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Briana Chen

SimpleLaw.com

Transforming website and SEO for law firm software

Overview

I planned and executed a comprehensive overhaul of the SimpleLaw website, which had not been updated since 2018. Working with the marketing team, tech team, and CEO, I spearheaded the transformation of the brand, content, and overall digital presence.


Through strategic phases and consistent communication, I conducted an initial audit of the site that included URL tracking, deep competitive analysis, and brand discussions. Then, each page in the site was redone in accordance to the new theme. After launching in January of 2024, I maintained the website via SEO edits and technical troubleshooting.


This led to a 131% increase in website traffic, a 238% increase in Google impressions, an 87% increase in visitor engagement, and a 300% increase in submissions compared to the year prior. I hope to maintain these positive metrics via continual SEO improvement and refinement.

ROLE

Marketing Intern & Project Lead


COMPANY

SimpleLaw.com


TIMELINE

Oct 2023 - Present


SKILLS

Brand Marketing

Digital Marketing

Website Design

SEO & Analytics

HTML, CSS, Javascript

Problem

SimpleLaw.com started in the legal case management software industry long before its competitors. However, what should've been seen as trustworthy experience was instead interpreted as older and outdated, due in large part to its website which had not been updated since 2018. It was less "modern" in look and feel.

Solution

Audit the existing site, and track links that are unnecessary/taking away from SEO performance. Conduct a competitive analysis. Hone in on brand, differentiators, and use these to create new website pages.

Goals

  • Brand Awareness: # new sessions, clicks
  • SEO Optimization: Backend performance, page loading speed, Google Page Rank, backlink quality
  • Competitive Edge: Differentiating content & keypoints

Tactics

Brand Awareness

SEO Optimization

SEO Optimization

With the new modernized version of SimpleLaw, our aim was to drive more conversions and awareness. The website needed to have a trustworthy, software-esque look and feel, which was accomplished through the adoption of a new theme and less text.

SEO Optimization

SEO Optimization

SEO Optimization

There were many faulty links and unnecessary pages (such as 2 links to the Library). After conducting a comprehensive audit, we ensured consistent optimization of the site by testing loading speed, monitoring backlinks, and adjusting as needed.

Competitive Edge

SEO Optimization

Competitive Edge

After the competitive analysis stage, we drilled down the key differentiating aspects that would make SimpleLaw stand out from its competitors. These points were highlighted throughout the site in the form of CTAs, callouts, and the overall brand voice.

It looks AMAZING!!

SimpleLaw team

Results & Key Learnings

  • 131% increase in website traffic
  • 238% increase in Google impressions
  • 87% increase in visitor engagement
  • 300% increase in submissions
  • 1000+ new sessions in first week
  • 13.58% increase in mobile session rate

  1. Testing is key. Website pages that appear to work may not actually function upon launch. Links, images, and text should all be tested before publishing.
  2. URL optimization requires organization. Visualizing which links lead to what helps strategize as to which links can be redirected, deleted, etc.
  3. Websites are ongoing projects. SEO and keywords change all the time. To ensure consistent performance, website metrics should be monitored regularly.

SimpleLaw has all the tools I need to manage my practice and work with clients. It's simple to learn and use. The customer service is really great, too!

Attorney

Next Steps

Based on our learnings, we established the following future steps:


  1. Continue to track website metrics and SEO.
  2. Add to the SimpleLaw Library to provide more value.
  3. Apply the same process to other websites in the parent software company.

Copyright © 2024 Briana Chen - All Rights Reserved.

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