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Overview
My client is a real estate attorney and came to me needing a website for a new real estate law firm she was opening in Greenwich, CT. The client already owns her own solo practitioner law firm, but she wanted to open a sister firm to target clients in the affluent area of Greenwich, Connecticut.
I worked solo on all marketing deliverables for the new law firm, including brand creation, website design and development, and logo design. I also wrote all the copy for the website and blog and created social media accounts and a monthly newsletter. For this client, I am continuing to write blog posts, manage social media, and write and manage a monthly newsletter.
Deliverables:
- Website
- Blog content (two posts monthly)
- Monthly Newsletter
- Facebook page
Problem
In the world of Connecticut real estate closings, closing attorneys receive the vast majority of their clients through referrals by realtors and mortgage brokers who have worked with them previously.
Because my client was moving into a new geographical area and hadn't yet built relationships with local realtors and brokers, she needed a high-quality website and strong digital marketing to build a client pipeline and make inroads early on.
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Solution
I worked with the client to create branding for the firm that gave the firm a modern look and accomplished our desired balance of authority and approachability.
To build trust with our audience, I planned and executed content for the site that was geared toward assuring users that we had the experience and expertise to help them with their closing.
To cast our net as wide as possible in the new area, I also helped execute other marketing efforts, including a monthly newsletter sent to local realtors and brokers, social media accounts, and a press release republished by local media.
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Approachability with a touch of luxury
I wanted the law firm's brand to communicate warmth, approachability, and trustworthiness because my client was introducing herself to a new market of clients and realtors. Because the law firm would be located in a highly affluent area of southwest Connecticut (dubbed"The Gold Coast"), I also wanted the branding to have a touch of luxury.
The gold, black, and white palette coupled with the Lora and Nunito Sans fonts struck a balance between friendliness and sophistication and gave our brand an established yet modern look. It also distinguished us from the blue and green brand colors used by the majority of competitors in the area.
Authentic, user-friendly content
From researching other law firms’ sites, I found the copy and blog content was usually stuffy and academic. I wanted our copy to read more like a friend walking the user through our business and services and answering questions along the way.
Demonstrating our thoroughness, helpfulness, and ability to explain legalese well to prospective clients started with having good, comprehensive descriptions of our services, along with other resources. I included a FAQ page with questions and helpful links categorized by purchases, sales, and refinances.
The site also includes a blog with over 30 SEO, researched articles that I wrote on topics about residential real estate closings.
Approachability with a touch of luxury
I wanted the law firm's brand to communicate warmth, approachability, and trustworthiness because my client was introducing herself to a new market of clients and realtors. Because the law firm would be located in a highly affluent area of southwest Connecticut (dubbed"The Gold Coast"), I also wanted the branding to have a touch of luxury.
The gold, black, and white palette coupled with the Lora and Nunito Sans fonts struck a balance between friendliness and sophistication and gave our brand an established yet modern look. It also distinguished us from the blue and green brand colors used by the majority of competitors in the area.
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Authentic, user-friendly content
From researching other law firms’ sites, I found the copy and blog content was usually stuffy and academic. I wanted our copy to read more like a friend walking the user through our business and services and answering questions along the way.
Demonstrating our thoroughness, helpfulness, and ability to explain legalese well to prospective clients started with having good, comprehensive descriptions of our services, along with other resources. I included a FAQ page with questions and helpful links categorized by purchases, sales, and refinances.
The site also includes a blog with over 30 SEO, researched articles that I wrote on topics about residential real estate closings.
Results
We launched Pederson Real Estate Law with a goal to have a full workload of clients within 5 years. There are roughly 50 real estate transactions per month in the town where our firm is based, and we hoped to slowly acquire a larger slice of the market over a few years — both through digital marketing and in-person networking.
Since launching, Pederson Real Estate Law’s website has generated a steady stream of client leads, as more than 30 users have reached out through our website to inquire about our services. Within a month after launching, PREL's website ranked among the top 3 of our competitors on Google. The law firm's monthly newsletter subscription list has grown to over 400.
Overall, my client was very pleased with how the website turned out and with our continued digital marketing efforts.
"Matt was key in promoting my new law practice by developing a professional website and creating marketing materials to targeted audiences. He is technically skilled, easy to work with, timely in his work, and artistic in what he creates. I am continuously receiving compliments on my website. Without hesitation, I highly recommend Matt for all of your web design or marketing needs."
Charlene Pederson
Founder, Pederson Real Estate Law
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