Kelian Lalloué
In this article:
This law firm SEO case study shows how we structure a firm's website to pass 10,000 monthly visits: a clear page hierarchy, pages built on what clients really search, and consistent internal links, all before producing content at scale. Applied to a business law firm, the method doubled its traffic in 12 months.
For the complete method, see our law firm SEO guide.
Where the firm started, and why we bet on SEO
The starting point
Our client was a three-partner business law firm in Paris, France, advising small and midsize companies on commercial and corporate matters. It already had solid SEO results without any specialized help. But its content was not aimed at the most profitable keywords, and its blog articles were hard for Google to make sense of. Read its numbers as proof of the method, not as US benchmarks.
Why SEO pays off over time
At Hendy, we have helped law firms reach up to 20,000 visits a month through SEO. Why invest in it? Because it brings steady, lasting visibility that does not need constant effort once the site is well structured. The key often sits where few firms look: the structure of the website.
Why site structure came before content
Site structure is often overlooked, yet it does two jobs at once.
A better experience for visitors
When pages are easy to navigate, visitors stay longer and explore more. Smooth navigation, a core part of UX, also gives a better image of your firm.
Easier crawling for Google
A clear architecture helps Google's crawlers understand your site, which supports your rankings. Our glossary explains how crawling works.
The winning equation
Time on site + optimized navigation = more cases. While your competitors rush out articles with no structure, you collect the results of an optimized site.
Three SEO mistakes law firms make
The one-page website
Presenting every service on a single page with no menu is a costly mistake. Google cannot properly explore the content.
No clear hierarchy
Pages should nest from broad to specific. An effective tree looks like this:
- Family Law
- Divorce
- Child Custody
- Divorce
A clear hierarchy makes both navigation and SEO easier.
Pages built for legal categories, not for your personas
If your clients search for "divorce" or "raising capital," build your site around those terms, not only around legal categories. Name each page after what people actually type.
The four tools behind the method
Mapping the structure: Whimsical
Whimsical lets you draw your site tree for free, from the home page down to each article.
Finding keywords: Ubersuggest and Google
- Ubersuggest: analyze search volumes and identify strategic keywords.
- Google Search: use the related searches at the bottom of the results page to spot keywords your competitors overlook.
Writing faster: ChatGPT
ChatGPT helps you draft page descriptions and optimize your content faster.
The five steps: architecture, content, and internal links
Steps 1 and 2: personas and keywords
Step 1: Create your personas. Use a template to list your clients' pain points (for example, "complex procedures"), their goals ("resolve a family conflict quickly"), and their main searches ("joint custody lawyer").
Step 2: Research your strategic keywords. Use Google and Ubersuggest to find keywords with high volume and low competition, and the questions prospective clients ask most often. Our guide to keyword research for lawyers goes further.
Step 3: build the architecture in Whimsical
Organize the site into clear categories and prioritize the important pages. For this firm, the work centered on the blog, which got a new architecture that Google could read. Our guide to law firm website structure details each page type.
Steps 4 and 5: internal links and on-page content
Step 4: Create internal links. On a "Divorce" page, add an internal link to your "Child Custody" page.
Step 5: Optimize page content. Use H1, H2, and H3 tags to structure your text, and work your keywords in naturally.
Results: the timeline and the numbers
What changed in 12 months, then two years
| Metric | Result |
|---|---|
| Website traffic | 2x in 12 months |
| Qualified leads | +120% |
| Monthly visits | 20,000 within two years, a sold-out Madison Square Garden every month |
The four levers behind the results
- An SEO content strategy targeting high-value keywords
- A new blog architecture, easier for Google to read
- A smoother user experience, to make conversion easier
- Targeted campaigns to raise the share of qualified leads
The full story is in our case study of this business law firm.
Lessons from this case study you can apply now
Three quick wins for your structure
| Quick win | Action | Impact |
|---|---|---|
| Build a clear tree | Use a tool such as Whimsical to organize your pages (for example: Family Law > Divorce > Child Custody). | Better rankings, because Google crawls the site more easily. |
| Improve internal linking | Add links between related pages (for example: Divorce and Estate Planning). | More time on site and a lower bounce rate. |
| Speed up loading | Use Google PageSpeed Insights to find and fix slow pages. | A better user experience and stronger SEO scores. |
Four lessons most firms miss
- Structure before articles: a well-structured site will always beat a site with 100 poorly organized articles.
- Smart internal linking: build bridges between your pages to encourage exploration.
- Prioritize loading speed: a slow site discourages visitors and hurts your SEO.
- Optimize every page with structured headings: H1 to H3 tags help Google and your readers find their way.
What if SEO doubled your firm's revenue?
Turn your website into a source of cases
Structured well, SEO becomes a powerful way to attract clients and grow revenue. That is our specialty: we have helped firms like yours turn their website into a steady source of new cases.
Find the plan that fits your firm
Solo lawyer? Tired of depending on referrals? Picture a steady flow of qualified inquiries.
Small law firm? Stand out in a crowded market with a tailored SEO strategy.
Large law firm? Automate client acquisition while keeping your firm's standards.
Let's talk, and get your custom growth plan.
You are one click away from making your website your firm's best ally.
Frequently asked questions
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A clear architecture lets Google crawl and index your pages more easily, which directly helps your rankings. A well-structured site with little content consistently outperforms a disorganized site with 100 poorly arranged articles. Structure also improves the experience: smoother navigation, more time on the site, and a lower bounce rate.
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