Legal · Embedded Marketing · Digital Transformation
Riley Bennett Egloff LLP
Law firms are strange marketing clients.
Long-term marketing engagements at a law firm require a different operating mode than project-based agency work. Signal: 7+ year engagement
7+ year
engagement
29-attorney
firm
Why this mattered
Law firms are strange marketing clients. The work is confidential. The practitioners are often skeptical of marketing. The brand has to feel authoritative without feeling arrogant, approachable without feeling casual. And the digital experience — the first thing most prospective clients encounter — has to earn trust before anyone speaks to a human.
Riley Bennett Egloff came to me with a firm that had built a sterling reputation over decades. Twenty-nine attorneys. Deep expertise across business and commercial law, litigation, labor and employment, healthcare, construction, bankruptcy, and government law. A culture of camaraderie and genuine community involvement that the marketing materials barely hinted at.
The digital presence didn't match the firm. The website was content-heavy but performance-poor — an 80%+ bounce rate and 1.46 pages-per-session told the story. Practice area pages were underselling the firm's depth. Attorney bios weren't doing the relationship work they could. The analytics were tracking sessions, not decisions.
What got rebuilt
Website Ownership & Performance
Managed the firm's WordPress site end-to-end for seven years — attorney bio integrations, practice area pages, content updates, UX improvements, and SEO implementation. Restructured page architecture, improved internal linking, and overhauled meta structure. Bounce rate declined from over 80%; engagement metrics climbed above the 1.46 pages-per-session baseline.
Next-Generation Platform Blueprint
When the existing WordPress build reached the limits of what improvement could accomplish, I commissioned a comprehensive technical audit and built a detailed four-phase blueprint for a modern rebuild: a React/Next.js front-end with headless CMS, a universal attorney vCard and link generator, an immersive newsroom hub, a smart attorney bio engine, and a performance and accessibility layer that would meet modern standards.
Content Strategy & Copywriting
Wrote and maintained ongoing content across all firm channels — attorney bios that positioned practitioners as individuals, not just credential lists; practice area pages that communicated expertise in language clients could actually use; thought leadership articles that ranked for high-intent searches and demonstrated the firm's depth.
PR & Media Relations
Cultivated relationships with legal journalists, drafted and distributed press releases, coordinated award nominations, and secured placements in local and national legal publications. Elevated the firm's profile in the Indiana legal community.
Business Development Support
Partnered with individual attorneys to develop personalized BD plans — identifying their targets, building their pitch materials, and aligning their marketing activity with the firm's cross-selling strategy. Managed RFP and proposal responses.
Client Experience Innovation
Identified and solved a friction point that sounds minor but wasn't: clients arriving downtown for their first meeting were anxious about parking. I proposed and produced a professional arrival-and-parking guide video — drone cinematography, on-screen wayfinding graphics, professional voiceover — that reduced first-visit anxiety and improved initial impressions.
Supporting brand and campaign proof
Supporting brand and campaign material from the engagement
Riley Bennett Egloff
Visit brand siteRiley Bennett Egloff is an Indianapolis-based law firm established in 1979 that serves businesses, government entities, and individuals. They offer the depth of experience found in large firms combined with the personalized attention of a boutique practice, focusing on cost-effective, results-oriented legal solutions across various industries.
Values
Aesthetic direction
Voice
Fonts
Campaign hooks
The Outcome
Seven years is the outcome that says the most. In law firm marketing, long engagements don't happen because the results are average. They happen because the work compounds — year over year of content investment, search authority, relationship building, and brand consistency.
The firm's digital presence improved measurably on every engagement metric: lower bounce rates, higher pages-per-session, stronger search visibility, better attorney bios, more consistent PR. The next-generation platform blueprint gave leadership a clear path forward.
Primary proof route Riley Bennett Egloff LLP
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