Case Study

Building Online Visibility for an Established RIA

The Company

  • Firm Name
    Linscomb & Williams
  • Location
    Houston, TX

The Challenge

Linscomb & Williams (L&W) is a highly regarded independent RIA firm in Houston that has been in business for over 49 years. One of the early “fiduciary-model” pioneers, they now serve over 1800 families across the country.  While they were well known in the Houston marketplace as one of the leading advisory firms, they had little Internet visibility.

Their existing website was extremely dated and was not mobile or user-friendly. They had no social media presence or content marketing strategy to help them build online visibility.  Their in-house marketing team was very busy managing day-to-day prospect nurturing and client support so L&W was looking for a partner who could help them digitally grow.

The focus of Paladin’s efforts for L&W included:

  • A complete redesign of their website that better represented the firm’s history while improving upon the user experience
  • Persona development of the types of clients the firm wanted to target with online marketing efforts
  • Generation of new contacts/leads for the firm to market
  • Developing a comprehensive content marketing strategy that boosted important keyword rankings
  • Implementation of a social media strategy to build on the firm’s credibility online
  • Regular nurturing of both prospects and clients with email marketing campaigns

The Strategy

Services Used
Website Redesign
Website Redesign
Content Marketing
Content Marketing
Social Media
Social Media
Email Marketing
Email Marketing
SEO Optimization
SEO Optimization

The existing website for Linscomb & Williams was very outdated and was not an online marketing tool for them to leverage.  It was time for a major facelift.

Using their style guide, we created a fresh, updated website that serves as their 24×7 online greeter to new visitors who find their site.

We featured each of their personas and created several free offers to engage with new and returning visitors.


Once the new website was launched, Paladin began creating new, original content to drive targeted L&W personas to the site. This strategy included outlining of topic cluster, persona-focused pillar pages and the creation and posting of new blog articles several times a month.


Prior to partnering with Paladin, L&W only used LinkedIn as it’s social media source. We initially launched a new Twitter account in addition to posting on both the corporate LinkedIn L&W page as well as posting to the profiles of some L&W principles.


Using the power of Hubspot, we were able to create several dynamic contact lists for various nurturing campaigns.  We implemented regularly scheduled email newsletters as well that reach both prospects and clients to build on L&W’s experience, credentials, and integrity.


As part of the website redesign, we conducted a complete on-page SEO audit and updated each page’s metadata to be more relevant.  This effort, along with the content marketing strategy helped significantly boost the number of organic visitors coming to the site.


Key Results

Increase of time spent on the L&W homepage
New contacts/leads generated
New organic visitors to the site
New visitors to the site from social media
“The Paladin Digital Marketing team has complimented our very capable in-house marketing team to produce a result where the sum is greater than the parts. It is a true partnership!”
J. Harold Williams
CPA/PFS, CFP; Chairman and CEO