213% Increase in Leads Since 2018
Main Lawyers – Gold Coast Lawyer SEO Case Study
Increase in Organic Traffic
Lift in Leads from SEO
Keywords on page 1 within 6 Months
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.
Comparing the last year, this client is still seeing great improvement in their organic results. In February 2020 they saw 171 organic sessions, and then in February 2021 they saw almost double that, with 379 visits in the month. Similarly, they saw 64 goal completions in February 2020, which are things like filling in the contact form or calling. In February 2021, that number increased to 114 goal completions.
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