Transforming a law firm's marketing strategy to drive leads

Case study

Challenge

Waterfront Law, a division of Pender & Coward, has been dedicated to client success for more than 130 years and generates over $1M in annual revenue. Despite its legacy and reputation, the firm needed to accelerate growth in a new and highly competitive market. To achieve this, Waterfront Law sought to establish a stronger digital footprint that would drive awareness, attract clients, and differentiate them from competitors.

Solution

Fratzke developed a digital marketing strategy informed by a comprehensive benchmark audit, delivering an action plan to enhance performance across the digital ecosystem. This included establishing a robust SEO and content strategy to increase organic growth, designing a content marketing approach centered on webinars launched during the pandemic, and implementing conversion rate optimization techniques to improve the online experience. Together, these efforts were designed to reduce friction, build trust, and drive measurable growth.

Results

With a stronger digital presence and a well-executed marketing strategy, Waterfront Law was able to increase brand awareness and generate new client opportunities in a competitive legal market. The SEO and content initiatives expanded organic visibility, while the new webinar series positioned the firm as a thought leader during a critical time. Conversion-focused enhancements improved the client experience online, helping Waterfront Law establish itself as a trusted and modern legal services provider.