RefractROI leveraged its organic SEO and content marketing expertise to execute on the necessary on-page and off-page activities required to increase the traffic and lead generation for the Client, a law firm specializing in criminal defense and DUI defense. Their objectives included:

  • to improve rankings to target keyword terms
  • increase targeted traffic to website
  • increase lead generation for criminal law practice
  • increase overall revenue for the firm

The Solution

The website was not ranking well for the targeted terms when RefractROI began to work with the law firm. The first step was to clarify the targeted Client and develop a strong Buyer Persona, Message Platform, and Positioning Statement for the firm.

Once that step was completed, RefractROI identified the initial keywords to be targeted. The website was then optimized for those keyword terms, and a Content Development plan was built. As a result, the Client’s website had high quality video and text contente added to the site on a regular basis. In addition, RefractROI began to reach out to relevant publishers in the small business and legal communities to begin placing news articles and blogs talking about the Client. By utilizing this broad array of tactics about the Client. By utilizing this broad array of tactics, RefractROI was able to improve the rankings of the firm’s website and increase the lead generation and revenue for the Criminal Law and DUI practice areas.

Now the site ranks ahead of the most dominant sites in their geographic area, the firm is hiring additional attorneys to take on the case load, and is expanding into new markets and more competitive, lucrative areas of the law.



Estimated Value/ROI on Organic Spend


Organic Site Conversion rate


number of Target Keywords in the Top 2 positions, up from Page 5+


Click Through Rate on top targeted organic keyword

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