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How a law office increased their organic website visits 62% through a content strategy focused on SEO

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Cardinal’s Continued Efforts resulted in:

62%

increase in organic website visits

15%

increase in page views for organic sessions

130%

improvement in average session duration

Law Office Company Overview

Company Overview

With over 50 years in practice, the Law Office of Paul Bernardini serves the greater Daytona area. The practice has extensive experience with all cases involving personal injuries—from car accidents to medical malpractices. As a Florida Bar Board Certified lawyer, Paul and his team are dedicated to helping every unique case that comes their way.

Problem

The internet is a crowded and competitive marketplace no matter the industry or vertical. That’s why it is important to always be optimizing online content to ensure it gets in front of the right target audiences. While the Law Office of Paul Bernardini has grown and maintained a great reputation among clients and industry professionals, the practice decided to level up their online marketing strategy. To do so, they sought out Cardinal Digital Marketing to employ a new content management system (CMS) and implement a solid SEO strategy to back up the switch.

Marketing Strategy for Law Office

Solutions

All Channels Quality Visits

On-page and technical SEO updates

The biggest shift in content strategy for the Law Office of Paul Bernardini was a complete move to a new CMS. Aside from the opportunity to audit and optimize all existing content against a new SEO strategy, the transfer also ensured an easier process for publishing blog posts directly to the primary website. This increase in interaction with website content will likely lead to more backlinks on the site and, in turn, more traffic. Following the switch, our team also performed new on-site optimizations to fix page load speed, site structure, and metadata to ensure better readability and crawlability on search engines.

New content and link-building activities

After moving all the content for the Law Office of Paul Bernardini into the new CMS, Cardinal Digital Marketing began publishing blog posts on a monthly cadence to increase overall visibility. Each blog post contained links to other relevant content, as well as search-optimized page structure, metadata, and images. Additionally, our team optimized every landing page against our target keyword list, while making submissions to directories to assist with building viable links for the content.

Finally, we implemented a redirect campaign to ensure optimization of content and an increase in site visitors. This “zero click” campaign helps convert users who are searching for keywords relevant to the Law Office of Paul Bernardini in a non-intrusive manner.

Organic Search Quality Visits

Outcomes

The Law Office of Paul Bernardini achieved an astounding 600%+ increase in organic website visits in the month following to switch to the new CMS. Not only are they gaining more page views, but visitors are staying on the website longer (quality visits). This can be seen through a 22% increase in pages per session, a 129% increase in average session duration, and a 3% improvement in bounce rate. Collectively, this data suggests that visitors who have reached the site via organic search found information relevant to their query, increasing the chances they’ll convert into prospective clients.

62%

increase in organic website visits

15%

increase in page views for organic sessions

130%

improvement in average session duration

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