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Proven Client Results Case Studies

How Pivot Helped a Criminal Law Firm Boost Lead Quality and Online Visibility Across 4 Locations

Kruse Law SEO & PPC Case Study

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+101%

Organic Traffic

(Over 12 Months)

!

+76%

Top 3 Position Keywords

(Over 12 Months)

!

+539%

Conversion Rate

(Over 12 Months)

!

+22%

More Clients/Month

(Over 12 Months)

What We Did To Help

Services Provided

SEO Services

  • Keyword Research & Competitor Analysis

  • On-Page Optimization (metadata, content structure, internal linking)

  • Technical SEO (site speed, crawl issues, schema markup)

  • Content Strategy (practice-area pages, blogs, FAQ resources)

  • Link Building & Authority Growth

  • Local SEO (Google Business Profile optimization, citation building)

  • Conversion Rate Optimization (landing page testing, improved CTAs)

Pay Per Click (Google Ads)

  • Account Audit & Full Campaign Restructure

  • Negative Keyword Filtering

  • Ad Group Consolidation & Keyword Match Type Refinement

  • Landing Page Alignment for Higher Quality Scores

  • Ongoing Bid Optimization & A/B Testing

  • Call Tracking & Conversion Tracking Setup

Website Hosting & Management

  • Secure, high-performance hosting

  • Regular updates and maintenance

  • 24/7 monitoring and support

Client Pain Points

Challenges

Before partnering with Pivot, Kruse Law faced several obstacles that were holding back online growth and limiting the quality of new client inquiries:

Low-Quality Leads

The firm was receiving a large volume of calls and form submissions, but most were not from qualified prospects. This created wasted time for intake staff and reduced the overall ROI of their marketing efforts.

Weak Backlink Profile

Compared to competitors in the criminal law space, Kruse Law had fewer authoritative backlinks pointing to their website. This limited their domain authority, making it harder to compete for high-value legal keywords in Google search results.

Poor UX/UI

The website design was outdated in some areas, lacked dynamic content, and offered a poor user experience. Visitors had trouble finding the information they needed, and the overall design did not instill the trust or authority expected from a criminal law firm.

Missing Schema Markup

The site was missing structured data markup, such as LocalBusiness and LegalService schema. Without these signals, search engines had less context about the firm’s services and locations, which hurt visibility in local and organic search.

Mismanaged Google Ads

The existing PPC campaigns were poorly structured with broad match keywords, irrelevant traffic, and wasted spend. Ads were sending users to the homepage or generic service pages, leading to low Quality Scores, higher costs, and low conversion rates.

Ineffective Landing Pages

The landing pages tied to paid campaigns lacked focused messaging, persuasive design, and clear calls-to-action. As a result, visitors were bouncing quickly instead of converting into qualified leads.

Content Gaps

The website was thin on valuable content, particularly around conversational topics and long-tail keywords. Without practice area expansions, blogs, or FAQs, Kruse Law was missing opportunities to attract organic traffic and answer the types of questions potential clients were asking online.

What Worked

Solutions

By combining below efforts month after month, Kruse Law was able to scale efficiently across four Ontario markets while reducing wasted spend and improving lead quality.

SEO Campaign Overhaul

  • Conducted in-depth keyword research targeting high-value criminal law terms in Windsor, Kitchener, London, and Toronto.

  • Redesigned practice area pages for clarity, conversion, and keyword depth.

  • Implemented schema markup (LocalBusiness, LegalService) to improve SERP visibility.

  • Launched a content calendar with blog posts, FAQs, and resource guides addressing common client questions.

  • Built authoritative backlinks through legal directories, outreach, and digital PR campaigns.

Website, UX & Conversion Fixes

  • Improved site navigation, page hierarchy, and load speeds.

  • Designed new dynamic landing pages with clear CTAs, client reviews, and form optimization.

  • Added interactive features like FAQs and resource hubs to keep users engaged.

  • Migrated Kruse Law to a faster, more secure hosting environment.

  • Proactive site monitoring and regular updates to prevent downtime.

PPC Campaign Rebuild

  • Restructured campaigns into tightly themed ad groups with refined keyword match types.
  • Eliminated wasted spend with negative keywords.
  • Designed dedicated landing pages for criminal law ads, aligned with ad copy for higher Quality Scores.
  • Set up call tracking and conversion tracking to measure ROI accurately.
  • Ongoing bid management and A/B testing of ad copy to maximize CTR and lower CPC.

More Proof

More Case Studies

Family Law Firm SEO & PPC Case Study

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+209% Form Fills & Phone Call Leads

!

+2,567% Increase In Organic Traffic

See Alves Law's Case Study

Paralegal Firm SEO & PPC Case Study

!

+95% Forms Fills & Phone Call Leads

!

+577% Client Revenue

See OTD Legal's Case Study

Aesthetic Medical Services SEO Case Study

!

+233% Form Fills & Phone Call Leads

!

+157% Increase In Top 3 Position Keywords

See Healthy Image's Case Study

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Customer Success Stories

Nothing builds trust like hearing from real clients. Our results speak for themselves, but don’t just take our word for it — here’s what local businesses have to say about partnering with Pivot.

“Pivot has given our company the best service imaginable. On top of that, our business if absolutely flourishing as a result of the exceptional SEO work by Pivot. We have used a few other SEO companies and can honestly say that Pivot is by far the best.”

Lisa Stroeder

OTD Legal

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