Projects

Case Study: Transforming a Law Firm’s Organic Performance with Copywriting

Services: Content Marketing

We helped a regional law firm turn a stagnant blog into an SEO powerhouse, driving a 193% increase in impressions, 49% more clicks, and huge gains in high-value keyword rankings through strategic copywriting and optimisation.

The Challenge

A regional law firm approached us with a common but critical challenge: they had a blog and had been publishing articles regularly but weren’t seeing results. Despite their effort, organic traffic remained low.

The content wasn’t optimised for search engines, wasn’t structured around user intent, and failed to capitalise on high-performing keywords. They knew they needed more than just content, they needed strategy.

Our Approach

We developed a content strategy focused on long-term SEO growth, search intent alignment, and strategic content upgrades.

Here’s how we did it:

1. Keyword research and strategic planning

We started by mapping the digital landscape. This meant:

  • Conducting detailed keyword research to identify the highest-opportunity terms for their practice areas (e.g., family law, property law, no-win-no-fee services).
  • Analysing competitors who were ranking well to uncover content gaps and under-served search intents.
  • Developing a content calendar prioritising both new content creation and optimisation of existing pages

2. Competitor analysis and content gap discovery

Instead of simply copying what competitors had done, we dissected it. We evaluated:

  • Which blog posts were driving top rankings.
  • What questions and topics were being ignored or underserved.
  • How we could write better, clearer, more helpful content for the same or related keywords.

This allowed us to create value-rich blog posts that not only met Google’s expectations for EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) but also spoke directly to the audience’s needs. With our results, we can see we did this effectively.

3. Content optimisation and rewriting

We didn’t waste what the client already had, we improved it. Posts that were previously buried in search results were rewritten with:

  • Clearer structure
  • Targeted on-page SEO
  • Internal linking
  • Stronger headlines and blog titles, meta descriptions, and calls to action
  • More thorough explanation of topics for audiences.

This helped underperforming content start pulling in serious search traffic.

The Results

Search performance

Impressions grew 193.5% YoY – a clear signal that Google was surfacing their content more frequently.

Clicks jumped 48.6% YoY, turning passive visibility into meaningful website traffic.

Keyword rankings

Keywords in positions 1-3 doubled (+100%)

Keywords in positions 4-10 increased 142.9%

Overall keyword growth in the top 30 positions showed massive SEO gains across the board, moving the client into visible search real estate.

Content success stories:

A newly SEO optimised blog post that had only 11 impressions in April 2024 jumped to 10,273 impressions in April 2025.

Another new post received 8,338 impressions in its first month alone.

These are not small wins, these are ranking surges that directly contribute to increased leads, phone calls, and brand authority.

Branded vs non-branded search

Branded impressions grew 137.3%, showing improved recognition and trust.

Non-branded impressions exploded by 235.6%, with clicks up 87.3% – a critical growth area for bringing in new clients who didn’t already know the firm’s name.

This blend of performance shows the law firm is now reaching both its core audience and expanding to new, discovery-stage searchers.

Engagement metrics:

Engaged sessions rose by 15.8% YoY

Engagement rate improved to 72.7%

Average session duration climbed to 03:36, up 12.7%

People weren’t just landing on the pages, they were staying, reading, and interacting. This tells us the content was genuinely useful to audiences and optimised to appease the Google algorithm.

lawyers shaking hands

This project proves that SEO copywriting isn’t just about keywords, it’s about strategy, user intent, and making content actually work. By pairing smart keyword targeting with strong, user-focused writing and continuous optimisation, we turned a stagnant blog into a high-performance SEO engine.

For this law firm, it wasn’t about writing more content, it was about writing the right content and making it visible. And the data speaks for itself.

Turn Your Website Into an SEO Powerhouse

Don’t let your content sit idle. With the right strategy, copywriting, and optimisation, you can drive more visibility, higher rankings, and qualified traffic — just like we did for this regional law firm.

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