How We Increased CDLA's Leads By 467% Over 10 Months.

Focusing on organic growth through search engine optimisation paired with website optimisation.

Law Firm Web Design

We develop high-converting sites that are thoroughly integrated with your legal services and brand, leveraging leading conversion-based principles.

Search Engine Optimisation

Our SEO Principles are based off the core of elements of Google & how it registers search intent. We will develop a tailored approach that ensures you're present when you customers at searching.

Social Media Advertising

We’re specialists in building complex campaigns and ad flows that leverage the wealth of data available on social media to bring you highly targeted leads to fuel your growth. The performance of which is enhanced when combined with other marketing channels.

Google Advertising

We devise a strategic and intricate setup that captures both the art of selling your product, with the science involved in effectively utilising the data Googles provides us across various biddable media platforms to make this a core and positive ROI sales channel.

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What we achieved.

A selection of the goals we achieved for CDLA.
Increase in High-value
Website Traffic
Position for
“Criminal Defence Lawyers”
New Keywords
Ranking on First Page
Average Position for
Office Location Searches

Best APAC SEO Campaign : Global Search Awards 2023

Best Online Marketing Campaign - Legal Services

Best B2C SEO Campaign

The challenge

Criminal Defence Lawyers Australia (CDLA) is a Sydney based legal practise specialising in Criminal and Traffic Law. With over 20 years experience, CDLA are exclusively amongst the top senior criminal lawyers in Australia holding an exceptional track record of successfully getting charges dropped early.

CDLA and has built their business specifically in the organic search space with consistent and relevant legal content on current news events and changes to the law. This strategy had put CDLA on the ‘’SEO Map” with over 6000 Keywords ranking in different legal categories. However, with heavy competition in the legal space, it was proving to be a difficult task to rank high commercial intent keywords and to have the right pages rank to insure high lead conversion.

Key Issues

  • Incorrect Pages Ranking

    Blog pages were ranking instead of CDLA’s service pages, directing warm visitors to the wrong call-to-actions.

  • Limited Intent Keywords

    CDLA was not ranking for commercial-intent keywords.

  • Low Volume of Keywords

    Limited number of keywords across the different verticals that CDLA covers.

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What we achieved.

A selection of the goals we achieved for CDLA.

Improve Rankings

Rank relevant key terms on specific high-margin services.

Increase Website Leads

Increase the volume of ranks for service pages to grow the total leads.

Improve Experience

Redesign the high-traffic pages with improved call-to-actions.

Our SEO approach for this law firm.

Employing a pragmatic approach to SEO, we put CDLA’s business growth and lead conversion goals as the core objectives to the SEO Strategy. Understanding this led to the strategy focusing on one key product category being drink driving and this inherently paved the road to the most critical competitive keyword category, Criminal Lawyers.

Rank Low-Competition, High-Value Keywords

Build rankings CDLA's core services with lower competition to achieve an immediate growth in leads.

Establish CDLA's Organic Authority

Begin growing our authority on google with PR campaigns and quality backlink acquisition.

Rank High-Competition, High Volume Keywords

Target the main keywords for CDLA's services taking advantage of the authority and relevance we had established in the prior months.

Keywords Ranking in Australia

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The key parts of a successful strategy

Producing informative, highly-targeted blogs that cover popular in-market topics.

We worked with CDLA to narrow down on areas of opportunity surrounding criminal law, to establish hero articles in each vertical. This established CDLA as a leading source of trusted information which in turn benefited our rankings overall and trust with the customer to convert.

Building ranks CDLA's main services and the core "Criminal Lawyer" related terms.

Paired with the authority established from our content marketing, we went after high-volume terms that were proved to be highly competitive. Our tailored strategy proved successful, creating a foundation for his ranks and resulting in a 467% growth in leads.

Ranking for High-value Services.

As a result of our targeted efforts establishing CDLA as authority for criminal law, we narrowed down on the high-value search terms and proceeded to dominate ranks in each vertical.

Criminal Lawyers Terms

Direct searches surrounding "Criminal Lawyers".

Office Locations

Searches for criminal law services in our office locations.

Service Terms i.e. Drink Driving

Niche terms for CDLA's provided services.

Ranking for Discovery Searches.

In addition to the commercial-focused search terms, we established rankings for discovery search terms at the beginning of CDLA’s target customer’s journey. This grew CDLA’s exposure to in-market audiences and built a bond of a trust with customer’s early on.

Reach customers at the beginning of their journey.

Serve targeted content where customers are searching such as Google & Youtube to access customers earlier on.

Build relevance in niches to strengthen our authority.

By growing CDLA's presence across each vertical, we became a trusted source of information and in-turn grew our commercial keyword rankings.

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Hear from CDLA.

“Absolute pleasure to work with this experienced team of professionals.They are now an integral part of our team who are perfectly tailored for small, medium & large businesses to generate leads and strategies.”

Jimmy Singh

Founder and Principal Lawyer

Ranking through relevance, not authority.

With limited backlinking, we were able to rank CDLA for highly-competitive search terms by establishing relevence through strategic terms in Google’s knowledge graph.

"Sydney Criminal Lawyers"

"Criminal Lawyers Sydney"

"Criminal Lawyers Wollongong"

"Criminal Lawyers Blacktown"

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