Anonymous

Lawyer SEO Case study

Bit of Background

We were approached by a law firm hoping to improve their online visibility. They had done little SEO before and were looking for innovative tactics to capture more leads.

We delivered a multifaceted approach that captured leads using several high level strategies, including by creating:

Pages for Professional keywords
Pages for locations
Pages targeting specific legal services
Pages for innovative tools

On top of this, we improved the conversion rate of existing lead capture forms and significantly improved both traffic and rankings while navigating the complex legal landscape that is rife with large government sites competing for the same keywords.

This resulted in a fantastic legal SEO case study, that showed the importance of innovation and outside-the-box thinking for SEO.

AU Site

Last 16 months of organic traffic

NZ Site

Last 16 months of organic traffic

The Goal

The goal was to increase the amount of conversions on the website, specifically the amount of qualified leads that completed a forms.

Our SEO agency was able almost triple the non-branded organic traffic in a period of 6 months, improve the rankings of important keywords and ultimately boost conversions.

Organic Traffic (AU Site)

Graph 1: Non-branded organic traffic 6 months compared to previous 6 months

nonbranded organic traffic immagine immigration

Graph 2: Organic traffic from location keywords targeting services

Graph 3: Organic traffic from location based pages targeting professional keywords

Why Tracking Conversions is Important

Tracking conversions is essential for us because it helps identify which pages are most effective at turning visitors into leads or customers.

By understanding which pages perform best, we can analyse what elements contribute to their success and further optimise them for SEO. This focused approach allows us to improve search rankings, attract more organic traffic, and ultimately increase conversions across your site over time.

Conversions

Prior to us engaging this law firm, they did not have a system in place to monitor conversions. We were able to implement Google Tag Manager and set up various conversions which allowed us to track where leads were actually coming from.

The main conversions on the website included: a free evaluation, phone clicks and email clicks.

Table 1: Conversions for 270 days compared to the previous 270 day period for AU website.

Conversions rose by 218% (74% of these conversions were from users submitting the Free Assessment)

Table 2: Conversions for 270 days compared to the previous 270 day period for NZ website.

Conversions rose by 87% (81% of these were from users submitting the Free Assessment)

      EXCELLENT  
   Based on 40 reviews 
    
 
 
 
   
 
 
       Posted on Google  
   
   Dakota Markin 
 
 
 
 Trustindex verifies that the original source of the review is Google. Outstanding SEO service by Victor. Great communication, no fluff and unreal results. Our rankings and website traffic have improved significantly all because of Victor. 110% highly recommend!
  
 
      Posted on Google  
   
   Paul Hoffmann 
 
 
 
 Trustindex verifies that the original source of the review is Google. Victor and the SEO Summer team have been fantastic to deal with and have really helped increase my business. They are the best at dealing with Google ads management, and can't recommend them enough.
  
 
      Posted on Google  
   
   Roberto Guarderas González 
 
 
 
 Trustindex verifies that the original source of the review is Google. Working with SEO SUMMER has been an outstanding experience. Vic Volynski provided flawless support, sharp feedback, and excellent execution throughout the entire process.
Despite the geographic spread—Vic based in Australia, myself in Latin America, and the business targeting the U.S. market—everything ran smoothly and seamlessly. Communication, timelines, and delivery were all handled with a high level of professionalism.
Highly recommended for anyone looking for reliable, high-quality web design, SEO senior expertise and execution.
  
 
      Posted on Google  
   
   philip baker 
 
 
 
 Trustindex verifies that the original source of the review is Google. Great company to deal with
Very professional
They took us from unknown to very well known with effective and professional SEO
Highly recommend Vic and his team
  
 
      Posted on Google  
   
   Paula Sandoval 
 
 
 
 Trustindex verifies that the original source of the review is Google. We’ve tried a few SEO companies before, but Vic at SEO Summer is a cut above. He’s genuine, explains things in plain English, and you can tell he’s a real SEO specialist. Our rankings are already climbing!
  
 
      Posted on Google  
   
   Jessica Vanegas 
 
 
 
 Trustindex verifies that the original source of the review is Google. Vic is an absolute legend when it comes to SEO. The team at SEO Summer are true SEO specialists and have made a huge difference to our website traffic. Highly recommend for any Aussie business!
  
 
      Posted on Google  
   
   Luisa Sanchez 
 
 
 
 Trustindex verifies that the original source of the review is Google. So glad we found SEO Summer. Vic took the time to understand our business and came up with a proper SEO strategy. Easily the best SEO company we’ve worked with in Australia.
  
 
      Posted on Google  
   
   Finn Christensen 
 
 
 
 Trustindex verifies that the original source of the review is Google. These guys! Vic's knowledge is incredible. Such and asset to any business looking to win with SEO.
  
 
      Posted on Google  
   
   Zak 
 
 
 
 Trustindex verifies that the original source of the review is Google. Vic from SEO Summer not only delivered the service as promised but also provided valuable suggestions that improved our visibility leading to more organic traffic and leads. They’re always accessible and responsive to our queries and concerns. Highly recommend!
  
 
      Posted on Google  
   
   Polina Kesov 
 
 
 
 Trustindex verifies that the original source of the review is Google. Vic makes all things SEO super easy to understand! He has been helping my business and I highly recommend his services.
  
 
  
  
 
     Verified by Trustindex  Trustindex verified badge is the Universal Symbol of Trust. Only the greatest companies can get the verified badge who has a review score above 4.5, based on customer reviews over the past 12 months. Read more