Case Study: How We Generated a 575% Increase in Clicks for a Law Firm

A law firm approached us because its search engine results were unsatisfactory. Initial analysis showed that organic traffic remained at a minimal level, and the website failed to reach its target audience looking for legal assistance effectively. The challenge was immense: we had to build domain authority from scratch in a very short time in one of the most demanding industries (YMYL), where competitors had been positioning themselves for years. There was no question of mere cosmetic tweaks - building SEO foundations from the ground up was required. Our client is a law firm specializing in practical business support (commercial law, restructuring) as well as legal services for e-commerce, IT, and pharmaceutical entities, which had acquired practically zero clients from the organic channel until our partnership began. The site generated no inquiries, and its reach was limited to direct visits from users typing in the brand name or the names of individual attorneys and legal counsels on the team. It was necessary to audit existing efforts and prepare a completely new plan that would enable steady ranking growth in search results. Our goal became identifying key areas for optimization and implementing solutions that would directly translate into organic traffic growth.

SEO strategy for a law firm - how to effectively compete for rankings in the YMYL sector

To get the website moving in such a competitive sector, we had to take a multi-track approach. The strategy encompassed three stages: fixing technical foundations (audit and implementation), expanding the site structure with service and blog subpages (topical authority), and acquiring authority through link building. Below, we present the details of these efforts.

Keyword analysis

The foundation of our strategy was not random phrase selection, but a precise, data-driven process. We divided this process into several key stages to ensure we targeted keywords that would truly benefit the client's business.

1. Offer and competitor analysis (Gap Analysis): At the outset, we thoroughly analyzed the services provided by the law firm and compared them against the activities of market rivals. We performed a Content Gap analysis, which allowed us to identify areas where competitors were gaining traffic while our client was absent. We selected the phrases that best aligned with the firm's business profile and showed high conversion potential.
2. Intent verification and SERP analysis: We did not look only at search volume. We manually checked the search engine results pages (SERPs) for specific queries to see what Google was favoring: legal definitions, local map packs, or concrete service offers. Thanks to this, we knew what type of content we needed to create to secure high rankings.
3. Local strategy: Service + Location: As a brick-and-mortar law office, the client needed to dominate its local area. We isolated a set of local phrases following the pattern "Service name + City". These are the queries that generate the fastest phone inquiries.
4. Topic clusters and landing page support (Content silos): This was a key element of the content strategy. We implemented a Topic Cluster architecture:

Pillar Page: The primary sales landing page (e.g., "Corporate Legal Services"). Supporting articles: Around the pillar, we created a series of blog articles answering specific questions (e.g., "How to set up a limited liability company?"). Operating mechanism: Each blog article contained internal links pointing to the main service landing page. This tactic passed SEO authority "upwards," drastically strengthening the ranking of the most critical offer page.

Technical aspects - the foundations of effective SEO

The client's website required technical improvement across many diverse areas. To ensure the proper functioning of the site and its compliance with search engine standards, we had to introduce a series of optimization changes. Some of the most important actions we implemented are listed below:

3xx redirects

We identified numerous internal links across the site leading to URLs that executed a redirect (301 status) instead of pointing directly to the target destination. We eliminated this issue by updating all such links to point directly to the correct URL (200 status).

• How did this help? This adjustment eliminates unnecessary server requests, reducing page response times for users. From an SEO perspective, it is critical for conserving Crawl Budget - Googlebots do not waste resources following redirects, allowing them to index important subpages faster and more efficiently. Additionally, it prevents the potential dilution of link equity (link juice), which can be lost through multi-hop redirects.

4xx errors

Within the site structure, we uncovered numerous internal links leading to non-existent pages (returning 404 errors). We resolved this problem by removing the broken links or replacing them with links to functioning, topically relevant content.

• How did this help? As a result, Googlebots do not waste resources (Crawl Budget) trying to index non-existent pages, allowing them to focus on subpages that matter for SEO.

Indexation and Crawl Budget optimization

We thoroughly analyzed the website's indexing status in Google Search Console. We identified a problem with many low-quality pages (so-called thin content) remaining in the index. We implemented a two-stage strategy: we effectively deindexed subpages that were unnecessary for users and Google, while simultaneously accelerating the indexing process for key landing pages and blog articles.

• How did this help? The primary benefit was optimizing the Crawl Budget. By trimming unnecessary pages from the site, Googlebots stopped wasting resources scanning worthless content. Instead, they could focus on crawling prioritized offer subpages more frequently and ranking them faster. It also improved the overall assessment of domain quality in the eyes of the algorithms.

Headings

We identified pages lacking an H1 heading and filled those gaps by including core target keywords. We also corrected the lower-level heading structure (H2, H3) within the body copy and across site-wide template elements to prevent technical components from disrupting document hierarchy.

• How did this help? A clear heading structure enables Googlebots to accurately interpret the topical focus and priorities of content on a g

  given subpage. From a user's perspective, an organized structure makes the text clear and easier to read, making it easier to absorb complex legal knowledge.

Image optimization

We optimized graphic files across the entire website, significantly reducing their file size without losing visual quality. We adjusted graphic dimensions to their display locations and applied compression.

• How did this help? Lighter images drastically speed up page loading time (LCP - Largest Contentful Paint). This directly improves Core Web Vitals scores, which are a ranking factor in Google. For the user, this means smoother website performance, especially on mobile devices with weaker internet connections.

ALT attributes

We completed the ALT attributes (alternative text) for key graphics, placing special emphasis on the subpages most important from the perspective of our SEO strategy. We described the content of the images using appropriate keywords.

• How did this help? Alternative text allows Google bots to "understand" what is in the image, which reinforces the semantic context of a given subpage. As a result, graphics can appear in Google Images search results, generating additional traffic. It is also a key element of accessibility, making it easier for people using screen readers to use the site.

Structured data

We implemented appropriate structured data markup (Schema.org) in the website's code, including: LegalService, Attorney, Person, Article, and FAQPage.

• How did this help? Structured data organizes information about the site and makes it easier for Google bots to correctly interpret the website's context. Thanks to it, we precisely indicate that we are dealing with a law firm and legal experts.

Meta data

We optimized the Meta Title and Meta Description tags for key subpages of the website. In the description copy, we used benefit-driven language (CTA) and added thematically matched emojis to visually enhance the search result.

• How did this help? A properly constructed title is an important ranking factor, while an attractive description with emojis helps the page stand out on the search engine results page (SERP) against competitors. This translates into a higher click-through rate (CTR). A higher CTR means that at the same position in Google, we acquire more traffic to the site because users are more likely to click on our result.

Mobile version

We improved the website's performance on mobile devices, including the navigation menu functionality and overall UX (User Experience), ensuring complete comfort when browsing the site on smartphones.

• How did this help? This is critical because Google primarily considers the mobile version of a website when determining rankings. Eliminating navigation and usability errors ensures the site receives better evaluations from algorithms, and users do not encounter friction when exploring the offer, which positively impacts engagement metrics.

Internal linking

We significantly expanded and improved the internal linking structure, closely integrating it with the adopted topical cluster strategy. Links were added within related content groups - connecting informational guide articles directly with their corresponding service pages.

• How did this help? This approach allows for the effective flow of SEO value (link juice) from popular blog posts to key sales pages, strengthening their ranking positions. Additionally, it builds Topical Authority, signaling to Google that we cover a given topic comprehensively, while making it easier for users to navigate between educational content and the legal service offering.

Content - texts that meet user needs

Our activities included:

• Quality: We created exclusively substantive content, consistently supported by sound legal knowledge.
• Content structure (Headings): We ensured the proper architecture of every article.
• Periodic website expansion: We regularly published new content, constantly expanding the website with new blog articles and Landing Pages, thereby increasing domain visibility. We created both new service landing pages (focused on conversions) and blog articles (educating and driving traffic).

How did this help? Combining high substantive quality with a technical heading structure allowed the content to quickly gain high rankings. Linking to external sources positively influenced credibility assessments, and regular publishing ensured a steady influx of new keywords into the index while expanding the website with new key subpages.

E-E-A-T and YMYL aspects - building authority in a challenging industry

The legal industry is classified by Google as YMYL (Your Money Your Life). This means that the content within it can have a direct impact on the lives, finances, and future of users. Therefore, effective SEO for a law firm requires meeting rigorous credibility standards. To meet these strict standards, we implemented a series of actions to build E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness):

• Structured data: Using it allows for flawless categorization of the website in the search engine index, which is the foundation of visibility in an industry that requires high trust.

• Verifiable sources of knowledge: In the content, we included links to reliable external sources from which we drew information (e.g., statutes, court rulings, government information portals). This confirms reliability and shows that the article is based on facts, not assumptions.

• Author Box (About the Author section): Every blog article was provided with a note about

  author (first name, last name, photo, professional title). Author transparency is a crucial signal that builds expertise and authority.

• FAQ sections: We expanded subpages with Frequently Asked Questions (FAQ) sections that resolve user doubts and cover the topic comprehensively, which serves as a signal of high content usability.

• Content quality and formatting: We focused on substance - specific information without unnecessary filler. We enriched the texts with numerous bulleted lists, tables, and bullet points. Such elements not only make reading easier, but are also valued by algorithms as added value for the user.

• Local maps: On locally targeted landing pages (service + city), we enriched the content with an embedded map of the given location. This approach visually and technically ties the offer to a specific location, which is important when ranking for local phrases.

Why was this crucial? In an industry as demanding as legal services, keyword saturation alone is not enough. Google must "trust" the domain to display it high in the results. The above actions contributed to presenting an image of a credible expert. Implementing a map confirms the physical location, while author boxes and sources prove competence. As a result, the website stopped being treated as "just one of many" and became an authoritative source of legal knowledge in the eyes of the algorithm.

CTA (Call to Action) - smoothing the path to contact

In the original version of the website, the number of call to action (CTA) elements was clearly insufficient. A user browsing the site did not receive clear signals on how to quickly contact a lawyer. Our goal was to implement solutions that intuitively guide the visitor to get in touch with the law firm. Our actions included:

• Increasing the number and accessibility of CTAs: Throughout the website, we implemented numerous buttons, forms, and sections featuring a phone number and email address that lead directly to the contact page or enable an immediate phone call. Key elements are visible on every subpage (site-wide), while dedicated calls to action were implemented on individual service subpages.
• UX and design improvements: We refined the existing calls to action. We enhanced the button UX - their colors, size, and placement to make them more visible and easier to click (especially on mobile).

How did this help? Improving the visibility and accessibility of the buttons made it much easier for users to decide to get in touch. Thanks to clear messaging and the intuitive arrangement of elements, we eliminated barriers that previously could have discouraged visitors from submitting an inquiry. This directly translated into an increase in the number of phone calls and contact forms submitted through the website.

Organic results achieved

The numbers do not lie. Implementing the strategy described above delivered measurable results faster than we anticipated. From the moment the work began, the visibility and organic traffic charts skyrocketed.

a) 436% increase in organic traffic and impressions! (Google Search Console)

The increase in visibility directly translated into traffic. The GSC chart shows a steady upward trend in the number of impressions.

b) 575% increase in clicks! (Google Search Console)

The increased visibility in search results directly translated into real traffic to the website. The clicks chart from Google Search Console illustrates a steady, organic influx of users. Every click is not just a statistic, but a potential client who came to the law firm seeking specific legal support.

c) Increase in the number of keywords in the TOP 3 and TOP 10 (Ahrefs)

Our goal was broad visibility. The screenshot shows how dynamically the number of keywords for which the client's website ranks in the absolute top of search results (TOP 3 and TOP 10) grew. These are precisely the positions that drive the most valuable traffic.

TL;DR - Summary in a nutshell

1. Strategy: We based our actions on Content Gap Analysis and user intent verification. We focused on commercial and local phrases ("Service + City").
2. Technical SEO: We cleaned up the structure, eliminating 3xx redirect loops and 4xx errors. We optimized Crawl Budget by deindexing low-quality subpages and speeding up the indexation of key landing pages.
3. Content and Clusters: We implemented a Topic Cluster architecture - blog posts link internally to service pages, passing link equity to them. Every text is backed by legal sources.
4. E-E-A-T: We rolled out a series of actions building authority in the YMYL sector: implementing Schema.org, adding verifiable sources and citations, Author Box sections, comprehensive FAQs, high substantive content quality, and local maps on city subpages.
5. CTA: We implemented buttons and forms visible across the entire website (site-wide) as well as unique offer sections tailored to specific services, improving their visibility (UX).
6. Results: Over the course of a year, the website recorded consistent growth across all key metrics: estimated organic traffic, impressions and clicks (GSC), and keywords in the TOP 3 and TOP 10.

We did it for them, we can do it for you too (seriously!)

🚀 You don't need to know the algorithm

h Google - that is what you have us for. You focus on winning cases in court, and we will focus on winning your cases in the search engine. Sounds like a perfect arrangement? Because it is. Do not wait for the competition to scoop up all the clients looking for legal help. Contact us, and we will evaluate your potential and tell you honestly what can be done.