About ApricotLaw

Who We Are

Founded in 2013, ApricotLaw is based in Hawthorne, New York. We’re all about helping law firms shine online. Our team is spread across the globe, working together remotely to deliver top-notch SEO and digital marketing services.

Our story

In 2011, Nick Kringas left the restaurant industry, hungry for a new challenge. Since he’s never had a “real” job, he decided to start a new business. Using his self-taught SEO skills, he signed his first client, the restaurant attorney that helped him obtain multiple New York State liquor licenses. That client is still with ApricotLaw today, over a decade later.

Nick’s journey led him to focus on law firm SEO after he successfully ranked sites for competitive personal injury keywords. This success, combined with the high stakes of legal marketing, led to the birth of ApricotLaw.

By 2013, ApricotLaw was officially incorporated. We’ve since helped law firms dominate Google’s first page, bringing in hundreds of consultation requests each month for our clients.

Meet the key players

Nick Kringas: Founder, CEO, and CFO 

Nick started it all and still drives our vision forward

Kellen Bachman: Partner and Head of Client Experience

Kellen ensures every client has an exceptional experience with us

Why law firms?

The best SEOs test – and that’s exactly what Nick did.

Back in the early days, Nick ran dozens of live “test” sites to see how Google responded to different strategies. Many of these sites were in the personal injury niche, and the thinking was simple: if he could rank for personal injury terms in the U.S., he could rank for anything.

Nick took on the challenge and successfully ranked a site for the ultra-competitive search term “New York City Car Accident Lawyer.” This achievement, paired with the reality that personal injury attorneys were paying top dollar for similar traffic, sparked Nick’s focus on Law Firm SEO and Digital Marketing.

With the success of his first client and proof that his approach worked, ApricotLaw was born. By November 1, 2013, ApricotLaw Inc. was officially incorporated.

Before the year was out, a sharp personal injury attorney in New York City noticed Nick’s test site ranking for valuable personal injury search queries – all without anyone on the team being a licensed lawyer. Impressed, that attorney became ApricotLaw’s exclusive client for all personal injury terms in NYC and has been topping Google’s first page ever since.

Thanks to ApricotLaw, this New York City law firm now receives hundreds of consultation requests from accident victims every month.

What we promise you

When you work with us, here’s what you can count on:

• Your Website, Your Rules: You own everything – no strings attached.
• Direct Access: Get in touch with a partner, not just any account rep.
• Flexible Partnerships: We work month-to-month, no long-term contracts.
• Exclusive Focus: We partner with only one firm per practice area and location

Our values

1. Give.
   We deliver 10 times more value than we are paid. We give because it’s the right thing to do. Clients feel better off than when they found us. We are here to uniquely help people avoid dangers, seize opportunities, build on strengths and achieve their goals.
2. One Team.
   We play to win, together. We play for one another. We push each other to be great. We are prepared to win. Luck is when opportunity meets preparation. What am I doing to prepare myself for the opportunities coming our way?
3. This Is My Company.
   I am responsible for the health and success of our company. At times, this means putting my ego aside and doing what’s best for our clients and the organization. The way to get what I want at work is by helping the company succeed. I share in the success that I help create.
4. Always Learning and Expanding.
   There is only winning and learning. In every adversity is the seed of an equal or greater benefit. Let us never squander a perfectly good learning opportunity! When we win, let us not get too high and when we experience learning moments, let us not get too low. We will persist until we succeed. Progress every day!
5. Punching Above Our Weight Class.
   We do the best we can with what we have. We maximize our resources. Each part of the process is owned by the person uniquely capable of delivering excellence. If that person is not on our team, we punch above our weight class by finding the person or company outside of the organization.
6. World-Class Service.
   Every step of the client journey is thought through and planned out in detail. Our attention to detail has new clients feeling confident in our ability to deliver. Every step of the way, they think, “Wow! Apricot is all over this!”

What We Do

ApricotLaw specializes in:

• SEO-Integrated Website Design – Custom or templated, all built on WordPress CRM.
• Organic SEO – Using our Layered Momentum Technology.
• Local SEO – Google Business Profile and Maps Optimization with our Map Attack strategy.
• Next Level PPC – Our unique approach to Google Ads management.

Who we serve

We exclusively work with law firms across the U.S. and Canada, helping them attract new clients from Google Search. We’ve got expertise in:

• Personal Injury Law
• Criminal Defense and DUI/DWI
• Divorce and Family Law
• Employment Law
• Estate and Probate Law
• Bankruptcy Law
• Immigration Law
• Real Estate Law
• Multi-Practice Law Firms

Our way of working

Even before remote work became the norm, ApricotLaw was fully remote. This lets us tap into the best talent, no matter where they are.

We use Open Book Management and the Great Game of Business, which means every team member is invested in our success. When we win, you win, and the whole team wins.

Here’s a look at our dedicated teams:

• Leadership
• Client Experience
• Conten
• SEO
• Technical SEO
• PPC
• Sales and Marketing
• Design
• Development

Let’s work together to elevate your law firm’s success—reach out to ApricotLaw today and let’s make it happen.