Kapoor Legal Advisory is a corporate law firm specialising in M&A and startup advisory. The founding partners are respected in legal circles but their digital presence was nonexistent. Their website looked like it was built in 2012 — because it was.
Zero organic search visibility. The firm's reputation was entirely offline. When potential clients searched for corporate lawyers in their city, competitors with inferior credentials appeared first. The partners were losing deals to firms with better websites, not better legal minds.
The brand clarity session established a clear positioning: Kapoor Legal is not a full-service firm trying to do everything. They are specialists in two areas — M&A advisory and startup legal infrastructure. This focus became the SEO and content architecture foundation.
An 8-page website structured around two practice areas, each with dedicated content, case summaries (anonymised appropriately), and specific outcome descriptions. SEO targeting 'M&A lawyer [City]', 'startup legal advisor India', and four related terms. A publications section showcasing the partners' legal writing.
The brand clarity session alone was worth the investment. Everything after that was built on a real foundation, not assumptions.
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