Goal: McMillan LLP, a leading Canadian business law firm, sought to enhance their online presence, attract new clients, and establish themselves as thought leaders in the legal industry. Their primary goal was to achieve significant growth in organic traffic and improve their ranking for relevant keywords.
Challenge: McMillan's existing website lacked a user-friendly design and content that effectively targeted their ideal client persona. Additionally, their SEO strategy was outdated, resulting in limited organic visibility and a stagnant flow of website traffic.
Solution: I implemented a comprehensive digital marketing strategy focused on website optimization, SEO, and content marketing:
- Website Redesign: McMillan's website was revamped, prioritizing user experience with a clean, mobile-responsive design. The new website showcased their expertise through clear expertise pages, lawyer profiles, and industry-specific insights.
- Keyword Research & Content Strategy: I conducted in-depth keyword research to identify relevant search terms used by potential clients. This research informed the development of high-quality content, including blog posts, case studies, and white papers, that addressed these keywords and provided valuable insights to their target audience.
- On-Page Optimization: I optimized website content and metadata with targeted keywords to improve search engine ranking and user experience.
- Technical SEO: In cooperation with the website development vendor, the technical SEO issues were addressed such as website speed, mobile-friendliness, and internal linking structure to ensure search engines could efficiently crawl and index the website.
Metrics & Accomplishments:
Within a two-year timeframe, the implemented digital marketing strategy yielded significant results for McMillan LLP:
- 48% Increase in Organic Traffic: The website attracted nearly half the number of new visitors organically compared to the previous two years.
- 225% Growth in Organic Keywords: McMillan's website ranked for a significantly higher volume of relevant keywords, increasing their visibility in search engine results pages.
- Enhanced Brand Reputation: The informative & valuable content established McMillan as a thought leader in the legal industry, attracting potential clients and fostering trust.
This case study demonstrates the effectiveness of a well-defined digital marketing strategy in achieving significant growth for law firms. By focusing on user experience, targeted content creation, and strategic SEO, McMillan LLP successfully expanded their online reach and attracted a new wave of potential clients.
