Case study

Law firm doubles qualified consultations from organic search

A law firm in Delhi rebuilt their website and implemented a local SEO programme. We doubled their qualified consultations from organic search in four months.

TL;DR

A Delhi law firm specialising in corporate and employment law was losing ground to competitors with better local SEO. Their website had no location pages, no Google Business Profile optimisation and no local content. We built 12 practice-area pages targeting Delhi NCR keywords, optimised their Google Business Profile for all three office locations, and launched a monthly legal explainer content programme. Organic enquiries doubled from 14 to 28 per month and the cost per acquisition fell by 48%.

Key takeaways

12 practice-area pages targeting Delhi NCR legal keywords brought qualified organic traffic.
Google Business Profile optimisation for three locations doubled map pack visibility.
Monthly legal explainer content programme established authority with potential clients.
Organic enquiries doubled from 14 to 28 per month.
Cost per acquisition fell by 48% compared to the paid search baseline.

The challenge

The law firm was relying on paid search to capture high-intent legal enquiries in Delhi NCR. The cost per acquisition was climbing and the quality of enquiries was inconsistent. They needed a sustainable organic channel that established authority and attracted clients who were already looking for their specific legal expertise.

Our approach

1Audit the existing site and paid search performance to establish the baseline.
2Build 12 practice-area pages targeting Delhi NCR legal keywords.
3Optimise the Google Business Profile for all three office locations.
4Launch a monthly legal explainer content programme targeting common legal questions.
5Connect the site to their case management system with enquiry tracking.

Results

14 / month28 / month

organic qualified enquiries

high48% lower

cost per acquisition

weakstrong

map pack visibility in Delhi NCR

"We moved from expensive paid search to a steady stream of qualified organic enquiries. The legal explainer content is now our best lead generation surface."

Meera Kapoor

Partner, Karan & Kapoor Law Offices, Delhi

Services delivered

Marketing website design and developmentTechnical, on-page and local SEOContent and email marketing

Questions about this project

How long did this engagement take?

Four months. Month 1 was the site audit and page build, months 2 to 4 were the local SEO programme and content launch.

What was the team composition?

A senior Next.js engineer, a senior legal-sector SEO specialist and a senior legal content writer. Three seniors.

Is the legal content written by lawyers?

Yes. Every piece of legal content is written or reviewed by a qualified lawyer. We do not publish legal information that has not been cleared by the firm's partners.

What are the 12 practice-area pages?

They cover the firm's core practice areas: corporate law, employment law, commercial litigation, intellectual property, real estate, and so on. Each targets a specific keyword cluster in Delhi NCR.

How does Google Business Profile optimisation work for a law firm?

We optimise the profile for each office location with consistent NAP (name, address, phone), category selection, photos, posts and review management. Law firms in multi-location cities benefit most from local SEO.

Do you work with law firms outside Delhi?

Yes. We work with law firms across India. The engagement is fully remote with quarterly strategy reviews.

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