How Proven SEO Techniques Turned a Law Firm Website into a Lead-Generating Powerhouse in just 90 days!
The Keys to Murphy Trial Law’s Rapid Digital Marketing Success.
At a glance
We present the following case study of our recent client Murphy Trial Law in order to showcase our firm’s capacity for effective lead generation, difference- making SEO strategies and results that are both impactful and immediate
Case Details
- Client Type: Law Firm
- Business Name: Murphy Trial Law
- Location: Bothell, WA
- Period of Performance: Oct 2023 – Feb 2024
Results
- 86% MoM increase in website visits
- 21% increase in click-through rates
- 37% increase in user engagement
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Client Background & Engagement
Murphy Trial Law, an personal injury attorney located in the suburban outskirts of Seattle, WA, is headed by Jason Murphy, a distinguished trial attorney with over 15 years of experience litigating personal injury cases in New York City and Washington State. His firm’s exceptional track record in car accident victim legal representation and active community service has earned him a positive reputation across the Pacific Northwest.
MTL contracted Blue Summit SEO in June 2023 with the goal of ranking its website higher in Google Search for certain terms that would indicate high potential for being contacted by prospective local clients. We became more than just hired guns – we were partners in conducting a full overhaul and modernization of our client’s digital properties. We fully supported our client’s stated mission to give a voice to victims in need and earn justice for those who merit it. Our goals? To cast Murphy Trial Law as a beacon of hope for local personal injury clients, and to amplify this light to shine brighter across metro Seattle’s map so more can discover and benefit from their services.
Overcoming the Odds: Turning Challenges into Triumphs for Murphy Trial Law
Murphy Trial Law’s journey to expand its locally focused digital presence encountered initial difficulties. Big Seattle-area law firms had already taken over the top spots on search engines by the time MTL moved his practice from NYC to PNW, making it hard for his new website to get noticed. Our initial analysis revealed that our new client’s online presence was muted and their site’s visitor traffic considerably lower relative to those of its higher-performing local incumbents. The client’s website needed to attract more significant keywords through sharper SEO tactics.
The challenge didn’t end there: another glaring issue was that the client’s website needed stronger backlinks. Every backlink functions as a “vote of confidence” from another website, and MTL’s competitors already had plenty of them.
Despite these challenges, we saw an opportunity for a remarkable turnaround. We listened to our client’s needs and teamed up with their leadership to create a straightforward, powerful and actionable SEO plan. This wasn’t just about ranking higher on search pages; it was about promoting Jason Murphy’s legal expertise and business vision and connecting him with more people in need of his help
Roadmap to Our SEO Success
We focused on a straightforward yet effective approach to boosting the website’s search engine rankings. Here’s what we did:
Building the website was our first and crucial step. We aimed to create a site that was fast, user-friendly and well-optimized for SEO from the start.
Collaborating closely with the web developers was key. By guiding them through each development stage, we ensured that the website was built with SEO in mind right from the beginning. This approach helped us achieve immediate and effective SEO results, setting a strong foundation for Murphy Trial Law’s online presence.
We knew that just picking keywords wasn’t enough. We needed to understand what potential clients were really looking for — their intent behind every search query. This meant not just finding the most relevant keywords but diving deep into the reasons why people were using these terms.
We looked at competitors from various perspectives to get a complete picture. We analyzed what they were doing and how they were succeeding. We crafted a keyword strategy that was not only about matching words but also about fulfilling users’ actual needs and questions. This approach ensured that the content on the website was not just visible, but also valuable and engaging for their potential clients.
After closely examining the competitors’ content and keywords, we discovered that the pages bringing in the most organic traffic had a few things in common. They were:
- Location-based
- Focused on specific practice areas
- Clustered practice area pages
- Supported by FAQs and blog posts.
Using these insights, we tailored a content strategy specifically for a personal injury law firm. We started by creating a main page dedicated to personal injury law in the client’s primary location. For Attorney Murphy’s office based in the town of Bothell, WA, this meant a webpage optimized specifically for Bothell.
Then, we expanded this approach to individual practice areas for each location Murphy Trail Law serves. This resulted in a structured website with pages like:
https://example.com/bothell/personal-injury/
https://example.com/bothell/car-accidents/
https://example.com/bothell/bus-accidents/
This strategy wasn’t just about creating content; it was about creating the right content, structured in a way that made it easy for people in Bothell (and surrounding areas) to find exactly what they were looking for when they needed legal help.
Our goal with local SEO was clear: to significantly raise Murphy Trial Law’s profile in the Bothell area. Our targeted approach, focusing on local keywords and customizing content for the Bothell region, led to a noticeable boost in client inquiries and calls.
We embarked on a journey to strengthen the firm’s local online presence. Here’s how we did it:
Google Business Profile (GBP) Optimization: We made sure the GBP was fully optimized, presenting all the necessary information clearly and attractively.
Gathering High-Quality Reviews: Collaborating with him, we encouraged satisfied clients to leave positive reviews, boosting the firm’s credibility and appeal.
Citation Building and Management: We identified a gap in citations compared to competitors and allocated a budget to address this. Citations, or online references to the firm, are crucial for local SEO.
Sitewide Optimization for Local Relevance: We refined the website’s content, incorporating local intent keywords. We also embedded maps and added local resources to enhance local signals, making the site more relevant and visible for local searches.
By optimizing these areas, we helped the firm become a prominent choice for legal services in his local area.
Our approach to off-page optimization for Murphy Trial Law involved a mix of both free and paid link-building strategies. We meticulously analyzed the backlink profiles of competitors to understand where we could gain an edge. Our focus was on getting Murphy Trial Law mentioned on important business websites and making links that go straight to the main pages of the site. Additionally, we launched a digital PR campaign to further bolster the site’s overall authority.
Here’s an overview of the link acquisition strategies we employed to secure high-quality backlinks:
Legal Directories: We listed Murphy Trial Law on prominent legal directories, ensuring visibility within the legal community.
Better Business Bureau (BBB): Registration with the BBB enhanced the firm’s credibility and provided a valuable backlink.
Scholarship Programs: We created scholarship programs, which garnered attention from educational institutions, resulting in quality backlinks.
Interviews: We arranged interviews with Jason Murphy, gaining exposure and backlinks from media and legal platforms.
Government and Higher Education Links: We sought opportunities for links from government and educational institution websites.
Press Releases: Regular press releases about the firm’s activities and achievements helped in gaining media backlinks.
Job Websites: Posting job openings related to the law firm on job portals provided additional backlink opportunities.
Review Websites: Encouraging reviews on various platforms improved visibility and added more backlinks.
Business Directories: Listing the firm in various business directories increased its online footprint.
Analyzing Competitors: We constantly reviewed our competitors’ backlink strategies to identify and leverage new opportunities.
Each of these strategies helped Murphy Trial Law significantly improve online visibility and authority.
Results
First 90 Days (Oct-23 - Dec-23)
Over three months, our work raised Murphy Trial Law to the top of search results and brought in dozens of new local leads. The firm saw a significant increase in visitors to their website and ranked well for important keywords like “car accident lawyer bothell” that brought in several legal cases worth five- and six-figure revenues.
Next 90 Days (Jan-24 - Mar-24)
Over the next 90 days, we built additional content for the MTL site which has continued to draw in local organic search volume.
Murphy Trial Law also displayed significant jumps in URL clicks from Google, Views on Google Maps, and most importantly incoming phone calls from potential clients.
The investment that our client has made in organic search marketing has secured immediate dividends and is proving to be equal, if not superior, to monthly paid search campaigns. In gratitude our client has provided us 5-star reviews online and a glowing video testimonial.
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