Case Study
ArcStone partnered with Fafinski, Mark & Johnson to redesign their website with Blueprint methodology and SEO optimization for their full-service law firm.
Fafinski, Mark & Johnson (FMJ) is a full-service commercial law firm that combines “the power of the big with the spirit of the small,” delivering sophisticated legal services with a distinctly personal approach. Recognized nationally and internationally for their expertise, the firm serves clients ranging from start-ups to Fortune 500 companies across diverse practice areas including General Corporate & Business, Litigation, Mergers & Acquisitions, Aviation & Transportation, Banking & Financial Institutions, and specialized sectors like Manufacturing and Agriculture. With recent recognition as the 2024 Eden Prairie Business of the Year and selection for multiple 2025 Chambers and Partners rankings, FMJ has established itself as one of Minnesota’s premier women-led law firms with a proven track record in high-stakes legal matters.
Our Role
- Website Design & Development
- Strategic Planning via Blueprint Methodology
- SEO Implementation & Best Practices
- User Experience Optimization
- Content Management System Setup
- Staff Training & Support
The Challenge:
FMJ’s existing website had become a significant liability rather than an asset. The outdated design, frequent errors, and difficult maintenance process were hindering the firm’s ability to make a strong first impression with prospective clients and referral sources. The site’s technical issues and poor user experience were undermining the firm’s professional reputation and making it difficult for potential clients to understand the breadth and quality of FMJ’s legal services.
The firm needed more than just a visual refresh—they required a complete digital strategy that would position them competitively while being practical for their internal team to manage and maintain.
Our Approach
Leveraging ArcStone’s signature Blueprint methodology, we developed a comprehensive strategic plan to design and build a website that truly represents FMJ’s professional excellence. Our strategic approach examined the firm’s goals, target audiences, and competitive landscape to create a digital presence that puts their best foot forward.
The new website showcases the firm’s professionalism and deep legal expertise while adhering to SEO best practices to enhance visibility and search performance. We prioritized both external user experience and internal usability, ensuring that FMJ’s staff can efficiently update and manage content without technical barriers.
Our development process focused on creating a platform that not only looks professional but also functions seamlessly across all devices and search engines, positioning FMJ for sustained digital success.
Reviewing The Results
FMJ now operates a modern, professional website that accurately reflects the firm’s identity and expertise while supporting their marketing and business development objectives. The new platform delivers an exceptional user experience that builds confidence with prospective clients from their first interaction.
The result is a digital presence that serves as a powerful business development tool, accurately representing FMJ’s professional capabilities while providing the technical foundation for continued growth and success in an increasingly digital legal marketplace.
273K Rank Improvement
Search ranking improved by over 272,000 positions, dramatically increasing visibility for families and businesses seeking trusted legal counsel.
106% Increase
Organic traffic more than doubled, connecting more clients to their expertise in family law, estate planning, and business legal services.
78% More Referring Domains
Expanded from 308 to 548 trusted referring domains, building strong authority and establishing their reputation across Minnesota’s legal community.