a great lawyer. I just thought that was enough. I was grinding every day, showing up to hearings, going to mediation, getting results. But I never thought about my intake. I never thought about my finances. It all just seemed to happen.”
At the time she connected with SMB Team, the firm was generating around $500,000 in annual revenue. By most measures, that looked like success. But Erin wasn’t profitable. Money was coming in — and walking right back out. She had $400,000 in billed, completed work that she had never collected. She had no system for tracking KPIs, no structured hiring process, no financial accountability, and a revolving door of staff.
She’d hired and fired her entire team more than once. She expected her people to read her mind and execute perfectly with little guidance. She held the billing, the client relationships, the legal strategy, and the culture entirely in her head — and none of it was transferable.
The bigger challenge wasn’t revenue. It was that Erin had no idea where her money was going, no way to measure what was working, and no framework for leading the team she needed to build the firm she wanted.
Why SMB Team
Erin vetted 20+ coaching and marketing companies before choosing SMB Team. What separated SMB Team wasn’t the pitch, it was the approach. Other companies, she felt, operated on a false premise — that they had all the answers and were the only ones with unique insight. SMB Team is constantly learning and applying new information to each client’s needs.
“SMB Team has a very honest, practical focus on law firms specifically. Lawyers are not business owners by trade. It’s not what we went to school for. I needed those two areas to merge; business knowledge applied to the unique needs of a law firm and my ideal client.”
How SMB Team Approached the Challenge
SMB Team’s engagement with Erin spans coaching, social media management, website management, PPC, LSA, and — most recently — SEO services. But the work started from the inside out.
The foundation was financial clarity. Following SMB Team frameworks, Erin was coached to get obsessed with her numbers: not in an abstract, quarterly-review kind of way, but in a daily, “what does a million-dollar year look like on a Tuesday” kind of way. She learned to reverse-engineer her revenue goals — breaking annual targets into monthly figures ($84,000), then weekly ($20,000), then daily ($4,000) — and to hold her bookkeeper, her intake team, and ultimately herself accountable to those benchmarks every single day.
From there, the work expanded to every layer of the firm: how clients are attracted, evaluated, and converted; how the team is structured and measured; how collections are tracked and protected; and how Erin herself shows up as a leader — not just as a lawyer.
What We Built Together
Business and Leadership Best Practices
Elite Coaching Impact
“My coach listens to what I have to say and then tailors the theories, systems, and perspectives… to what I need to be doing to continue on that growth.”
– Erin Morse, Principal Attorney
A Marketing Engine Built for Her Market
Orlando is not a forgiving market. John Morgan built a national brand there. Competition for family law clients is intense, and cost-per-lead benchmarks reflect it — industry average for family law runs $50–$70 for social, and $75–$120 for PPC and LSA.
Erin’s numbers don’t look like the industry average.
SMB Team built and manages a full marketing stack for the firm — social media, PPC, LSA, website, and SEO — all tied to her specific client profile. Erin previously worked with 7 other Marketing agencies, and even tried having an in-house employee trained and Google certified to handle marketing without an agency. As Erin’s understanding of her ideal client sharpened through coaching, the marketing targeting tightened with it. Household income targeting for both PPC and LSA was refined significantly based on her feedback, resulting in stable lead volume and cost efficiency even as the broader market has gotten more expensive.
Market Domination
“My leads and the quality of my leads both increased through working with SMB’s marketing.”
– Erin Morse, Principal Attorney
Personal Results: Freedom by Design
Business Results: Compounding Growth
“It is the difference between having half of what you want and all of what you want — including profitability and freedom.”
