Online reviews
Web design


How Smith Woolf Anderson and Wilkinson increased calls & form submissions by over 300%

Payton Smith
JAn 15, 2020


Organic Traffic Increase


Page Ranking on Google


Increase in Monthly Lead Calls

The Law Firm of Smith Woolf Anderson & Wilkinson (SWAW)  increased their local website traffic by over 318% and increased call volume by over 130 calls per month. This was made possible through a website redesign and organic traffic strategy. 

Since working with Pait Digital, their personal-injury and family-law client base has skyrocketed.

Company Overview

SWAW is a full-service law firm based in Idaho Falls, ID and Driggs, ID. They serve clients throughout the Western United States.

Finding The right Fit

As a digital marketing expert, I have particular expertise in consulting law practices and helping them generate new clients. The enhanced website we designed for SWAW was built specifically to convert cold site visitors into qualified prospective clients. Once the site was converting at a high rate, all that was left to do was drive some quality, local traffic.

The Problem

When I started working with SWAW, their practice was already thriving. However, like many law firms, their business suffered from an outdated website and web presence. Their website did not accurately represent their quality of work and even shed a bad light on their practice.

For this reason, most of their new clients came by way of referrals, not the web.

Initially, this didn’t seem like a big problem. After all, they were doing just fine with referrals. However, to get to the next level and dominate their field, they needed to level-up their online efforts. 

Teaming Up

SWAW chose to work with Pait Digital because of his expertise in law marketing. They loved the idea of having an expert on their team that meets all their marketing and design needs rather than having to hire several contractors for each task. This saved a lot of time and money and made communication much easier. 

Partnering with Pait Digital also made great financial sense. Outsourcing one-time marketing campaigns is costly and often results in subpar service. Instead of getting charged for individual consultations or website changes, we were able to work as a team to accomplish their long-term goals. This is the benefit of bringing on a team member in-house.


Within just a few weeks, SWAW’s brand-new website was created and launched. Unlike the former, this new site was built with a strong value proposition and clear calls to action which helped guide site visitors. 

Website Before...

Website After...

This new website immediately caught the attention of prospective clients and started generating new work for the attorneys. Client leads were delivered right to the company inbox. 

This new site filtered out spammy form submissions by utilizing a detailed and custom form. Now, all form submissions were qualified clients that had already explained their situation and given specific details on how and when to contact them.

This solution saved the secretaries at SWAW hours when following up on new leads. Once the site was done, we launched aggressive local SEO and online reputation campaigns which increased the organic ranking and visibility of the firm’s site. This was done with a combination of on-page optimization, keyword research, content strategy (blog), link building, local listings, and online review generation.


These proven strategies took SWAW from ranking on the third page of Google all the way to the first. They began ranking high for keywords like “Idaho Falls Law Firm” and “Idaho Falls lawyers.” This new website traffic immediately generated between 15-45 highly qualified client leads per month

With over 39 new 5-star reviews on Google, they began appearing in the local Google map-pack which added an additional 130+ calls and 90+ local website visits per month on top of their organic traffic.