Summary
If you are a lawyer who wants to increase your visibility and reach using search engine optimisation strategies, then you are in the right place. This case study allows you to find ways to limit damage to yourself by making a better decision on who you engage and how you do your SEO. Search engine optimisation is a low-cost, long-term game that works forever, provided it is done right. Therefore, it is easy to allocate a monthly budget to pay for the fees of your SEO person or agency (your choice) and monitor the KPIs just like you monitor your other business metrics. A case like this should not have happened in the first place. Yet it does due to inaccurate decision-making and the use of vendors who could have been a better fit for you. Read on as we describe this unique case where Mister Marketeer got an opportunity to provide incredible value to our clients.
Situation
A legal firm with a pre-existing dinosaur of a website wanted a rebrand and then SEO-ed for more reach. As with any partnership business, the decision ultimately boiled down to “what is more value for our money”.
One of our network partners involved us and requested an audit after the new site was delivered. What follows is an analysis of decision-making implications and our solutions that helped fix the problem in 40 days flat. All our clients enjoy unparalleled privacy, so we aren’t about to or intend to identify the particular firm in this case.
Diagnosis
The client was unaware of their current Google Search Console and Google Analytics performance, so they lost the opportunity to use data as the critical basis for determining how the new website should look and how to manage the change.
There was limited evidence that the vendor had previously served the legal category.
This vendor also used unbelievable price techniques to get an ‘aye’ from the board on SEO. I am quite glad we got a chance to audit, prevent a massive tragedy for the client, and win the business.
Solution
We found the clients’ website quite ‘hackable’, i.e., default login URLs, default admin user names, and shared passwords without any 2FA were used. There was no scientific basis for URL structure, and the entire website was on an old WordPress template with coding errors and aged plugins. Several pages that did not need to be there were kept in the ‘Final delivery’. Our clients were lawyers who could not find out about these concerns until they may be “the legal firm hacked in Singapore”, so we solved these issues along with SEO:
We rolled out a calculated SEO strategy with a critical focus on the first month: clearing up on-site meta and header tags, removing zombie pages, and cross-referencing as necessary.
While more work was done, the above essentially identifies the main focus.
Results
You have heard that SEO takes weeks or months to show results. While generally true, our ability to audit, plan, and execute quickly got these results in the first 40 days.
The data shows the reaction from our work on Day #41.
(Click to enlarge image)
Interested in learning more about what happened next?
Feel free to contact us; we will happily provide you with the fastest route to success. Like you, we are passionate about our work, and if you bring your project to us, our SEO expertise can work wonders for you.
