June 20, 2025
Client Overview
Industry: Legal Services
Services Provided by Click Mentality: Full-service SEO strategy, content development, technical optimization, and analytics
Business Goals:
Increase high-quality leads via the website
Improve organic performance across core case types
Establish long-term topical authority for in-demand legal services
The Challenge:
The client originally operated a single website covering a broad range of legal services, including a specialized niche practice. Despite a strong reputation offline, their site struggled to gain meaningful organic traction, particularly for high-value search terms.
Organic traffic was plateauing, and conversions weren’t translating to real cases. The client needed to build trust and visibility with two very different audiences without diluting either message.
Our Plan
1. Strategic Site Split
We separated the original site into two distinct properties:
-
Primary Site: Focused on competitive personal injury categories like medical malpractice, premises liability, and vehicle accidents.
-
Niche Microsite: Focused solely on a high-intent, underserved legal niche.
2. Content-Driven Authority Building
-
Built keyword clusters around high-conversion, mid-difficulty terms (e.g. “malpractice lawyer Denver”)
-
Optimized on-page SEO and internal link structures to reinforce topical relevance
-
Used blog content and service pages to expand authority in core subtopics
3. Localized SEO & Conversion Tracking
-
Implemented location targeting for metro and mountain-region searches
-
Deployed a GA4 event tracking framework across both sites to measure form fills, scroll depth, and engagement rate
The Results
Despite a small drop in total sessions, the split and SEO improvements delivered far better outcomes where it matters most:
+62% Increase in Combined Raw Leads from Organic Search
From 22 leads in the previous year to 35.5 leads post-split+94% Growth in Total Organic Impressions
From 173,489 to 336,772+56% Increase in Key Events
GA4-tracked actions tied to conversion intent+3% Boost in Engagement Rate
Higher-quality browsing behavior and trust-building metrics
Organic Leads
+ 62 %
Key Events (Conversions)
+ 56 %
Total Organic Impressions on SERP
+ 94 %
Ready to Turn Traffic Into Revenue?
Stop guessing and start growing. Let’s build an SEO strategy that drives real business results, like triple-digit growth in quote requests. Fill out the form below and see what focused, conversion-first SEO can do for your business.
