CASE STUDY · REGIONAL LAW FIRM
CONNECTING SEARCH STRATEGY TO USER EXPERIENCE
Legal Services
INDUSTRY
Marketing Research · Competitive Analysis · UX Strategy · Website Information Architecture · Wireframing · Content Strategy · Content Development · Technical SEO · Paid Search · Analytics · Performance Optimization
SERVICES
THE CHALLENGE
Visibility is Only the Beginning
For a multi-office law firm serving clients across several states, building a strong digital presence is about more than being found in search.
Prospective clients arrive with different questions, needs, and levels of familiarity with the legal process. The website must help them navigate complex services, find information relevant to their location, and understand how to take the next step.
The opportunity was to create a more cohesive digital experience, connecting research, website architecture, content, search marketing, and measurement into a unified strategy.
THE INSIGHT
Better Search Starts with Better Understanding
People don't always search for legal services using the language law firms use to describe them. Understanding that difference helps shape everything from website navigation and content to paid search messaging and conversion paths.
Those insights can inform everything from the organization of practice areas and website navigation to service-page content, paid search messaging, and conversion pathways.
Rather than treating the website and marketing channels as separate initiatives, our approach was to connect them around how prospective clients actually search and engage.
THE WORK
Connecting the Pieces
The goal wasn't to make every channel work harder.
It was to make them work together.
01
Research
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Conducted competitive research and search landscape analysis across multiple legal markets.
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Evaluated search intent and language across practice areas and geographic locations.
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Assessed website content organization, navigation, and user pathways.
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Developed recommendations to better align the digital experience with prospective client needs.
02
Rebuild
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Developed a new website information architecture organized around five core service categories.
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Created wireframes and UX recommendations to guide page structure, navigation, and conversion pathways.
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Developed content strategies and copy for practice areas, subtopics, and geographically relevant service pages.
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Incorporated technical SEO considerations into page hierarchy, metadata, internal linking, and site architecture.
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Collaborated with creative and development partners to translate strategic recommendations into a cohesive website experience.
03
Connect
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Provided ongoing paid search strategy and campaign optimization support.
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Developed search-focused landing page strategies aligned with user intent.
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Connected website messaging, content, and consultation pathways with search marketing initiatives.
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Supported analytics implementation, conversion tracking, and measurement planning.
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Coordinated technical SEO and website launch readiness, including URL redirects, metadata, and tracking considerations.
STRATEGIC SHIFT
FROM ISOLATED TACTICS TO CONNECTED STRATEGY
A website, paid search, organic visibility, and analytics shouldn't operate as separate marketing efforts.
Each plays a role in the same experience.
Research informs how services are described. Information architecture determines how they're organized. Search strategy helps connect prospective clients to relevant content. UX and conversion planning make the next step clearer. Analytics provides the means to evaluate and refine the experience.
By approaching these disciplines together, we helped establish a more intentional framework for digital marketing across multiple legal markets.
THE OUTCOME
From Strategy to Launch
The engagement culminated in the launch of a redesigned website for a multi-office, multi-state law firm.
The new digital experience brought together a reorganized practice-area architecture, geographically relevant service content, user-focused navigation, clearer consultation pathways, and a technical foundation for search visibility and measurement.
Sauer Agency contributed research, digital strategy, website information architecture, wireframing, content development, SEO planning, paid search strategy, analytics, and launch coordination in collaboration with the firm's creative and development teams.
WHAT ACTUALLY CHANGED
A stronger foundation for what's next.
The project extended beyond a website redesign.
It brought research, content, user experience, search marketing, and measurement into a coordinated digital strategy.
Five core service categories provided the foundation for the site's information architecture. Wireframes translated strategic thinking into page-level experiences. Search-informed content connected legal services with the questions prospective clients ask. Technical SEO and measurement planning helped establish the infrastructure for ongoing digital marketing.
The result was a redesigned digital platform built to support a complex, multi-market legal services business.