Case Study · Estate Planning & Elder Law
7,000 Monthly Clicks for a Three-Office Estate Planning Firm
The Law Firm of Christopher W. Dumm covers nine practice areas across three offices in two states. That complexity needed a website and SEO strategy that could serve all of it without confusing the families who need help. Research into how people search for estate planning attorneys shaped every structural decision.
Nine Practice Areas. Three Offices. One Website That Had to Serve All of Them.
The Law Firm of Christopher W. Dumm — operating under the Protecting Wealth brand — handles estate planning, elder law, asset protection, probate, Medicaid planning, special needs planning, tax planning, business planning, and estate administration. Offices in Joplin, MO, Springfield, MO, and Bentonville, AR. Licensed in five states.
Attorney Christopher Dumm has practiced since 1994. His firm treats clients like family — their words, across 20+ years of testimonials. But a firm with that depth of service and geographic reach had a digital presence that didn't reflect any of it.
How Families Search for Estate Planning Help
Search behavior splits by metro area. Joplin, Springfield, and Bentonville each have different search volumes, different competitors, and different keyword patterns. A family in Joplin and a family in Bentonville both need to find the right office on the first search.
Families search by problem, not practice area. Nobody types "estate administration attorney" into Google. They search "what happens if someone dies without a will" or "how to protect assets from nursing home costs." The content strategy needed to meet families where they actually search — in the language of their worry, not legal terminology.
Competitors had thin content. Most estate planning firms in these markets had basic websites with service descriptions and a phone number. None were producing educational content that answers the questions families ask at 2am when they're worried about a parent's care.
A Website and SEO Strategy Built for Complexity
A professional website at protectingwealth.com. Designed to communicate the firm's depth of expertise without overwhelming families who are already navigating unfamiliar legal territory. Clear navigation across nine practice areas. Separate location pages for each office. Every page written to answer the questions families bring to their first consultation.
Multi-location SEO across two states. Separate keyword strategies for Joplin, Springfield, and Bentonville. Each market has its own search patterns, competitors, and content gaps. The SEO work targeted all three simultaneously — building visibility in every metro area the firm serves.
Content architecture for nine practice areas. Estate planning, elder law, asset protection, probate, Medicaid planning, special needs planning, tax planning, business planning, and estate administration — each with its own page structured around the questions families actually search for, not legal jargon.
Brand positioning under the Protecting Wealth identity. The firm's legal name is technical. The Protecting Wealth brand speaks directly to what families care about — keeping what they've built safe. The website, messaging, and visual identity all reinforce that promise.
The Numbers
- +7,000+ organic clicks per month. Built through multi-location SEO, practice area content, and educational pages targeting the questions families search for.
- +Multi-location search visibility across three metro areas in Missouri and Arkansas.
- +Clear service architecture for nine practice areas that helps families find the right information without getting lost.
- +A digital brand that matches the firm's 30-year reputation for treating clients like family.
About This Project
Q: What services did Cascade provide for Dumm Law?
Website design and development at protectingwealth.com, multi-location SEO covering three office markets in Missouri and Arkansas, content architecture for nine practice areas, and brand positioning under the Protecting Wealth identity.
Q: How does Cascade handle marketing for law firms?
Every engagement starts with research into search demand, competitor positioning, and client decision patterns. We build compliance into the process from day one — bar advertising rules, required disclaimers, and state-specific regulations.
Q: Can Cascade work with firms that have multiple locations?
Yes. For Dumm Law, we built separate SEO strategies for three offices across two states. About half our clients are outside Washington. What matters is the research, not the zip code.
Organic Traffic Compounds. The Sooner You Start, the Sooner It Builds.
Let's talk about what search demand looks like in your market and where the growth opportunities are.
See What Organic Growth Could Look Like