Family Lawyer Winnipeg is a professional legal services provider in Canada. The Client’s initial goal was to develop a user-friendly & attractive UI/UX for their website to increase revenue for the business.

On top of that, the main goal of Family Lawyer Winnipeg was to reach the maximum number of customers at the right time to increase the business’s profitability. Functions of the lawyer’s site include lawyer services, giving them free consultations, & also gaining the trust of the customers.


The results include an +193.66% increase in website traffic and first page rankings in Google’s search results. Keyword rankings include competitive phrases like “Family Lawyer Winnipeg”, and “Divorce Lawyer Winnipeg”. Through link building, article writing and onsite optimization, the firm has generated significant visibility in its local market.

Increase in website traffic
Top 3 keyword rankings
Increase in new website traffic

Organic Traffic Boost 193% in One Year: A Complete Local SEO Case Study

SEO has become the new secret taking any kind of service to a new height. Even lawyer sites are on the SEO bandwagon to ensure they reach the pinnacle of success.

So, we have another success story to share which is an SEO related case study (, a law firm based in Canada, needed help to reach its target audience, lagging behind its competitors.

This team of legal experts with complete knowledge of Canadian law wanted to make their mark in the online world.

That’s when they turned to me for both their SEO and web development, looking for a game-changing transformation.

Me and my team, we roll up our sleeved and tailor strategic SEO campaigns for the lawyer service.

Fast forward to today, and has experienced an astounding 193.66% increase in organic traffic. Through our meticulously crafted SEO strategies, we unlocked the true potential of this lawyer service and propelled them toward success.

Now, potential clients in Winnipeg, eagerly searching for legal assistance stumbling upon right at the top of the local pack results and the first page of search results!

How did we achieve this remarkable feat, you ask?

Well, it wasn’t just about sprinkling keywords here and there. We knew that a truly transformative SEO campaign required a holistic approach.

From enhancing the website’s user experience to optimizing its technical aspects, we left no stone unturned. We empowered them to reach a wider audience, establish their authority in the legal world, and ultimately, drive their sales to unprecedented heights.

Discover the secrets behind their astounding organic traffic growth and gain invaluable insights into the precise strategies we employed to make it happen.

Highlights of the Project: From Vision to Victory


Propel business growth by harnessing the dynamic force of White Hat SEO strategies.


In just a single year, witnessed a staggering 193.66% surge in organic traffic.


A year of electrifying transformation— Jan 1, 2022 – Dec 31, 2022, vs. Jan 1, 2021 – Dec 31, 2021

Identifying Challenges & Goals for the Lawyer Site

As mentioned earlier, we have started working for the lawyer site with a set of goals in our mind. The important aspect that we focused on while setting goals was identifying the challenges first.

Here is an overview of the challenges and goals of this project:

Challenges Unmasked

  • The website lacked the necessary optimization and failed to provide a seamless user experience.
  • The site struggled to attract a substantial number of visitors, hampering its potential for success.

Goals We Pledged to Achieve

  • We aimed to amplify the wave of traffic.
  • Our vision for the lawyer site encompasses rising above the competition with unmatched visibility on Google and beyond.
  • We set our sights on helping users with a user-friendly and captivating website that leaves a lasting impression.

Our Power-Packed Action Plan Transforming the Lawyer Site’s Performance

Our holistic approach, combining cutting-edge tools, transformed the law firm’s online presence.

Take a look at the breakdown of our plan below that helped the site emerge with commanding attention and attracting a steady stream of qualified leads.

1. Website Design & Development: Igniting Digital Brilliance

Our journey began with a strong focus on designing and developing an exceptional website. And our ultimate goal was to make a profound impact on the audience, leaving them impressed and satisfied.

So, we poured our energy and creativity into crafting a visually stunning and user-friendly interface, aiming to provide visitors with an outstanding experience.

2. Keyword Research: Unlocking the Language of Success

To ensure the lawyer site’s success, we conducted a thorough research process to identify the most effective keywords.

With powerful tools and a deep understanding of user behavior, we uncovered the words and phrases that would attract the right audience.

This strategic keyword selection enabled us to connect with visitors who were genuinely interested in the site’s offerings.

3. Competitor Analysis: Learning from Others

Understanding the competitive landscape is crucial in the digital realm. Therefore, we dedicated ourselves to thoroughly analyzing their rivals.

By closely examining their strategies, online presence, and performance, we gained valuable insights into their strengths and weaknesses.

The knowledge we gathered by analyzing the competitor allowed us to position the lawyer site as superior, highlighting its unique advantages and surpassing the competition.

4. Content Strategy: Fueling Engagement and Authority

Recognizing the immense value of engaging and informative content, we prepared a strategy to captivate the audience and establish credibility.

Our team of talented writers and marketers produced high-quality blog posts and landing pages.

Furthermore, each piece of content was carefully crafted to spark interest, convey relevant information, and persuade readers to take desired actions.

Our aim was to foster a genuine connection with the audience, creating a sense of trust and positioning the lawyer site as a reliable resource.

5. Onsite SEO Audit: Unleashing the Secrets of Optimization

To maximize the website’s visibility on search engines, we carried out a comprehensive onsite SEO audit. 

While doing the in-depth onsite SEO audit, we checked every aspect of the site’s structure and content.

Next, we fine-tuned meta tags, headers, and other crucial elements to align with best practices in search engine optimization.

Additionally, we optimized page loading speed and addressed any technical issues that could potentially hinder the site’s performance.

By optimizing these on-page factors, we ensured that the lawyer site was well-positioned for search engine success.

6. Site Structure: Crafting a Seamless Path to Success

A well-organized website is the cornerstone of a seamless user experience. Therefore, we dedicated ourselves to meticulously analyzing and optimizing the site’s structure.

Every page was carefully structured to facilitate smooth navigation and intuitive user flow. Moreover, we prioritized logical categorization, intuitive menus, and clear call-to-action elements, ensuring that visitors could easily find the information they sought.

By creating a user-friendly website, we aimed to enhance engagement, increase time spent on the site, and ultimately drive conversions for the lawyer service.

7. Link Building: Forging Unbreakable Digital Alliances

Understanding the power of digital alliances, we put strategic efforts into link-building.

As a result, we forged strong connections with reputable websites, acquiring high-quality backlinks for the lawyer website.

Consequently, these backlinks served as endorsements, bolstering the credibility and visibility of the lawyer site.

Not only did this improve search engine rankings, but it also established the site as a trusted and authoritative source within the legal industry.

Elevating the Lawyer Website’s Ranking: Step-by-Step Execution

Now, we will provide you with a comprehensive overview of the step-by-step process employed to significantly boost the ranking of the lawyer website.

Step 1: Website Development

First, we created a visually appealing and user-friendly online platform for the lawyer service. My team focused on designing an attractive layout that captivated the visitor and push them to explore further.

Besides, let’s not forget about the significance of mobile use. So, we ensured that the website is fully optimized for seamless viewing and navigating of the lawyer website from any device.

Moreover, to enhance user experience, we paid close attention to the website’s navigation. For that, we included intuitive and easy-to-use menus, ensuring visitors can access essential information effortlessly.

Additionally, by organizing the content effectively and implementing logical categorization, we create a streamlined user experience that helps visitors find the information they need quickly and efficiently.

Step 2: Build a Healthy Website Structure

We placed a strong emphasis on building a healthy website structure. In other words, we made an effort to make the website completely user-friendly.

Thus, we organized the content in a logical manner. And this confirmed easy navigation for both potential clients and search engines.

In this step, we carefully categorized the content into relevant topics. And this created a clear hierarchy of pages, with broader categories leading to more specific sub-pages.

With the help of this hierarchy, we structured a framework that guides visitors through the content locating the information they were seeking.

You know that a well-organized website not only benefits visitors but also plays a significant role in search engine optimization.

Adding to that, search engines rely on crawling and indexing to understand the content and relevance of a website.

Hence, we facilitated the crawling process by presenting content in a logical structure. This, in turn, improved the website’s visibility in SERPs and increased the likelihood of attracting organic traffic.

Step 3: Technical SEO & Content Audit

Next, we conducted technical SEO and content audit to ensure the website is optimized for performance and relevance.

During the technical SEO audit, we carefully looked at factors that influence search engine rankings and user experience.

In the process, we assessed the website’s site speed, analyzing its loading time and identifying any element that may be slowing down.

Additionally, we evaluated the URL structure to make it user-friendly. Also, we included relevant keywords when appropriate.

Other than that, we also reviewed the website’s meta tags, headers, and sitemaps to make them properly optimized and aligned with the website’s goal.

In parallel with administering a technical audit, we performed a content audit to evaluate the quality of the existing content on the website. This involves assessing factors like readability, keyword usage, and overall alignment with the lawyer’s target audience and business objectives.

Furthermore, we identified any content gaps or outdated information that required updates or new content creation.

Through these audits, we gained valuable insights into the strengths and weaknesses of the website. Ultimately, the technical SEO and content audit let us fine-tune the website’s technical aspects and content quality.

Step 4: Page Speed Optimization

Essentially, a fast-loading website retains visitors, reducing bounce rates, and signals to search engines that the website provides a positive user experience.

Considering that, at this step, we did page speed optimization to improve user experience and search engine ranking for the lawyer website.

To optimize page speed, we employed several techniques and strategies that include:

  • Caching

We implemented caching mechanisms that stored website data temporarily. Through caching, certain elements will be retrieved from the cache instead of fetching from the server every time. That’s why the lawyer website loads faster for returning visitors.

  • File Optimization

We optimized various files, including images, scripts, and other media elements, to ensure they were appropriately compressed and optimized for faster loading.

By reducing the file size without compromising quality, and we minimized the time required to transfer these elements to visitors’ browsers.

  • Media Optimization

We paid special attention to media elements as well, such as images and videos, which can often be large. And this slows down page loading time.

Thus, you must optimize those. For instance, we resized them using the correct formats, e.g. JPEG and PNG.

Also, by applying compression techniques we reduced the file size while maintaining acceptable quality. For videos, we integrated adaptive streaming in other words–a lazy loading technique so the media load exactly when needed.

  • Preloading Techniques

We also made sure the critical elements of the website load faster.

Therefore, we picked the necessary resources in advance, such as– CSS files, JavaScript libraries, or any important images.

To properly execute this strategy, the critical elements of the lawyer website are fetched and loaded first. 

By implementing these page speed optimization techniques, we significantly improved the user experience of the lawyer site by providing faster load time, smoother navigation, and reduced waiting times.

Step 5:  Keyword Research

Here, we conducted research to identify relevant keywords and phrases associated with the legal industry.

Besides, this is the stage where we gained valuable insights into the language and search queries used by individuals looking for legal assistance.

In this process, we identified the specific keywords and phrases that potential clients are likely to use: divorce lawyer in Canada, personal injury lawyer, etc.

These keywords represent the core terms that are highly relevant to the lawyer practice areas and services.

Once the keywords were identified, we strategically incorporated them into the content in a natural flow.

By targeting the right keywords, we successfully aligned the potential clients’ needs and search intent. As a result, the website started to provide information that matched queries. 

Eventually, the website became a valuable resource and increased the likelihood of converting visitors into clients.

Step 6: Competitor Analysis

Through competitor analysis, we aimed to gain a deep understanding of what is working in the industry and what strategies competitors are utilizing to achieve their online success.

This includes studying various aspects of their online presence, like keyword uses, content tactics, and backlink profiles

And depending on the analysis of competitors’ content tactics, we learned what type of content to produce, which format to use, and which topics to cover.

This particular analysis helped to understand what resonated with the target audience and what were the content gaps within the industry.

Armed with this information, we developed a content strategy that focuses on creating unique, valuable, and engaging content that outperformed the competitors.

This way, by offering superior content, we could attract organic traffic and place the website as a trusted resource in the legal field.

Step 7: Content Strategy

Then, we worked on a content strategy. And it began with a thorough understanding of the target audience and their needs.

So, we conducted research to identify the key topics and questions that potential clients may had regarding legal matters.

By focusing on the topic in the content, we established the website as a valuable source of information.

Moreover, based on the research, we created a content plan that outlines the types of content needed for the lawyer site.

Furthermore, as mentioned before, we optimized the content with relevant keywords to improve visibility in SERPs.

In addition to that, our content strategy had a consistent publishing schedule so that we could ensure the flow of fresh and engaging content. We regularly updated the website with new content. That not only kept the audience engaged but also signalled to the search engine that the website was relevant and active.

This comprehensive content strategy of ours made the lawyer website one of the go-to sources for individuals asking about legal information. 

As a result, the website attracted more visitors. Also, this encourages the audience to spend more time on the lawyer site exploring various pages and engaging with the content.

Ultimately, the search engine acknowledged the positive user experience, leading to higher rankings for the website in search results.

Step 8: Publish Best-Value Content for Current Trends & Business News

This was another plan in the content strategy. And through this plan, we ensure the website remains current and relevant.

So, we closely monitored trends, legal developments, and news that impacted the target audience. As we were updated, we created timely and informative content that served the evolving needs and interests of visitors.

In addition to addressing trends and news, we focused on creating answers for frequently asked queries. Regarding that, we provided comprehensive and informative answers to common queries for clients who might be seeking specific information or guidance.

Since consistency is the key when it comes to publishing best-value content, the lawyer site had a steady stream of fresh and valuable content. 

As a result, the search engine was more likely to recognize the website’s authority and relevance, contributing to an improved ranking.

Step 9: Internal Linking

Along with other strategies, we worked on internal linking, enhancing user experience, and boosting search engine visibility.

One of the primary benefits of internal linking was improved website navigation. We linked related pages together so the visitors could easily navigate through the website accessing relevant information end exploring different sections.

This helped reduce bounce rates and encouraged visitors to spend more time on the website. As readers were spending more time on the website, they engage with the content and increased the likelihood of conversion.

Our internal linking for the lawyer site also played a crucial role in enhancing the user experience.

For instance, users could navigate seamlessly between relevant pages to find the information they are seeking. This improved their overall experience, and satisfaction, leading to a positive impression of the website and potentially driving them to return in future.

From a search engine perspective, the internal linking helped search engine crawlers discover and understand the website’s structure.

When we linked the page together, the search engine could follow the internal links and navigate through the website’s content effectively. This enabled the search engine to index the important pages.

When doing the internal linking for the website, we considered the relevance and context of each link. The anchor text used for internal links accurately described the destination page and provided clear information to both users and search engines about the linked content.

Additionally, we interlinked the pages logically and intuitively. This facilitated easy navigation for both users and search engine crawlers.

Step 10: Link Building & Social Sharing

This was our last step in the SEO campaign for the lawyer site. In this step, we performed link-building and social sharing.

Our link-building plan involved acquiring high-quality backlinks from authoritative sources, while social sharing aimed to promote the website’s content on social media platforms, generating valuable backlinks.

The first strategy for link building was outreach. To do that, we proactively reached out to relevant websites, blogs, and influencers in the legal industry to establish relationships and secure opportunities for backlinks.

Guest blogging was another effective approach to our link-building strategy. We provided high-quality articles to other websites or blogs in the legal niche and acquired backlinks. These backlinks drove loads of referral traffic and contributed to the website’s overall link profile.

In addition to link-building efforts, we leveraged social media platforms to promote the content. Besides, when readers found the content valuable, they were more likely to share it with their networks. That, too, generated organic backlinks to the website.

This social sharing expanded the reach of the content indicating to the search engine that the website is popular and relevant.

Success Metrics: The Results of Our SEO Campaign

Impressive 193% Surge in Organic Traffic: Our meticulous SEO campaign achieved a staggering 193% increase in organic traffic for the lawyer website.

By utilizing targeted optimization techniques, enhanced keyword targeting, and improved content quality, we attracted a substantially larger audience from search engines.

This remarkable growth in organic traffic highlights the website’s enhanced visibility and relevance in search results.

Explosive Rise Referral Links: Through our focused SEO efforts, the lawyer website experienced a significant rise in referral links.

We employed strategic link-building strategies, outreach initiatives, and comprehensive content promotion to secure valuable backlinks from authoritative websites and relevant sources.

These referral links helped to generate targeted traffic. Also, it boosted the domain authority of the website.

Final Notes on this SEO Related Case Study (

This local SEO case study for showcases the transformative power of a holistic and strategic approach to search engine optimization. By addressing challenges such as website optimization, low traffic, and limited visibility, we were able to achieve remarkable results.

Through careful website design and development, keyword research, competitor analysis, and content strategy, we successfully propelled to the top of local search results and significantly increased organic traffic by an astounding 193.66% in just one year.

Our team’s dedication to optimizing the technical aspects of the website, improving user experience, and creating valuable, engaging content played a pivotal role in the success of this project. We also leveraged link-building techniques and focused on page speed optimization to enhance the overall performance of the site.

By employing a step-by-step execution plan, we built a strong foundation for the lawyer website’s ranking, ensuring that it aligned with user intent and provided relevant and valuable information. The implementation of a comprehensive internal linking strategy further improved user experience and search engine visibility.

Overall, this case study demonstrates the power of a well-rounded SEO strategy in driving organic traffic, boosting visibility, and establishing authority in the legal industry. The success of serves as a testament to the effectiveness of our approach and the potential for growth and success through strategic SEO campaigns.


To find out more about our SEO campaign strategies, check this additional information:

How Do You Enhance Website Performance and Loading Speed?

We employ several techniques. These include:

  • Optimizing images and multimedia elements to reduce their file sizes
  • Utilizing caching mechanisms to store frequently accessed data
  • Minimizing the use of external scripts and plugins
  • Leveraging content delivery networks (CDNs) to deliver website content from servers closer to the user’s location

Additionally, we regularly analyze and optimize the website’s code and server configuration to ensure efficient processing and delivery of web pages.

What Techniques Do You Employ to Improve Mobile Responsiveness and Adaptability?

We utilized responsive web design techniques. This involves creating a flexible layout that adjusts to different screen sizes and resolutions.

We use CSS media queries to apply appropriate styles based on the user’s device, ensuring that the website looks and functions well on smartphones, tablets, and other mobile devices.

Also, we optimize images and other media for mobile devices to minimize bandwidth usage and loading times.

How Do You Ensure Effective On-Page Optimization and Metadata Implementation?

For effective on-page optimization and metadata implementation, we follow best practices such as including:

  • Relevant keywords in page titles
  • Headings
  • & Meta descriptions

Also, we optimize URL structures to be concise and descriptive. Additionally, we focus on creating high-quality and engaging content that is optimized for the target keywords and provides value to the users.

Furthermore, proper usage of header tags, internal linking, and structured data markup are employed to enhance the website’s visibility and search engine rankings.

What Role Does Content Creation and Optimization Play in Your SEO Strategy?

Content creation and optimization play a crucial role in our SEO strategy. We understand that search engines prioritize high-quality, relevant, and valuable content.

Therefore, we conduct comprehensive keyword research to identify topics and phrases that align with the target audience’s search intent.

Based on this research, we create well-structured, informative, and engaging content that incorporates the identified keywords naturally.

We also focus on optimizing the content’s readability, formatting, and overall user experience to ensure it satisfies both search engine algorithms and user expectations.

How Do You Monitor and Track Keyword Rankings and Organic Traffic Growth?

To monitor and track keyword rankings and organic traffic growth, we employ various tools and techniques. We use keyword tracking tools that provide insights into the website’s ranking positions for targeted keywords over time.

Additionally, we leverage web analytics platforms, such as Google Analytics, to track organic traffic, user behavior, and conversion metrics.

These tools enable us to measure the effectiveness of our SEO efforts, identify areas for improvement, and make data-driven decisions to optimize the website’s performance in search engine results pages (SERPs).



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