Case study

Legal services: how we built 13 sites

One site per case type, split by legal issue rather than by city. All 13 started at zero impressions and reached 513,300 impressions in the 60-day reporting period, measured in Naver Search Advisor. The period is 60 days, but the sites were live for 33 days on average.

13 case types

13 sites, one per case type

Sites built: 13 sites, split by case type and built on the same structure. Every one launched as a new site with zero impressions.
Impressions, last 60 days: 513,300 in total. Top site 153,000; median per site 25,000.
Days live: The reporting period is 60 days; the sites were live for 33 days on average.

Sites

Before we started

Legal services: what we diagnosed first

Before deciding what to build, we looked at what was keeping these businesses out of search.

What we checked

Whether queries lead with the legal issue or with a location
Whether the existing site separated case types or packed them onto one page
Where advertising limits for a regulated profession draw the line
Whether the HTML that crawlers receive actually contains the body copy

The problem

Far more people searched by legal issue, but the firm’s site put every case type on a single About page. Specific long-tail queries like “first-offense DUI” had no page to land on.

So we split the sites by case type. People looking for a lawyer in Korea search the legal issue before the location: “first-offense DUI” comes up before “Gangnam lawyer.” So the split follows the case, not the map.

13 case types

Work and results

Legal services: from zero to 513,300 impressions

Between the starting point and today’s numbers is the work. Here are all three side by side.

Before
All 13 sites at zero impressions
New sites with no pages that could appear in search, and no way in beyond brand-name searches.
What we did
Split by case type, same structure 13 times
We launched the sites, expanded the pages that could surface in search, wrote the content, submitted everything to search engines and added evidence that can be verified off-site. The five steps below show the order.
Now
513,300 impressions, last 60 days
Top site 153,000, median per site 25,000. The sites were live for 33 days on average.

Week by week

Legal services: what happened over 33 days

The average of 33 days live across all 13 sites, divided into five stretches.

Week 1 · Days 1–7
Launched a separate site for each case type
Instead of one site covering every issue, each case type got a site of its own, because searchers arrive with the name of their problem.
Week 2 · Days 8–14
Built answer pages around real case queries
Queries split further (first offense or repeat, settled or not), so each variant got a page written to answer it.
Week 3 · Days 15–21
Wrote around procedures and deadlines
Copy explains what has to happen within how many days and what the legal requirements are, in place of outcome claims.
Week 4 · Days 22–28
Registered with search engines at launch
Each site was registered with the search engines and submitted a sitemap right away. We then counted how many pages made it into the index.
Week 5 · Days 29–33
Added sources that can be checked off-site
Supporting links were placed so the same facts can be confirmed outside the firm’s own site.

Original screenshots

Legal services in Naver Search Advisor

Screenshots show Naver Search Advisor’s Korean interface: 최근 60일 = last 60 days, 노출 = impressions, 클릭 = clicks, 평균 CTR = average CTR, 백 = hundred, 천 = thousand, 만 = ten thousand (1.8만 = 18,000).