Case Study

Pennington Law Firm, LLC

LOCATION: Birmingham, AL
YEAR FOUNDED: 1990
SIZE: Solo attorney
SCOPE AND SERVICES: Social security and long-term disability benefits

Pennington Law Firm, LLC

The Challenge

For many years, Pennington Law Firm was able to have a successful practice by depending on word-of-mouth as their only business driver. As technology evolved, they started entertaining the idea of creating a website but didn’t believe it made sense because their social security prospects may not have computers.

The Solution

They soon realized their perception was off and worked with FindLaw to come up with a strategy to grow their brand online and get in front of their target audience through a variety of digital solutions. The results were eye opening and immediate.

%

of clients now coming through online marketing

%

increase in traffic from 2013 to 2015

“If your goal is to increase your caseload, I can say from experience that partnering with FindLaw is a good way to accomplish that.”

“If your goal is to increase your caseload, I can say from experience that partnering with FindLaw is a good way to accomplish that.”

John Pennington

Pennington Law Firm, LLC

The strategy

How we did it.

To help Pennington Law Firm grow their brand online and get in front of their target audience, the FindLaw team focused on three key areas that were most likely to drive success for the firm. These areas were:

Custom Website

Building a website gave the firm the presence they needed to allow legal consumers to find them online. Specific messaging on the website was written to position them as experts and drive more phone calls and emails.

Mobile Optimization

Creating a mobile-friendly website was top of mind in order to accommodate people who search online for an attorney using their mobile phone. This gave Pennington Law Firm a consistent look and feel no matter what device was being used.

e

Legal Directory Optimization

Shortly before launching their website, the firm placed a listing on the FindLaw.com Lawyer Directory, but they optimized this by layering on additional targeting and listings. This strategic move helped them reach a larger, yet still specific group of potential customers.

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