Overview
Flanzig & Flanzig is a second-generation personal injury law firm based in New York, with roots dating back to 1956. More than 20 years ago, Daniel Flanzig stepped into leadership following a firm dissolution, at a time when digital marketing was beginning to reshape how law firms attracted clients.
Operating in one of the most competitive personal injury markets in the country, the firm could not rely solely on referrals or reputation. It needed a predictable way to generate qualified case inquiries and compete effectively online.
That turning point marked the beginning of a partnership with Scorpion that has now spanned more than two decades.
Today, Flanzig & Flanzig is known for representing injured cyclists and others involved in serious roadway accidents across all five boroughs of New York City.
The Challenges
At the time of transition, the firm faced clear business pressures:
Intense competition from established personal injury firms across New York.
A growing shift toward online search as a primary source of new case inquiries.
Heavy reliance on referrals.
No scalable system for consistently attracting qualified potential clients.
Limited differentiation from other general PI firms.
The firm did not want to compete on volume alone. It wanted to focus its efforts on specific types of cases and build authority in that area.
To do that, it needed a long-term growth strategy, not short-term marketing activity.
Scorpion’s Approach
Scorpion and the firm developed and executed a coordinated digital strategy designed to support consistent case acquisition and clearer market positioning.
The strategy included:
Aligning messaging, content, and paid campaigns around that specialization.
Developing a website that communicates expertise and guides potential clients toward a consultation.
Building targeted paid campaigns focused on injured cyclists actively searching for representation.
Optimizing campaigns around qualified case inquiries rather than clicks.
Implementing a long-term SEO strategy centered on bike accident and cycling injury terms across New York.
Increasing visibility in AI search.
As the firm refined its focus, the strategy evolved with it. Marketing efforts shifted from broad personal injury visibility to attracting more of the specific case types the firm wanted to handle.
The Results
More than 20 years later, Flanzig & Flanzig has remained competitive in one of the most crowded legal markets in the country while strengthening its position in bike law.
The firm’s marketing is no longer referral-dependent or reactive. It is now structured around generating qualified case inquiries aligned with its niche focus.
In an industry where firms frequently change vendors, Flanzig & Flanzig has worked with Scorpion for more than two decades. That longevity reflects sustained performance, continued adaptation to digital shifts, and alignment with the firm’s evolving goals.
Since 2024, Daniel has become known as “the bike attorney” in New York City. The firm has also seen year-over-year growth, including:
75% increase in leads.
25% increase in website traffic.
Top-ranking firm in-market for specific injury cases.
“Once we leaned into bike law, we started seeing more of those cases come in. Scorpion helped us build a presence around that focus,” said Daniel Flanzig, Partner, Flanzig & Flanzig.
What’s Next
As cycling and micro-mobility continue to grow across New York, Flanzig & Flanzig plans to further strengthen its position in bike law.
The firm continues to refine its targeting, invest in the channels that generate the most qualified inquiries, and reinforce its reputation within the cycling community.
With an established digital foundation in place, the focus now is on continued consistency and long-term market share within its niche.
If you are looking for a long-term marketing partner that delivers consistent results, Scorpion helps law firms turn strategy into signed cases. Book time with a personal injury marketing expert today.
