Kaleo Nacapoy The Lawyer

The Challenge

Kaleo Nacapoy, a criminal defense and DUI attorney serving Hawaii, faced the unique challenges that many solo practitioners and small law firms encounter in today’s digital-first world. Despite excellent legal skills and strong case results, potential clients couldn’t find him, and those who did struggled to differentiate him from dozens of other criminal defense attorneys.

Key Pain Points:

Minimal online presence beyond a basic website
No social media strategy or content marketing
Relying solely on referrals and traditional advertising
Manual client intake process creating delays and lost leads
No system for nurturing leads or following up with consultations
Difficulty standing out in a crowded legal market
Limited ability to showcase expertise and build trust before first contact
Time-consuming administrative tasks taking away from legal work
No clear way to track marketing ROI or lead sources

Business Impact: Kaleo was spending valuable billable hours on administrative tasks, fielding initial consultation calls from unqualified leads, and missing potential clients who contacted him outside business hours. His client acquisition was inconsistent and unpredictable, making it difficult to plan for growth. Most critically, potential clients couldn’t get a sense of his personality, expertise, or approach before scheduling a consultation, leading to hesitation and lost business.

Goals and Objectives

Kaleo needed a strategic marketing partner to help him:

Build Trust: Establish credibility and showcase expertise before potential clients make contact
Stand Out: Differentiate from competitors through authentic personal branding
Generate Leads: Create consistent flow of qualified leads beyond referrals
Automate Intake: Streamline client intake and lead management processes
Nurture Relationships: Follow up with leads and maintain contact throughout their decision process
Save Time: Reduce administrative burden and focus on legal work
Track Performance: Understand which marketing efforts generate the best ROI
Scale Practice: Build infrastructure to support practice growth

The Comprehensive Solution

We implemented a two-pronged strategy combining compelling video content for trust-building and social media presence with a robust HubSpot CRM system for lead management and automation.

We developed a comprehensive video content strategy to position Kaleo as a trusted authority in criminal defense and DUI law while humanizing his practice.

Content Strategy:

Educational Content Series:

“Know Your Rights” videos explaining legal rights during DUI stops and arrests
Criminal defense process explanations demystifying the legal system
Common myths about DUI charges and criminal cases
What to do (and not do) if arrested
Understanding Hawaii’s specific criminal laws and penalties

Thought Leadership:

Commentary on recent legal developments and Hawaii law changes
Analysis of local criminal justice news and trends
Insights from years of courtroom experience
Tips for avoiding common legal pitfalls

Behind-the-Scenes Content:

Day in the life of a criminal defense attorney
Courtroom preparation and strategy development
Client success stories (anonymized and compliant)
Office culture and team introductions

FAQ Videos:

“How much does a DUI attorney cost?”
“Should I represent myself in a criminal case?”
“What happens at my first court appearance?”
“Can my DUI charge be reduced or dismissed?”
“How long will my case take?”

Client-Focused Content:

What to expect during initial consultation
How Kaleo’s approach differs from other attorneys
Case result highlights and testimonials
Community involvement and local connections

Production Approach:

Monthly Video Shoots:

Professional videography with cinematic quality
Variety of settings (office, courthouse exterior, community locations)
Multiple outfit changes for content variety
B-roll footage of Hawaii and local landmarks for visual interest

Platform Optimization:

Long-form content (3-5 minutes) for Facebook and website
Short-form content (30-60 seconds) for Instagram Reels and TikTok
Vertical video optimized for mobile viewing
Captions for accessibility and silent viewing
Thumbnail optimization for maximum click-through

Production Quality:

Professional lighting and audio
Branded intro/outro sequences
Lower thirds with name and credentials
Professional editing with graphics and B-roll
Color grading for consistent brand aesthetic

Results from Video Content:

Social media following grew from 180 to 8,400 in 12 months
Average video engagement rate: 12.3% (industry average: 2-3%)
Most popular video reached 127,000 views organically
68% of new clients cite social media videos as factor in choosing Kaleo
Brand recognition in Hawaii legal community significantly increased
Speaking engagement invitations increased by 400%

Social Media Growth:

Instagram Strategy:

Educational carousel posts breaking down legal concepts
Reels featuring quick legal tips and myth-busting
Story content showing personality and day-to-day practice
Engagement with local community and business accounts

Facebook Strategy:

Longer educational videos and case study content
Community engagement and local events
Client testimonials and reviews
Targeted local advertising to reach potential clients

TikTok Strategy:

Trending audio with legal education overlay
Quick tips and “things most people don’t know” content
Behind-the-scenes legal profession insights
Engaging, personality-driven content attracting younger audience

Content Performance:

Instagram: 5,200 followers, 8.7% engagement rate
Facebook: 2,800 followers, 4.2% engagement rate
TikTok: 12,100 followers, 15.6% engagement rate
Combined social media reach: 45,000-60,000 people monthly
Average of 180 website visits per week from social media

2. HubSpot CRM Implementation

We implemented HubSpot as a comprehensive client relationship management system, transforming how Kaleo’s practice handles leads, manages client relationships, and automates marketing.

System Architecture:

Contact & Lead Management:

Centralized database of all leads, consultations, and clients
Detailed contact records with case information and communication history
Lead source tracking (referral, social media, Google, website, etc.)
Automatic contact creation from website forms and phone calls
Mobile app access for managing contacts on-the-go

Lead Capture & Qualification:

Website Integration:

Contact forms automatically creating HubSpot contacts
Live chat widget for instant engagement
Meeting scheduler for consultation bookings
Free resource downloads capturing lead information

Lead Scoring System:

Points for engagement with content (video views, email opens, website visits)
Qualification based on case type and urgency
Priority flagging for high-value cases
Automatic routing of qualified leads to consultation calendar

Marketing Automation Workflows:

New Lead Nurture Sequence:

Day 1: Welcome email with introduction video
Day 2: Educational content about criminal defense process
Day 3: Case evaluation offer and consultation booking link
Day 5: FAQ video addressing common concerns
Day 7: Client testimonials and success stories
Day 10: Final outreach with limited-time consultation offer

Consultation Follow-up:

Immediate confirmation email with preparation checklist
Reminder emails 48 hours and 24 hours before consultation
Post-consultation follow-up with next steps
Retainer agreement sent via DocuSign integration
Non-retained leads entered into long-term nurture sequence

Client Onboarding:

Welcome packet sent automatically upon retainer signing
Document request list with secure upload portal
Case timeline and what to expect
Communication preferences and contact information
Introduction to support team

Stay-in-Touch Campaigns:

Monthly newsletter with legal updates and firm news
Birthday and holiday greetings
Anniversary of case resolution with check-in
Educational content relevant to past case type
Re-engagement campaigns for past consultation leads

Case Management Integration:

Case status tracking and milestone updates
Automated client communication at key case stages
Document management and sharing
Task management for staff assignments
Calendar integration for court dates and deadlines

Reporting & Analytics:

Lead Source Analysis:

Tracking which marketing channels generate most leads
Conversion rates by source
Cost per lead and cost per client acquisition
ROI calculation for each marketing initiative

Performance Dashboards:

Lead volume and conversion metrics
Consultation show rate and retention rate
Average case value by lead source
Pipeline value and revenue forecasting
Marketing email performance

Custom Reports:

Monthly marketing performance summary
Lead response time tracking
Client satisfaction metrics
Referral source analysis
Geographic lead distribution

Results from HubSpot Implementation:

Lead response time reduced from 6 hours to under 15 minutes
Consultation booking rate increased by 145%
Lead-to-client conversion rate improved from 18% to 42%
Administrative time reduced by 12 hours per week
No leads lost due to delayed follow-up (previously 15-20% loss rate)
Average case value increased by 23% (better lead qualification)
Email open rates: 38% (industry average: 21%)
Client satisfaction scores improved by 28%

Integration Ecosystem:

Connected Tools:

Website contact forms and live chat
Calendar for consultation scheduling (Calendly integration)
Email (Gmail integration for email tracking and logging)
Social media for lead source tracking
Payment processing for retainer collection
DocuSign for electronic signatures
Google Analytics for website behavior tracking

Data Flow:

All client touchpoints logged automatically
Complete timeline of lead journey visible in one place
Marketing attribution from first touch to case retention
Automated data syncing between all platforms

Implementation Timeline

Month 1: Discovery & Strategy

Practice analysis and competitive research
Target client persona development
Content strategy and editorial calendar creation
HubSpot account setup and customization
Video content planning and scripting
Website form optimization for lead capture

Month 2: Foundation Building

First professional video shoot (8 videos produced)
HubSpot workflows and automation setup
Email template design and development
Lead scoring system configuration
Social media profile optimization
Website HubSpot integration and testing

Month 3-4: Launch & Optimization

Video content publishing schedule launch
Social media posting begins (3-4x weekly)
Marketing automation workflows activated
First email nurture campaigns sent
A/B testing of email subject lines and content
Second video shoot with FAQ content

Month 5-8: Growth & Refinement

Consistent video production and publishing
Social media advertising campaigns launch
Advanced workflow development (retargeting, re-engagement)
Analytics review and strategy refinement
Third and fourth video shoots
Influencer partnerships and local collaborations

Month 9-12: Scale & Expansion

Expanded content production
Advanced lead scoring refinement
Client success story videos
Community event coverage and sponsorships
Quarterly video shoots established
Full marketing automation ecosystem optimized

Comprehensive Results & Impact

After 12 months of integrated video marketing and HubSpot CRM implementation, Kaleo’s practice experienced transformational growth:

Practice Growth:

Total revenue increased by 165% year-over-year
New client acquisitions grew by 220%
Average monthly retained clients: 18 (up from 7)
Average case value: $4,850 (up from $3,950)

Lead Generation & Conversion:

Monthly qualified leads: 42 (up from 12)
Consultation booking rate: 78% (up from 32%)
Lead-to-client conversion rate: 42% (up from 18%)
No-show rate for consultations: 8% (down from 35%)
Average lead response time: 12 minutes (down from 6 hours)

Marketing Performance:

Social media following: 20,100 total across platforms
Monthly social media reach: 50,000-60,000 people
Website traffic increased by 340%
Marketing cost per client: $285 (down from $890)
Overall marketing ROI: 5.8:1

Operational Efficiency:

Administrative time saved: 12 hours per week
Lead management now 90% automated
Email follow-up 100% automated (previously manual)
Client communication streamlined and consistent
No missed leads or lost follow-ups

Brand Recognition:

“Top of mind” attorney for DUI and criminal defense in target markets
Media interview requests increased by 300%
Speaking engagement invitations up 400%
Recognized as innovative attorney leveraging digital marketing
Referrals from other attorneys increased by 85%

Client Satisfaction:

Client satisfaction score: 4.8/5 (up from 4.1/5)
Review volume increased by 280%
Referral rate from past clients: 45% (up from 28%)
Clients report feeling more informed and comfortable throughout process

Client Testimonial:

“Working with Lenilani completely transformed my practice. The video content has made me the go-to attorney in my market—people feel like they know me before we even meet. And HubSpot has been a game-changer for managing leads and staying organized. I’m no longer losing potential clients because I called back too late or forgot to follow up. My practice has nearly tripled in size, but I’m actually working smarter, not harder. Best investment I’ve made in my business.”
— Kaleo Nacapoy, Criminal Defense Attorney

Strategic Value Delivered

Beyond the immediate metrics, our partnership provided Kaleo’s practice with:

Market Positioning:

Established as thought leader in criminal defense and DUI law
Personal brand recognition throughout Hawaii
Differentiation from traditional “lawyer in yellow pages” competitors
Modern, tech-savvy image attracting ideal clients

Sustainable Growth Infrastructure:

Marketing system generating consistent lead flow
Scalable client intake process supporting growth
Content library providing ongoing marketing value
Systems ready for hiring additional attorneys

Competitive Advantage:

Superior digital presence compared to competitors
Faster response times and better client experience
Data-driven marketing decisions vs. competitor guesswork
Professional content building trust before first contact

Professional Development:

Speaking opportunities and thought leadership platform
Media recognition and PR opportunities
Professional network expansion
Foundation for potential book or course development

Content Strategy in Action

Monthly Content Production:

Video Content:

2-3 professional videos per month
8-12 short-form social media clips derived from long-form content
4-6 Instagram/TikTok-native quick tips
2-3 client testimonial or case highlight videos per quarter

Social Media:

Daily Instagram stories (behind-the-scenes, tips, engagement)
3-4 feed posts per week across all platforms
2-3 Reels/TikToks per week
Weekly Facebook live Q&A sessions

Email Marketing:

Weekly educational newsletter to subscriber list
Automated nurture sequences for leads
Client update emails for active cases
Quarterly past client check-ins

Results of Content Consistency:

Brand awareness top priority achieved
Consistent lead generation (not feast or famine)
Evergreen content providing ongoing value
SEO benefits from video transcriptions and blog posts

HubSpot Features Utilized

Sales Hub:

Contact and company management
Deal pipeline and forecasting
Meeting scheduler for consultations
Email tracking and notifications
Call logging and recording
Mobile app for on-the-go access

Marketing Hub:

Email marketing and automation
Landing pages for campaigns
Forms and pop-ups for lead capture
Social media scheduling and monitoring
Ad management and tracking
Analytics and reporting

Service Hub:

Client feedback surveys
Knowledge base for client resources
Ticketing for client inquiries
Automated client communication

Custom Integrations:

Website live chat widget
Consultation booking calendar
Payment processing
Document signing (DocuSign)
Phone system integration
Google Analytics connection

Industry-Specific Challenges Solved

Legal Ethics Compliance:

All content reviewed for bar association compliance
Appropriate disclaimers on all marketing materials
Careful handling of client confidentiality in testimonials
Advertising rules adherence across all platforms

Building Trust in High-Stakes Situations:

Video content humanizing attorney and building rapport
Educational content demonstrating expertise
Transparent communication about process and expectations
Social proof through reviews and testimonials

Competing with Large Firms:

Personal brand and direct attorney access as differentiator
Responsive communication exceeding big firm standards
Specialized expertise vs. generalist approach
Technology and efficiency matching larger practices

Attracting Right-Fit Clients:

Content pre-qualifying leads by setting expectations
Lead scoring identifying serious prospects
Clear communication about practice areas and fees
Automated qualification questions in contact forms

Ongoing Partnership & Evolution

Our relationship with Kaleo continues to grow alongside his practice:

Current Focus:

Podcast launch featuring legal discussions and guest interviews
Enhanced video production with case study storytelling
Retargeting campaigns for website visitors
Geographic expansion into neighbor islands
Advanced personalization in email marketing

Upcoming Initiatives:

YouTube channel development for long-form content
Webinar series for community legal education
Strategic partnerships with complementary professionals
Media kit development for PR opportunities
Client portal development in HubSpot

Long-Term Vision:

Multi-attorney practice support as team grows
Training materials and onboarding for new attorneys
Thought leadership platform (speaking, writing, media)
Potential legal education product development
Regional recognition as leading criminal defense practice

Why This Approach Works for Attorneys

Video Builds Trust Faster:

Clients feel they know attorney before consultation
Personality and communication style visible upfront
Expertise demonstrated through content, not just claims
Reduces anxiety about reaching out to attorney

HubSpot Ensures No Lead Left Behind:

Immediate response to all inquiries
Consistent follow-up without manual effort
Professional client experience from first touch
Complete visibility into lead pipeline

Combined Power:

Video content drives leads into CRM
HubSpot nurtures and converts those leads
Data shows which content generates best clients
Continuous improvement based on metrics

Scalability:

Systems support growth without proportional time increase
Marketing runs partially on autopilot
Consistent results vs. referral uncertainty
Foundation for multi-attorney practice

Services Breakdown

What We Handle Monthly:

Video Production:

Quarterly full-day professional shoots (8-12 videos)
Script development and content planning
Professional editing and post-production
Platform optimization (multiple formats from one shoot)
Thumbnail design and SEO optimization

Social Media Management:

Daily content posting across Instagram, Facebook, TikTok
Community engagement and response management
Hashtag strategy and local targeting
Performance analysis and strategy refinement
Compliance monitoring for legal ethics

HubSpot Management:

CRM administration and maintenance
Workflow development and optimization
Email campaign creation and deployment
Reporting and analytics
Integration management
User training and support

Strategy & Consulting:

Monthly performance review meetings
Quarterly strategic planning
Competitive analysis and market trends
New initiative ideation and planning
ROI analysis and budget optimization

Transform Your Legal Practice

If you’re an attorney struggling to generate consistent leads, spending too much time on administrative tasks, or failing to differentiate yourself in a crowded market, we can help.

Our comprehensive legal marketing services include:

Professional video production for social media and website
Social media management and content strategy
HubSpot CRM implementation and automation
Lead generation and nurturing systems
Marketing performance tracking and optimization

Ready to build your personal brand and grow your practice?

Schedule Free Consultation