CASE STUDY 03 · Legal tech / SaaS · Freelance lawyer marketplace
LAWCLERK
Recovering search visibility after a CMS migration and strengthening the path from organic visits to sign-ups.
Website: lawclerk.legal
Reporting period: 2020 to 2021 · 18 months of growth · 30-day migration recovery
Results & impact
Migration recovery
30 days
Recovery from a 40% traffic decline
Organic traffic
+172%
25K to 68K monthly sessions
Top 10 keywords
+243%
35 to 120+ keywords
Attorney sign-ups
+85%
Increase in organic sign-ups
Firm sign-ups
+92%
Increase in organic sign-ups
Blog traffic
+340%
5K to 22K monthly
The challenge
A move from a legacy CMS to Webflow put search visibility at risk. After migration, more than 40% of indexed URLs returned 404 errors, while rankings fell for “freelance lawyer,” “hire freelance attorney,” and “legal outsourcing.” Blog content lacked focused keyword targeting and links to conversion pages. Strong legal-content credibility was essential, with competition from Hire an Esquire, Priori Legal, and Upwork.
SEO strategy & implementation
Mapped legacy URLs and implemented 301 redirects for 800+ pages, resolving 404 issues within 30 days.
Rebuilt XML sitemaps and submitted them to Google Search Console and Bing Webmaster Tools.
Created targeted landing pages for solo lawyers, small firms, AmLaw firms, and specific practice areas.
Implemented Organization, Service, FAQPage, Review, and Attorney structured data.
Built an SEO-led editorial calendar around comparisons, how-to guides, and thought leadership.
Developed links through Lawyerist, LawSites, Above the Law, and bar association partnerships.
Optimized the path from organic landing pages to sign-up, with a reported 45% conversion-rate increase.
THE OUTCOME
Recovered from migration-related losses without sustained traffic loss, then achieved a #1 organic result for core legal outsourcing terms during the reporting period.
Historical results for the reporting period shown. Outcomes vary by project.
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