— Case Study · Business & Commercial Law
How Stone & Sallus LLP went from referral-only to page one across five practice areas.
A multipartner firm built almost entirely on word-of-mouth needed to compete online across business law, contract law, estate planning, real estate law, and contract litigation — without diluting its authority in any one of them.
Los Angeles, CA
LOCATION
Multipartner firm, 6 attorneys
FIRM SIZE
14 months
ENGAGEMENT LENGTH
+$18,400
Monthly traffic valuation
+322
New top 3 positions
+186%
Organic traffic growth
74 days
Time to first rankings
— The Challenge
Six attorneys, five practice areas, zero online visibility.
Stone & Sallus had built a strong reputation the old way — one referral at a time. That left the firm invisible to the growing share of clients who search online before ever asking a colleague for a recommendation.
When Stone & Sallus came to us, the firm's website functioned as a digital business card — a homepage, an about page, and a contact form. None of the firm's five practice areas had dedicated content, and the site had no presence in local search for any of them.
That structure created a specific problem: a multipartner firm competing under one domain risks blending into generic "law firm" search resultsinstead of ranking for the specific, high-value searches each partner's clients actually use — "probate attorney," "commercial litigation lawyer," "real estate financing attorney."
Meanwhile, competitors with single-practice focus were already ranking for the exact terms Stone & Sallus needed across all five of its practice areas simultaneously.
The firm needed a strategy that treated each practice area as its own search market — without spreading the domain's authority so thin that none of them ranked.
Their outdated website was not mobile-friendly and lacked an SEO-optimized structure, which led to few leads and a limited online presence. To change this, we rebranded their business, launched a fully optimized website, and implemented a targeted SEO strategy. Three years later, Allison Shipping Containers dominates the shipping container market in Hawaii.
— Services we provide
Local SEO
Optimized for local searches to boost visibility and attract nearby customers.
Branding
Developed a strong, recognizable identity to build trust and credibility.
Local SEO
Optimized for local searches to boost visibility and attract nearby customers.
Branding
Developed a strong, recognizable identity to build trust and credibility.
We treated the firm's five practice areas as five interconnected campaigns, sequenced to build shared domain authority rather than compete with each other for it.
PHASE 01
Technical foundation & audit
Full site audit, Core Web Vitals fixes, and a practice-area page architecture built to scale to five distinct verticals under one domain.
PHASE 02
Practice-area content build-out
Dedicated, attorney-reviewed pages for each practice area, targeting the specific search terms clients use for that service — not generic "law firm" keywords.
PHASE 03
Local & map pack authority
Google Business Profile optimization and citation cleanup to win the map pack for each practice area in the firm's core service area.
PHASE 04
Cross-practice authority transfer
Internal linking and topical clusters that let strong-performing practice areas lift the domain authority of newer ones.
— The Strategy
Five practice areas, sequenced to build on each other.
Rather than launching all five practice areas at once, we sequenced the rollout so early wins funded the authority needed for harder, more competitive terms.
— The RESULTs
Rankings won across every practice area.
A sample of the keyword positions Stone & Sallus now holds, spanning all five of the firm's practice areas.
KEYWORD
PRACTICE AREA
BEFORE
AFTER
Adverse possession in California
Real Estate Law
Not ranked
#1 · Rankings
Probate attorney [city]
Estate Planning
Page 3
#1 · Maps
Real estate financing & closing attorney
Real Estate Law
Not ranked
#2 · Maps
Commercial litigation lawyer
Contract Litigation
Page 4
#1 · Rankings
Business contract lawyer [city]
Business Law
Not ranked
#3 · Rankings
Estate planning attorney [city]
Estate Planning
Page 2
#2 · Maps
★ ★ ★ ★ ★
"We went from a referral-only practice to ranking for terms across all five of our practice areas. TEK SEO understood our multipartner structure from day one — they didn't just optimize a website, they built a strategy around how our firm actually operates."
Managing Partner
Stone & Sallus LLP
A sample of the keyword positions Stone & Sallus now holds, spanning all five of the firm's practice areas.
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A sample of the keyword positions Stone & Sallus now holds, spanning all five of the firm's practice areas.
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