Website and Content Strategy for a Large Legal Firm

Client Overview
Client: A prominent legal firm with over 50 attorneys across multiple practice areas
Industry: Legal Services – Corporate Law, Litigation, Regulatory Compliance, Intellectual Property, Mergers & Acquisitions, Employment Law, and more
Location: Headquartered in a major metropolitan area, with a client base spanning both regional and national markets
Client Profile: With decades of history and a strong reputation in the legal field, the firm had built an impressive track record of success in complex and high-stakes cases. Their attorneys were seasoned professionals known for their legal acumen, professionalism, and strategic thinking. Despite a strong offline reputation, the firm’s online presence had not evolved with the digital landscape, and it was beginning to impact business development efforts, especially with high-value corporate prospects.

The Challenge

The firm approached us with a clear understanding that their digital infrastructure was not aligned with their professional reputation. They sought to modernize their online presence to:

  • Attract and convert high-value corporate clients who rely heavily on digital touchpoints for vendor selection
  • Showcase the depth of their legal expertise and success in complex, high-profile legal cases
  • Improve their visibility and discoverability through organic search and inbound marketing

Key issues included:

  • Outdated Website Design: The existing site lacked a modern aesthetic, mobile responsiveness, and intuitive navigation. Key information such as attorney bios, practice area details, and notable case results were buried or missing entirely.
  • Poor User Experience (UX): The site architecture was disorganized, making it difficult for users—especially busy corporate decision-makers—to find relevant information quickly.
  • Limited Content Strategy: The firm had minimal blog content, no client education resources, and no consistent method of sharing insights or legal commentary. As a result, they were not seen as thought leaders online.
  • Ineffective SEO: The website lacked keyword targeting, optimized metadata, internal linking, and schema markup—all of which contributed to poor rankings in search engines for critical service-related queries.
  • Lack of Differentiation: The firm’s online messaging did not effectively convey its unique strengths, such as its success in precedent-setting litigation, its depth in regulatory defense, or the specialized credentials of its partners.

The challenge was to develop a strategic digital foundation that positioned the firm as a forward-thinking, elite legal partner while preserving the gravitas and professionalism of its legacy.

Our Solution

To address these issues, we designed and executed a comprehensive digital transformation strategy centered on website architecture, content excellence, and search engine optimization, with a clear focus on attracting corporate clients.

1. Website Redesign: Enhancing User Experience and Professional Image

We undertook a complete website redesign to modernize the user interface, improve usability, and communicate the firm’s authority across multiple legal specialties.

Key components included:

  • Clear Site Architecture: Developed a logical, hierarchical structure with dedicated landing pages for each major practice area (e.g., Corporate Law, M&A, Litigation, Employment Law, etc.)
  • Attorney Profiles: Created robust bios for all 50+ attorneys, highlighting areas of expertise, notable case wins, credentials, publications, and speaking engagements
  • Client Testimonials and Case Studies: Integrated authentic success stories and anonymized case studies to build social proof
  • Mobile Optimization: Designed a fully responsive site for seamless performance across devices—critical for C-suite executives and general counsel browsing on-the-go
  • Trust and Credibility Elements: Added logos of media mentions, bar associations, client recognitions, and third-party endorsements
  • Contact Conversion Tools: Included strategically placed calls-to-action (CTAs), downloadable whitepapers, contact forms, and a live chat feature to streamline inquiries

The new design reflected the firm’s stature while delivering a highly functional and conversion-focused platform.

2. Content Creation: Positioning the Firm as a Thought Leader

We built a dynamic content strategy that allowed the firm to demonstrate expertise and provide ongoing value to potential clients:

  • Legal Insights Blog: Launched a weekly blog covering topics such as:
    • Analysis of high-profile legal rulings
    • Commentary on regulatory developments in finance, healthcare, and employment law
    • Practical guides for corporate compliance and risk mitigation
    • Opinion pieces authored by senior partners
  • Legal Resource Library: Introduced gated content such as downloadable checklists, regulatory compliance guides, and industry-specific whitepapers to capture leads and provide ongoing educational value
  • Attorney-Contributed Content: Enabled attorneys to contribute posts in their areas of specialization, reinforcing their reputations as subject-matter experts
  • Case Highlights Section: Curated brief overviews of precedent-setting cases or major wins, organized by practice area to demonstrate real-world impact

This content approach gave prospective clients confidence in the firm’s capabilities and deepened engagement on the site.

3. SEO Optimization: Improving Discoverability and Organic Reach

We implemented a comprehensive SEO strategy to ensure that the firm’s target audiences—especially corporate decision-makers and general counsel—could easily find them online:

  • Keyword Research: Identified high-intent keywords such as “corporate litigation attorney,” “regulatory defense law firm,” and “M&A counsel for tech companies”
  • On-Page Optimization: Optimized title tags, meta descriptions, headings, image alt tags, and internal links across all service pages and blog content
  • Schema Markup: Added structured data for attorney profiles, legal services, FAQs, and client reviews to enhance SERP (Search Engine Results Page) visibility
  • Local SEO Enhancements: Improved Google Business Profiles for multiple office locations and ensured NAP (Name, Address, Phone Number) consistency across directories
  • Content Distribution: Promoted new blog posts through LinkedIn and industry newsletters to drive inbound traffic and social signals

As a result, the site began ranking for high-value keywords that attracted better-qualified traffic and increased the firm’s share of voice in legal search results.

Results & Measurable Impact

Within six months of project completion, the firm experienced substantial improvements across several key performance metrics:

  • +60% increase in website traffic, driven by organic search, social media shares, and improved user engagement
  • +30% increase in inquiries from corporate clients, including general counsel, procurement officers, and executives seeking specialized legal support
  • Significant rise in search engine rankings for high-value service queries (e.g., “business litigation attorney [city]”, “M&A legal counsel for tech firms”, “employment law compliance attorneys”)
  • Increased average session duration and lower bounce rates, indicating stronger content relevance and user experience
  • Enhanced reputation as a thought leader, with several blog posts cited by legal publications and industry roundups
  • Higher conversion rates from contact forms and whitepaper downloads, reflecting improved lead quality and user engagement

Additionally, internal stakeholders—including partners and marketing directors—reported improved confidence in referring clients to the website and using it as a platform for business development.

Conclusion

This engagement demonstrates how a strategic digital transformation can elevate a legacy legal firm into a modern, competitive, and digitally sophisticated powerhouse. By focusing on user experience, authority-building content, and SEO best practices, the firm successfully positioned itself to attract and retain high-value corporate clients.

The new website is no longer just a digital brochure—it is a powerful marketing and client acquisition tool that reflects the excellence and professionalism of the attorneys behind it.