How We Elevated a Regulation Agency’s Leads by 174% With Content material Optimization [Case Study]
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How We Elevated a Regulation Agency’s Leads by 174% With Content material Optimization [Case Study]

The writer’s views are fully his or her personal (excluding the unlikely occasion of hypnosis) and will not at all times replicate the views of Moz.

Content material advertising and optimization are essential components of any respectable on-line advertising technique. With out content material, how does your target market know who you might be and what you’re providing them? With out content material optimization, how do you anticipate that viewers to note you in any respect?

For my group at Tao Digital Advertising and marketing, our work with AFG Regulation goes to indicate that outcomes may be achieved by specializing in creating the correct content material for the correct viewers. On this case, we noticed: 

  • Leads enhance from 306 to 840 (174%)

  • Elevated impressions from 1.44m to three.57m (148%)

  • Elevated clicks from 17.5k to 55.5k (217%)

  • Clicks on prime web page enhance from 8,549 to 30,419 (255%)

By making strategic adjustments on the proper time and focusing our efforts on optimization, we generated these constructive outcomes — and so are you able to!


The target of any search engine optimization work is in the end all the identical: to extend leads and generate gross sales.

We wished to enhance the client journey by the gross sales funnel, all the best way from “attain” (by items of content material that may assist potential shoppers), all the way down to partaking with AFG Regulation by contacting them for authorized help.

Tao Digital’s version of the sales funnel, starting with reach, moving onto act, convert then engage

After we first spoke to the consumer, we found that the one approach they have been monitoring leads was by verbally asking prospects how they discovered about them, which they might then enter right into a CRM system. To deal with this hole, we wished to offer tangible proof that may assist them see precisely the place the shoppers have been coming from, and the journey they took alongside the location.

We took AFG on as a consumer in April 2020, however naturally, outcomes began to choose up from July 2020 as Google began to crawl the location extra frequently. On this case examine, we’ll be specializing in evaluating July-December 2020 and March-September 2021 to offer a good six month illustration of each years.

Our targets/KPIs for 2021 have been as follows:

  • Greater than double leads from 306 to 650

  • Greater than double clicks from 17.5k to 40k

  • Technically optimize the location

  • Be capable of clearly show the client journey

The target market was individuals who required the companies of solicitors, so we wished to offer solutions to questions they might be looking for in blogs, in addition to service pages showing for individuals who wanted authorized help as quickly as doable.

Regulation generally is a difficult topic to grasp, so it was essential to actually break down the chosen subjects in lots of element. Our technique targeted closely on content material creation alongside technical adjustments that may assist the efficiency of the content material.

Our technique

Step 1: Cross-analyze content material information

The primary steps we took included creating three audits:

1. Content material audit

We create this utilizing the Google Search Console KPI on Screaming Frog. This permits us to see present subjects on the location and establish any skinny or irrelevant content material that might be deleted or noindexed. We will then overview full URLs, phrase counts, clicks, and general CTR.

Our tech group then orders the subjects relying on how helpful they might be to the consumer, equivalent to focus key phrases, search volumes, relevancy to consumer, seasonal information, time delicate info, lengthy tail or quick tail key phrases, and so on. This may help to hurry up the ideation course of and concentrate on fast wins.

Example of a content audit detailed by Tao Digital Marketing on behalf of AFG Law

2. Content material hole evaluation

This may be finished through the use of instruments like Moz Professional’s True Competitor and in addition by manually looking out by competitor’s websites to seek out matter areas you do not cowl. You’ll be able to then discover new areas during which to create content material.

3. Competitor audit

This will also be finished utilizing instruments and handbook checks, as even after the above two audits, you may nonetheless miss little gems of knowledge that may assist with ideation.

In our case, after taking time to completely overview these audits for AFG, content material concepts have been then reviewed and researched by our content material author, shifting onto our subsequent step. Any content material that will have been holding the location again from a technical perspective was handed over to our tech search engine optimization consultants, which is defined additional in technique level 4.

Step 2: Create the content material

After reviewing information from the audits, our content material author created and researched concepts. They seemed to see if there have been subjects that AFG have been missing sturdy content material for within the content material audit and hole evaluation, then checked if opponents have been speaking about them as nicely (or in the event that they weren’t — that may be excellent news too, relying on the consumer and matter).

From there, they pulled collectively concepts for brand spanking new weblog posts, pages, and different content material, and for optimizing present content material (for instance, if AFG poorly talked about a key phrase that we highlighted as space of focus within the spreadsheet). They then carried out the standard checks:

  • Researching inside Google Search Console (GSC) to see if present pages have been rating for sure phrases. For pages we deliberate on updating, we checked what the web page was initially rating for, and what parts wanted protecting in and what wanted including. We additionally checked out what queries have been rating.

After this, “skeleton paperwork” are created, which element the URL, meta description, key phrase(s), in addition to ceaselessly requested questions, which may be discovered by Moz, the SERP, GSC and Reply the Public.

Example of a ‘skeleton document’, featuring technical information at the top of the document

In November 2020, we uploaded a “Information to Frequent Assault, ABH and GBH”, answering the massive number of questions we discovered by our analysis. The recognition of this piece completely soared and gained 28,000 clicks, with a median of two.2K clicks monthly.

Results of AFG’s common assault guide

The piece additionally ranked for 691 key phrases, and ranked at place one for “widespread assault cost uk”. As we added FAQ schema to the web page, it additionally appeared within the featured snippet for the important thing phrase, too. It acquired over half of the clicks (56%) for “widespread assault”.

Example of the common assault guide appearing in the featured snippet

The success of this piece is basically all the way down to answering a lot of questions — 24 to be precise. As we talked about, legislation is a sophisticated topic, so it’s important that any potential shoppers can get their solutions on AFG’s website, then observe the decision to actions positioned all through to entry additional help. Clear, pure CTAs have been actually essential, not solely to conclude the articles, but additionally to encourage readers to make use of AFG’s companies. Try the instance under to see how we tied one right into a generally requested query:

Example of a natural call to action at the end of a piece of content

We additionally included contact varieties on standard and newer items to make the contacting course of as clean as doable. As you may see from the Thrive graph under, this has been very profitable since we carried out the method eight months in the past:

Example of contact forms filled in at the end of a piece of content

One factor to notice: In October 2021, AFG determined to take away and redirect all pages relating to legal legislation, together with the widespread assault information, because the legal division is closing for brand spanking new directions. 

One other matter that has been vastly profitable is probate. We seen that there have been a lot of searches round “probate which means uk”, and “what does probate imply uk”, which to us, recommended there was a scarcity of UK assets round this matter.

We then created an in-depth information to UK probate legislation. As it’s such a posh space of legislation, this gave us the chance to actually elaborate and provides customers the solutions they have been on the lookout for.

This has develop into AFG’s second most-viewed web page (after the widespread assault information), rating place one for “probate which means uk” and different associated phrases. The piece ranks for 278 key phrases and will get round 800 clicks monthly, gaining 51% of clicks for the time period “probate which means uk”.

Results of AFG Law’s probate guide

Step 3: Analyze and overview content material

Creating nice content material is one factor, however monitoring and tweaking content material alongside the best way is an entire different untapped supply of knowledge that many companies simply don’t have the time or assets for. We do that on a month-to-month foundation as a part of each analysis and consumer reporting. Every consumer receives 24/7 entry to a dwell spreadsheet of labor undertaken, in addition to a month-to-month video report going into element in regards to the success of sure items of content material, amongst different work.

Google Search Console is without doubt one of the most helpful instruments for us relating to monitoring the efficiency of dwell content material. We often give content material time to be listed and to achieve traction earlier than going again to it — this may be something from six weeks to 6 months. As soon as a bit of content material begins to carry out, we’ll analyze the information in GSC.

Take the aforementioned probate information, for instance. We lined a major vary of subjects and queries to make sure that the information was thorough. Even so, there’ll naturally be some questions we did not reply. That is primarily as a result of in our preliminary analysis, we take the most well-liked, topically related and relevant questions to debate and reply inside our guides to make sure that we meet the goal intent. 

GSC will inform us what queries and key phrases the information is rating for. For this, we seemed into the information and noticed an fascinating question: “What’s a Private Consultant?”. We’d talked about this key phrase within the content material however, on the time, it didn’t really feel needed to elucidate it in its personal part throughout the content material. It was nonetheless rating, nevertheless, attributable to it being contextually related and briefly talked about.

After reviewing the time period, understanding the search quantity and relevancy to the content material, we determined so as to add this to the information as a standalone question. This meant that, though we have been truly rating for this time period beforehand, we are able to now meet the search intent in additional depth, offering far more helpful info for these looking for that particular key phrase and capitalizing on that search quantity.

From a technical and psychological perspective, we take a look at warmth mapping by Fortunate Orange, which supplies real-time information throughout a variety of months. 

Step 4: Implement technical search engine optimization

Tweaks that assist technical search engine optimization are maybe among the most essential adjustments we made alongside content material optimization to see actual outcomes. A technical search engine optimization audit was undertaken alongside the content material audits to offer route. The positioning was unsecured once we first gained entry, so there have been lots of basic updates to make. 

1. Noindexing and deleting content material

There was an enormous quantity of content material already present on the location, however not all of it was bringing in visitors, and was truly harming the location by exhausting crawl funds.

AFG participates actively throughout the group and have been writing many, many blogs, which was nice for his or her model and good for his or her present connections to learn, however wasn’t going to herald leads. We determined to noindex or delete quite a bit of those pages attributable to very low visitors and low rankings. This was finished for near 1,000 pages.

Normally, we might redirect these URLs, however since they’d no visitors we didn’t on this event. These choices have been made utilizing the information from the content material audit.

2. Addressing redirects

The issue with a lot of AFG’s URLS was that they have been far too lengthy and didn’t embody the key phrase the web page was aiming to rank for, so we modified a number of URLs and created 301 redirects from the outdated URLs. There have been additionally quite a few 404 errors that wanted to be addressed and adjusted to 301 redirects.

3. Technically optimizing content material

There have been a number of pages that featured a number of H1s, a difficulty that wanted rectifying as quickly as doable. We manually went by these and adjusted them to acceptable H1s, H2s and H3s.

Web page titles have been additionally optimized to incorporate key phrases and firm identify, in addition to meta descriptions, which have been edited to beneath 155 characters.

FAQ schema was added to service pages that answered ceaselessly requested questions in addition to prime performing pages, such because the widespread assault and probate guides.

With a purpose to convert as many website guests as doable, we additionally put in a Thrive Leads exit intent popup that appeared when a consumer was navigating off the web page. That is used as a final resort to maintain folks on the location and to encourage them to get in contact, particularly in the event that they’re on a web page and not using a contact kind.

Example of exit popup installed using Thrive Leads

4. Making use of inside and exterior hyperlinks

Constructing each inside and exterior hyperlinks has been important in bettering AFG’s area authority from 18 to 24. Inner linking was particularly essential as some important pages have been a number of clicks deep and never simply navigated to, so we used a mix of “ [relevant term]” to seek out pages with related subjects that might be linked to, along with the Hyperlink Whisper software program.

We additionally constructed hyperlinks by answering PR requests (HARO, Response Supply and #journorequest on Twitter) and visitor running a blog. It was essential for us to construct hyperlinks to key pages, and to concentrate to pure anchor textual content that flowed throughout the content material, reasonably than standing out as an apparent hyperlink.

Outcomes in comparison with targets


We exceeded this purpose by growing leads gained from 306 in 2020 to 840 in 2021, a 174% enhance. This comes on account of creating helpful content material, including numerous contact varieties on the web page, in addition to the exit intent kind. 


We exceeded this purpose by growing clicks to 55.5K, 217% of the unique quantity. This comes on account of numerous adjustments we made, equivalent to creating extremely related content material that matches the consumer’s search intent, optimizing web page titles and metas, and implementing FAQ schema. 

In 2020, the highest web page was the homepage, which gained 8,549 clicks between July-December. This 12 months, the widespread assault information was the highest web page, which gained 30,419 clicks between March-September 2021, which means we now have elevated clicks to the highest web page by 255%.

Technically optimize the location

Though this isn’t as tangible as the opposite objectives, the outcomes can actually be seen within the enhance in clicks, impressions, and visitors. Modifications equivalent to shortening and optimizing URLs, addressing redirects, and hyperlink constructing labored in concord with content material creation.

Clearly show the client journey

In September 2020, we related AFG’s website to What Converts, a lead monitoring software program. This creates a singular customized cellphone quantity for guests on the location in order that the software program can document precisely what web page resulted in a name. It additionally tracks basic kind fills from the location.

As you may see within the picture under, calls are the much-preferred contact technique of AFG’s shoppers, taking over 1,025 of the 1,229 leads (83%) since we related the location to the software program. The remainder got here by contact varieties from numerous totally different pages on the location.

What Converts’ example of overall leads generated since September 2020

The software program additionally breaks down the precise web page the client got here from, in addition to the place on this planet they’re based mostly, pictured under. Naturally, most leads got here by the contact web page.

Because of greater than exceeding our set KPI objectives, AFG have been more than happy with our work and Director Anita Boardman the next to say:

“For years, we’ve been on the lookout for an organization to hold out the work Tao Digital have finished for us, and have the ability to clearly show the client journey in addition to some implausible outcomes. We’re extraordinarily happy with the onerous work carried out and have been capable of develop our enterprise additional on account of this work.”

Have you ever tried related methods? Have any recommendations for this course of? Let me know within the Moz Q&A or on Twitter @LydiaGerman1! 

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