How a Sydney law firm increased their website’s monthly lead conversions by 94%

JFM LAW is a specialist employment law firm in Sydney’s Eastern suburbs. They stand out from other law firms as being approachable, down to earth lawyers that are there to help out.


The firm was taking on new staff and keen to build up their clientele. Though they are located in a neighbouring suburb of the Sydney CBD, JFM LAW struggled to compete in Google local search results with law firms that were physically located within the CBD. Their site was ranking well, but needed a plan to better attract local business.


  • SEO research was our first step. It provided us with a new keyword list that focused more on the needs of potential clients. The keyword list was used in creating a content strategy that would take the business into the next year and beyond. It included blogging topics, social media conversations and lead generation content that prospects would find valuable.
  • The site’s navigation was also streamlined to make it easy for prospects to find answers to their needs, and to clearly see how JFM LAW could help them.
  • On key pages of the website, we conducted A/B testing on various calls to action. This allowed us to quickly learn through trial and error which calls to action worked well and which ones to put aside.



more traffic

Over 12 months, website traffic almost double to 5000+ visitors per month as a result of keyword research and content optimisation.



conversion rate increase

Stronger calls to action meant an increase from 2.6% to 3.2% of visitors contacting JFM LAW. That’s 20% more.



more clients

88% more traffic, then a 20% increase in conversion rate on top worked out at 94% more clients for JFM LAW through their website.

JFM LAW have been consistent in creating valuable employment law information in the form of articles, imagery and ebooks. They are still learning what works and what doesn’t and enjoy knowing that their efforts are truly helping people and encouraging them to work with JFM LAW.

Want to know how we can get you more business through your website?