Hona Organic Growth Opportunities

Create a massive library of consumer-facing FAQ pages that answer the most common client question: “Why is my case still in {stage}?” This play builds unparalleled brand awareness and topical authority by addressing a universal pain point for legal clients, indirectly influencing their lawyers' software choices.

Example Keywords

• “why is my personal injury case stuck in discovery florida”
• “how long does a divorce take after mediation in california”
• “probate inventory delay texas explanation”
• “workers comp case settlement timeline”

Rationale

This play targets an enormous volume of long-tail consumer search queries with very low competition. By providing data-backed answers, Hona becomes the go-to resource for case timeline questions, building massive brand equity and generating leads from clients who will recommend Hona to their attorneys.

Topical Authority

Hona's core product is built around case status updates. Answering every conceivable question about case duration for every practice area and jurisdiction establishes absolute topical authority on the subject, making them the definitive source of information online.

Internal Data Sources

Use aggregated, anonymized median stage durations mined directly from Hona’s case-status timestamps. These proprietary benchmarks can be used to generate data visualizations and provide realistic timelines that no competitor can replicate.

Estimated Number of Pages

10,600+ (Covering 26 practice areas, 8 major case stages, and 51 U.S. jurisdictions)

Develop a comprehensive set of state-specific lookup tools and guides for legal filing deadlines. These pages will answer the critical question, “How long do I have to file a {case-type} claim in {state}?” for hundreds of different case types.

Example Keywords

• “statute of limitations car accident california”
• “medical malpractice filing deadline texas”
• “wrongful termination time limit ny”
• “breach of contract filing deadline florida”

Rationale

Queries about filing deadlines have extremely high intent from both potential plaintiffs and legal professionals. By providing a clear, authoritative resource, Hona can capture this valuable traffic and position itself as an essential tool in the legal process, with clear CTAs to use Hona for updates once a case is filed.

Topical Authority

While Hona ranks for software terms, it has little authority on substantive legal deadlines. This play allows them to build a new pillar of topical authority around the foundational rules of litigation, attracting a wider audience and demonstrating a deeper understanding of the legal landscape.

Internal Data Sources

Leverage product telemetry on average case lifecycles by practice area to suggest next steps. Use A/B tested interactive deadline calculators already developed for the Hona portal and export them via API for these static pages.

Estimated Number of Pages

1,500+ (Covering 30 common civil case types across 50 states + DC)

Create a robust hub of comparison pages that pit Hona directly against every competitor and offer detailed “alternatives” guides. This strategy targets high-value, bottom-of-the-funnel buyers who are actively making a purchasing decision.

Example Keywords

• “hona vs case status”
• “mycase alternatives for client communication”
• “clio vs hona features”
• “best law firm client portal software”

Rationale

Comparison keywords have the highest commercial intent of any search query. By controlling the narrative on these SERPs, Hona can directly address competitor weaknesses and highlight its own unique strengths, capturing buyers at the final stage of their decision-making process.

Topical Authority

Hona already has strong topical authority for its own brand and for terms like “client portal.” Creating these pages leverages that authority to enter and dominate new, high-value conversations where competitors are currently ranked, effectively stealing their traffic.

Internal Data Sources

Use anonymized CSAT/NPS scores from Hona users who switched from specific competitors. Pull integration performance benchmarks (e.g., sync speed, setup time) directly from engineering logs via the AirOps API to provide unique, data-driven comparison points.

Estimated Number of Pages

300+ (Covering ~150 direct competitors in two formats: “Hona vs X” and “X Alternatives”)

Build a library of ready-to-use client update templates for every conceivable scenario, broken down by practice area, case stage, and communication channel. This provides immediate, practical value to legal professionals struggling with client communication.

Example Keywords

• “client update template discovery phase personal injury”
• “divorce case status text message example”
• “settlement offer email template for client”
• “workers comp case update script”

Rationale

Lawyers and paralegals actively search for templates to streamline their work. This play directly targets a major pain point and serves as a perfect, high-intent lead magnet for Hona’s core product, which automates the very process these templates are for.

Topical Authority

Hona’s brand is built on improving client communication. Providing the best library of communication templates online is a natural extension of this expertise and reinforces their position as the leader in the client experience category.

Internal Data Sources

Analyze and pull anonymized, high-performing message templates (based on open and response rates) from Hona’s own platform data. Map each template to the common case stages already defined in Hona’s product schema for unparalleled relevance.

Estimated Number of Pages

600+ (Covering 26 practice areas, 8 case stages, and 3 communication channels)

Publish a collection of step-by-step “blueprints” that detail how to automate specific micro-workflows using Hona in conjunction with other popular legal tech tools. This targets sophisticated, high-value buyers looking for integrated solutions rather than standalone products.

Example Keywords

• “automate intake reminder with clio”
• “filevine sms workflow for settlement negotiations”
• “zapier law firm automation blueprint”
• “connect mycase to client text message service”

Rationale

These keywords are used by operations-focused decision-makers who are ready to buy and implement. By providing a recipe book for efficiency, Hona positions itself as an indispensable hub in a modern law firm's tech stack, proving its value before the demo even starts.

Topical Authority

Hona already has integration pages, giving it foundational authority. This play deepens that authority from simply “we connect” to “we empower,” showcasing deep product expertise and driving traffic for keywords related to the entire legal tech ecosystem, not just client communication.

Internal Data Sources

Use proprietary engineering-level API snippets and webhook payloads to add technical depth. Leverage real-world time-saving metrics harvested from Hona’s usage logs to create compelling ROI case studies for each blueprint.

Estimated Number of Pages

800+ (Covering 40 common tasks across 20 different integrations)

Improvements Summary

Consolidate and expand content around legal case-management software to address keyword cannibalization, improve on-page depth, and capture high-intent search traffic. Implement structured data, internal linking, and targeted keyword mapping to strengthen authority and increase organic visibility.

Improvements Details

Key tasks include creating a pillar page for 'legal case management software', rewriting H1s and meta tags to target primary keywords like 'mycase vs clio', and expanding integration pages with expert commentary, step-by-step guides, and comparison tables. Add FAQ sections with schema, embed video summaries, and implement a robust internal linking framework to connect related posts and integration pages. Address technical SEO by compressing images, adding canonical tags, and building external links to the new pillar and comparison articles.

Improvements Rationale

These improvements address underperformance on high-volume keywords and reduce authority dilution caused by overlapping content. By organizing content into a pillar-cluster structure, adding depth, and optimizing for SERP features, the site can consolidate ranking signals, improve click-through rates, and move key terms from page two to page one. This approach is expected to drive more qualified traffic and increase conversions for demos and free trials.