Case Study: Local Firm
How a Toledo Law Firm Went from Zero Online Leads to 15-20 Qualified Inquiries Per Month
Client Overview
Business: Local FirmIndustry: Law FirmLocation: Toledo, OhioWebsite: [View Website]Services Used: Website Redesign, SEO & Local Search, Google Business Profile Optimization, Content Marketing, Review Generation
The Challenge
Local Firm is an established Toledo law firm that was struggling with a critical problem: their outdated online presence was generating zero leads despite their excellent reputation and years of legal expertise.
Initial Obstacles
Outdated Website
- 10+ year old website design looked unprofessional
- Not mobile-responsive (unusable on phones and tablets)
- Slow loading times causing high bounce rates
- No clear calls-to-action or contact forms
- Poor navigation and user experience
Invisible in Search Results
- Not ranking for any practice area keywords
- Competitors dominated local search results
- Missing from Google Local Pack
- Zero organic traffic from search engines
No Online Lead Generation
- 100% of new clients came from referrals
- No system for capturing online inquiries
- Missing opportunities from potential clients searching online
- Unable to scale beyond referral network
Poor Online Reputation Management
- Only 3 Google reviews (competitors had 20-50+)
- No system for generating reviews from satisfied clients
- Minimal social proof for potential clients researching online
Business Goals
- Generate 10-15 qualified client inquiries per month online
- Rank on page 1 for key practice area keywords
- Establish credibility with modern, professional website
- Build online reputation with client reviews
- Reduce dependence on referrals for new business
Our Solution
We implemented a comprehensive digital marketing strategy focused on establishing Local Firm as the go-to law firm for Toledo residents searching online.
Phase 1: Website Redesign (Weeks 1-6)
Modern, Professional Website Design
- Complete website redesign with modern, trustworthy aesthetic
- Mobile-responsive design working perfectly on all devices
- Fast-loading pages optimized for user experience
- Clear practice area pages with detailed service information
- Strategic calls-to-action and contact forms on every page
SEO-Optimized Architecture
- Practice area pages targeting specific legal keywords
- Location-specific content for Toledo and surrounding areas
- Attorney bio pages with credentials and expertise
- Case results and testimonials for social proof
- Blog structure for ongoing content marketing
Conversion-Focused Design
- Prominent phone number and contact form on every page
- Live chat widget for immediate inquiries
- Free consultation offers with clear value propositions
- Trust signals (credentials, awards, associations)
- Mobile-friendly click-to-call buttons
Phase 2: SEO & Local Search (Weeks 4-12)
Technical SEO Foundation
- Site speed optimization (reduced load time by 70%)
- Mobile optimization and responsive design
- SSL security certificate installation
- Schema markup for law firm and attorney profiles
- XML sitemap and robots.txt optimization
On-Page SEO Optimization
- Keyword research for practice areas and local terms
- Optimized title tags, meta descriptions, and headers
- Internal linking structure for SEO authority
- Image optimization with descriptive alt text
- Content optimization for target keywords
Local SEO Strategy
- Google Business Profile creation and optimization
- Local citation building (Avvo, Justia, FindLaw, etc.)
- NAP consistency across all online directories
- Location-specific landing pages
- Local content targeting Toledo legal needs
Phase 3: Content Marketing (Ongoing)
Educational Blog Content
- Monthly blog posts answering common legal questions
- Practice area guides and resources
- Local legal news and updates
- Case study content (when appropriate)
- FAQ pages addressing client concerns
Content Strategy
- Target long-tail keywords with lower competition
- Answer specific questions potential clients are searching
- Establish Local Firm as trusted legal authority
- Support SEO with fresh, relevant content
- Provide value to potential clients researching options
Phase 4: Review Generation & Reputation Management (Ongoing)
Automated Review Request System
- Email follow-up system for satisfied clients
- Easy review submission process
- Review monitoring and response management
- Showcase reviews on website and marketing materials
Reputation Building
- Built from 3 to 25+ five-star Google reviews
- Consistent review generation process
- Professional responses to all reviews
- Social proof for potential clients
The Results
Website Performance
Traffic Growth
- 500% increase in organic website traffic
- 1,800+ monthly website visitors (from 300)
- 70% of traffic from organic search
- 2.5-minute average session duration
- 45% reduction in bounce rate
Lead Generation
- 15-20 qualified client inquiries per month (from zero)
- 8-12 free consultation requests per month
- 50+ phone calls per month from website
- 6% conversion rate (industry average: 2-3%)
Search Engine Rankings
Page 1 Rankings Achieved
- “Toledo personal injury lawyer”
- “car accident attorney Toledo”
- “workers compensation lawyer Toledo”
- “family law attorney Toledo”
- “estate planning lawyer Toledo”
- 15+ additional practice area keywords
Local Pack Visibility
- Featured in Google Local Pack for multiple practice areas
- Consistent top 3 placement for branded searches
- Increased visibility in Google Maps results
Google Business Profile Performance
Visibility Metrics
- 300% increase in Google Business Profile views
- 2,000+ monthly profile views
- 500+ monthly search appearances
- Featured in Local Pack for key practice areas
Engagement Metrics
- 250% increase in direction requests
- 200% increase in phone calls from Google
- 150% increase in website clicks from profile
- 25+ five-star Google reviews (from 3)
Business Impact
Client Acquisition
- 15-20 new client inquiries per month from website
- 60% of new clients now come from online sources
- 40% still from referrals (maintaining existing channel)
- Reduced client acquisition cost by 50%
Revenue Growth
- 35% increase in annual revenue
- Higher-value cases from online leads
- Expanded practice areas based on online demand
- Consistent month-over-month growth
Competitive Position
- Outranking major competitors for key terms
- Stronger online presence than larger firms
- Recognized as leading Toledo law firm online
- Increased brand awareness in local market
Client Testimonial
“Easy Street Social transformed our practice. We went from invisible online to ranking at the top of Google for our practice areas. Our old website was embarrassing—now it’s our best marketing tool. We’re getting 15-20 qualified leads every month, and the quality is excellent. These are people who need our services and are ready to hire. The ROI has been incredible. This is the best investment we’ve made in our firm.”
— Local Firm, Toledo
Key Success Factors
1. Modern, Professional Website
The new website immediately established credibility and trust with potential clients researching online.
2. Strategic SEO Focus
Targeting specific practice area keywords with local intent captured high-intent searches from potential clients.
3. Conversion Optimization
Strategic calls-to-action, contact forms, and trust signals converted visitors into leads at industry-leading rates.
4. Review Generation
Building a strong review profile provided social proof and improved local search rankings.
5. Ongoing Content Marketing
Regular blog content supported SEO efforts and demonstrated expertise to potential clients.
Services Provided
Website Redesign
- Custom WordPress website design
- Mobile-responsive development
- SEO-optimized architecture
- Conversion-focused design
- Practice area pages and attorney bios
SEO & Local Search
- Technical SEO optimization
- On-page SEO for all pages
- Local citation building
- Google Business Profile optimization
- Ongoing keyword targeting
Content Marketing
- Monthly blog post creation
- Practice area guides
- FAQ pages
- Educational resources
- Local legal content
Review Generation
- Automated review request system
- Review monitoring and management
- Response management
- Reputation building strategy
Performance Tracking
- Monthly analytics reports
- Lead tracking and attribution
- Keyword ranking reports
- Ongoing optimization recommendations
Timeline
Weeks 1-6: Website redesign and developmentWeeks 4-12: SEO foundation and optimizationMonth 3: First page 1 rankings achievedMonth 4: First online leads generatedMonth 6: Consistent 10-15 leads per monthMonth 9: 15-20 leads per month achievedOngoing: Continued growth and optimization
Investment & ROI
Website Redesign: $7,500 (one-time)Monthly SEO & Marketing: $2,500Total First-Year Investment: $37,500
Return on Investment:
- 15-20 new client inquiries per month
- Average case value: $5,000-$15,000
- Conservative estimate: 3-5 new clients per month
- Monthly revenue from online leads: $15,000-$75,000
- First-Year ROI: 400-1,900%
Why This Worked
The Local Firm Success Formula
1. Professional Website FoundationThe modern, mobile-responsive website immediately established credibility and provided a strong platform for SEO and lead generation.
2. Strategic Local SEOTargeting specific practice area keywords with local intent captured high-value searches from potential clients ready to hire.
3. Conversion OptimizationStrategic design elements, clear calls-to-action, and trust signals converted traffic into leads at rates 2-3x industry average.
4. Consistent Content MarketingRegular blog content supported SEO efforts, answered client questions, and demonstrated expertise.
5. Review GenerationBuilding a strong review profile provided social proof and improved local search rankings, creating a virtuous cycle.
6. Data-Driven OptimizationMonthly performance analysis and ongoing optimization ensured continuous improvement and maximum ROI.
Industry Insights: Law Firm Marketing
Why Law Firms Need Strong Online Presence
96% of people seeking legal advice use a search engine74% of people visit a law firm’s website before contacting them72% of people read online reviews before choosing an attorney57% of law firm leads come from organic search
Common Law Firm Marketing Challenges
- High competition for local legal keywords
- Difficulty standing out from larger firms
- Generating qualified leads (not just traffic)
- Building trust with potential clients online
- Measuring marketing ROI
How Our Approach Solves These Problems
- Strategic local SEO targets high-intent searches
- Modern website design establishes immediate credibility
- Conversion-focused design captures more leads
- Review generation builds trust and social proof
- Clear tracking and reporting demonstrates ROI
Ready to Get Results Like Local Firm?
If you’re a law firm, attorney, or legal practice looking to generate more qualified leads and dominate your local market, we can help.
Your free marketing audit includes:
- Analysis of your current website and online presence
- Competitive research in your local legal market
- Specific recommendations for improvement
- Custom strategy for your practice areas
- Lead generation projections
- No obligation, no pressure
Schedule Your Free Marketing Audit →
Or call (419) 540-8964 to speak with a legal marketing specialist today.
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Contact Information
Easy Street Social
Phone: (419) 540-8964Email: info@easystreetsocial.com Website: https://easystreetsocial.com
Business Hours:Monday – Friday: 9:00 AM – 6:00 PM ESTSaturday: By AppointmentSunday: Closed