✦Case study · Law firms · Toronto

A Toronto family practice doubled qualified intake in six months.

Same traffic volume. Same attorneys. Better intake architecture, sharper positioning, and content that ranked for the searches that convert in practice.

IndustryFamily law firm

LocationToronto

Scale4-attorney boutique practice

Duration5 months from kickoff to launch + 60 days post-launch optimization

The challenge

The firm had decent organic traffic (about 1,800 visitors per month) but consult bookings were under 5 per month. Their contact form had 14 fields, their meta descriptions were generic, and their practice-area pages were thin. They also worried that their SEO agency was recommending tactics that read as off-side under Law Society of Ontario marketing rules.

The approach

Cut the contact form from 14 fields to 5 (name, contact, matter type, timeline, brief note). The deep intake happens on the consult call.
Rebuilt the family law practice page from 600 words to 2,400, covering the Ontario family law process, cost ranges (within LSO rules), the firm's mediation-first approach, and what to bring to a first consultation.
Added long-tail content for niche family searches: cohabitation agreements, same-sex adoption, high-conflict custody, division of assets in business owner divorces.
Built individual attorney profile pages with credentials, photos, bar admissions, and Person JSON-LD linked to the firm Organization.
Reviewed all site copy against current Law Society of Ontario marketing rules and stripped any language implying outcome guarantees.
Implemented review collection within LSO constraints: post-matter, voluntary, anonymized where required.