Growing Traffic to FJS Lawyers Website by 100% in Only 5 Months…

We had the privilege of undertaking a new SEO contract and website design with Salisbury Law Firm, FJS Lawyers, who specialise in Family Law and Wills & Estate Planning. We have been fortunate to work with Fiona and her team since October 2017, when we were both in the early stages of launching our business and won the bid to build her original website for FJS Lawyers. Personally, one of my favourite things is when a business we helped launch a simple website design from years ago and contracts Caffeinated Marketing for their later redesign and marketing strategy, it is always a pleasure maintaining long-term relationships with business owners and going through the ups and downs of life and business ownership together.

The Strategy

Our strategy was very straightforward but yet ambitious to achieve a significant amount of work within the first few months of the project to set up FJS Lawyers for a successful SEO contract in a highly competitive industry. During our early meetings and discussing what areas we would focus on, we decided to put the focus of 80% of the work on wills and estate planning services, which are much easier to quantify a tangible return on investment in a relatively short amount of time. One of the key things we wanted to focus on with this project was delivering a tangible ROI, so that we could easily assess the success of the project.

Rewrite and Expand Upon Existing Services Pages

Our first step was to evaluate how the site was ranking across all of the firm’s services and how they were ranking for terms local to them in Salisbury, but also Adelaide-based keywords such as “Wills Adelaide”, so that we could determine specific pages and keywords that would be an easy win. 

Launch a New Website

Whilst we could have stuck with the original design from 2018, there were no functional or SEO implications that would limit the growth of the website. We decided that it was time to give the website a much-needed aesthetic update to make it stand out from other law firms and increase the conversion rate overall. Updating the website design, we were very careful to keep page metadata and the sitelink structure the same as the original website, so that we would not disturb the ranking progress we made in the previous months.

Ongoing Content Creation

During the content creation process, we worked with the FJS team to decide which direction to take the blog. Focusing primarily on Wills and Estate planning articles, Caffeinated Marketing’s Copywriting Team focused on pushing out 2-4 articles every month to catch up with other law firms that have had ongoing SEO for years. Publishing blog content and creating content silos around core services still proves to be a fantastic way to 

The Results

Whilst this project is still an ongoing process, ensuring long-term organic growth is a much longer process than just five months, but we were so excited by the progress that we wanted to share this case study with you. When we started the project, the website was only showing up on the first and second pages for location-based keywords in Salisbury. We have already seen fantastic progress in taking space on the first two pages of Google for Adelaide location-based keywords, driving over 100% more traffic to the website and a 50% increase in lead generation