Fahey Schultz Burzych Rhodes

Objective: Reach the right clients in very specialized practice areas

Fahey Schultz Burzych Rhodes (FSBR), based in Okemos, Michigan, is known for municipal and township law, drain law, franchise law, trademark and intellectual property, liquor licensing, and business litigation.

Those are narrow fields, and the people who need them search for very specific things. The firm needed a partner to keep its website current and to run marketing that puts the right practice in front of the right township official, franchise owner, or brewery.

What Web Ascender Does

We have managed and maintained the firm’s website since 2010 and run its digital marketing since 2012, keeping the site current and building the marketing around it.

Website management and maintenance

• Keeping the site current - practice area pages, attorney profiles, careers and employment applications, testimonials, community involvement, and events
• New sections as the firm grows - franchise pages, a “Franchise Your Business” page, a Giving Back page, and new practice area pages
• Care and compliance - privacy policy and terms pages, accessibility cleanup, form settings, page speed fixes, and an interactive map of the municipalities the firm serves

Search and practice area content

• SEO built around the practice areas - content and recommendations for municipal, trademark and intellectual property, franchise, liquor licensing, and litigation pages
• Guides and resources - a drain code guide, liquor license resources, and a video library
• Local search - Google Business Profile optimization, connected to the firm’s ads

Paid advertising

• Google Ads and remarketing - campaigns for franchise, trademark, and liquor license work, with ongoing management of ads, assets, and locations
• LinkedIn advertising - campaigns for recruiting and practice awareness
• Conversion tracking - phone calls and forms tracked as conversions, so the firm can see which campaigns bring in real inquiries

Conference campaigns for township officials

• A campaign every year - presentation landing pages, download forms, announcement and drip emails, remarketing ads, and archive pages for past conferences, plus content for newly elected officials

Reporting and planning

• Measured every month - monthly reports and meetings, year-end reviews, and campaign plans, with lead data tracked in the firm’s CRM

The Outcome

Fahey Schultz Burzych Rhodes has had the same web and marketing team for more than fifteen years. Site updates, content, ads, and conference campaigns are planned together and measured every month, so a specialized law firm keeps showing up when a township, brewery, or franchise owner goes looking for help.