Krasno Krasno & Onwudinjo (KK&O) is an award-winning Workers’ Compensation and Social Security Disability law firm with 12 office locations across Pennsylvania.
By 2018, KK&O was investing heavily in traditional marketing—TV, radio, and sponsorships—but had yet to fully capitalize on digital channels to capture active, high-intent leads. That’s when they partnered with Pareto Legal to scale their digital advertising and intake growth.
Despite their strong brand awareness built over 80+ years, KK&O faced critical gaps in their digital marketing strategy:
Over-reliance on traditional advertising that generated awareness but not measurable leads. The firm was spending heavily on TV and radio without clear visibility into which campaigns actually drove signed cases.
No digital acquisition infrastructure. KK&O directed all paid traffic to their homepage with no conversion-optimized landing pages. Their generic messaging—lines like “When You Need a Workers’ Compensation Attorney”—was undifferentiated and failed to capitalize on their unique advantages.
Poor budget allocation across channels and markets. The firm lacked granular tracking to identify which geographies, times, and platforms delivered the best ROI, resulting in wasted spend in oversaturated markets.
Our first step was to clarify KK&O’s market positioning around their core differentiators: 87+ years in business, 12 Pennsylvania office locations, and leadership by a former Workers’ Comp judge.
By weaving these value propositions into ad copy and landing pages, click-through rates surged immediately.
The refreshed brand story drove performance across search, social, and display—and was later adopted into TV, radio, and billboard campaigns, unifying KK&O’s brand across all channels.
Pareto rebuilt KK&O’s digital experience from the ground up using N-gram analysis from Google Ads, Search Console, and Ahrefs data to identify the most frequent and high-intent search themes.
We created targeted landing pages that aligned precisely with user intent and introduced social proof through client reviews, embedded video, click-to-call CTAs, and AI-powered chat via Intaker.
These upgrades improved keyword Quality Scores, lowered cost-per-click, and dramatically increased conversion rates.
KK&O’s budget was restructured to drive higher ROI across three dimensions.
This engagement became a model for how legacy firms can modernize their marketing and intake systems without losing the trust and heritage their brand was built on. By clarifying its message, aligning ad strategy with search intent, and optimizing spend, KK&O unlocked over triple the case volume from digital channels—all while reducing acquisition costs.
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