Case Study: How SEO Transformed A Law Firm’s Visibility

by | May 14, 2024 | Case Studies, Legal

Our team recently assisted a well-established trusts and estates law firm. Despite their excellent reputation and wealth of expertise, they faced a significant challenge: standing out in a crowded market dominated by larger firms. The firm recognized the critical role of a solid digital presence and the need for effective SEO strategies to improve its website’s rankings and reach potential clients searching for legal services online.


The firm’s website struggled to rank well for essential keywords related to trusts, estates, wills, and probate matters, and they faced tough competition from larger law firms that had already established strong digital presences. They needed more internal resources and specialized knowledge for effective SEO, and the firm was busy with client work and ongoing cases, making it challenging to allocate internal resources to manage SEO efforts effectively. They also wanted to avoid traditional SEO outsourcing services, often known for their long-term contracts and high pricing.


Looking for a solution to minimize the resource challenges and hassles associated with establishing an in-house SEO team or dealing with a traditional SEO agency, the firm decided to outsource to our SEO and website team. This choice brought several benefits, including the lack of a long-term contract, the support of a dedicated Client Experience Manager to help oversee the project, and a customized plan and pricing tailored to their specific needs. By opting for our services, they avoided the complexities of traditional SEO agencies while gaining immediate access to specialized expertise and personalized support.

Website Audit and Optimization:

What We Did: We thoroughly audited the law firm’s website to identify areas for improvement and optimization. We analyzed website structure, content relevance, keyword usage, and technical SEO elements to ensure maximum visibility and effectiveness.

Benefits: Our optimization efforts had a multifaceted impact on the law firm’s website. We improved its architecture and content and boosted its search engine rankings and visibility for relevant trusts and estates-related keywords and search queries. This optimization led to a significant increase in organic traffic and generated more leads for the law firm.

Furthermore, optimizing the website’s structure and content ensured visitors a seamless and enjoyable browsing experience, resulting in increased engagement and conversion rates. Our technical SEO optimizations enhanced the website’s loading speed and overall performance, reducing bounce rates and improving user satisfaction. Addressing technical SEO elements facilitated easier website indexing by search engines, ensuring that all valuable content was adequately recognized and ranked.

Targeted Keyword Research and Content Strategy:

What We Did: We researched extensively to identify high-value keywords and search terms relevant to trusts, estates, wills, probate, and related legal services. We used this research to develop a content strategy that prioritized creating informative and engaging content tailored to the needs and interests of the firm’s target audience.

Benefits: The law firm’s website experienced an increase in rankings for targeted keywords, leading to heightened organic traffic and engagement from potential clients seeking trusts and estates legal services. By consistently producing high-quality and informative content, the law firm can solidify its position as an authoritative voice in the trusts and estates field, earning trust and credibility from users and search engines. This enhanced brand authority increases visibility across various search queries, expanding the firm’s reach and attracting a wider audience.

Local SEO Optimization:

What We Did: Recognizing the importance of local search visibility for attracting clients in specific geographic areas, we implemented local SEO strategies tailored to the law firm’s target market. This included optimizing Google My Business profiles, creating location-specific landing pages, and managing online reviews and citations.

Benefits: The law firm improved its visibility in local search results, attracting more inquiries and consultations from potential clients within its target geographic areas. By optimizing Google My Business profiles and managing online reviews and citations, we bolstered customer trust and credibility among local clientele. Our local SEO optimizations also gave the law firm a competitive advantage in the local market. By dominating local search results, the firm gained a distinct edge over other firms in the area, attracting more clients and solidifying its position as a trusted local legal authority.

Ongoing Monitoring and Performance Analysis:

What We Did: We continuously monitored the performance of the law firm’s website, tracking key metrics such as organic traffic, keyword rankings, and user engagement. This allowed us to identify areas of improvement and make data-driven adjustments to the SEO strategy as needed.

Benefits: Through ongoing monitoring and performance analysis, we ensured the law firm maintained its competitive edge in the online marketplace and continued attracting qualified leads and inquiries from potential clients.

The law firm enhanced its online visibility through strategic collaboration with our team and established itself as a trusted authority in its field. Prioritizing SEO in its digital marketing strategy, the firm attracted a steady stream of qualified leads and expanded its client base in a competitive legal market. We are proud to have contributed to the firm’s success and anticipate continuing our partnership.

Michelle Allen

Michelle, Equivity’s Assistant Marketing Director, brings over 20 years of marketing experience and holds a degree in International Business. For more insights and updates, connect with Michelle on LinkedIn.

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