The Situation
The firm had tried two previous SEO agencies, both of which produced monthly reports full of vanity metrics but no actual enquiries. Staff morale around marketing was low. Meanwhile, three newer firms in the same postcode were dominating Google Maps and running content strategies that positioned them as approachable experts.
The Turning Point
After losing a potential high-value client who admitted she chose a competitor because they appeared first on Google, Sarah decided the firm needed a fundamentally different approach to digital visibility.
What We Did — And Why
We started with a technical audit that uncovered 140+ broken internal links and duplicate title tags across the site. The new architecture grouped content by practice area, each with a comprehensive pillar page and supporting articles. We built a review generation system that sent a polite follow-up to every completed case, increasing their Google review count from 12 to 40 in five months. Local citations were cleaned up and standardized across directories.
Our Approach
- 1.Rebuilt the site architecture around practice area pillar pages with internal linking clusters targeting high-intent family law queries.
- 2.Created a legal knowledge hub with 35 jurisdiction-specific guides addressing common questions prospective clients search for.
- 3.Optimized Google Business Profile with weekly posts, review generation workflow, and local citation cleanup across 40+ directories.
The Results
By month 5, the firm had broken into page 1 for their primary keyword. By month 8, they ranked in the top 3 for 12 high-intent family law searches. Monthly organic leads grew from 11 to 45, and the firm had to hire a new solicitor to handle the caseload.
In Their Own Words
“Sarah told us: 'For the first time in my career, I feel like our online presence matches the quality of work we do in the courtroom. We are finally being found by the people who need us most.'”