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Pinnacle Law Partners is a 12-attorney firm specializing in business litigation and estate planning in the Charlotte, NC metro area. Their website hadn't been updated since 2018, had no mobile optimization, and was virtually invisible in local search results. They were relying entirely on referrals for new business, averaging only 6 consultation requests per month through their website. Competitor firms with modern sites and strong Google presence were capturing the growing segment of clients who research attorneys online before making contact.
We built a professional, conversion-focused website on Next.js that positions each attorney as a subject-matter expert, paired with an aggressive local SEO strategy targeting practice-area-specific keywords across the Charlotte metro. The site features attorney profile pages with structured data, a legal resource center with educational articles, and a streamlined consultation request flow designed to reduce friction for potential clients.
Conducted stakeholder interviews with all 12 attorneys to understand their practice areas, target client profiles, and the firm's competitive differentiators in the Charlotte legal market.
Designed and built a Next.js site with a professional, trust-focused aesthetic: clean typography, credibility signals (bar associations, case results, client testimonials), and prominent consultation CTAs throughout.
Created dedicated landing pages for each of the firm's 8 practice areas, each optimized for relevant local keywords (e.g., 'Charlotte business litigation attorney,' 'estate planning lawyer near me').
Built detailed attorney profile pages with Attorney schema markup, professional photography, published articles, and speaking engagements -- establishing individual E-E-A-T signals for Google.
Launched a legal resource center publishing 3 articles per week on common legal questions, each targeting long-tail informational queries that potential clients search before hiring an attorney.
Optimized the firm's Google Business Profile, built citations across 40+ legal directories (Avvo, FindLaw, Justia, Super Lawyers), and implemented a review generation program for satisfied clients.
Set up call tracking, form analytics, and attribution modeling to measure which pages and keywords were driving the highest-value consultation requests.
Monthly consultation requests increased from 6 to 22, a 267% improvement.
Organic traffic grew 340% from 1,100 to 4,840 monthly sessions within 12 weeks.
Achieved top-3 local pack rankings for 6 of 8 target practice area keywords.
Google Business Profile calls increased 185%, from 14 to 40 per month.
Average time-on-site increased from 1:12 to 3:48, indicating deeper content engagement.
The legal resource center generates 52% of all organic traffic and has become a referral tool that attorneys share with prospective clients.
David Harrington
Pinnacle Law Partners
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