The firm’s referral network had carried it since 1982, but a prospective client searching for a criminal lawyer in Toronto at eleven at night would not find it. The website had no calls to action, no forms and no content that answered the questions people ask before they call a lawyer. Three things had to change at once: the site had to capture inquiries, it had to give prospects a reason to engage, and the firm needed to see measurable value quickly to keep investing.
01 Overview
A criminal defence firm with four decades of referrals had left its digital presence untouched for close to ten years while competitors filled the search results. The work rebuilt the site as an intake tool, then paired organic visibility with a tightly managed paid search program.
02 The challenge
Decades of reputation, none of it visible online.
03 The work
Rebuild the path from search to a phone call.
We started with a conversion audit of the existing site, then added the basics that were missing: clear calls to action on every practice page, contact forms, click to call and a blog that could rank for the questions criminal defence clients actually search. Organic work focused on practice area pages and local signals, including the Google Business Profile, citations and links from relevant local sources. A Google Ads program ran alongside so the firm had inquiries while organic rankings built.
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01 / Focus
Conversion audit
Found where the site lost visitors and added the actions, forms and phone prompts it lacked.
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02 / Focus
Organic and local
Practice area content, on page optimization, Google Business Profile, citations and local links.
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03 / Focus
Paid search
Campaigns built around high intent criminal defence terms with landing pages that matched the search.
Your next move
Where is your path from search to decision losing momentum?
Bring us the challenge behind the numbers. We will start by understanding the business problem.
04 Measurement
Inquiries, not just rankings.
The firm measured success by tracked leads (form submissions and calls), organic sessions and paid search conversion rate, compared against the period before the engagement.
500%
increase in lead conversions16 months. Tracked form and phone leads versus the pre engagement baseline.
39%
growth in organic website traffic12 months. Organic sessions, year over year.
56%
growth in direct traffic12 months. Direct sessions, year over year, a brand awareness signal.
475
leads from paid search at a 17.4% conversion rateCampaign to date. Google Ads conversions divided by clicks.
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