Case study: Law firms
How Avisen Legal grew from 6 to 15+ lawyers after the pandemic with PSM as its marketing department.
Since 2019, PSM has served as the outsourced marketing department for Avisen Legal, a Minneapolis business law firm whose attorneys are entrepreneurs themselves. As the firm grew from six lawyers to 15, PSM helped it go virtual, complete a sophisticated rebrand and rebuild its website for search and AI discovery.
Published October 2026.
Client
Avisen Legal
Industry
Business law firm, including energy and infrastructure law
Location
Minneapolis, Minnesota
Engagement
Outsourced marketing department since 2019
The results
6 → 15
Lawyers at the firm during its partnership with PSM
+62%
Website conversions, 2025 vs. 2024
+57%
Conversions from organic search, 2025 vs. 2024
+22%
Website sessions, 2025 vs. 2024
The challenge
Avisen Legal is a Minneapolis business law firm built by attorneys who are also entrepreneurs. Its lawyers handle sophisticated work across business and corporate law, mergers and acquisitions, financing, technology and energy and infrastructure, including renewable energy and clean tech projects.
When the pandemic hit in 2020, law firms had to rethink how they worked. Avisen Legal needed to move to a virtual practice, then build a brand and online presence that matched the caliber of its work and could support a growing team.
Our approach
PSM has worked as the firm's marketing department since 2019, building each step on the last as the firm grew.
01
Going virtual
In 2020, PSM helped the firm convert to a virtual practice. A branded virtual background was one of the first design projects, so every client meeting looked polished.
02
A complete rebrand
In 2025, PSM led a rebrand with a more sophisticated, stronger and tech-forward look that reflects the firm's entrepreneurial attorneys and complex work.
03
A website built for search and AI
PSM rebuilt the website around the firm's practice areas and expertise, structured so Google and AI tools like ChatGPT can understand and recommend the firm.
Brand Deliverables
The website: before and after
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd Taylor, Avisen Legal
Services in this engagement
Outsourced marketing Law firm branding Law firm website design Law firm SEO AI search optimization Content + communications
The outcome
Avisen Legal now has a brand and website that match the sophistication of its work. The firm has grown from six lawyers to 15 with PSM as its marketing department, and its website is doing more of the work: in 2025, conversions rose 62% over 2024, with conversions from organic search up 57%.
The site also draws prospective clients from AI tools. Visitors referred by ChatGPT convert at a higher rate than the site average, a sign the firm's expertise is coming through when people ask AI for a business lawyer.
A brand built for the firm it's becoming.
From a virtual background in 2020 to a full rebrand and website in 2025, PSM has kept pace as Avisen Legal more than doubled in size.
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