Founder Law: Zero Downtime & 63% Search Lead Growth During a Complex Rebrand & Migration
Alcorn Immigration Law became Founder Law in 2026. In under three months, the firm changed its name, its domain, and its website. MGG Digital Consulting ran development, SEO, and Google Ads as one unified engagement with a single mandate: keep the leads coming while everything changed. Total leads never fell below the pre-migration average after the move, and by September, search leads had doubled.
Founder Law At A Glance:
Founder Law
Immigration & Corporate law
Palo Alto, California and New York City, New York
Web development, website SEO, Google Ads management, lead tracking, and CRM automation
WordPress, Elementor, Google Ads, GA4, CallRail, Zapier, GoHighLevel
The Challenge: Rebranding Alcorn Law While Protecting Lead Flow
Founder Law, led by Sophie Alcorn, was retiring the Alcorn name. That meant two major launches close together: a move from alcorn.law to founder.law on June 24, and a full site redesign on September 16. Running both in under three months meant the lead engine had to keep working while every part of it was being replaced.
Broken UX & Difficult Website Editing
The old site was custom-coded. Nobody without a developer could change a line of text, so every update was slow and expensive.
Protecting Brand Equity As Clients Still Searched For The Old Name
Prospective clients knew the firm as “Alcorn” and “Sophie Alcorn,” not Founder Law. A competitor was also using the Alcorn name in search.
Every URL Was About To Change
The domain change touched every page, and many paths contained “alcorn” too. Without careful redirects, years of rankings and inbound links could disappear overnight.
Protecting Paid Traffic From Ad Spend In A Domain Move
Ads pointed at pages that were about to move, and the account was seeing suspicious clicks, including suspected bots and repeat competitor clicks.
Integrated Digital Marketing and Consulting for a Seamless Transition
Executing this required integrated digital marketing and consulting to ensure development, SEO, and paid media worked in lockstep.
A WordPress Rebuild With Every URL Preserved
Before changing the name, we rebuilt the custom-coded site as a scalable WordPress and Elementor site the firm’s team can edit: about 170 pages plus archive templates, with new calls to action and clearer page structure. Every content type moved across with its slugs, images, and SEO data intact, including Ask Sophie posts, podcast episodes, FAQs, events, and team pages.
We compared every page’s live and new title and description, ported 107 custom ones, wrote new descriptions and focus keywords for 118 podcast episodes that had none, and added FAQ schema to 8 pages. Every URL stayed exactly the same, ensuring rankings and inbound links were 100% preserved with zero downtime.
Weighing a rebuild yourself? See custom website vs website builder.
A Rebrand Across 11,500 Database Entries
The rename to Founder Law took about 11,500 database replacements and roughly 125 targeted fixes across content, Elementor, and SEO fields, with a specific protection rule keeping Sophie Alcorn’s personal name intact everywhere it belonged. Every old URL received a 301 redirect to its founder.law equivalent so no old URL threw a 404 error, and a post-move crawl caught 8 broken pages, which we fixed so old Alcorn links and rankings carried over.
Lead Capture Tested At Every Launch
At each launch, we test-submitted every form and routed mail through SMTP so each inquiry reached the inbox. To support our lead nurturing services, the CRM integration and Zapier automations ran without interruption, and because WordPress was never reinstalled, all historical form and lead data stayed intact. We verified gclid and UTM tracking so every lead could be attributed to its source in the CRM, set up separate GA4 events for the popup and contact-page forms, and added anti-spam protection. We also simplified lead capture: the legacy chat widget was retired and a quick-contact popup took its place.
During this phase, we caught a critical lead leak: the site was showing new @founder.law email addresses with no mail routing behind them. We switched all 73 database instances to working mailboxes before a single inquiry bounced.
Advertising Management Services Through The Switch
Our advertising management services focused on one thing during the transition: protecting the full journey from ad click to inquiry. We timed ad updates to each launch and checked every destination URL to minimize disruption, ensuring paid clicks never landed on a moved page. Ad copy and assets were updated to maintain consistency between search intent, our ads, and the new landing pages.
We refined messaging using customer psychology and CRO around the concerns and decision points of people seeking immigration help, while actively monitoring for invalid bot and repeat competitor clicks to protect the budget. We tracked search terms, spend, and conversions closely through each launch to catch problems early.
A Lead Baseline Before Anything Moved
Before the migration, we exported 3, 6, and 12 months of Google Search Console data to build an SEO-critical URL inventory of the pages and queries that had to survive the move. We pulled CallRail call and lead data to set a baseline for organic and Google Ads leads, so every result after the switch could be measured against it. We also confirmed the staging site was blocked from Google to prevent early indexing and duplicate content.
Making The New Name Findable In Google And AI Search
We optimized the “Alcorn Is Becoming Founder Law” announcement blog with clear headings, internal links, and FAQ and Article schema to capture branded search volume so searchers looking for the old name would find the new one. We removed leftover Alcorn details from the site’s schema and monitored the competitor using the Alcorn name. Before the redesign launch, we audited 212 legacy Ask Sophie posts, kept the 4 that drove 73% of clicks, and redirected the rest. Pre-launch checks confirmed no noindex tags and intact redirects; our post-launch audit confirmed the site was crawlable, indexable, the sitemap was resubmitted, and there were zero indexing issues at launch.
See how our website SEO and AEO visibility work fits together, and read more on how we handle technical SEO during redesigns.
The Results: Consistent Leads, Tripled AI Visibility, and a Doubled Search Pipeline
Leads held steady through both the domain migration and the redesign, with no drop-off at any point. By keeping the engine running while changing the parts, search became the firm’s largest source of new business.
| Month (2026) | All leadsvs pre-migration avg | Search leadsvs pre-migration avg |
|---|---|---|
| JuneMigration June 24 | 0% | −5% |
| JulyFirst month on founder.law | +3% | +56% |
| August | +77% | +173% |
| SeptemberRedesign Sept 16 | +48% | +100% |
Pre-migration average = April–June 2026. Search leads = organic, local and AI search. Source: CallRail lead attribution by source.
No Drop After The Move
Total leads held steady in the first month on the new domain (+3%), ensuring zero drop-off after the migration.
Search Became The #1 Revenue Driver
Search leads then rose 56% in July and doubled by September (+100%). Ultimately, search’s share of all leads grew from about 40% before the migration to 53–60% after it. Furthermore, people searching “Alcorn” or “Sophie Alcorn” continued to land on founder.law and convert.
More Leads From AI Search
As part of our focus on next-generation search, leads from AI assistants such as ChatGPT, Gemini and Claude roughly tripled compared with the pre-migration average, proving the value of early AEO visibility. For more detail on how this works, read our guide to GEO, AEO and AI Overviews.
100% Campaign Continuity and Lead Capture
We test-submitted forms via SMTP at every single launch. By verifying gclid and UTM tracking, setting up separate GA4 events for popup and contact forms, and adding anti-spam protection, we ensured zero leads were lost during the chaotic transition.
The Old Name Still Brings In Clients
People searching “Alcorn” or “Sophie Alcorn” still land on founder.law and still convert. Average Google ranking returned to its pre-migration best within about three months of the move.
What's Next for Founder Law
Grow AI search visibility for the Founder Law name, not just Alcorn searches.
Shift brand demand from “Alcorn” searches to “Founder Law” as the new name takes hold.
Scale Google Ads into the practice areas producing the best leads.
Services Behind These Results
This result came from web development, SEO, digital ads management and lead tracking run by one team, so nothing fell between handoffs. Related: Mason PC, another law firm website we built
Planning a Rebrand or Domain Migration?
Most digital consulting firms treat a migration as a development project. We treat it as a lead-protection project. Book a free visibility audit and we’ll review your redirects, tracking, and lead paths before anything moves.