Overview
Crestfield Legal is a multi-practice area law firm. Prior to this project, most of the firm’s practice area pages were generic, thin, and interchangeable with dozens of other competing firms. Their local search visibility was poor and the firm was losing business to competing firms with more focused and precise pages.
The Challenge
There were two inter-connected issues that the audit revealed: content that did not mirror the firm’s actual expertise, and the firm’s absence in the local market.
✓ Practice-area pages were too generic to compete for many meaningful search terms.
✓ Google Business Profile was not updated. Local Citations were missing.
✓ There was no supporting content for information-seeking searches.
✓ Better-structured competing firm pages targeted the same practice area.
Our Strategy
The plan rebuilt the firm’s practice-area content around real client questions, then paired that content with a stronger, more consistent local presence.
Phase 1: Practice-Area Content Development
✓ Rebuilt each practice-area page with content specific to the services offered and the questions clients actually ask
✓ Added FAQ sections addressing common legal questions tied to each practice area
✓ Created supporting blog content covering topics relevant to the firm’s client base
✓ Structured headings and internal links to connect related practice areas and content
Phase 2: Local SEO Presence
✓ Updated and fully completed the Google Business Profile, including service categories and attorney profiles
✓ Corrected and expanded local citations across legal and general business directories
✓ Added local schema markup identifying the firm’s service areas and practice focus
✓ Set up a process for collecting and responding to client reviews
Results
✓ Key practice-area pages became more specific and relevant to the searches they were meant to target
✓ Search-focused legal content began appearing for informational queries the firm hadn’t ranked for before
✓ Local search presence improved, with the firm appearing more consistently in local map results and directory searches
Client Testimonial
“Our old pages could have belonged to any law firm. Now each practice area actually explains what we do and how we help, and that shows up in the kind of inquiries we get.”
— Managing Partner, Crestfield Legal
Key Takeaway
Crestfield’s growth shows that specificity matters as much as visibility. Rebuilding practice-area content around real client questions, paired with a stronger local presence, gave the firm pages that could compete for both rankings and trust.