Scaling Quality at Speed: How Hennessey Digital Uses Frase to Power High-Performance Legal SEO

About Hennessey Digital

Hennessey Digital is a U.S.-based digital marketing agency specializing in SEO for law firms. Their small team of content professionals manages a demanding output—often producing in-depth articles of 4,500 words or more—to help clients rank for competitive legal keywords.

Delivering at this scale requires more than volume. Every piece must be accurate, comprehensive, and strategically optimized. For Hennessey Digital, Frase became the foundation for doing exactly that.

“We don’t want to create average content. Frase helps us see why content is average—and take it beyond that.”

The Challenge: Balancing Scale and Substance

In the legal SEO space, content isn’t just filler—it’s a credibility builder. Each page must meet high standards of depth and authority, while being delivered quickly enough to keep up with search trends and client expectations.

Before Frase, optimization relied heavily on individual experience. Writers and editors each had their own way of assessing whether a piece was “complete,” making it difficult to maintain consistency at scale. As content demand grew, the team needed a more systematic way to ensure quality across every client, writer, and topic.

“Scaling for us doesn’t just mean producing more—it means producing better, faster.”

The Solution: A Frase-Driven Workflow

Today, Frase sits at the center of Hennessey Digital’s content workflow. It gives their team a unified structure for research, writing, and optimization—so every page is built on data, not guesswork.

Here’s how the process works:

1. Topic and Keyword Selection
   The content strategist defines the focus keywords and intent using external SEO tools, tailoring each piece to a client’s practice area.
2. Research and Outline Creation
   Writers open Frase to analyze top-ranking pages and build an outline around relevant topics and questions. Frase highlights content gaps and suggests how to structure comprehensive, search-ready articles.
3. Drafting
   Writers create the first draft following the Frase outline and topic recommendations, with a little help from AI writing tools.
4. Optimization
   Writers refine the content until Frase Optimization scores typically reach the 90 range, ensuring full coverage of critical terms and topics. This step acts as a consistent quality check across all writers.
5. Client Reporting
   Once optimized, the team takes before-and-after Frase score screenshots to share with clients. This visual proof demonstrates the tangible improvement in content quality and reinforces trust in their SEO process.

“Every page passes through Frase before it’s published—it’s our quality control system.”

The Results: Efficiency Meets Excellence

The impact of Frase has been transformative.

• Optimization scores improved dramatically — rising from an average of 49 to 94.
• Turnaround time dropped — from multiple days to 1–2 days per request.
• Client satisfaction increased — thanks to faster delivery and transparent, data-backed results.

Frase gives Hennessey Digital’s team a consistent, repeatable framework for quality—without adding more complexity to their workflow.

“We used to rely on gut feeling. Now we have data to back up every piece of content we deliver.”

Why Frase Works for Agencies

For agencies managing multiple clients and writers, Frase provides three key advantages:

• Scalability: Standardized optimization ensures every writer can deliver high-quality work.
• Transparency: Before/after scores and reports make it easy to demonstrate progress to clients.
• Efficiency: Optimization is faster, more structured, and seamlessly fits alongside tools like ChatGPT, ZimmWriter, and Google Docs.

“We’ve relied on Frase for over three years—it remains a core part of how we deliver great results.”

Looking Ahead

After more than three years with Frase, Hennessey Digital continues to explore new features like Rank-Ready Documents and Content Opportunities. They’re also eager to adopt upcoming reporting tools to further enhance client transparency and performance tracking.

For Hennessey Digital, Frase isn’t just a content optimization platform—it’s the system that powers their ability to scale quality with confidence.

Try Frase for Your Agency

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