Case Study: Crowley Fleck PLLP – A 125-Year Legacy, Told Through Content (and 137 Attorney Interviews)

Client: Crowley Fleck PLLP
Offices: 11 across the Northern Rockies
Attorneys: 158
Practice Areas: 28
Posts Migrated: 310+

The Challenge – 137 Attorney Interviews!

Crowley Fleck, a regional powerhouse with over 125 years of history, needed more than just a beautiful website—they needed a site that could tell the story of their people. With more than 150 attorneys across 11 offices, the project wasn’t just a design challenge—it was a content challenge of enterprise scale.

The firm needed content that was up to date, human, and deeply reflective of the attorneys’ capabilities. Their bios and practice pages had to speak to both clients and future hires, all while honoring the firm’s rich heritage.

The Solution – A Content-First Redesign

While PaperStreet provided a full enterprise-level law firm website overhaul, what truly set this project apart was the depth of content creation and editorial work.

Attorney Biographies: 137 One-on-One Interviews

We conducted 137 personalized interviews via Zoom with attorneys across the firm—each session led by our Content Director, Allison Gagliardi. These weren’t just quick Q&As. They were deep dives into:

Career highlights
Passion for the law
Legal focus and strengths
Notable cases and outcomes
Community involvement, publications, and speaking engagements

These interviews allowed us to write custom, engaging bios that actually reflect each attorney’s personality and experience. We also took this opportunity to ensure everything—from bar admissions to professional involvement—was accurate and up-to-date.

Practice Area Content Refinement

With 28 practice areas, the firm’s content needed to be clear, compelling, and consistent. Our team edited every practice area page to improve tone, readability, and SEO performance.

SEO Kickstart

We implemented a foundational SEO strategy including:

Keyword research for core pages
Custom title tags and meta descriptions
On-page SEO best practices

Eight Custom Page Designs

While content was underway, the design team crafted eight unique page layouts to support a modern, user-friendly experience:

The Process – Content First

The project progressed through the PaperStreet tried and true process as a collaborative, phased effort that spanned several months:

Discovery & Site Architecture
Custom Design of Core Pages
Attorney Interviews & Content Creation
Practice Area Editing
Development, QA, and Launch

Attorney interviews were conducted in batches over a five-month period, running concurrently with design and development.

The Results – A People-First Story

Crowley Fleck now has a law firm website that tells the real story of its people and its practice:

137 custom-written attorney bios
Fully edited practice area content
Intuitive navigation across 11 offices and 28 areas of law
Clean, modern design that reflects the firm’s legacy and future
A foundation for long-term SEO success

Why It Matters

This wasn’t just a redesign—it was a storytelling project on a massive scale. Crowley Fleck trusted PaperStreet to capture the voice of its attorneys, and the result is a site that feels as personal and professional as the firm itself.