Jones Hardy Law

As a small 3-person firm, it’s hard to compete against the much bigger legal eagles in the Australian market in general, and the Sydney market specifically.

When you’re starting from scratch – new company name, new domain, new website – it’s even harder.

To survive in this highly competitive market, we needed to ensure that Jones Hardy stood apart from the competition, were seen as the credible legal minds that they are, and immediately started getting found in search results for the very specific areas of law that they practice.

We also needed to integrate with a custom legal CRM and make sure that contacts and leads made it through to the team.

We knew that with such strong competition, we’d need to focuses tightly on the niches that Jones Hardy preferred – criminal, family, and civil law.

However law is such a broad, complex field that we were also aware that we’d need to delve deep into legal categories within each main grouping, and that to rank well in search terms we were going to need a lot of content – and not just AI generated robotic copy, but compelling, interesting content that answered user’s questions.

There was also a plethora of much smaller niche areas that would also need space on the site, while not actually requiring a full landing page of their own.

We developed a content map for Jones Hardy, with three main silos of information that matched the criminal, family, and civil law areas of practice.

Each silo had it’s own landing page, that led to six main sub-categories of jurisprudence, in addition to listing all other lesser areas of law that they practice.

Sub-categories had their own detailed landing pages, and the lesser areas of law simply linked to blog posts featuring thinking about those topics. Each landing page also featured blog posts covering that topic.

We launched the site with nearly 100 blog posts covering each of their main areas of practice.

This created a structure that was easy for both users & search engines to understand, and a weight of content that immediately started seeing results.

Additionally we provided Jones Hardy with tools to manage reviews, case studies, and referrals. As law firms are not allowed to display reviews on their sites, customers are sent to Google reviews to place the actual review.

Even today, “content is king”.

With that many focused, keyword-rich posts on the site, all connected to the landing pages of Jones Hardy’s specific practice of law, the site immediately started gaining traction in search engines.

Within six months of launching, the site went from zero traffic to 100,000 search impressions a month, and 1330 clicks per month – all fuelling new enquires that is helping to grow the Jones Hardy Law practice.

As we’d hoped, users are finding the blog posts that deal with their specific legal queries, and then following through to the landing pages that deal with that service. e.g. the search term “commercial tenants rights nsw” leads to a post about navigating commercial lease disputes in NSW, and after reading, the user goes on to the Civil Law page on the site.

With 14 new Google Reviews and growing

The site Nova Strategic built has become an invaluable part of their business-growth toolkit.