Rebuilding paid search, organic visibility and local dominance
Technical implementation, content and CRO.
A regional family law firm was practically invisible in organic search after more than two years with a previous agency. Over 18 months we rebuilt their paid search programme, launched a new website on a new domain, ran a full brand and domain migration, and rebuilt their local search footprint. Leads grew 174.8% in year one at a lower cost per lead.
Where the engagement started
Trust in digital marketing was low. The firm had been rebranded, but search visibility and conversion performance had not followed.
- The previous agency had left them with one organic keyword ranking and almost no organic traffic.
- Paid search was structured around broad match keywords with no conversion tracking, in a market where competitive family law terms can cost over $50 per click.
- The existing website was outdated, poorly optimised for mobile and converting badly.
- The founder was close to walking away from digital marketing entirely.
Strategy connected to delivery
Rebuilt paid search from the ground up
New account structure with campaigns per practice area, tightly themed ad groups, revised keyword targeting focused on commercial intent, and proper conversion tracking on every call and form submission.
Deployed high-converting landing pages first
Rather than wait for the full site rebuild, we launched dedicated landing pages for the new ad campaigns — clear headlines mapped to client pain points, trust signals and prominent contact options — and routed paid traffic to those pages immediately.
Ran a competitive SEO analysis
Deep review of the top-ranking family law firms in the local market: keyword footprints, content depth, backlink profiles and traffic sources. That analysis produced a prioritised roadmap of gaps we could move into quickly.
Re-engineered the website
A full rebuild with a dedicated, optimised page for each practice area, persuasive content addressing real client questions, and consistent conversion points across the site.
Managed a full domain and brand migration
301 redirects for every URL, Search Console and Google Business Profile updates, on-page SEO refreshed against the new brand, and close monitoring of indexation and traffic through the transition. Performance continued to climb through the migration rather than stalling.
Rebuilt local search and measurement
Consistent NAP citations across directories, legal listings and review sites, a fresh Google review programme under the new brand, and CallRail across every campaign tied to attribution dashboards showing lead sources, cost per lead and practice-area performance.
Outcomes measured in commercial terms
- Organic traffic grew from near zero to 218 monthly visitors on the new domain.
- 340% marketing ROI with 247 tracked calls per month across four monitored lead sources.
- 25% more leads by the end of month four than the firm averaged over any four-month period with the previous agency.
- Consistent Map Pack visibility across the local family law market.