For more than 10 years, Stonehouse Media has worked with PR&A to build their web site into a trusted content resource in their focus legal practice areas with strong lead generation. When Stonehouse redesigned the web site, our strategy was to position the firm as an expert in personal injury, workers comp, family law, medical malpractice, employment, and estate and trust law. Stonehouse added numerous content sets optimized for search engines and ongoing features to underpin strong search engine placement, including blogs and videos. The navigation design cross-linked different aspects of a practice area — basic information, attorneys, news — into a “smart site” that allowed users to focus on all aspects of that practice area and PR&A’s expertise. The expert strategy extended to new sections like news, where attorney speaking engagements, service, and awards were featured. This approach also integrated with more traditional media, with coordinated billboards and print advertising. The implementation of this strategy resulted in marked increases in web site traffic, inquiries, and lead generation in a very crowded legal services market.