SEO Case Study
Robertson Hayles Lawyers
Client: Robertson Hayles Lawyers
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
189% Increase Organic Traffic
History
Robertson Hayles Lawyers was established in Perth 1965.
By early 2015, the firm faced the challenge of bridging the gap between its established business reputation and its online presence.
The goal at SEO Perth Experts was to transform their online visibility and help potential legal clients connect them and their expertise.
The Online Challenge
For Robertson Hayles Lawyers, their situation was a common challenge in the legal sector: how to translate decades of professional expertise into online visibility.
The brief: Get people to easily find them online.
The Start
Robertson Hayles faced some common online challenges:
- Their website wasn’t bringing in many visitors
- They weren’t showing up in Google searches
- New customers had trouble finding them online
The Strategy
Understanding the unique challenges of marketing legal services online, we developed a specialised approach that respected both legal advertising regulations and the firm’s professional standards.
Strategic Keyword Targeting
Our research revealed specific patterns in how Perth residents search for legal services.
We identified three key categories of searches:
- 1. Crisis-driven searches (e.g., “litigation lawyers Perth” for immediate legal needs)
- 2. Planning-focused searches (e.g., “probate lawyers perth” for probate issues)
- 3. General legal queries (e.g., “lawyers Perth” for initial legal consultation)
Technical Optimisation with Professional Integrity
The technical improvements focused on creating an online 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
We developed a content approach that positioned Robertson Hayles as a thought leader 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
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.
Increased Digital Authority
Primary keyword ranking improvements show the firm’s improved online presence:
- “Probate Lawyers Perth”: From position #10 to #2
- “Lawyers Perth”: From position #13 to #4
- “Litigation Lawyers Perth”: From position #20 to #2
Best of all, 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
