Launching a Law Firm in the Age of AI Search: A Case Study of Leatherwood Law, PLLC

Bailes + Zindler takes a deep dive into the strategies and challenges of launching a new law firm, Leatherwood Law, in the digital age.

When attorney Hogan Leatherwood launched his own practice, he faced the same obstacle every new business encounters — but with higher stakes in the legal world:

• No brand recognition
• No online presence
• And a countdown that starts the moment the doors open

The Core Challenge

How do you appear established and trustworthy on day one — when you literally just opened?

Starting From Zero

Most law firms build slowly: a referral here, a Google search there. Over time, that trickle becomes a steady stream.

Leatherwood didn’t have time. He needed to look credible immediately — and show up in both:

• Traditional search (Google’s blue links)
• AI-driven search (AI-generated answers shown before clicks even happen)

The Strategy

Bailes + Zindler developed the firm’s digital foundation from the ground up, with a forward-looking edge:
AI Search Optimization was integrated from day one.

Here’s what the approach included:

• Brand Positioning
  Clear, authoritative messaging that tells visitors exactly who Hogan is and what he offers.

• Custom Website Design
  Built on modern frameworks to ensure top-tier speed, security, and mobile responsiveness.

• Structured Data
  Rich schema markup for “Law Firm,” “Attorney,” and FAQs to help search engines and AI understand the site’s content.

• Local SEO & Entity Alignment
  Every citation and listing was created with consistency and accuracy to support local search visibility.

• Conversion-Driven UX
  Prominent “Schedule a Consultation” calls-to-action, sticky “Call Now” buttons on mobile, and a streamlined intake form.

Why This Matters

Search visibility today is like a courtroom introduction.

In traditional SEO, you wait your turn.
In AI-powered search, you’re either named upfront — or you’re invisible.

By structuring the site for both environments, Leatherwood’s digital presence wasn’t just polished — it was positioned to be found.

The Results

• Instant Credibility
  Visitors assumed the firm had been around for years.

• Fast AI Search Placement
  Leatherwood’s site appeared in AI Overviews for key legal terms within just weeks.

• Higher Lead Volume
  Mobile consultation requests increased due to well-placed calls-to-action.

• Top-Tier Performance

  • 98/100 Lighthouse score
  • Under 1.5-second load times
  • All Core Web Vitals passed

Final Takeaway

In the past, law firms could grow slowly and rely on patience.

That playbook doesn’t work in 2025.

By building with AI Search Optimization at the core, Leatherwood didn’t just launch a website — he launched a platform built for how modern clients actually search.