Case Study: How We Boosted a Law Firm's Visibility by 150%

In the United States, the legal services industry represents one of the most competitive SEO markets.

Potential clients conduct extensive research before making contact with law firms, which leads to astronomical cost-per-click rates and fierce competition for rankings. When prominent law firms approached us with stagnant organic visibility and a high reliance on PPC campaigns, our team at Scoompy knew a comprehensive strategy was needed.

During the course of 12 months, this case study examines how we improved lead quality and reduced reliance on paid advertising while increasing visibility by 150%.

The Clients and Initial Challenges

Scoompy partners with several established law firms, including ELG Law, a toxic exposure litigation firm, and The Law Offices of Sean M. Cleary, a personal injury firm serving Florida residents and nationwide. These firms have built strong reputations for successful litigation and substantial settlements over the last few decades.

In the past 35 years, ELG Law has successfully recovered over $2 billion for over 25,000 clients whose lives were impacted by asbestos, paraquat, toxins at military bases, AFFF, and other toxic or harmful product exposures. The Law Offices of Sean M. Cleary specializes in personal injury cases, including vehicle accidents, defective products, aviation and boating accidents, medical malpractice, and wrongful death.

Despite their legal expertise and track record, their online presence did not reflect their market position. Their websites rank poorly for high-intent keywords when potential clients search for legal representation. The first page of search results was dominated by competitors, despite relevant searches.

These firms were spending a significant amount of money on Google Ads and other paid channels to compensate for their weak organic visibility. Despite generating leads, the cost per acquisition remained uncomfortably high. Often, legal keywords in competitive markets cost more than $100 per click, so their advertising budgets were significant.

Despite serving clients across the country, their Google Business Profiles were not optimized, reviews were scarce, and local citations were inconsistent. Several issues were discovered during a technical audit, including slow page loads, issues with mobile responsiveness, broken internal links, and thin content.

The Scoompy Approach

While simultaneously enhancing their authority in their respective fields, our focus was on building sustainable organic visibility that would generate qualified leads without ongoing per-click costs.

Phase 1: Technical Foundation (Months 1-3)

First, we addressed technical barriers that prevented the sites from ranking well, such as improving site speed, mobile responsiveness, implementing schema markup for legal services and reviews, fixing broken links, establishing an internal linking structure, and indexing all important pages.

A simple improvement in search engine crawling, understanding, and ranking generated 40% more organic traffic.

Phase 2: Content Optimization and Expansion (Months 2-6)

A new set of pages was created for each practice area to target specific high-intent keywords while providing genuine value to potential clients. The content on each page addressed common questions, explained legal processes, and established the firms' expertise.

Our content strategies target long-tail informational queries that potential clients search during their research phase. ELG Law included content about toxic exposure cases, asbestos-related illnesses, and environmental litigation. In our content for The Law Offices of Sean M. Cleary, we discussed personal injury law, accident procedures, and legal rights.

It is important for a firm to provide its potential clients with useful and insightful content during the research phase so that trust can be established.

Phase 3: Local and National SEO Amplification (Months 3-8)

We redesigned the firms' Google Business Profiles by optimizing descriptions, adding services, and uploading high-quality photos, as well as posting weekly updates on legal insights and recent successes. We consistently acquired five-star reviews from satisfied clients through systematic acquisition strategies.

The site was audited and corrected to ensure consistency of the NAP across the web, and high-authority backlinks were obtained from business organizations, legal directories, and relevant industry sites.

Phase 4: Authority Building (Months 4-12)

Building relationships with legal publications, news outlets, and industry blogs allowed us to obtain authoritative backlinks for the firm's website. Expert commentary and thought leadership pieces contributed by attorneys at the firms generated links naturally while enhancing their professional reputations.

The Results: 150% Visibility Increase

Every meaningful metric was exceeded after 12 months of strategic SEO work.

There was a 150% increase in organic traffic over the baseline period, with qualified visitors arriving through high-intent keywords rather than generic terms unlikely to convert. The rankings improved dramatically, with the firms now appearing on page one for 45+ competitive keywords in their target markets, up from just 8 keywords at the beginning.

A consistent presence in relevant search results resulted in substantial increases in phone calls and form submissions from qualified prospects. The quality of leads improved significantly as organic traffic converted at a higher rate than paid traffic, with visitors arriving through research-based searches showing a higher degree of intent.

With organic visibility replacing paid traffic, PPC budgets were reduced by 60%, allowing the firms to reallocate substantial monthly budgets to other business priorities while maintaining total lead volume. Ranks for new keywords and practice areas improved significantly as domain authority increased.

Key Takeaways for Law Firms

These cases demonstrate several critical principles that apply broadly to legal services marketing. Even the best content won't rank well if the site isn't fast, mobile-friendly, and properly structured.

Detailed, helpful information on practice area pages consistently outranks competitors with minimal content. For law firms to capture high-intent clients looking for quality legal services, SEO must be an integral part of the marketing plan.

Consistent effort compounds over time as each piece of content, each backlink, and each positive review strengthens overall domain authority and makes future ranking easier. For law firms that are willing to invest in a long-term strategy instead of immediate visibility, but at a high cost, organic SEO provides a better return on investment compared to PPC.

Building Legal Authority Online with Scoompy

Over the past 20 years, Scoompy has worked with clients like ELG Law and The Law Offices of Sean M. Cleary to build sustainable organic visibility that generates qualified leads.

Unlike other companies, we never work with more than 10 clients simultaneously, so you receive the focused attention you need to dominate competitive legal keywords. Due to our confidence in the compounding returns legal SEO delivers, we resolve tasks within 24 hours, invoice monthly, and require no long-term contracts.

If your law firm is spending heavily on PPC without building long-term organic visibility, contact Scoompy to discuss how we can help you achieve similar results.