How Pivot Helped a Paralegal Firm Boost Leads and Build Authority with a Complete SEO, PPC & Website Overhaul

Compared to established law firms in the criminal and traffic ticket space, OTD’s website had a very weak backlink profile. With few authoritative links pointing to their domain, Google viewed the site as less trustworthy, making it difficult to rank for competitive high-value HTA and traffic ticket keywords.

Paid search campaigns were burning through budget without delivering meaningful returns. Ad groups were broad and unfocused, keyword match types were misused, and there was little negative keyword filtering. Ads often directed users to the homepage or generic pages, resulting in low Quality Scores, higher CPCs, and poor conversion rates.

The website offered minimal depth beyond basic service descriptions. There were no comprehensive resources, FAQs, or conversational content targeting the kinds of questions people actually ask about traffic tickets and HTA offences. This left OTD Legal unable to capture long-tail search traffic or demonstrate authority in their field.

• Designed and developed a new website with modern UX/UI that instilled trust and credibility.

• Streamlined navigation and improved page hierarchy so users could quickly find information on traffic ticket defence and HTA offences.

• Optimized site speed, mobile responsiveness, and accessibility, reducing bounce rates and improving user experience.

• Built the site with SEO-friendly architecture to ensure search engines could properly crawl, index, and rank content.

• Migrated the site to secure, high-performance hosting for faster load times and improved reliability.

• Monitored uptime, applied proactive updates, and maintained site security to ensure consistent performance.

• Provided ongoing technical support so the site remained optimized and free from performance issues.

• Conducted detailed keyword research and competitor analysis to identify high-value terms and content gaps.

• Rebuilt practice area pages with stronger keyword alignment, structured metadata, and clear calls-to-action.

• Added schema markup (LocalBusiness, LegalService, FAQ) to enhance search visibility and improve click-through rates from SERPs.

• Developed a content calendar featuring blogs, FAQs, and guides on traffic ticket laws, building topical authority while answering client questions.

• Launched a backlink campaign targeting legal directories, industry sites, and local media to strengthen domain authority.

• Audited and rebuilt Google Ads campaigns with tightly themed ad groups, refined keyword match types, and focused ad copy.

• Applied negative keywords to eliminate wasted spend and improve lead quality.

• Designed dedicated landing pages for high-intent keywords, boosting Quality Scores and lowering CPC.

• Implemented call tracking and form conversion tracking for precise ROI measurement.

• Performed ongoing A/B testing of ad copy and landing pages to steadily increase CTR and conversions.

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