Case studies / Legal
Legal
Local law firm doubles organic traffic
Local SEO and practice area content for a single-market firm competing against directories and big-budget advertisers.
+665%Ranking keywords
+1,012.5%Organic traffic
+1,100%AI search mentions (6 mo.)
96% of people search online for legal services1
- 67% of legal searchers include their city or “near me”2
- 75% visit 2 to 5 lawyer websites before making contact3
76% engage within 24 hours*
The story
Where they started, and what we built
The challenge
- A newly redesigned website had no organic visibility yet, in a market crowded with established local firms.
- The firm wasn’t showing up for the terms potential clients were actually searching.
- Big national advertisers dominated the market, and most people still research online even after seeing a TV ad.
The approach
- Built a targeted SEO content strategy around high-intent, frequently searched legal topics.
- Paired education-focused content with clear calls to action instead of generic blog posts.
- Expanded from the home market into neighboring communities as rankings took hold.
The results
The numbers, before and after
Ranking keywords
665%
Organic traffic
1,012.5%
AI search mentions (6 mo.)
1,100%
20 to 30Qualified leads per month
“
We’ve been so busy with new leads, we had to bring on more partners and staff to keep up.
Firm leadershipThe result
Within a year, the firm went from invisible in local search to a steady source of 20 to 30 qualified leads a month, and grew the team to handle the caseload.
1Google Local Search Studies*Google Consumer Insights / Think with Google2National Law Review3National Law Review
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