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SEO for Law Firms: Elevating a Premier Estate Planning Practice

A Strategic, Data-Driven & High-Converting SEO Campaign for Law Firms

This case study highlights how a focused SEO for law firms helped a leading estate planning practice strengthen its online visibility and attract more families searching for trusted legal guidance. Through refined messaging, technical SEO improvements, and targeted organic optimization, the firm saw a measurable surge in qualified inquiries.

65% Increase in Qualified Leads
90% Boost in Organic Visibility

Client Overview

Horn & Johnsen SC is a boutique law firm specializing in estate planning, probate, guardianship, real estate, and business law. Founded by attorneys John Horn and Dera L. Johnsen-Tracy, the firm has established itself as a leading estate planning center serving Madison and Greater Dane County.

SEO for Law Firms - Horn Johnsen

The Challenge

When Horn & Johnsen SC approached us, they faced several digital marketing challenges common to professional service firms:

Limited Online Visibility

Despite being a reputable local firm, they struggled to rank for key estate planning search terms in the competitive Madison legal market

Low Website Traffic

Their website was receiving minimal organic traffic, resulting in fewer qualified leads

Generic Brand Positioning

The firm needed to differentiate itself from larger, more established competitors in the area

Outdated Digital Presence

Their online presence didn't reflect their boutique, personalized approach to estate planning

Key Objectives

01

Increase organic search visibility for high-value estate planning keywords with effective SEO for Law Firms.

02

Generate qualified leads from potential clients actively seeking estate planning services

03

Establish the firm as a thought leader in Wisconsin estate planning

04

Improve website conversion rates and user engagement

Our Strategy & Solutions

  • Comprehensive SEO Audit
We began with a complete audit of Horn & Johnsen SC’s website to uncover technical issues, ranking gaps, and opportunities to strengthen overall search visibility.
  • Competitor & Keyword Analysis
We analyzed top-ranking estate planning firms in Madison and built a strong keyword strategy targeting high-intent estate planning, probate, guardianship, and elder law terms.
  • Technical Website Enhancements
We improved site speed, mobile performance, structured data, and overall site architecture to ensure better indexing and stronger technical SEO health.
  • On-Page SEO Optimisation

We refined meta titles, descriptions, headers, and page content across all service pages, while adding location-focused relevance for Madison and Dane County users.

  • Content Development & Authority Building
We created educational guides, blogs, and resource materials designed to answer client questions, build legal authority, and attract steady organic traffic.
  • Topic Cluster Strategy
We organized content into focused clusters covering estate planning basics, probate administration, guardianship, Medicaid planning, and business succession to improve topical authority.
  • Local SEO Improvements
We optimized the Google Business Profile, built consistent citations, added local schema, and created location-specific pages to strengthen rankings in local search results.
  • Strategic Link Building
We increased the firm’s online authority through legal directory placements, guest posts, local partnerships, community visibility, and PR-driven mentions.

Performance Analytics & Growth Insights

Impressive Growth Metrics:
  • Total Clicks : 5,420 (up from 2,510 in previous period - representing strategic optimization)
  • Total Impressions : 712,000 (up from 221,000 - refined targeting focus)
  • Average Position : 35.5 (improved from 20.1 - significant ranking gains)
Google Search Console Graph - Horn Johnsen

Increased visibility with long-tail keywords

Keyword Ranking - Horn Johnsen
Impressive Growth Metrics:
  • Achieved first-page rankings for high-value keywords
  • Ranked in top 3 positions for 12 primary target keywords including:
  • "estate planning attorney Madison WI"
  • "probate lawyer Madison"
  • "guardianship attorney Wisconsin"
  • Improved visibility for 150+ long-tail keywords
  • 76% improvement in average search position within 6 months

Organic Traffic & Engagement

37.5%
Organic Traffic & Engagement
156%

Increase Client Retention Rate

218%
Increased Google Business Profile views
327%

Return on Investment

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Client Testimonial

“The digital marketing strategy transformed our online presence. We’ve gone from barely being found online to consistently ranking at the top for estate planning searches in our area. The quality of leads has improved dramatically, and we’re now seen as the go-to estate planning firm in Madison. The team’s understanding of both SEO and the legal industry made all the difference.”
— Dera L. Johnsen-Tracy, Co-Founder, Horn & Johnsen SC

Website's Live Experience

Ready to achieve similar results for your law firm?

This case study demonstrates how a strategic, comprehensive digital marketing approach — rooted in effective SEO for law firms — can transform a boutique law firm’s online presence. By combining technical SEO excellence, high-quality content creation, and targeted local optimization, we helped Horn & Johnsen SC establish market leadership in the competitive Madison estate planning landscape.

Contact us today to see how our SEO for law firms can elevate your digital presence and drive more qualified leads to your practice.

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