Results at a Glance
- First 100-case quarter in firm history
- 13.8% increase in signed cases year over year
- Conversion rate increased from 1.6% to 4.52%
- AI search traffic increased by 330% and converted at 7%
- Total organic users increased by 47%
The Challenge
Richardson Richardson Boudreaux (RRB), an Oklahoma personal injury lawyer, has a strong reputation and strong legal work behind it, but its marketing foundation was not built for the firm’s next stage of growth.
The firm’s marketing did not clearly communicate its value. It was not aligned with how people search or how AI surfaces results, and it did not create a consistent path from visit to inquiry.
As a result, the firm was missing out on a steady stream of high-intent opportunities that should have been converting into new cases.
Without that foundation, growth becomes inconsistent. Visibility is fragmented. Traffic does not translate into inquiries. Inquiries do not consistently turn into signed cases. The firm is left relying more heavily on referrals, existing relationships, and manual effort to drive new business instead of capturing demand that already exists. That creates unnecessary pressure on intake, limits case flow, and introduces volatility into revenue.
The downstream impact is significant. When case flow is inconsistent, revenue becomes harder to predict. When revenue is unpredictable, hiring slows down or becomes reactive. When hiring is constrained, the firm cannot take on as many cases or help as many people. What should be relatively accessible growth opportunities, driven by stronger online visibility and conversion, are left untapped.
At its core, the issue was not just a website. It was a lack of structure. Messaging, content, and conversion paths were not working together as a system. Without that system, marketing does not build momentum. It stays reactive, disconnected, and dependent on effort instead of performance.
The Approach
Array partnered with RRB to rebuild its marketing foundation. The goal was to build a structured system that consistently translates visibility into signed cases. That started with understanding how the firm wins work, how clients search and evaluate options, and how its voice should come through across every page.
From there, we rebuilt the website as part of that system. Messaging was clarified to reflect the firm’s value. Content was reorganized to align with how people search and how AI surfaces information. Every page was designed with a clear path from visit to inquiry, allowing traffic to consistently convert into signed cases.
We also optimized the site for search and AI search, implementing structured content and technical foundations built for long-term visibility. The result was a structured marketing asset built to create consistent case flow, reduce friction in intake, and give the firm a foundation for scale.
The Outcome
Within six months of launch, RRB:
- Achieved a 13.8% increase in signed cases year over year
- Reached its first 100-case quarter in firm history
- Increased AI search traffic by 330%, converting at 7%
- Grew total organic traffic by nearly 50%
- Tripled conversion rate from 1.6% to 4.52%
The Impact
This is what happens when marketing is built as a system. Visibility translates into consistent case flow. Conversion improves. Revenue becomes more predictable and controllable. The firm is no longer relying on effort to drive growth. It has a foundation that compounds over time.
Case Study
