Website Redesign and Local SEO for Hennessey Law
Challenge
Hennessey Law is a boutique personal injury and workers' compensation firm in St. Louis, Missouri, led by Cynthia Hennessey — an attorney whose professional foundation is in nursing, and whose practice takes a client-centred, empathetic approach focused on justice and recovery.
The firm had recently invested in a redesign, and it had missed. The new site resembled a templated version of a reference example: it carried none of Cynthia's voice, none of the firm's values, and nothing that distinguished it in a crowded local market. For a practice whose entire differentiation is a personal, clinically informed approach to client care, a generic site actively misrepresented the business.
The commercial consequence was direct. The firm was investing in PPC and billboard advertising, but the website underperformed at the end of every one of those funnels — failing to convert visitors into clients and failing to establish the authority needed to compete for St. Louis personal injury and workers' compensation work. Paid spend was carrying a site that could not close.
Hennessey Law is a boutique personal injury and workers' compensation firm in St. Louis, Missouri, led by Cynthia Hennessey — an attorney whose professional foundation is in nursing, and whose practice takes a client-centred, empathetic approach focused on justice and recovery.
The firm had recently invested in a redesign, and it had missed. The new site resembled a templated version of a reference example: it carried none of Cynthia's voice, none of the firm's values, and nothing that distinguished it in a crowded local market. For a practice whose entire differentiation is a personal, clinically informed approach to client care, a generic site actively misrepresented the business.
The commercial consequence was direct. The firm was investing in PPC and billboard advertising, but the website underperformed at the end of every one of those funnels — failing to convert visitors into clients and failing to establish the authority needed to compete for St. Louis personal injury and workers' compensation work. Paid spend was carrying a site that could not close.
Solution
After a full review we gave Cynthia an honest assessment of the problems, visual and technical. She made the decision to rebuild from the ground up.
Bespoke website design. We built a clean, modern, minimalistic site centred on user experience and trust, using space, clarity and strong messaging to amplify Cynthia's authority and the firm's caring ethos — the opposite of the templated approach it replaced.
Scalable site architecture. The structure was designed to grow with the business, supporting multiple legal services and geographies while staying simple to navigate.
Content collaboration. We worked directly with Cynthia to refine content so it reflected her actual voice, professionalism and approach, rather than generic legal copy.
Google Business Profile optimisation. We fully optimised her GBP and implemented a publication schedule with branded assets to sustain visibility in St. Louis search results.
Ongoing SEO and maintenance. Technical SEO, on-page optimisation, link building and regular content updates continue, keeping the site fast, secure and conversion-ready.
After a full review we gave Cynthia an honest assessment of the problems, visual and technical. She made the decision to rebuild from the ground up.
Bespoke website design. We built a clean, modern, minimalistic site centred on user experience and trust, using space, clarity and strong messaging to amplify Cynthia's authority and the firm's caring ethos — the opposite of the templated approach it replaced.
Scalable site architecture. The structure was designed to grow with the business, supporting multiple legal services and geographies while staying simple to navigate.
Content collaboration. We worked directly with Cynthia to refine content so it reflected her actual voice, professionalism and approach, rather than generic legal copy.
Google Business Profile optimisation. We fully optimised her GBP and implemented a publication schedule with branded assets to sustain visibility in St. Louis search results.
Ongoing SEO and maintenance. Technical SEO, on-page optimisation, link building and regular content updates continue, keeping the site fast, secure and conversion-ready.
Results
Hennessey Law now signs 28 to 30 qualified cases per month from organic search alone, with leads citing both Google and ChatGPT as their source.
The organic pipeline became strong enough that the firm paused its paid advertising programme entirely in January 2026, and plans to relaunch at roughly half the previous budget. Organic search displaced paid spend rather than supplementing it.
The site now wins business directly from search, particularly on workers' compensation terms in the St. Louis market.
On AI visibility, tracked via Ahrefs Brand Radar: 99 appearances in Google AI Overviews responses (up 41), 127 in Google AI Mode answers (up 67), across 33 pages generating AI appearances. These are tool-observed appearances within a tracked prompt index, not a count of every AI answer generated.
Hennessey Law now signs 28 to 30 qualified cases per month from organic search alone, with leads citing both Google and ChatGPT as their source.
The organic pipeline became strong enough that the firm paused its paid advertising programme entirely in January 2026, and plans to relaunch at roughly half the previous budget. Organic search displaced paid spend rather than supplementing it.
The site now wins business directly from search, particularly on workers' compensation terms in the St. Louis market.
On AI visibility, tracked via Ahrefs Brand Radar: 99 appearances in Google AI Overviews responses (up 41), 127 in Google AI Mode answers (up 67), across 33 pages generating AI appearances. These are tool-observed appearances within a tracked prompt index, not a count of every AI answer generated.