How We Increased a Law Firm’s Leads by 174% With Content Optimization [Case Study]
Summary
We wanted to improve the customer journey through the sales funnel, all the way from "reach" (through pieces of content that would help potential clients), down to engaging with AFG Law by contacting them for legal assistance. After this, "skeleton documents" are created, which detail the URL, meta description, keyword(s), as well as frequently asked questions, which can be found through Moz, the SERP, GSC and Answer the Public. This is mainly because in our initial research, we take the most popular, topically relevant and applicable questions to discuss and answer within our guides to ensure that we meet the target intent. AFG participates actively within the community and were writing many, many blogs, which was great for their brand and nice for their existing connections to read, but wasn’t going to bring in leads. This comes as a result of various changes we made, such as creating highly relevant content that matches the user’s search intent, optimizing page titles and metas, and implementing FAQ schema.
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