How We 3X’ed Traffic for an Asset Protection Law Firm

An established asset protection law firm partnered with us to strengthen their digital presence and capture more qualified leads. 

They tons of valuable blog and landing page content, but a lot of it was stuck on page two, where it simply didn’t have the chance to convert. Our approach focused on unlocking the potential of their existing content while building their authority in this competitive niche. The result was tripling traffic from 3,198 to over 9,000 monthly visits in just one year.

What We'll Cover

• How valuable legal content was trapped on page two
• Our strategy for building authority and optimizing existing assets
• The technical and content improvements that made the difference
• The impressive traffic and business growth that followed

The Problem - Valuable Content Stuck on Page 2

The law firm came to us with an impressive archive of content. They had invested in creating substantial, expert-written pages about asset protection and trust services. Their team of attorneys had produced genuinely valuable resources that answered key client questions.

Despite this solid foundation, their content wasn't performing to its potential. Two key issues held them back:

• First, they lacked the authority needed to break into top positions. With a Domain Rating of 38 and no comprehensive topical coverage within their core topics, they struggled to compete with larger firms. Their content deserved to rank higher, but without authority signals, Google wasn't giving them the benefit of the doubt in this “Your Money, Your Life” niche.
• Second, their content was written purely for humans (not search engines). Pages lacked proper heading structure, had weak internal linking, and missing schema markup. The content was great, but wasn't structured in a way that made its value clear to search engines.

This led to tons of results in positions 8-20 for keywords with lots of revenue-potential.

The Solution - Unlocking Existing Content Value

We started with an audit to uncover the issues leading to this trend in performance. 

We ultimately decided that the existing pages were being held back by a lack of authority—both domain authority and topical authority—as well as a number of on-page issues like missing heading tags, missing structured data, missing internal links, etc.

We then built a 3-pronged strategy to address these issues:

1. Topical Authority Building: We implemented a link building strategy focused on quality over quantity. The goal was securing high-DR (+40) links and pointing them towards underperforming pages with proven conversion potential.
2. Topical Authority Building: Instead of their previous approach of targeting asset protection terms randomly, we created strategic content within clear topic clusters. New articles were specifically designed to build topical authority around their most important commercial pages. The focus was hyper-specific, low-competition queries that could deliver results with minimal long-term work.
3. On-Page Optimization: We systematically improved their highest-potential pages without changing the content itself. Our work focused on improving heading structure, adding strategic internal links between related pages, and implementing schema markup to make the content more accessible to search engines.

The Results - Unlocking the Full Value of Their Content

The impact of our work became clear quickly as their content began moving from page two to top positions. What had been a solid but underperforming content library transformed into a primary source of new business.

Traffic Growth

Organic traffic grew steadily and substantially, from 3,198 monthly visits to over 9,000 visits—a 182% increase in just 12 months. This wasn't random traffic, either. Much of it represented potential clients actively searching for the firm's specific services.

Authority Signals

Their backlink and keyword profiles showcase the impact of dedicated work on authority building.

Their total ranking keywords increased from 2,400 to 4,100, but more impressively, their top 3 positions jumped from 91 to 324. This meant they were now visible at the critical moment when potential clients were making decisions.

DR increased from 38 to 46 and unlocked many lucrative opportunities.

Business Impact

The results went far beyond traffic metrics to deliver real business value:

• Contact form submissions increased by 131%
• Scheduled calls increased by 75%
• SEO ROI increased by more than 3X

An unexpected outcome was also a reduced reliance on paid advertising. The client was able to reduce their PPC spend by thousands monthly thanks to reliable, sustainable results from their SEO pages.

Maximizing Content Assets: Lessons from Legal SEO

This case illustrates an important point. Often, the biggest opportunity isn't creating more content, but unlocking the value of what already exists. If you’re an expert in your field, the content you create has undeniable value. Sometimes it just needs to be tweaked in order for Google to see its value, too.

Ready to unlock the hidden value in your existing content?

Our team specializes in helping professional service firms maximize their digital assets without constantly creating new content. Contact us today to discuss your SEO goals.