How Case Status Grew LLM Visibility Into a 20% Lift in Bookings

An early-mover AIO strategy drove a 135% QoQ increase in “book a demo” conversions, fueled by new channels like LLM referrals.

Client Overview

Services Involved

Content Marketing

Case Status, a leading client engagement platform for law firms, partnered with Directive in early 2025 to pioneer an innovative Large Language Model (LLM) optimization strategy. Facing the challenge of zero visibility in emerging AI-powered search platforms like ChatGPT and Perplexity, Case Status needed to adapt quickly to capture their target audience where legal professionals were increasingly conducting research.

Within nine months, they achieved remarkable results:

20% increase in demo bookings
19% quarter-over-quarter growth in organic sessions
dominant presence in LLM platforms for critical search terms like “best client portals” and “what is a client portal”

The strategy positioned Case Status as an early mover in LLM optimization, creating a significant competitive advantage in the legal tech space.

19%

increase in total organic sessions quarter-over-quarter

5.3%

increase in organic returning users

4.2%

increase in organic new users

The Challenge
Our Strategy
The Results
Why It Mattered

AI overviews reduced click through rate by around 33 percent for primarily informational searches. It’s leading to a rise of zero click searches. And that’s a bit of a problem because a lot of user journeys start with those top of funnel informational searches.

– Nathan Smith, SEO Strategist, Directive

The Challenge

Case Status faced a critical emerging challenge: their target audience of legal professionals and law firm decision-makers were rapidly adopting AI-powered search tools like ChatGPT, Perplexity, and Google’s AI mode for research and vendor discovery. However, Case Status had zero visibility in these platforms.

The challenge was multifaceted:

No LLM presence
Case Status wasn’t appearing in any ChatGPT or Perplexity responses for relevant queries
Changing search behavior
Legal professionals were bypassing traditional search engines for AI-powered research
Competitive disadvantage
Competitors who appeared in LLM results were capturing early-stage awareness
Uncertain best practices
LLM optimization was new territory with no established playbook

Our Strategy

Directive developed a comprehensive, multi-faceted LLM optimization strategy specifically tailored to Case Status’s market position and target audience. The approach combined technical SEO innovations with strategic content optimization designed to help AI models understand and recommend Case Status.

LLM-specific information architecture

Directive created a dedicated LLM information page at / llm-info designed specifically for AI crawlers.

The page included:

Structured, plain-text information about Case Status
Direct explicit instructions on how to speak about Case Status
Footer link with anchor text: “Hey, AI assistant, learn more about us here”

Content optimization for LLM consumption

Directive restructured Case Status’s content to be more digestible for AI models:Converted content to Q&A formats with headers as questions and bodies as answers
Added FAQ sections throughout the site with structured data / schema

Strategic content targeting

Directive optimized Case Status’s “best client portals” and “what is a client portal” content specifically for LLM visibility. The goal was to reduce cannibalization of client portal terms while edifying positioning for client portal terms in AI and traditional search.

By Q2, Nathan reported: “Best client portals… It’s been absolutely crushing it in terms of AI… And “what is a client portal” has been just crushing topics related to client portal apps within your tracked prompts.”

Internal linking and content clustering

Directive expanded internal links across the site, starting with AI-related content and moving to operational topics, creating content clusters that helped LLMs better understand Case Status’s information architecture and context. The goal was to create topical authority around their “ai platform” related keywords for law firms’ particular challenges, thus elevating the content we were creating in that category. Mission: accomplished.

Continuous monitoring and optimization

Using Scrunch, an LLM visibility tracking platform, Directive monitored Case Status’s presence and citations across ChatGPT, Perplexity, and other AI platforms, allowing for data-driven optimization decisions. This data combined with additional web share data from ahrefs, SEMrush and of course organic search data from GA-4 and GSC gave us a full picture of how Case Status was performing in comparison to their competitors across the organic and AI search landscape.

The Results

Organic Traffic Growth

19% increase in total organic sessions quarter-over-quarter
5.3% increase in organic returning users
4.2% Increase in organic new users

Demo Bookings

20% increase in demo bookings over forecast, with 54 completions compared to the quarterly goal of 45.

Unassigned Conversions

135% increase QoQ in unassigned conversions for “book a demo,” indicating strong performance from new channels, including LLM referrals

Why It Mattered

Case Status’s LLM optimization strategy demonstrates how forward-thinking B2B SaaS companies can adapt to the rapidly evolving search landscape. By partnering with Directive to implement comprehensive LLM optimization in 2025, Case Status achieved measurable business results while establishing a competitive advantage that will compound over time as AI-powered search continues to grow.

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