In August 2018, we received a cooperation offer from a large and reputable local law firm. The main goal was to improve the website’s visibility for new keywords (related to the company’s current activities and the service’s topic) and to generate more traffic to the site. The client wanted to expand their audience and reach potential customers interested in a new type of offer – compensation services.

Ultimately, not only user engagement and website reach were meant to be expanded. It was also about creating the image of an expert, a law firm with a qualified team of lawyers with broad competences, who have experience in handling various types of cases, including compensation proceedings.

Goal

The most important issue turned out to be identifying new keywords, defining the target group, and taking actions aimed at acquiring clients interested in recovering damages. In addition to expanding into a new area of practice, it was also necessary to strengthen the image of the law firm and thus consolidate the quality of the entire website.

Implementation

At the very beginning, we conducted a general review of the website. Then we identified places and subpages that could be supplemented with content containing keywords. We also planned to expand with new tabs related to compensations. We improved website optimization. The next step was promotion as part of GoogleAds campaigns and word-of-mouth marketing. We also created several landing pages, i.e., satellite pages similar to the company website, which were additionally designed for positioning purposes.

Effects

Within a few months, we managed to generate a satisfying number of visits to both the subpages and satellite pages. As a result, there was a significant increase in interest in the new offer, numerous inquiries and phone calls appeared. The law firm gained many new clients interested in recovering compensation. Moreover, the position of the entire website was strengthened. The website raised its position in search results.