Michael C. MacNeil Law Firm

Overview

Located in California, Michael C. MacNeil Law Firm specializes in family and criminal law and provides personalized legal services. Despite previous marketing efforts relying on networking and referrals, the firm experienced stagnation and declining website metrics, leading them to seek our help.

See how we revamped the website’s design, made it mobile responsive, re-optimized content, removed multiple spammy links, and helped organic traffic become its number one traffic source.

Problem

Our audit revealed that users—especially those who were unfamiliar with the legal terms—struggled to find essential resources, and the website ranked for only a few keywords. Spam links heavily impacted traffic. The site was not optimized for mobile, despite the fact that more than half of the firm’s organic searches were done on mobile devices. Several category and service pages were either missing or had thin and unoptimized content. Blog posts were short and poorly formatted. Additionally, contact information was not easily accessible, and the site lacked a contact form, reducing lead generation opportunities.

Solution

Design and Development

We redesigned the header, footer, and mobile layout, making the site more user-friendly and conversion-focused. Our team improved font color and sizing as well as the styling on the home and contact pages. 

We compressed large images, made the website mobile-responsive, and added a sticky navigation bar. We also removed distracting content from the above the fold section, highlighted the brand’s unique value proposition, and added a call to action button in the home page banner.

Contact Us Form seen on Michael C. MacNeil website
Google Business Profile for Michael C. MacNeil San Diego, CA Location

Local Search Engine Optimization

We verified and optimized the brand’s Bing Business Profile and Google Business Profile (GBP), added images, logo, posts, and other valuable content as part of our local SEO strategy. Customers can now submit reviews through the optimized GBP. Our SEO team also created, optimized, and verified an Apple Business Listing for the brand for visibility on the Apple Map platform. Moreover, we optimized existing profiles and created additional profiles for the law firm.

Link Building

The law firm’s and its competitors’ backlink profiles were analyzed to identify linking opportunities. Spam links and links leading to missing pages were addressed. Our team helped to diversify the link profile of the website, and directed the backlinks to pages other than the home page. Several internal links were added to increase search engine visibility and encourage users to visit other pages. 

Since the client wanted to reduce the number of spam referrals, our team removed links with suspicious domain extensions, links that redirected multiple times, and those with high bounce rates. We also updated multiple redirecting internal links. 

We obtained backlinks or unlinked brand mentions, successfully pursued PR and article submission opportunities, and built Michael C. MacNeil Law Firm’s profile links and several platforms.

Search Engine Optimization

We aligned anchor text with targeted keywords, removed duplicate content, and augmented or created new keyword-optimized copy for critical pages and blog posts. Our team created event goals in Google Analytics, added correct tracking codes to the website, and filtered out spam referrals. The team addressed oversized and blurry images, as well as the blog’s formatting and styling. 

Final Product

Results

One month after our partnership started, bounce rates decreased by 55.6%, pages per session increased by 109.2%, and average session duration grew by 393%. The revamped About Us page remained one of the top viewed pages on the website.

55.6%

Decrease In
Bounce Rates

109.2%

Increase In
Pages Per Session

393%

Increase In Average
Session Duration

Organic sessions increased by 53%, organic users by 51.4%, overall goal completions by 142.3%, and organic goal completions by 157.1%. Goal completion rate increased by 60.6%, and organic goal completion rate improved by 68%. Organic phone number clicks grew by 114.3%, and organic contact page submissions by 333.3%.

114.3%

Increase In
Organic Phone Clicks

333.3%

Increase in Contact Page Submissions

142.3%

Increase In Overall
Goal Completions

157.1%

Increase In Organic
Goal Completions

A year later, the law firm’s organic conversions grew by 58%, organic conversion rate by 41%, and organic engagement rate increased month over month. 

Year over year, organic users increased by 64.7%, organic sessions by 56%, and overall sessions by 58.7%. Overall phone conversions grew by 68.6%. Overall phone conversions from organic traffic increased by 75%, and engaged sessions from organic traffic by 54%.

68.6%

Increase In Overall Phone Conversions

75%

Increase In Phone Conversions from Organic Traffic

As a result of our team’s Local SEO and GMB optimization work, traffic and metrics such as average engagement time, engagement rate, users, and conversions for the firm’s three California locations improved month over month.