Challenge: A prominent Bay Area law firm has nearly 40 attorneys across 14 practice areas and has been in business for over 135 years. Yet the attorneys were attending meetings in which no one had heard of them or the firm. To stand out in a crowded market, they needed to be easy to find, and easy to remember, when opposing attorneys did a Google search.

Approach: To tackle memorability, I developed a messaging system and guidelines that established consistency in the way the attorneys present the firm. A custom training program secured implementation and galvanized employees around the value of the new guidelines. Lastly, I optimized the website for lead capture and SEO, and launched an evergreen SEO campaign.

Results: Website traffic increased by 67%. The website is now at the top of page 1 search results for more than a dozen critical keywords; previously it wasn’t even on the third page. Most importantly: when the attorneys walk into meetings the other attendees know who they are.