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HeplerBroom: The Midwest's Silent Legal Titan
$75M revenue, 254 employees, and a website that's stuck in 2010
HeplerBroom isn't chasing Silicon Valley VC money or building flashy legal tech. They're a $75.4M revenue machine quietly dominating the Midwest with 254 employees across five states, proving that massive scale doesn't require a modern website.
"Their website traffic is dominated by people literally dialing their phone number—340 monthly searches for '312-863-5281' suggest their brand recognition transcends digital presence."
The Anti-Startup Law Firm
While most law firms obsess over SEO and content marketing, HeplerBroom's traffic tells a different story: 48% direct visits versus just 30% organic search. This isn't a firm buying clicks—it's one built on referral networks and institutional reputation. Their top organic keywords aren't 'best St. Louis lawyer' but hyper-specific legal queries like 'motion to dismiss for lack of personal jurisdiction when there is a forum selection clause' (160 monthly searches). This is the language of corporate counsel, not consumer shopping.
Geographic Footprint Strategy
HeplerBroom's physical presence reads like a Midwest legal chessboard: St. Louis, Chicago, Springfield, Edwardsville, Crystal Lake, and Hammond. This isn't random expansion—it's strategic positioning across state lines and jurisdictional boundaries. With expertise spanning civil lawsuits, estate planning, and business law, they've built a regional moat that digital-first competitors can't easily cross. The 254-employee count suggests they're not a boutique firm playing in niche markets; they're a full-service operation.
The tech stack reveals telling priorities: jQuery, Lazy Loading, and Google Analytics. This isn't cutting-edge—it's functional and dated. For a firm generating $75M annually, the minimal investment in web technology suggests either deliberate cost control or a belief that their digital presence doesn't drive revenue. Given the 48% direct traffic, they might be right. Their LinkedIn presence is active, but the website itself feels like a digital brochure rather than a lead generation engine.
- Revenue scale: $75.4M across 254 employees = ~$297K per employee (healthy for law firms)
- Geographic density: 5 locations across 3 states creates regional dominance
- Traffic quality over quantity: 5,983 monthly visits but high-intent queries
- Brand penetration: Phone number searches outperform service-based keywords 3:1
The Unsexy Billion-Dollar Playbook
HeplerBroom proves that in professional services, deep regional expertise and referral networks beat digital marketing every time. Their $75M revenue isn't built on website conversions—it's built on decades of institutional trust across the Midwest's corporate landscape. For founders building B2B services, this is the blueprint: dominate your geography first, optimize your digital presence last.
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HeplerBroom LLC
With expertise in civil lawsuits, estate planning, business law, and more, HeplerBroom of St. Louis, MO; Chicago, Springfield, Edwardsville, and Crystal Lake, IL; and Hammond, IN, is one of the most experienced and distinguished law firms in the Midwest.
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About heplerbroom.com
With expertise in civil lawsuits, estate planning, business law, and more, HeplerBroom of St. Louis, MO; Chicago, Springfield, Edwardsville, and Crystal Lake, IL; and Hammond, IN, is one of the most experienced and distinguished law firms in the Midwest.
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heplerbroom.com uses 3 technologies across their website including Google Analytics, Lazy Loading, jQuery.
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jQuery
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heplerbroom.com receives approximately 6.0K monthly visitors and ranks #3,423,231 globally. The website has a bounce rate of 57% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:43 on the site.
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