Hommel Law Firm

Hommel Law Firm is a Texas–based employment law firm with more than 40 years of experience and over 1,000 cases handled. The firm focuses on helping workers recover compensation and hold employers accountable.

When Bill Hommel, Attorney and Founder of Hommel Law Firm, partnered with Scorpion in 2020, he was not just looking for a website. He needed a partner who could help him attract better cases, improve online visibility, and create a more predictable path for growth.

Over the past five years, that investment has paid off. The firm now has a stronger presence in search and a more consistent flow of the right cases, giving Bill the freedom to grow on his own terms while focusing on higher-value work.

The Challenges

Before working with Scorpion, Hommel Law Firm faced several key challenges:

• Limited visibility in organic search for high-intent employment law queries

• Inconsistent quality of new cases, making it difficult to focus on the right opportunities

• No reliable system for bringing in potential clients

• Competing in a specialized legal market where quality matters more than volume

• The need to grow without overwhelming their solo practice

Running an employment law firm on contingency changes how every case gets evaluated. Hommel doesn't bill by the hour, so if a case doesn't settle or win, the firm walks away with nothing. That makes case selection less of a preference and more of a survival skill. The goal was never volume; it was finding the cases worth fighting for.

Scorpion’s Approach

Scorpion implemented a long-term strategy focused on increasing visibility and improving the quality of incoming cases.

Key actions included:

• Expanding SEO coverage to increase rankings across relevant employment law search terms

• Building targeted content to capture high-intent searches and strengthen authority

• Continuously refining keyword strategy to improve visibility in top positions

• Using performance and intake data to guide ongoing optimizations

• Aligning marketing efforts with intake improvements to prioritize qualified leads

The focus stayed on bringing in better cases, not just more traffic.

Over the last five years, Hommel Law Firm saw steady growth in both visibility and case quality:

• 5% year-over-year growth in case volume

• Average organic lead quality score of 88 out of 100, up from a lower baseline before Scorpion, meaning the vast majority of incoming inquiries were from workers with viable employment law claims rather than cases outside the firm’s scope

• Nearly 10x growth in organic website traffic, driven by workers actively searching for employment law help, translating into a steadier flow of qualified consultation requests

• Expansion from 34 to 82 tracked keywords, with 68 ranking in the top 10

This meant more of the right cases coming in and greater control over which ones to take.

As lead quality improved, the firm adjusted its intake process to better qualify opportunities and focus on higher-value cases.

Why It Worked

The difference was a clear focus on case quality over volume.

A weak case that drags for months without a recovery isn't just a time drain; it's a cost the firm absorbs. More calls only matter if the right people are on the other end. By connecting search visibility to intake, Scorpion gave Hommel Law Firm a clearer line between marketing spend and case quality, with enough demand to be selective and enough insight to act on it.

Ready to Attract Better Cases?

If you want a strategy that helps you attract better cases, stay in control of your workload, and grow your practice in a way that works for you, Scorpion can help.