Law firms run on referrals. Research now starts online.
Most clients still arrive by word of mouth, but more people now research and read reviews online first, especially younger ones. Meanwhile, paid search kept getting pricier as new firms have entered the bidding war since 2019. The firm needed a steadier flow of inquiries without leaning on a single channel.
Don't bet on the channel that's winning today.
Paid search was working, but it was also the most crowded and the most expensive. So we moved effort toward SEO, where every new page keeps earning after it goes live.
SEO & Content
Location & Service Pages
Web Design & Development
CRO & Call Tracking
Move effort to the channel that keeps paying back.
We've worked with this law firm since 2019. After the expansion of our SEO program, organic leads grew 89% over the previous period (and 30% year over year). The number of commercial keywords ranking in the top 3 positions grew by more than 500%, and AI mentions and citations doubled in just six months.
Built and improved the website, so every channel sends people somewhere that turns visits into calls and consultations
Built a page for every office location and gave each legal service its own page
Tracked every call and form fill, so each channel was judged on real inquiries, not clicks
Kept the content sharp, then expanded the SEO program in December 2025 with tactics aimed at AI search visibility
Location & Service Pages
Each office page now ranks for its own local searches, from Burlington to Vaughan. One page listing 20+ services can't rank for all of them, so we gave each service its own page. The first ones we published in 2024 started ranking quickly.
Results:
Tracking & Content
Tracking every call and form fill let us judge each channel on real inquiries instead of clicks. We then kept the content sharp, refreshing guides where Search Console showed the gaps.
Highlights:
The 2026 SEO Expansion
In December 2025 we put more ongoing SEO work behind the firm's site, including specific tactics to increase its visibility in AI search. The results followed through the first half of 2026.
The result: organic leads up 89% on the previous six months and 30% on the first half of 2025.
89%
more organic leads in the first half of 2026 than the previous six months
500%+
growth in commercial keywords ranking in the top 3, from 11 in July 2025 to 67 in June 2026
2x
AI mentions and citations, doubled in just six months
30%
more organic leads than the first half of 2025, with 631 in the first half of 2026
55%
more search impressions, September 2025 to September 2026
69%
more search clicks over the same months
01
Judged on inquiries, not traffic
We graded every channel on calls and form fills, not visits. Effort went where inquiries came from.
02
Effort moved to SEO
SEO builds a more sustainable lead funnel. Pages and rankings keep earning long after they go live, without paying for every click.
03
Pages built for how people search
Location pages and a page for each legal service match how clients actually look for a lawyer.
04
Seven years of context
A 7-year relationship helps. We know this firm, its market and its numbers.
