Law Firm Marketing

Sydney Lawyers DA PA Traffic Value 25 31 $52,437 23 33 $8,267 8 7 $1,230 10 10 $1,230

Sydney Lawyers Organic Keywords Estimate clicks per month Keywords on the first page 754 3,618 113 2,105 1,367 324 132 60 26 65 115 10

Lawyers Sydney SEO

Sydney Lawyers DA PA Traffic Value
EFL 25 31 $52,437
JFL 23 33 $8,267
CFL 8 7 $1,230
SFLS 10 10 $1,230

Sydney Lawyers KWs Clicks per month 1st Page KWs
EFL 754 3,618 113
JFL 2,105 1,367 324
CFL 132 60 26
SFLS 65 115 10

Our client, Edwards Family Lawyers, has fewer keywords compared to key competitors, yet they have a much greater presence online. How is this so? To explain, let me ask you a question, which is more valuable – 1kg of pure gold or 100 kg of coal? Like minerals, keywords are of varying value based on their capacity and relevance to an industry. When marketing a law firm, we take into consideration the objective, generating more cases.

The marketing Engage Online delivers provides results above our expectations.

Frances Edwards

Director, Edwards Family Lawyers

Law Firm Marketing Case Study

(Family Lawyer Sydney)

Edwards Family Lawyers is a specialist Family Law Firm centrally located in North Sydney. In 2017, Edwards Family Lawyers was recommended in Doyle’s Guide as one of the Leading Family and Divorce Law Firms in Sydney. Now, in 2018, Edwards Family Lawyers ranks as one of the top 10 law firms in Sydney and continues to grow in local popularity.

Initial Situation:

Edwards Family Lawyers (EFL) commissioned a website development agency in Sydney with the intention of leveraging sleek new branding to increase conversions rates. Unfortunately, the developer mistakenly overlooked key areas which impact website rankings during the website’s development. Due to this oversight, the business lost +90% of its previous organic traffic and rankings, thus negatively impacting lead generation and client volumes.

Engage Online were brought in to rectify this situation as fast as possible by any means necessary.

Strategy Overview:

Within 3 hours of scoping and accepting the project, the Engage Online team created a dynamic Adwords campaign to create instant lead generation during the problematic early stages. The goal of the Adwords campaign was to control costs while adapting the marketing strategy, enabling the team to discover what phrases turned into paying clients in the law industry. The campaign acted as a temporary buffer for 2 months while the more cost-effective and powerful SEO campaign gained traction with Google.

To assist in creating tangible results and to further drive the potential of the SEO campaign, the team simultaneously increased the reach of the business on Google Maps listings and other business listing platforms. The emergency marketing campaign was transitioned to a sustainable long-term SEO campaign 2 months in, at which point Engage Online’s work was greatly scaled to further accelerate results.


1st Quarter

  • Adwords lead generation operated as a profitable buffer
  • Organic website traffic returned and increased by a further 18%
  • Ranking on page 1 of Google for 9 phrases, up from 1
  • Daily search listing views up to 63 from 13

2nd Quarter

  • Organic website traffic increased by 108%
  • Ranking on page 1 of Google for 21 phrases, up from 1
  • Ranking 1st for 9 phrases up from 0
  • Ranking top 3 for 12 phrases up from 1
  • Daily search listing views up to 210 from 13

1 Year

  • Organic website traffic increased by 870%
  • Ranking on page 1 of Google for 113 phrases, up from 1
  • Ranking 1st for 43 phrases up from 0
  • Ranking top 3 for 71 phrases up from 1
  • Daily search listing views up to 638 from 13


Free Marketing Audit

See why your website is NOT getting your business the Leads, Enquiries and Sales you want.


Domain authority is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size.


Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.

Page Authority is based on data from our web index and takes into account dozens of factors. Like Domain Authority, it uses a machine learning model to identify the algorithm that best correlates with rankings across the thousands of SERPs that we predict against, then produces Page Authority scores using that specific calculation.

Traffic Cost

Organic traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for if paid via PPC instead of ranking organically.

We calculate it based on multiplying the monthly organic traffic of each keyword at the respective ranking position by the CPC value. Then, we add up the organic traffic cost of individual keywords that the target website/URL ranks for.

In essence, the number gives you a sense of how valuable a domain’s keyword profile is. Another way to think of it is how much money the target website/URL has saved in terms ranking for keywords organically, instead of buying paid traffic.

Organic Keyword

An organic keyword is a keyword used to attract free traffic through search engine optimization (SEO). Organic keywords contrast with pay-per-click (PPC) keywords, which are bid on through paid search marketing campaigns.

Pin It on Pinterest

Share This