Industry: Legal Services
Location: Perth WA
Website: robertsonhayles.com.au
Services Delivered:
- Ongoing monthly SEO strategy
- Custom website redesign
- Website Hosting
SEO Campaign Launched: March 2015
From Local Law Firm to Digital Legal Authority
Robertson Hayles Lawyers’ Digital Transformation
Since 1965, Robertson Hayles Lawyers has been serving the Perth community with distinction. However, by early 2015, the firm faced a modern challenge: bridging the gap between their established offline reputation and their digital presence.
This is the story of how strategic SEO transformed their online visibility and helped connect them with clients seeking their expertise.
A Well-Respected Firm’s Online Challenge
For Robertson Hayles Lawyers, their situation reflected a common challenge in the legal sector: how to translate decades of professional excellence into digital visibility.
Despite their strong reputation in Perth’s legal community, potential clients searching online weren’t finding them easily.
This disconnect was particularly concerning in an era where 76% of people seeking legal services begin their search online.
Their key challenges included:
- Limited visibility in crucial legal service searches
- Difficulty showcasing their expertise areas to online audiences
- Missed opportunities to connect with clients at critical decision-making moments
A Digital Strategy for Legal Excellence
Understanding the unique challenges of marketing legal services online, we developed a specialized approach that respected both legal advertising regulations and the firm’s professional standards.
Strategic Keyword Targeting in Legal Services
Our research revealed specific patterns in how Perth residents search for legal services. We identified three key categories of searches:
- Crisis-driven searches (e.g., “family lawyers Perth” for immediate legal needs)
- Planning-focused searches (e.g., “deceased estate lawyers” for estate planning)
- General legal queries (e.g., “lawyers Perth” for initial legal consultation)
Technical Optimization with Professional Integrity
The technical improvements focused on creating a digital presence that matched the firm’s professional standards:
- Restructured the website architecture to clearly showcase practice areas
- Enhanced page load speeds while maintaining comprehensive legal information
- Improved mobile responsiveness for clients seeking legal help on the go
- Implemented structured data to highlight the firm’s legal expertise and services
Content Strategy: Education and Expertise
We developed a content approach that positioned Robertson Hayles as thought leaders while carefully adhering to legal marketing guidelines:
- Created detailed practice area pages that explain complex legal concepts in accessible language
- Developed informative blog posts addressing common legal questions
- Published regular updates on relevant legal developments affecting Perth residents
- Established resource sections for different legal services
Measurable Success in a Competitive Market
The results of our campaign have been substantial and sustained:
Traffic Growth
A 189% increase in organic traffic since March 2015 has translated into meaningful client connections. This growth represents not just more visitors, but more qualified potential clients finding the firm when they need legal assistance.
Enhanced Digital Authority
Key ranking improvements demonstrate the firm’s strengthened online presence:
- “Family Lawyers Perth”: From position #23 to #2
- “Lawyers Perth”: From position #13 to #4
- “Deceased Estate Lawyers”: From position #20 to #2
Most significantly, 59% of their key search terms now rank on the first page, dramatically improving their visibility to potential clients.
Client’s Response
Robertson Hayles Lawyers has expressed great satisfaction with the results so far. They shared the following feedback:
“.. thank you to Peter and you for the SEO work as we are tracking very well on google for searches..”
Kevin de Souza / Director
Strategic Future Growth
Our ongoing strategy focuses on three key areas:
- Market Leadership: Expanding visibility in specialized legal service areas while maintaining strong positions in core practice areas.
- Authority Building: Developing strategic content partnerships with legal resources and news outlets to further establish thought leadership.
- Client Journey Optimization: Refining the website’s user experience to better guide potential clients from initial search to consultation.
Beyond the Numbers: Real Impact
This transformation represents more than just improved search rankings – it’s about connecting people in need of legal services with experienced professionals who can help them.
The success of Robertson Hayles Lawyers demonstrates how traditional professional services can effectively adapt to the digital age while maintaining their professional integrity.
By combining technical SEO excellence with content that genuinely serves their audience’s needs, we’ve helped Robertson Hayles Lawyers build a digital presence that truly reflects their professional capabilities and makes their services more accessible to those who need them.
The ongoing success of this campaign shows that in the legal sector, where trust and expertise are paramount, a well-executed SEO strategy can significantly impact a firm’s ability to serve their community and grow their practice.
