Building category authority beyond referrals

Challenge

Deep subject-matter expertise, but almost all new business came through referrals — the firm was nearly invisible in search for the problems it actually solved.

Objective

Build a durable content and search presence that reduces dependence on referral timing.

Strategy

A content and search strategy built around the specific problems the firm's clients were already searching to solve, paired with technical SEO and a redesigned service page structure.

Execution

• Interviewed the partner team to extract the real questions prospects ask in early conversations
• Published a structured library of problem-specific articles, tied to service pages
• Rebuilt service page architecture around search intent instead of internal org structure

Channels & Timeline

9-month engagement, ongoing content cadence