A London-based family law firm approached us with a common problem. Despite their strong local reputation, they struggled to get noticed online. Competing against larger firms with hefty marketing budgets was tough. They weren’t showing up in Google for important keywords, and new clients simply weren’t finding them. That was the moment they sought our assistance.
In just six months, we brought 97,000 visitors to their website—entirely through SEO. No paid ads, no social media campaigns—just solid, focused SEO. Here’s how we did it.
Clear Goals for Success
Our SEO campaign had four clear objectives:
- Increase Organic Traffic: Bring more visitors to the website through search engines.
- Improve Google Rankings: Rank higher for important keywords related to their legal services.
- Boost Click-Through Rates (CTR): Ensure more people were clicking through to their website from search results.
- Sustain Growth: Keep growing their natural visitors gradually without spending more on marketing.
The Strategy We Used
When we began working with this firm, their website was getting only 70 to 100 clicks per day. Our goal was clear: to increase their visibility on Google, bring in more traffic, and ensure those visitors turned into potential clients.
We followed three key steps: content optimization, on-page SEO, and link building.
1. Content Optimization
We started by looking at their existing content. It wasn’t targeting the right keywords, and there were important topics missing.
Keyword Research
We identified relevant long-tail keywords that aligned with the firm’s services, like “divorce lawyer for high net worth individuals in London.” These more specific terms allowed us to reach the expected audience, eliminating the distractions of generic search terms.
Content Creation
Next, we created content that specifically catered to the requirements of prospective clients. Blog posts like “Understanding Child Custody in the UK” and “Choosing the Right Divorce Lawyer” answered questions clients frequently asked. This approach helped the firm build trust with readers while improving their search rankings.
Updating Existing Content
We also refreshed the website’s current content, updating it with targeted keywords and better structure. This simple step immediately improved the site’s impressions and clicks, proving that keeping content updated is essential for SEO success.
2. On-Page SEO: Making the Website Search-Friendly
Good content is only part of the puzzle. It needs to be supported by solid on-page SEO practices. Here’s what we did:
- Meta Tags: We rewrote meta titles and descriptions to incorporate pertinent keywords and enhance click-through rates from search outcomes.
- Headings: Clear, well-organised H1, H2, and H3 tags were added to improve both user experience and Google’s understanding of the page content.
- Alt Text for Images: Alt text was added to all images, improving search engine visibility and making the site more accessible.
3. Filling Gaps with Client-Focused Content
Through competitor analysis, we discovered gaps in the firm’s content. Key legal topics that potential clients were searching for weren’t covered on their site. We used this as an opportunity to create valuable, targeted content that addressed these gaps, from blog posts to in-depth guides on family law matters. This helped build the firm’s authority in their areas of expertise and attracted more organic traffic.
4. Building Authority with Backlinks
Search engines rely on backlinks to judge a website’s authority. We concentrated on establishing a robust backlink profile for the law firm by:
- Securing guest posts on reputable legal blogs.
- Getting the firm listed in relevant legal directories.
- Enhancing their local business listings, like Google My Business, to enhance their local SEO.
These backlinks enhanced the website’s credibility, boosting its position in search rankings.
5. Continuous Monitoring and Adjustments
SEO isn’t a one-time effort. We set up tools to continuously monitor the website’s performance, looking at key metrics like page views and time spent on the site. This data facilitated informed updates to the content and maintained the website’s relevance. Regular adjustments ensured the firm’s growth continued over time.
The Results: 97,000 Visitors and Counting
Here’s a breakdown of the results we achieved in just six months:
- 97,000 Organic Clicks: We grew the website’s traffic from fewer than 100 clicks a day to over 97,000 total clicks.
- 2.2 Million Impressions: Between March and August 2024, the site gained significant visibility with over 2.2 million impressions.
- 4.3% Click-Through Rate (CTR): The site achieved a strong CTR, thanks to optimised meta tags and content.
- Average Position 10.9: The company’s pages consistently appeared on the first page of Google, generating significant traffic.
What You Can Learn From This Case?
- Content is Key: Creating helpful, relevant content that speaks to your client’s needs is essential for SEO success.
- On-Page SEO Influences Outcomes: Minor modifications to your website’s architecture can markedly enhance your search rankings.
- Backlinks Build Authority: Building relationships with other websites in your industry can give your site the boost it needs.
Want to See Similar Results for Your Law Firm?
We at Solicitors Marketing are experts in SEO for legal practices. Our strategies are customised to enhance your online exposure and achieve new clients. With a track record of success, we understand what it takes to achieve long-term results without using paid advertising. Contact us today to explore how we can help your firm achieve equivalent success.
Armen is an On-Page SEO and Legal Marketing expert who is the CEO of Solicitors Marketing and ACERO. He frequently writes about subjects including SEO, Link Building, Digital Marketing and Law Firm Marketing. His passion for research and his ability to articulate complex ideas in a clear and engaging way has earned him a reputation as a highly skilled and versatile author and digital marketing expert.