Sullivan & Co.
Boston-based boutique law firm advising growing companies, founders, and executives on corporate and commercial matters.
Challenges
Sullivan & Co. had strong referral relationships and a credible reputation among existing clients, but its digital presence did not communicate that authority quickly enough to new prospects. Practice-area pages lacked search depth, consultation paths were inconsistent, and inquiry tracking made it difficult to identify which marketing sources produced qualified opportunities.
Strong referral equity was not fully reflected online
Non-branded visibility varied across important practice areas
Service pages provided information without clear consultation pathways
Phone and website inquiries were tracked through separate processes
Reporting showed traffic without identifying the most valuable matter types
Again, the distinction matters: the firm itself is strong; its digital acquisition system simply had room to mature.
Solution
We repositioned Sullivan’s website as a trust and qualification tool rather than a digital brochure. Practice-area pages were rebuilt around the questions founders, executives, and business owners ask before engaging counsel, supported by clearer attorney credibility, matter-fit messaging, and consultation calls to action.
SEO expanded visibility across relevant non-branded and local searches, while a structured intake pipeline captured lead source, matter type, status, and next action. This gave the firm a consistent process for responding to inquiries and clearer visibility into which channels were producing qualified consultation opportunities.
Result
The new system gave Sullivan & Co. a stronger search presence and a clearer path from legal research to consultation. More prospects reached relevant practice-area pages, a greater share completed inquiry actions, and the firm gained better visibility into lead sources and follow-up status without compromising the restrained, professional positioning expected of corporate counsel.
