Client: Muller Brazil LLP

HubSpot Website Creates Digital Platform for National Law Firm to Market and Sell New Practice Areas

MS 25 | Case Study - Muller Brazil

Client

Muller Brazil LLP is a personal injury law firm challenging the traditional attorney-client relationship model by offering clients better, more transparent representation.

Solution

Growth-Driven Design
New brand identity
UX/UI: accessibility
SEO audit + matrix
Competitor analysis
Original photography
New HubSpot website

Content Marketing
Content strategy
Blog article writing + designing + publishing
On-page + technical SEO strategy

Technical HubSpot Consulting
CRM migration
CMS integration
HubSpot Marketing Hub implementation + training
HubSpot Sales Hub implementation + training

Challenge

Muller Brazil was poised to expand into new personal injury service verticals, including automobile accidents and workers’ compensation. Personal injury law is highly competitive and Muller Brazil had relied solely on traditional marketing to acquire leads and convert prospects.

In comparison, the firm’s competitors had been marketing online for more than a decade, boasting thousands of quality backlinks, and solid investments in organic SEO.

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Solution

Creating a new HubSpot website with an integrated CRM was the first step in laying the groundwork for driving organic traffic and nurturing new leads. Muller Brazil was starting from square one and the Mole Street team worked to take calculated steps toward a complete rebrand and new website launch.

The project required three unique workstreams running simultaneously to deliver seamless HubSpot CMS transition, keyword and competitor research, design and branding, and an ongoing organic content strategy.

Our team’s rebranding strategy started with crafting a professional brand identity and website in the HubSpot CMS.


Growth-Driven Design

Brand Identity

As a personal injury firm on a mission to champion its clients, it was important for Muller Brazil’s new brand identity to communicate this unwavering commitment.

Serving as the brand’s focal point, the torch logo was designed to represent a guiding light shining during difficult times. The color palette was strategically chosen for its fresh and modern feel while still reflecting the firm’s professionalism.

Rather than build a static design unable to meet changing needs, Muller Brazil’s new brand elements were strategically developed to be dynamic. Creating a library of elements — such as a logo with and without the tag line and a logo mark with just the torch icon, for example — ensures the proper logo mark can be used appropriately.

Along with differentiating Muller Brazil from the company’s sister brand, Mole Street was tasked with creating a fresh and sophisticated brand to disrupt a highly-competitive space. To accomplish these objectives, Mole Street refreshed the firm’s branding in the following ways:

  • Updated color scheme
  • New typeface
  • Updated brand guidelines
  • Differentiated design for sister brand
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UX/UI: Accessibility

First and foremost, the website was designed with accessibility in mind. The copy was set to a fifth-grade reading level to message directly to the defined target audience.

To meet accessibility standards, the new website design included:

  • Large, high-contrast text for legibility and accessibility
  • Chunked content to support comprehension of the information
  • Clearly-organized navigational items, including a pillar page for each practice area
  • Standardized button and row styles to aid in ease of use

SEO + Competitor Analysis

With a target market in the Northeast of the United States — specifically Delaware, Pennsylvania, and New Jersey — Muller Brazil was in a fiercely competitive market for personal injury law.

To build the framework for an ongoing SEO program while also identifying page ranking opportunities, Mole Street:

  • Conducted keyword research and competitor analysis
  • Created a sitemap strategy, including practice area pillar pages
  • Strategized an on-page strategy to include keyword targeting, page titles, header tags, internal linking, meta descriptions, and image tags

Original Photography

As a team of young professionals who set out to differentiate themselves, it was essential to portray the authentic and professional side of Muller Brazil.

Partnering with a professional portrait and lifestyle photographer, Mole Street location-scouted and produced a one-day photoshoot to capture lifestyle shots of the Muller Brazil team, along with individual headshots for each team member.


New Website

With foundational elements in place, Mole Street designed a new website based on approved:

  • Design files + iconography
  • Original photography
  • Competitor analysis + recommendations
  • UX/UI accessibility strategy
  • SEO audit + matrix
  • SEO content outlines
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Content Marketing Program

Due to the longstanding reputations of other law firms, it became clear that gaining backlinks to improve organic search rankings would be a challenge.

Through competitive research, Mole Street determined the most effective approach to increase domain authority and search rankings was to produce strategic organic content. While other attorney websites were bringing in more traffic, very few were investing in quality blog content for organic SEO. As a result, keyword rankings were scattered.

It became clear to Mole Street’s strategists that Muller Brazil would benefit from on-site content written to address all stages of the buyer journey. To strengthen the SEO value of the website, Mole Street created an annual editorial calendar and developed articles based on current SEO best practices.

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Technical Hubspot Consulting

Mole Street’s team of HubSpot Consultants and Implementation Specialists partnered on the complex migration of the brand’s existing CRM and CMS instances. In addition to implementing HubSpot Sales and Marketing Hubs, Mole Street Consultants met with and trained Muller Brazil’s team on how to get the most out of their investment in HubSpot.

Muller Brazil’s team can now track user actions and behaviors under each contact. Sales teams leverage this information to plan and host calls with prospects, increasing the team’s ability to close deals faster.

Our team also architected custom, dynamic reporting dashboards so the Muller Brazil team can now quickly and easily generate reports and draw insights regarding contact attribution, sales, and marketing campaign performance.

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