Alexander Shunnarah Restructure

This case study is focused on the overhaul work I did for Alexander Shunnarah in the fall/winter of 2025. Obviously, ASTA (also known as ASIL) is a major SE firm with widespread name recognition. Currently, they are expanding to have a nationwide presence. An important part of that transition has been adopting an acquisition strategy that can work in new markets and doesn't rely as much on brand power or name recognition. The work I did at this firm allowed me to work closely with the legend himself for several months. I consider him a personal friend and one of my most recognizeable references.

NOTE: In order to remain compliant with my NDA and my client's wishes, I can only share the restructure performed on my public portfolio. At request, I can speak privately - to a certain degree - about changes to attribution, landing pages, or creative. Feel free to reach out through my contact page, LinkedIn, or the contact info found on my resume.

Context: I often go by Al at work

Audit

Key Findings

Extremely thin structure bidding only on < 10 exact match keywords that are broad in nature
Overreliance on branded PPC
Attribution leakage caused by flawed communication between CRMs, outdated workflows, and overlapping GTM strategies from different points in time
Stale, one-dimensional copy catering to too broad an audience

Restructure

Complete Rebuild

Based on:

Practice area case value, including likely upfront investment
Search volume
CPC & competitive landscape
Likelihood to convert
Attorney & intake bandwidth
Branded vs Non-branded budget redistribution

Key Remediations

"Ch-ch-ch-ch-changes" - David Bowie

Landing page redesign + generation of new landing pages for each practice area/campaign
Rebuild + backtesting of attribution pipeline across HubSpot, CallRail, LeadDocket, and FileVine
Ad copy revamp + new sitelinks with practice area-specific copy
Further integration of "Case Calculator" microsite

Restructure

BEFORE

AFTER

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