Local SEO Case Study: 414% More Calls for a Law Firm
We helped a law firm increase its visibility in Google Search and Google Maps, generating 414% more phone calls and 351% more website visits through a focused local SEO strategy.
The campaign combined Google Business Profile optimization, local citation building, on-page SEO, local keyword targeting, and conversion-focused improvements to turn increased search visibility into measurable client enquiries.
- +414% Phone Calls
- +351% Website Visits
- Stronger Local Visibility
Free 15-minute consultation • No obligation • Clear next steps
The Challenge
Breaking Into a Highly Competitive Local Search
Many local businesses lose customers before they ever get a chance to speak with them. Potential customers search online, compare local companies, check reviews, look at Google Business Profiles, visit websites, and choose the business that appears most relevant and trustworthy. If your local search presence is weak, incomplete, or unclear, those customers may choose a competitor instead.When the law firm came to us, its Google Business Profile had little to no map visibility for the target keywords, and the listing did not rank in the top 20 for most of the searches that mattered to the business.
Competition was particularly intense. The firm operated in a densely populated legal market, where numerous law firms were competing for the same local search visibility. Its Google Business Profile was also weaker than competing listings, making it difficult to gain meaningful positions in Google Maps and the local results.
The situation was further complicated by several local SEO issues:
- Brand name inconsistencies
- Multiple lawyers appearing at the same address
- A shared office location
- Google’s local filtering affecting businesses in the same building
The core challenge:
Build Google Maps visibility for a law firm that was barely ranking for its target keywords in an extremely competitive local market.
Our Local SEO Strategy
To improve the law firm’s visibility in Google Maps and local search, we built an aggressive Google Business Profile and Local SEO campaign around the issues identified during the initial audit. The strategy focused on strengthening the firm’s local search signals, correcting inconsistencies, improving location relevance, and tracking visibility across the target market.
Local SEO Audit & Competitive Analysis
We began with a comprehensive Local SEO audit to identify the factors preventing the law firm from gaining visibility for its target searches. We also analyzed the legal market and competing firms in the target location to understand the competitive landscape and establish a clear baseline for the campaign.
NAP, Google Business Profile & Location Page Audit
During the first month, we reviewed the firm’s NAP information, Google Business Profile, and location page. This allowed us to identify inconsistencies and local signals that needed to be strengthened before expanding the campaign.
Local Visibility Tracking
We added the campaign to our tracking systems and used GeoGrid data to measure how the law firm appeared across the target geographic area—not simply from a single search location. This gave us a clear baseline for measuring changes in Google Maps visibility as the campaign progressed.
Expanding Google Maps Visibility
Rather than focusing on a single ranking position, the campaign worked toward increasing the firm’s visibility across the broader target area. After five months, GeoGrids that had previously shown minimal visibility were securing Map Pack positions across the majority of the tracked grids.
The goal wasn’t simply to improve rankings—it was to turn greater local search visibility into more opportunities for potential clients to discover and contact the firm.
From Minimal Map Visibility to Consistent Local Presence
At the start of the campaign, the law firm had very limited visibility across the target area and did not rank in the top 20 for most of its priority keywords.
As the campaign progressed, that visibility began to change. After five months, GeoGrid tracking showed the firm securing Map Pack positions across the majority of the tracked areas for multiple target keywords.
THE RESULTS
Measurable Growth From Stronger Local Search Visibility
After five months of the Local SEO campaign, the law firm saw substantial growth in both Google visibility and customer engagement. Improved Map Pack rankings translated into more calls, more website visits, greater exposure in Google Maps and Search, and more potential clients finding the firm through non-branded searches.
150+
Campaigns Managed
10+
Years Experience
4.9⭐
Client Rating
Global
Clients Worldwide
From Search Visibility to Real Client Engagement
The campaign did more than improve rankings. Increased local visibility resulted in significant growth across every tracked engagement type, bringing an influx of leads and clients to the law firm.
WHY IT WORKED
Why This Local SEO Campaign Delivered Results
The campaign worked because it addressed the factors that were actually limiting the law firm’s local visibility rather than relying on isolated SEO tactics. The initial Local SEO audit identified multiple issues affecting the firm’s ability to compete in Google Maps, including a weak listing, inconsistent business information, a shared office location, and filtering challenges caused by multiple law firms operating from the same address. From there, the campaign followed an aggressive monthly Google Business Profile SEO strategy designed to address multiple areas simultaneously. The NAP, Google Business Profile, and location page audits were completed in the first month, and ongoing tracking was used to measure progress as the campaign developed.
We Fixed the Right Problems First
The campaign began with an audit and competitive analysis, allowing us to identify the specific issues suppressing local visibility before making changes.
We Used a Consistent, Multi-Factor Approach
Instead of focusing on a single ranking factor, the campaign addressed the business information, Google Business Profile, location page, competitive landscape, and ongoing local search performance together.
We Measured Progress Across the Actual Market
GeoGrid tracking showed how visibility changed throughout the target area. After five months, locations that previously showed minimal visibility had secured Map Pack positions across the majority of the tracked grids.
The Key Was Strategy Before Tactics
Local SEO for competitive legal markets requires more than optimizing a listing and waiting for rankings to improve. By identifying the barriers first, addressing them systematically, and measuring visibility across the target market, the campaign turned limited Google Maps exposure into substantially stronger local search performance.
CLIENT / BUSINESS IMPACT
Turning Local Search Visibility Into Business Growth
The value of the campaign went beyond stronger Google rankings. As the law firm became more visible across its target market, more prospective clients were able to discover the business and take meaningful actions. The improved local visibility produced significant gains across every tracked engagement type and, according to the original case study, resulted in an influx of leads and clients for the firm.
More Opportunities to Connect With Potential Clients
A 414% increase in phone calls meant significantly more searchers moved from discovering the firm on Google to directly contacting the business.
Greater Exposure Beyond the Firm’s Brand Name
Indirect searches increased by 198%, indicating substantially greater discovery through searches related to the firm’s services rather than searches specifically for its business name.
A Stronger Local Search Presence
With 351% more website visits, 384% more Google Maps views, and 92% more driving direction requests, the firm gained more opportunities to engage prospective clients across multiple points in the local search journey.
The Business Impact
By expanding the firm’s visibility in Google Maps and local search, the campaign helped turn previously limited search exposure into measurable customer engagement — and ultimately more leads and clients for the business.
Frequently Asked Questions About Local SEO
Clear answers about S&S Marketing Agency’s Local SEO services, process, and approach to creating qualified enquiries.
How do I know what is preventing my business from ranking in local search?
There is no single answer that applies to every business. Local search visibility can be affected by your Google Business Profile, website, location, competition, business information, existing rankings, and other factors.
That is why we start by looking at your actual business and current search presence. Before your free 15-minute strategy session, we send you a short list of questions so we can review your business, your market, and your current positions before we meet.
The consultation is about your business — not generic Local SEO theory.
What happens during the free 15-minute strategy session?
Before the meeting, we send you a short questionnaire to collect the information we need to understand your business and goals.
We then review your current local search presence so that the 15-minute session can focus on the areas that matter specifically to your business.
During the call, we discuss what we found, where you currently stand, and which areas may deserve attention.
No generic presentation. No obligation. Just a focused conversation about your business.
Do I need to prepare anything before the consultation?
We make the process simple. After you book your free online meeting, we send you a short list of questions about your business, services, target locations, and current marketing.
Your answers give us the context we need to review your situation before the call, so we can spend the meeting discussing your business rather than collecting basic information.
Will you review my actual Google rankings before the meeting?
Yes. The purpose of the consultation is to discuss your current search visibility, not hypothetical SEO examples.
Using the information you provide before the meeting, we can review the relevant areas of your online presence and come prepared to discuss what we find.
This gives you a clearer picture of where your business currently stands and what may be limiting its local search visibility.
Is the 15-minute Local SEO consultation really free?
Yes. The initial 15-minute online strategy session is free and there is no obligation to purchase a service.
The goal is to understand your situation, discuss the findings relevant to your business, and determine whether there is a sensible next step.
How long does Local SEO take to produce results?
The timeline depends on the business, location, competition, starting visibility, and the issues that need to be addressed.
For example, in this law firm campaign, GeoGrid tracking showed substantial improvements in local visibility after five months, with areas that previously had minimal visibility securing Map Pack positions across the majority of the tracked grids.
That does not mean every business will achieve the same results or follow the same timeline. We evaluate each business individually rather than promising a predetermined outcome.
Can you guarantee the same Local SEO results as this law firm?
No. Results such as the 414% increase in phone calls and 351% increase in website visits shown in this case study are the results of this specific campaign.
Every business operates in a different market and starts from a different position. Our approach is to assess your current visibility, competition, location, and business goals before recommending what should be addressed.
Get Started
Ready to Improve Your Local Visibility?
Find out what may be preventing more local customers from discovering and contacting your business. Request your free Local Business Audit and get clear recommendations based on your current local search presence.
Free 15-minute consultation • No obligation • Clear next steps