Law Firm Website Redesign, SEO, AEO, HubSpot CRM, and Analytics

The challenge

What they were facing

The firm's digital presence worked against the quality of its attorneys. The website was slow on mobile, hard to navigate, and buried the one action that mattered, requesting a consultation, behind dense practice area pages with no clear calls to action. Organic search produced almost nothing beyond the firm name, with no practice area or location pages targeting the way potential clients actually search for legal help. When people asked ChatGPT, Gemini, or Google AI Overviews who to hire for their type of matter, the firm was absent while competitors were named. Intake was a mess: leads arrived by phone, web form, and email with no single system to capture, route, or follow up, so promising inquiries went cold simply because no one followed up fast enough. And because nothing was tracked end to end, leadership could not answer the questions that decide a marketing budget: which channels produce consultations, what a signed case costs to acquire, and which practice areas return the most.

The solution

How we helped

Proven ROI ran four coordinated workstreams under one strategy. We rebuilt the website as a fast, accessible, conversion focused site with dedicated practice area pages, attorney bios that build trust, location pages for every market the firm serves, clear calls to action, and consultation request paths surfaced from every page, all designed to meet legal advertising and compliance standards. The SEO program included a full technical audit and fix, content built around the questions clients search before hiring an attorney, internal linking that pushes authority to high intent practice area pages, and local search optimization for each office. The Answer Engine Optimization program ran an AI visibility audit across ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews, then restructured practice area and FAQ content with schema markup AI crawlers can parse, and earned citations on the legal directories and review platforms AI models treat as authoritative, so the firm is named when potential clients ask AI for a recommendation. We implemented HubSpot as the firm's CRM and intake hub: every lead from phone, form, and chat lands in one place, routes to the right attorney or intake coordinator, and runs through automated follow up so no inquiry goes cold, with consultation scheduling and reminders built in. Finally, we wired analytics and tracking end to end, connecting first touch marketing source to the HubSpot record and on to signed engagement, so the firm can measure cost per consultation, cost per signed case, and ROI by channel and practice area on a clear dashboard.

The results

Measurable impact

The firm now has a digital presence that matches the caliber of its attorneys and a clear line of sight from marketing spend to signed cases. Consultation requests grew 168% as the new website converted more visitors, SEO opened up non brand traffic for the first time, and AEO put the firm in front of clients who never reached a search results page. Cost per signed case dropped 47% as the rebuilt site stopped leaking ready to hire visitors, intake automation kept leads warm, and budget shifted toward the channels and practice areas that actually returned cases. The firm moved from invisible to consistently cited across all five major AI surfaces for the high intent legal questions that matter in its markets, and organic non brand traffic grew 224% as new practice area and location pages began ranking. With HubSpot and analytics connected, leadership finally measures cost per consultation, cost per signed case, and ROI by practice area, and intake response time fell sharply because every lead is captured and routed automatically instead of sitting in an inbox.

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