CASE STUDY · SEO + LOCAL SEARCH
How a Law Firm Grew Organic Clicks from 1.14K to 3.86K in 3 Months
The law firm’s website was restructured around its legal services, strengthened for organic and local visibility, and improved to create clearer paths from search discovery to enquiry.
- Organic Clicks
- 1.14K→3.86K
- Search Impressions
- 61.3K→192K
- Click-through Rate
- 1.8%→2.0%
- Average Position
- 8.1→4.9
THE CHALLENGE
The Starting Point
The website was not properly structured around the firm’s legal services and was not generating enough visibility or enquiries from Google.
- Service ArchitectureImportant legal services were not organised into a structure that users and search engines could understand quickly.
- Search VisibilityThe site needed stronger relevance across the legal searches connected to its practice areas.
- Local DiscoveryNearby search demand and Google Business Profile visibility were not working together effectively.
- Enquiry JourneyVisitors needed a more direct route to enquire or request an appointment after landing on the website.
THE WORK
What We Changed
The implementation covered four specific areas across the website and its local search presence.
Practice-Area Architecture
Redesigned and improved key practice-area pages so the firm’s legal services were individually clear and discoverable.
SEO & Search Intent
Optimised the website for relevant service searches and strengthened how important pages communicated their purpose.
Local Search / GBP
Improved Google Business Profile visibility and connected local discovery more closely with the firm’s website.
Conversion Journey
Created clearer enquiry and appointment flows so visitors had an obvious next step after reviewing a service.
CONNECTED STRATEGY
Connecting Discovery to Action
The work was designed as one connected system rather than a collection of isolated SEO tasks.
- 01Service ArchitectureEstablishes a clear foundation for each priority service.
- 02Search IntentAligns each page with the needs behind relevant searches.
- 03Local VisibilityConnects service relevance with nearby commercial discovery.
- 04Enquiry PathTurns that visibility into a clear next step for visitors.
These elements worked together. No single tactic is presented as the sole cause of the overall result.
BEFORE / AFTER
A Clear Change in Search Performance
BEFORE · PREVIOUS 3 MONTHS
Starting Performance
- Clicks
- 1.14K
- Impressions
- 61.3K
- CTR
- 1.8%
- Average position
- 8.1
AFTER · LATEST 3 MONTHS
Latest Performance
- Clicks
- 3.86K
- Impressions
- 192K
- CTR
- 2.0%
- Average position
- 4.9
Google Search Console — Last 3 Months vs Previous 3 Months
First-party Google performance evidence. Client identity withheld for confidentiality.
THE RESULTS
What Changed in Search Performance
The reporting period shows a substantial improvement across visibility, traffic and average search position.
- Organic clicks increasedClicks moved from 1.14K to 3.86K.
- Search impressions expandedImpressions increased from 61.3K to 192K.
- CTR improvedClick-through rate moved from 1.8% to 2.0%.
- Average position improvedAverage position changed from 8.1 to 4.9.
BUSINESS INTERPRETATION
Why These Improvements Matter
Stronger search performance creates more opportunity for the firm to be discovered when potential clients are researching relevant legal services.
- More opportunities to appear for relevant legal searches
- More qualified organic traffic opportunities
- Stronger visibility across individual practice areas
- A clearer route from search visit to enquiry
WHY THE STRATEGY WORKED
Practical Lessons from the Engagement
- 01
Structure services around real search intent
Site architecture should reflect what the business offers and what potential clients need to find.
- 02
Make important practice areas individually discoverable
Dedicated pages give each legal service enough clarity to be understood on its own.
- 03
Connect organic and local search
The website and local presence should reinforce the same services and business information.
- 04
Improve the path from landing page to enquiry
Visibility is more useful when visitors can quickly understand the service and choose a next step.
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