01 — Challenge
A legal services firm specializing in corporate law, contracts, securities, mergers and acquisitions, and intellectual property was launching in Seattle's competitive legal market.
The firm faced the classic new business challenges: establishing credibility, acquiring initial clients, and creating brand awareness in a market dominated by established law firms.
Armed with passion and the legal expertise, the founder wanted to differentiate from both large corporate firms and other solo practitioners.
The business needed to build a reputable brand, generate word-of-mouth credibility, and create a sustainable client acquisition pipeline. There was a huge opportunity given the target market of fast-growing Seattle tech startups.
02 — Solution
I developed a comprehensive go-to-market plan, starting with competitive research on legal websites and analysis of successful single-founder legal practices to understand positioning strategies and market niches.
Based on these insights and direction from the founder, I defined the target client as fellow single-founder tech startups that need quick turnaround, easy lawyer access, and personal focus — attributes large firms don't usually provide. The positioning emphasized "lean, fast, AI-powered legal expertise more affordable than large law firms," differentiating on speed, accessibility, and modern technology adoption.
The marketing plan included five core tactics: complete website redesign with improved UI, SEO-optimized layout, and keyword-targeted metadata to improve Google search rankings; content marketing strategy with weekly blog posts and LinkedIn articles demonstrating legal expertise relevant to startup challenges; social proof development through customer testimonials and proactive publishing of reviews on legal rating sites; LinkedIn ad suggestions targeting Seattle tech founders and startup decision-makers; and SEO optimization addressing metadata, keyword targeting, and Google Business Profile optimization.
Deliverables included a comprehensive marketing plan document detailing tactics, timeline, and success metrics, plus a detailed website strategy covering content architecture, user experience improvements, and technical SEO requirements.
03 — Impact
Within two months of launch, the marketing tactics generated 29 qualified leads and drove a 39% increase in website traffic.
The focused positioning and multi-channel approach established the firm's presence in Seattle's legal services market, creating a foundation for sustainable client acquisition and word-of-mouth growth.
