Law Firm SEO Case Study: How We Tripled (3X) Organic Leads / Calls in Just 5 Months

Our SEO agency has successfully increased organic search traffic and tripled organic leads in just 5 months. This case study demonstrates how we achieved for our client with our winning SEO strategy.

Nature of The Business

Our client is a well-established law firm specializing in personal injury cases, including negligence, wrongful death, car accidents, defective products, construction mishaps, etc. With over 15 years of practice in New York City and Washington State, they have built a reputation for their immense dedication to their clients’ pursuing justice. Their target market includes individuals seeking legal assistance for personal injury cases, primarily in New York City and Washington State. The firm has been recognized for its outstanding legal services, securing numerous multimillion-dollar client settlements.

The Challenges

Our client’s website was poorly designed and not optimized for SEO, making it difficult for potential clients to find and use it effectively. As a result, we recommend revamping the site completely. Despite their experience and success in personal injury law, they were struggling to compete with other firms dominating the organic search for high-value keywords like “[city] + car accident lawyer.” Additionally, they were facing a plateau in organic traffic growth and a decline in lead generation. They reached out to us for help to improve their online visibility, attract more qualified leads, and reduce their reliance on expensive PPC campaigns.

Our Winning Strategy That Skyrocketed Our Client's Traffic

01

Website Development

The client’s website was poorly designed and not optimized for SEO, making it hard for potential clients to find and use. We redesigned and developed the site to fix this, focusing on speed, usability, and SEO best practices. We redesigned the homepage to clearly show the firm’s expertise and practice areas. Each practice area has a dedicated, optimized page, like personal injury, car accidents, and wrongful death. We also made location-specific pages for New York City and Washington State to attract local search traffic. We added a blog with relevant content to boost engagement and SEO performance to address common questions and concerns.

02

SEO Competitive Analysis

The client struggled to compete with other firms for top search rankings. To help, we did a thorough competitive analysis to understand the SEO landscape and identify the main competitors. We analyzed top-ranking competitors for key search terms and set benchmarks for important SEO metrics like domain authority, backlink profiles, and content quality. From this, we crafted a strategy to surpass competitors in search rankings and attract more organic traffic.

03

Keyword Development and Intent Research

The client lacked targeted keywords to attract qualified leads. We did extensive keyword research to find the right terms that are highly commercial. We developed keywords for each core practice area, such as [city] + personal injury lawyer,[city] + car accident lawyer and more. We also identified keywords for supporting blog posts to create a comprehensive content strategy. We made a detailed topical map outlining 6-12 months of content topics to maintain authority and address different stages of the customer journey.

04

SEO Content Strategy (Prioritization & Optimization)

The client’s website lacked optimized content to engage and convert visitors. We prioritized content creation and optimization to maximize search rankings and user engagement.,we developed and optimized different content types like practice areas, case studies, client testimonials, and FAQs.

Based on our topical map, we created blog posts for different stages of the customer journey. For example, we wrote “What to do after a car accident” to provide general advice and “Steps to take when filing a personal injury claim” for more specific guidance.

05

Local SEO

The client needed to improve their local search visibility to attract clients in specific areas. We optimized their Google Business Profile for better local search visibility, ensuring accurate information, high-quality images, and regular updates. We also made sure the firm was listed in relevant local directories and legal listings, enhancing its local search authority.

06

Off-Page Optimization

To improve overall site authority, we built a strong off-page SEO profile by securing citations from reputable local sources. We used Help a Reporter Out (HARO) and digital PR strategies to earn high-quality backlinks from authoritative sites. Additionally, we arranged guest blogging on relevant legal and local websites to earn valuable editorial links.

Results

We addressed the client’s challenges by implementing this comprehensive SEO strategy, significantly improving their online visibility. Within 5 months, our client saw a dramatic increase in organic traffic, improved keyword rankings for their core practice area, and a substantial boost in qualified leads. Our rock-solid SEO strategy ensured sustainable growth and a stronger online presence for the law firm, ultimately helping them achieve their business objectives and better serve their clients.

Time Frame: Oct 2023 - Feb 2024

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