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SEO CASE STUDY: 5x Increase in Organic Traffic for a Birmingham Divorce Lawyer


Increase in Organic Traffic

New calls per month after month 6

When a well-respected family law firm in Birmingham approached us with a need to enhance their organic lead generation efforts, I knew we had a challenge on our hands. Despite their strong reputation, they were buried on the second page of Google and beyond for crucial search terms like "divorce lawyer Birmingham." This meant that potential clients were struggling to find them, resulting in fewer leads than they deserved. They needed some serious SEO!



The Initial Challenges


From the outset, it was clear that the firm faced several obstacles:

Poor Search Rankings: The firm's website was not appearing on the first page for any of the important search queries related to their services. Being stuck on the second page or lower meant they were missing out on a significant amount of potential traffic and leads. Most people do not look beyond the first page of search results, making visibility crucial.

Misaligned Content: Their blog topics, though well-written and informative, didn't align with what potential clients were searching for. They were producing content, but it wasn't addressing the specific needs and queries of their target audience. This misalignment was costing them valuable organic traffic.

Inefficient Content Targeting: The existing content failed to efficiently target the most relevant and high-value queries. Instead of addressing the pressing concerns of their potential clients, the content was too general and broad, not hitting the mark in terms of specific search intent.


Our Approach


To turn things around, we embarked on a comprehensive SEO analysis. This wasn't just about tweaking a few keywords; it involved a deep dive into understanding the nuances of what potential clients were looking for and how they were searching for it. Here’s a detailed breakdown of our approach:

SEO Analysis: We started with an in-depth SEO audit of their website. This included analysing the existing content, identifying keyword gaps, and assessing the technical aspects of the site. We looked at competitors who were ranking well and identified what they were doing right.

Content Optimisation: Based on our analysis, we overhauled the firm's blog content. We focused on creating high-quality, informative blog posts that directly addressed the common queries and concerns of their potential clients. For example, we knew that issues around child custody were a major concern for many looking for family law services. We created targeted content that provided valuable information on child custody laws, processes, and how the firm could assist.

Focused Traffic Generation: By targeting high-traffic areas such as child custody, we aimed to not only increase traffic but also attract the right kind of traffic that was more likely to convert into leads. We developed content that was both informative and persuasive, highlighting the firm's expertise and success stories in handling child custody cases.

On-Page SEO Improvements: We made a series of on-page SEO improvements, including optimising meta titles, descriptions, header tags, and ensuring the content was easily readable and structured well. This made the website more attractive to search engines and improved the overall user experience.

Technical SEO Fixes: We addressed technical issues such as site speed, mobile responsiveness, and broken links. A technically sound website is crucial for maintaining good SEO health and ensuring a smooth user experience, which can lead to higher engagement and lower bounce rates.

Link Building Strategy: We implemented a targeted link-building strategy to enhance the website's authority. This involved reaching out to reputable websites and blogs for guest posting opportunities and securing backlinks from high-authority sites within the legal niche.

Enhancing Local SEO and Google Business Profile Listings:

  • Google Business Profile Optimisation: We fully optimised their Google Business Profile, ensuring all information was accurate and up-to-date. This included adding high-quality images, detailed service descriptions, and regular updates to keep the profile active and engaging.

  • Local Citations: We built consistent local citations across various online directories. Consistent name, address, and phone number (NAP) information helped improve the firm's local search rankings.

  • Google Reviews: We encouraged satisfied clients to leave positive reviews on their Google Business Profile. Reviews are a significant factor in local SEO and help build trust with potential clients.

  • Localised Content: We created content tailored to the local audience, addressing specific issues and concerns relevant to clients in Birmingham. This included blog posts and service pages that mentioned Birmingham and its surrounding areas, further boosting local search visibility.

By integrating these local SEO strategies, we ensured the firm was not only visible in organic search results but also prominent in local searches, attracting clients from their immediate vicinity.


The Results


The results were nothing short of remarkable:

5x Increase in Organic Traffic: Through our targeted approach, the firm's website saw a fivefold increase in organic traffic. This surge in traffic was not just in numbers but in the quality of visitors who were genuinely interested in their services.

Page 1 Rankings: We managed to get the firm to rank on the first page for high-value keywords, including "Birmingham divorce lawyer." Achieving these first-page rankings was crucial in driving organic traffic and improving visibility.

Effective Lead Generation: Our blog posts addressing child custody concerns became a significant source of leads, proving the effectiveness of our content strategy. These posts resonated with the target audience, providing them with the information they were searching for and encouraging them to reach out to the firm.

Enhanced Brand Authority: As their content started to rank higher and attract more visitors, the firm's reputation and authority in family law also grew. They became known not just as a service provider but as a valuable resource for information on divorce and family law issues.


Why We Succeeded


Our success in this project can be attributed to a few key factors:

Expertise in SEO: We brought a deep understanding of how to enhance organic traffic and lead generation. Our team has years of experience in SEO, and we applied our knowledge meticulously to this project.

Tailored Strategies: We didn't use a one-size-fits-all approach but rather tailored our strategies to align website content with what potential clients were actually searching for. We took the time to understand the firm's specific challenges and crafted a bespoke plan to address them.

Data-Driven Decisions: Our approach was heavily data-driven. We relied on analytics, keyword research, and competitive analysis to inform our decisions and strategies. This ensured that every step we took was backed by solid data and insights.

Continuous Optimisation: SEO is not a one-time task but an ongoing process. We continuously monitored the website's performance, made adjustments, and optimised further based on the latest trends and algorithm updates.




If you're a law firm struggling to boost your organic traffic and generate more leads, why not let us help?

Schedule a call with us today, and let's discuss how we can achieve similar results for you. Our tailored strategies, expert knowledge, and proven track record can help transform your online presence and drive the growth you’ve been seeking.


The best place to hide a dead body is the second page of Google.


After years of experience in larger agencies, we noticed a significant gap in the market for smaller companies and startups that didn't have a massive budget to allocate towards SEO. Many SMEs and startups understand the importance of SEO but find the barrier to entry too high.

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Get in touch now for a free audit for your website. We offer free advise on how you can gain the most visibility for your website, even if you choose not to come on board moving forward.