Case Study :
Content Marketing and SEO

Improving Content to Drive Web Traffic

The Issue

An established Washington, D.C., law firm enlisted Jaffe’s help in auditing its website and identifying strategies to increase page views and enhance the firm’s online presence. The firm built its website using a proprietary content management system, while it built its blog on WordPress. After taking a look at the back end of the website and blog, our digital consultants immediately recognized a major missed opportunity. First, the blog wasn’t being indexed by the top search engines, so the dozens of blog articles written by the firm’s attorneys were largely unread. And, even if Internet users did find the blog, they could not easily visit the firm’s main site because the blog was hosted on a separate domain.

Improve the firm’s website and blog to increase traffic and enhance its web presence

Jaffe did a website audit and identified strategies to increase page views and enhance the firm’s online presence.

The Strategy

To improve the overall functionality of the law firm’s website, Jaffe began by moving the entire site to a more versatile, open-source content management system. Our team then migrated the blog to the main site and ensured that every post was being indexed on the top search engines. To enhance the site’s organic search potential, Jaffe conducted a thorough keyword analysis and employed proven SEO tactics tailored to the latest search engine algorithms.

With the firm’s blog now available to a broad audience, Jaffe’s consultants promoted new posts using social media to turn the attorneys’ content into an effective lead generation tool. As an ongoing service to the firm, Jaffe provided routine SEO updates, content management services and training on the new website tools.

Consolidate website and blog under a single domain

Jaffe conducted a thorough keyword analysis and employed proven SEO tactics.

The Impact

The firm’s website traffic spiked sharply upon implementation of Jaffe’s changes. Overall traffic increased 46 percent in the quarter that followed, and organic traffic from search engines increased 61 percent over the same period. Website visitors also used the information request form at an increasing rate. The site is now averaging 10 such requests for information per week. Beyond the increased traffic and interest, the most significant result of Jaffe’s SEO and blog promotion efforts has been its steady lead generation stream. Via the website alone, the firm is now generating an average of 30 high-quality leads every month.

Sparked a 46-percent increase in overall traffic and a 61-percent increase in organic search traffic