Law firm social media marketing done right increased Steinberg Law’s maritime cases by 300-400%. Here’s exactly how it happened.
| Client | Steinberg Law, P.A. — personal injury & maritime law firm |
| Industry | Legal — personal injury, cruise ship & maritime injuries |
| The Problem | Years of social media that looked like every other law firm — repetitive, low engagement, and zero differentiation in a crowded market |
| The Solution | eLuminate Effect™ Elevate phase — personality-driven content using humor, trending topics, and targeted maritime law campaigns paired with SEO |
| The Result | 300–400% increase in maritime cases, peer referrals from other law firms, and industry buzz that sets him apart from every PI attorney in South Florida |
Brett Steinberg of Steinberg Law, P.A. increased maritime law case volume by 300–400% after eLuminate Marketing built a targeted content strategy around his niche practice areas. After years of generic social media content that looked like every other personal injury firm, the shift to personality-driven, niche-specific content generated measurable new business and consistent peer recognition.
Brett Steinberg didn’t start his own firm because he had a master plan. He started it because he was tired of making money for someone else.
“I was good at generating business and working files and making money for other people, but I wasn’t reaping the benefits of that,” Brett says. “I always had this drive to succeed. It hasn’t been a straight line. But I think I was meant to do this.”
Since launching Steinberg Law, Brett has recovered over $25 million in verdicts and settlements for injured clients across South Florida. He’s been named a Florida Super Lawyer every year since 2015. He holds a 10.0 rating on both AVVO and Justia. And he operates out of two offices — Delray Beach and Palm Beach Gardens — serving clients across Palm Beach, Broward, and Miami-Dade counties.
The legal work was never the problem. The law firm social media marketing was.
Content That Looked Like Everyone Else
Brett had a social media presence for seven or eight years before working with eLuminate. He’d been through multiple agencies. The results were always the same.
“It was very repetitive. It wasn’t very creative,” he says. “If we ever did video content, it was really just low quality. Standard graphics. The engagement wasn’t there — and it was clear why.”
The posts looked like every other personal injury firm. Standing in front of a courthouse. “We will fight for your rights.” White noise.
“I personally find a lot of lawyer advertising to be boring,” Brett says. “How many commercials and posts do you have to see about ‘we will fight for your rights’ and they’re standing in front of a courthouse?”
Brett needed something different. He needed content that actually sounded like him.
Humor, Personality, and Content That Doesn’t Look Like a Law Firm
When eLuminate came on board, the law firm social media marketing approach shifted entirely.
Instead of playing it safe, the team leaned into what makes Brett different — his personality, his humor, trending topics, and content that breaks every unwritten rule of lawyer marketing.
“I think people really do respond better to showing your true personality,” Brett says. “Clients see that this guy’s not just telling us what everybody else is. He’s delivering it in a way where he’s not taking himself too seriously.”
But it wasn’t all humor. The strategy balanced personality-driven content with serious, educational posts that showcased Brett’s expertise.
“The fact that I have that content plus the stuff where people can really say, ‘Hey, this guy does know what he’s talking about’ — it makes me a person. And I think that’s lost today.”
The reaction was immediate. A law school friend texted Brett last week: “I love your social media posts. These are things I can see you saying and feeling. I can tell that this is you talking and not someone giving you a script.”
Peers, other attorneys, and clients all started saying the same thing: “I see your stuff on social all the time and I just love it.”
Brett calls it what it is: buzz.
“Buzz is what you want. And buzz is what I’m getting.”
300–400% Increase in Maritime Cases
The content strategy didn’t just build brand awareness. It opened an entirely new revenue stream.
When eLuminate started creating targeted content around maritime law — cruise ship injuries, crew member cases, port accidents — the results were dramatic.
“There’s no other way to say it other than it’s been a 300 to 400% increase,” Brett says. “We were getting not as many as we wanted. The clear issue is that we weren’t putting enough of the word out there that we do this.”
The problem wasn’t that Brett lacked the expertise. He’s one of the few personal injury attorneys in Palm Beach County who handles maritime cases. The problem was that nobody knew.
“In Miami there’s a lot of maritime lawyers because of Port of Miami. But Palm Beach — we don’t have any ports. If you have somebody in Palm Beach who does it and there’s not a lot of lawyers doing it, but people don’t know you’re there, that’s a problem.”
The combination of social media content and SEO keyword targeting changed that.
“Since we’ve been doing the campaign — whether the campy stuff or the serious stuff — it’s been incredible. People are now like, ‘This guy does cruise ship cases.’ And it’s not just the people getting injured. Other law firms and other PI firms are saying, ‘We don’t take those cases’ — and sending them to me.”
The Best Bang for Your Buck
Brett doesn’t hold back when it comes to the value of social media compared to other marketing channels.
“People are spending millions of dollars on pay-per-click, on LSAs, on buying leads,” he says. “I’m spending money on social — obviously I’m paying your company — but compared to what you’re paying for pay-per-click and LSAs and buying leads, this is really the cheapest bang for your buck to get your name out there.”
His advice to other attorneys: “If you’re not doing everything like I’m doing, then you’re dead. Nobody knows where you are. Nobody knows who you are. At the very least, you should be doing social.”
What Sets eLuminate Apart
Brett has been through a lot of vendors. SEO companies. Social media agencies. Employees. He’s seen the pattern: a shiny pitch followed by underwhelming delivery.
eLuminate broke that pattern.
“A lot of people previously can’t deliver what they tell me. Everybody puts this beautiful shiny package on a platter and says, ‘This is what you’re going to get,'” Brett says. “You’re not overpromising and underdelivering. You’re delivering what I need to be delivered. And if you’re not, you’re pivoting.”
The difference comes down to listening.
“You listening to your clients is probably one of the single most important things you can do. And I can tell you that you do that.”
His final word: “If anyone has any doubt about hiring you after hearing me speak — you’re not listening.”
