In August 2018, we were approached by a well-established local law firm with a proposal for collaboration. Their primary goal was to enhance the website’s visibility for new, strategically chosen keywords aligned with their current services, particularly compensation claims. The aim was not only to attract more traffic but also to expand their reach to potential clients interested in this new offering.

Beyond boosting engagement and increasing the site’s reach, the firm sought to position itself as a trusted authority. They wanted to build the image of an expert team—highly qualified lawyers with extensive experience in handling diverse cases, including compensation proceedings.

Goal

The key challenge was identifying new keywords, defining the target audience, and implementing strategies to attract clients seeking compensation services. Beyond expanding into this new practice area, it was equally important to reinforce the law firm’s professional image. This, in turn, supported the overall goal of enhancing the quality and credibility of the website.

Implementation

We began by conducting a comprehensive review of the website, identifying sections and subpages that could benefit from additional keyword-rich content. To support the firm’s new focus on compensation services, we also planned the addition of new tabs dedicated to this practice area. Website optimization was improved to enhance overall functionality and search performance.

Next, we launched promotional efforts, including Google Ads campaigns and word-of-mouth marketing. To further support positioning, we created several landing pages—satellite sites designed to resemble the main website while serving as targeted tools for boosting search engine visibility.

Effects

Within just a few months, we achieved a significant increase in traffic to both the subpages and satellite sites. This led to a noticeable rise in interest in the new compensation services, with numerous inquiries and phone calls from potential clients. As a result, the law firm gained many new customers seeking help with recovering compensation.

Additionally, the overall position of the website improved, with higher rankings in search results further strengthening its online presence and credibility