Transforming Hennessey Law’s Digital Identity to Drive Conversions
Agile Digital Agency partnered with Hennessey Law to overcome underperformance issues by delivering a bespoke, modern website that showcases their unique voice and values. Our strategic SEO and Google Business Profile optimisation significantly enhanced local visibility in St. Louis, driving record-breaking growth in qualified enquiries. The scalable site architecture and ongoing content collaboration ensure sustained success in a competitive legal market.
Case Study:
Hennessey Law SEO & Website Redesign
Client Background
Hennessey Law is a boutique personal injury and workers’ compensation firm based in St. Louis, Missouri. Led by Cynthia Hennessey-a seasoned attorney with a professional foundation in nursing-the firm takes a client-centred, empathetic approach, focusing on justice, recovery, and personalised support.
The Challenge
Despite recently investing in a redesign, Cynthia felt the new website was missing the mark. It resembled a templated version of a reference example-lacking her voice, brand values, and market differentiation.
At the same time, the firm was investing in other marketing channels like PPC and billboard advertising, yet the website was underperforming-failing to convert visitors into clients or establish the authority she needed to compete in the St. Louis market.
Our Solution
After a thorough review, we presented Cynthia with an honest assessment of the problems-both visual and technical. She made the bold decision to let us rebuild her website from the ground up.
Our approach included:
Bespoke Website Design
We crafted a clean, modern, and minimalistic website that centred on user experience and trust. The design incorporated space, clarity, and strong messaging-amplifying Cynthia’s authority and the firm’s caring ethos.
Scalable Site Architecture
The structure was designed to grow with the business, supporting multiple legal services and geographies, while staying simple and intuitive for users.
Content Collaboration
Working closely with Cynthia, we refined her content to reflect her voice, professionalism, and compassionate approach to law.
Google Business Profile Optimisation
We fully optimised her GBP, enhanced her local presence, and implemented a publication schedule with branded assets to maintain visibility in St. Louis search results.
Ongoing SEO & Maintenance
From technical SEO and on-page optimisation to link building and regular content updates, we continue to drive performance and ensure the site stays fast, secure, and conversion-ready.
The Results
Following the SEO + web overhaul, Hennessey Law is now signing up 28-30 qualified cases per month from organic search alone, with leads citing both Google and ChatGPT as the source. The organic pipeline became strong enough that the firm paused its paid-ads programme in January 2026, and is planning to relaunch ads at roughly half the previous budget. The site now wins business directly from search – especially around workers’ compensation terms in the St. Louis market.
AI Search Visibility
Tracked appearances in AI-generated answers, measured with Ahrefs Brand Radar. These are tool-observed appearances within a tracked prompt index, not a count of every AI answer generated. Hennessey Law has been a client since late 2024 and the engagement is ongoing.
99
GOOGLE AI OVERVIEWS RESPONSES (UP 41)
127
GOOGLE AI MODE ANSWERS (UP 67)
33
PAGES GENERATING AI APPEARANCES
What We Learned
Three things from this engagement that changed how we approach law firm work.
A redesign can look professional and still fail commercially. Cynthia’s previous site was not broken. It was modern and competently built. It simply read like a template, and for a boutique practice where the differentiator is the practitioner herself, a site carrying none of her voice cannot do the job. We now open law firm projects by asking what makes this lawyer the right choice, rather than what the site should look like.
Organic can replace paid spend, not just supplement it. We expected the SEO programme to gradually reduce dependence on PPC. What happened was faster and more complete: by January 2026 the organic pipeline was strong enough that the firm paused its paid advertising entirely, and plans to return at roughly half the previous budget. That changed how we model the commercial case for SEO in contested legal markets.
AI visibility produces enquiries, not just impressions. Leads now name ChatGPT alongside Google when asked how they found the firm. That is the clearest evidence we have that being cited in AI answers converts. It is why AI visibility became a tracked reporting metric for us rather than a talking point.
Key Services Delivered
- Bespoke Website Design
- WordPress Development
- SEO Strategy
- Local SEO & Google Business Profile Optimisation
- Technical & On-site SEO
- Link Building
- Content Optimisation
- Ongoing Website Maintenance
Ready to Grow Your Law Firm with a Site That Converts?
Agile Digital Agency helps personal injury and workers' compensation law firms build scalable, high-converting websites and SEO strategies that drive measurable growth.