Behind the Transformation
A Website That Needed to Work Harder and Smarter
Richardson Richardson Boudreaux (RRB) came to Array Digital with a clear understanding of their strengths as a firm, but their website was not fully supporting their growth goals. While the site contained valuable content, it lacked the structure, clarity, and strategic messaging needed to perform well in competitive organic search results.
The firm wasn’t alone in this challenge. Like many organizations, RRB had limited historical conversion tracking in place, making it difficult to measure how effectively their digital presence was translating visibility into real opportunities. What they needed wasn’t just incremental SEO work; it was a foundational reset that aligned brand, content, and performance.
Why Richardson Richardson Boudreaux Chose Array Digital
Richardson Richardson Boudreaux partnered with Array Digital to rebuild their website with intention, prioritizing clarity, performance, and long-term scalability. From the start, both teams aligned around a shared goal: to create a site that clearly communicated RRB’s value while supporting organic growth through sound technical and content strategy.
Strong collaboration played a critical role. The client’s marketing team provided timely feedback, allowing Array Digital to move quickly and decisively, ultimately completing a full website rebuild in just 30 days, from May 19 to June 20.
From Strategy to Execution
The Solution
Array Digital led a full website rebuild centered on three core pillars:
- Brand-first messaging & UX: The site was redesigned to amplify RRB’s brand through improved UI/UX, attorney visibility, and clearer value propositions across key pages.
- SEO-driven content reorganization: Existing and new content was reorganized to support intuitive indexing by search engines, making it easier for high-value pages to rank and compete in priority keyword categories.
- Strategic conversion optimization: Calls to action were intentionally placed across site templates, including attorney highlights, lead forms, and contextual CTAs designed to guide users toward meaningful engagement.
To support transparency and accountability, RRB received monthly analytics reports, access to a live performance dashboard, and quarterly strategy reviews to ensure ongoing alignment.
The Results
Since the launch, RRB has seen significant gains across nearly every measurable organic metric.
Organic traffic and visibility increased rapidly, with notable improvements in keyword rankings and competitive share of voice. The rebuild also delivered a substantial lift in conversion performance, with organic conversion rates rising from 1.6% to 4.52%, representing a 170% increase. The result was a sharp rise in signed cases, culminating in the first 100-case quarter in firm history and a year-to-date total that has already surpassed the prior year.
One unexpected, but highly valuable, outcome was the surge in AI-driven traffic. Since launch, traffic from AI platforms increased by 330%, converting at a 7% rate, outperforming traditional organic traffic benchmarks.
Together, these improvements contributed to a meaningful rise in estimated traffic value, reinforcing the rebuild’s impact not just on visibility, but on real business potential.
Ongoing Momentum
Beyond the initial rebuild, Array Digital continues to support RRB by increasing total lead volume and intake. Built-in review checkpoints ensure content remains aligned with performance goals as search behavior evolves.
Case Study
