Kaplan law firm

Simplifying Student Loans, 
One Solution at a Time

Project details

Kaplan Law Firm has been a Chicago legal institution for over two decades. Spearheaded by Attorney Rae Kaplan, they provide compassionate and comprehensive legal assistance for individuals navigating the complex realm of student loans and bankruptcy. Our multifaceted and efforts have centered on developing not only the Kaplan Law Firm brand, but the personal brand of Rae Kaplan, as it relates to the world of student loans, positioning her as a foremost expert on the topic both regionally and nationally

26.8%
Keyword “Student Loan Services” Shows an Impressive 26.82% Click-Through Rate (CTR) and 31 Conversions
1.5K
Website Form Submissions (July 2023 - March 2024)
1K+
Calls Made from New Website
#Service
#Service
#Service

The Challenge

When Fortress undertook this project for Kaplan Law Firm, several key challenges were identified: namely an outdated website and inadequate brand representation, leading to missed opportunities to help people.

The Solution

To solve these issues, the Fortress team collaborated closely with Kaplan Law Firm to discover the firm’s ideal brand image, and then tailored a custom, visually appealing and modern website to gel with that brand image, with an ongoing marketing vision to complement both.

The Brand

Fortress conducted a comprehensive brand discovery process to gain insights into Kaplan Law Firm's core values, mission, and unique selling points. Based on this understanding, the team designed a new logo that captured the firm's professionalism, trustworthiness, and commitment to client success. In addition, a collaborative slogan discovery process resulted in the creation of a memorable and impactful tagline that encapsulated Kaplan Law Firm's value proposition: “Helping You Get Debt-Free, Stress-Free.”

The Website

Fortress partnered with Kaplan Law Firm to elevate their online presence and position founder Rae Kaplan as a leading authority in the complex world of student loan law. We developed clear, SEO-driven website content that not only explained intricate topics like the SAVE plan, PSLF, and loan forgiveness in plain language, but also highlighted Rae’s proven track record—over $19 million in student loans forgiven for clients. By combining educational resources, compelling calls to action, and trust-building testimonials, we created a digital platform that attracts high-intent borrowers and converts them into consultations, reinforcing Kaplan Law’s reputation as the go-to resource for navigating ever-changing student loan policies.

Before

Prior to working with Fortress, Kaplan Law Firm's website lacked the design, functionality, and organization of content to achieve their mission of creating a stress-free experience for clients and potential clients.

After

The new website featured a clean and intuitive layout, improved navigation, and strategic placement of key information, resulting in a more engaging and user-friendly experience.

Graphic Design & Billboard

The design philosophy for Kaplan Law Firm – both on the website and on outdoor advertising such as billboards – involved conducting in-depth research into the target audience's preferences, ensuring the new creative would resonate with potential clients. The new website featured a clean and intuitive layout, improved navigation, and strategic placement of key information, resulting in a more engaging and user-friendly experience. The billboards featured sleek, minimalist design that put Rae at the center of attention, adding to the personal touch that each client receives

Digital Marketing

The search engine marketing (SEM) and paid social media strategy for Kaplan Law Firm is complex and ever-evolving. We have conducted research into which cities/media markets in the United States have the highest percentages of recent college graduates (Kaplan’s main target audience for the student loan service) and implemented those local keywords into our ad copy. This strategy successfully achieved widespread visibility at a minimal cost, ensuring maximum exposure for the brand to a broad audience.

26.8%
Keyword “Student Loan Services” Shows an Impressive 26.82% Click-Through Rate (CTR) and 31 Conversions
1.5K
Website Form Submissions(July 2023 - March 2024)
1K+
Calls Made from New Website

Copywriting & SEO

With the laws and language surrounding student loans changing by the day, people have questions. Kaplan Law Firm has their answers, so we needed to bridge that gap via SEO-driven content that also was clear, concise, and on-brand. Fortress developed engaging and informative content that resonated with potential clients and addressed their pain points.

Video Production

Fortress produced a range of videos for Kaplan Law Firm. These included introduction videos to showcase Rae Kaplan and her experience and background, as well as informative videos explaining various aspects of student loan and bankruptcy law. Having these high-quality videos on the site improves the user experience and drives conversions.

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