Main Lawyers – Gold Coast Lawyer SEO Case Study

Services: Optimised web design; local SEO, organic SEO

Where did we start?

The client is a compensation lawyer based on the Gold Coast. They had a website already that wasn’t performing as well as it could have been. During initial discussions, this client said that their main goal was to get more phone calls and more genuine enquiries from customers who will follow through with an action.

They consider their most profitable customers to be those enquiring about personal injury claims, especially car accidents, work cover claims and other claims that have high compensation amounts.

What was our SEO strategy?

Due to the nature of this client’s industry, they cannot have a drop-down menu of services on the website, so one of the first things that was done was to create a services page as a landing point for interested customers. Also migrating the site to a new theme to offer a more updated, professional look in line with what others in the industry are presenting. 

There are laws around the type of language and images that can be used, given being in the legal industry, so planning a content strategy in conjunction with the client was very important. Pages for each type of legal service that the client provides were created, and then further specific pages for each location they wanted to target were also created. This allowed these pages to be ranked for a wider geographical area than they were initially capturing, meaning the client would be found in areas and by clients that they otherwise wouldn’t. 

Just four months after starting their SEO campaign they increased their package as the return on investment allowed for more money to be invested in online marketing. The client again increased their SEO package in July 2019. On both occasions, the strategy was enhanced to capture more qualified keywords in personal injury claims and workers compensation claims, whilst also expanding the geographical area to focus on the northern area of the Gold Coast, Northern New South Wales and Rockhampton. Due to the increase in enquiries and return on investment, they have been able to add additional office locations to their business.

In looking at ways to get ahead of the competitors, research was done on what trends other compensation lawyers within Australia and overseas were offering. During this research we identified the option of adding a ‘compensation calculator’.  The compensation calculator was developed with 3 aims, 1. Attracting more qualified traffic to the website, 2. Allowing potential clients to complete some initial research, providing more qualified leads to the business when they were contacted and 3. Build the authority of the website’s online presence. 

As part of the content creation strategy, a frequently asked questions database has been built to provide clients with an information base and again increase the authority of our clients on the subject – which is both an advantage to the prospective client and for Google.

Organic SEO Brisbane

Where is this client now?

Over the course of this campaign, from it’s beginning in April 2018, this client has seen great results. Within 6 months of the campaign (after the first package increase), 60% of the keywords for this campaign were on page one, and within 12 months (after the second package increase) that number had increased to 81% of keywords on page 1.

Additionally, over the course of the campaign so far,there has been a 245% increase in organic traffic to the website, and a 213% increase in leads and enquiries from SEO for this client which is a great result for their business.


increase in organic traffic


lift in leads from SEO


keywords on page 1 within 6 months


keywords on page 1 within 12 months

SEO marketing for Lawyers Gold Coast

In the last six or so months Digital Surfer have been working tirelessly to improve my website’s performance. They have made numerous recommendations for content improvement, visual changes and marketing recommendations. The website now, as opposed to six months ago, is a far superior product. It keeps clients engaged (as is shown by the monthly reports they give me showing an increased user time on the website) and has the content and legal advice in easily locatable areas. My client feedback on the website has all been positive. We are now featuring on page one (and often in the first few positions) for many critical keywords for my business. This is no easy task in an incredibly competitive market.

I have also enjoyed that Peter, Renee and Despina have all spent a lot of time educating me (as I am not great with technology). This patience has allowed me to learn and appreciate what they are doing to help my business.

These days most new client enquiries I am receiving come from Google and/or my website. This success is all thanks to the Digital Surfer team. I cannot recommend them highly enough. Thank you guys.

Lachlan Main

Main Lawyers, Gold Coast

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