Objectives & ApproachSetting the Stage: Brand, Web, Video, and Search
Through reputation, word of mouth, and referrals, Hanauer Law has always attracted a steady flow of new clients. The firm is built on the personality of its founding attorney, backed by a decade-plus of overachieving legal outcomes. Meeting Rob Hanauer, he’s affable and charming. But, when it comes to how he represents his clients the stories are relentless and fiercely competitive. The Studio 3 Creative team summed up their initial impression as, “A guy you’d love to have a drink with and, if a bar fight breaks out, you thank God he’s sitting next to you.”
The old Hanauer Law website was a FindLaw template, described as “nothing special”. Despite some SEO work, it was showing on page 8 for Family Law and page 3 for Criminal Defense keywords.
Investing into overhauling the firm’s digital marketing was a significant decision. Before hiring Studio 3, there were a dozen meetings about potential options and strategies. In the end, Hanauer Law went all in, charging Studio 3 with the firm’s rebranding, media production, website, and a new Search campaign.
Branding Charm & Grit
Starting with the foundation, Studio 3 conducted a thorough brand discovery and produced brand guidelines, including a new logo, fonts, typography, color palette, with all brand pillars. The new branding wove Hanauer’s blend of amiability and tenacity, “the guy you’d love to have a drink with,” but don’t dare cross him in a bar fight.
Get Him on Camera
Given the close interpersonal nature of the attorney-client relationship, especially in criminal defense or family law cases, the personality of Rob Hanauer and by extension his company culture, was identified as a key differentiator for the firm. Words wouldn’t do it justice. The video shoot was planned to capture unguarded, unfiltered moments outside of the law office. If a curse word slipped, no bleeps were allowed.
Digitizing The Reputation
One reason the website wasn’t showing up well in search results was lack of content. The website was only 16 core pages with thin copy, just two pages covering key practice areas. The Studio 3 SEO and Content teams set out to substantially increase the volume of usable content, focusing on evidencing Hanauer Law’s extensive legal record, showing the size and breadth of the team, and bolstering its main practice area pages for greater visibility and case lead generation.
