Revitalizing a Law Firm: From Outdated to Outstanding, 790% Organic Growth in 6 Months
A full website rebuild plus a modern, AI-assisted SEO programme took a content-heavy legal site to 790% organic growth and 1,117 inbound calls.
Criminal, workers’ compensation and personal injury firmLegal
Web DesignSEO
What the Work Moved
- Organic visitors, Q2 and Q3 2023 vs Q4 and Q1 2022/23
+790%
Organic visitors, Q2 and Q3 2023 vs Q4 and Q1 2022/23
- Calls from May to December via Google, Yahoo and Bing
1,117
Calls from May to December via Google, Yahoo and Bing
- Appointments secured
220+
Appointments secured
- Session duration and engagement time
+63%
Session duration and engagement time
About the client
A local law firm specialising in criminal law, workers’ compensation and personal injury. Their website was outdated, content-heavy and poorly optimised, and their SEO strategy was virtually nonexistent, which left them with low visibility and poor conversion rates. Our job was to work alongside their internal media buyer and fix both.
Project objectives
- Rebuild the website for optimal performance and lead conversion.
- Replace outdated SEO with a modern, data-driven strategy.
- Streamline content using AI for maximum efficiency and relevance.
Analysis and plan
- Ran a thorough website audit to understand search visibility and user navigation problems.
- Ran a competitive analysis to see where the firm stood against its rivals.
- Built a website strategy and content plan focused on trust and SEO-optimised content.
- Focused on organic tactics: SEO, content creation and link building to raise search visibility and organic traffic.
Website development
- Sitemap: organised the structure around case studies, structured practice areas, location pages, chatbots and conversion-optimised landing pages.
- Wireframes: mapped the visual hierarchy and placed testimonials, calls to action and service descriptions to guide users.
- Design: implemented the brand’s visual style for desktop and mobile, and made the site bilingual to reach the Hispanic population.
Search engine optimization
- Targeted first-page rankings for key legal services and significant organic traffic from Google, Bing and Yahoo.
- Eliminated outdated practices such as keyword stuffing and duplicated content.
- Researched high-impact legal keywords and worked them into titles, meta descriptions and body content.
- Created and refined content to match those keywords, improving relevance, engagement and rankings.
Results
- 1,117 calls from May to December via Google, Yahoo and Bing search.
- Over 220 appointments secured, each with the potential to generate $660,000 or more in revenue.
- Calls up by nearly 60%, a significant improvement in outreach effectiveness.
- A 790% increase in organic visitors in Q2 and Q3 of 2023 compared with Q4 and Q1 of 2022/23.
- Session duration and engagement time up 63%.