Located in Arkansas and Oklahoma, Craig L. Cook’s services cover personal injury law, workers’ compensation, family law, estate planning, medical malpractice, and more. Craig and his team are seasoned lawyers who don’t outsource their cases to smaller firms (so many do!), so we knew his services were top-notch from our first meeting.
A stranded strategy
We see this story all the time, and unfortunately Craig’s website was experiencing it, too. In 2023, the firm launched a shiny new website. Although visually modern, the site experienced a dramatic crash in traffic immediately after launch—a frustrating consequence of improper SEO (search engine optimization) handling during site migrations.
Even before the relaunch, however, the website wasn’t seeing high-quality lead flow. Most of the traffic they worked so hard to gain wasn’t converting into strong cases. The team had a big vision: to be the top-of-mind personal injury firm across Arkansas and Oklahoma. But their site, content, and visibility weren’t keeping up. Enter Hapacity!
Hapacity’s jumpstart
We stepped in as a strategic digital partner, arm in arm, to collaborate. We started with the main pain point – SEO – and expanded our efforts across the firm’s entire marketing funnel.
Phase 1: The root of the problem
To establish a new and improved technical SEO foundation, Hapacity:
- Ran a full site audit to uncover structural issues post-launch
- Created a prioritized list of fixes to improve indexability and crawlability
- Restructured site architecture and planned improved user flows
Phase 2: Content strategy & expansion
With a better flow for leads, we turned our attention to:
- Developing a comprehensive keyword strategy after competitor analysis and internal interviews
- Implementing an optimized metadata across existing pages
- Writing and launching dozens of new pages, including:
- Targeted service pages (e.g., trucking accidents, bedsores, workers comp injuries)
- Localized city pages
- High-intent FAQ pages
- Educational blog posts driven by client questions
💡Lightbulb moment! The keywords and phrasing came directly from Craig’s team to match how real clients search. Working closely together saw many small victories like this one.
Phase 3: Craig in the spotlight
Positioning Craig as an engaging and relatable thought leader across social media meant:
- Auditing and reviving Craig’s personal Facebook, LinkedIn, and TikTok accounts
- Developing a monthly batch of short-form video scripts for Craig’s assistant to film.
- Editing those videos and publishing them on various platforms.
- Zeroing in on content that built trust, educated followers, and reinforced Craig as the go-to attorney in the region
- Ramping up Craig’s YouTube channel, targeting both short- and long-form content
- Writing optimized video titles and descriptions to improve discovery
Phase 4: Email marketing
Engaging with the subscribers the firm already had was key. Together, we:
- Launched a monthly email newsletter to nurture Craig’s warmest audience—past clients, referrals, and prospects
- Used the email list to reinforce the same content themes we were pushing on social and search
Phase 5: Google My Business (GMB) optimization
Revamping the results that Google search returns had the Hapacity team covering off on:
- Regularly updated Google My Business listings across multiple office locations
- Adding new photos, posts, and updates to boost local SEO visibility
- Implementing review generation strategies to encourage more 5-star feedback
Phase 6: Staying in touch
Hapacity’s ongoing relationship with CLC ensured the plan stayed going with:
- Monthly strategy calls to review progress, pivot content, and address lead flow
- Close communication with Craig’s internal team to ensure marketing efforts reflected real-world client trends and legal priorities
Brand strategy & content planning
In tandem with our phased action plan to increase site traffic, we helped lay the foundation for long-term brand clarity and content consistency. Our strategic guidance included:
- Hapacity’s Mini Brand Guide:
This guide serves as a directive for the whole team to unify the firm’s voice, tone, and visual presence across platforms. This helped align all content—from email to social posts to video scripts—around a cohesive, confident brand voice that reflects Craig’s approachable yet no-nonsense legal persona. - Ongoing 12-month Content Calendar:
We built an annual content calendar organized by monthly themes and legal seasons to equip Craig’s team for ongoing success. This included timely personal injury topics (e.g., spring car accidents, holiday DUI warnings), community engagement moments, and evergreen content around workers comp, estate planning, and client education. This calendar served as a creative springboard across all marketing channels—social, blog, email, and YouTube.
The results
