monthly organic clicks from Google
top-3 keyword rankings secured
pages in Google AI Overviews
paid search conversions in 2 months
Client & context
The Italian Lawyer is a premier London-based firm led by Avvocato Riccardo Virga, specialising in cross-border Italian law — corporate matters, inheritance, real estate and private client work across the UK and Italy. World-class expertise, near-zero digital presence. The firm needed a complete digital acquisition engine: SEO to build long-term authority and PPC to capture immediate, high-intent legal enquiries while the organic foundations took root.
The challenge
- Zero visibility on Google: the site was invisible for high-intent searches, leaving lucrative cross-border legal traffic untapped.
- Low domain authority: Google treated the site as a static brochure, making it impossible to rank against established legal directories and competitor firms.
- Wrong audience, poor lead quality: the little traffic they received consisted of casual browsers seeking free advice, not pre-qualified clients ready to instruct.
- Rising cost of legal PPC: with competitors bidding aggressively, cost per click was climbing, demanding a smarter approach to avoid wasteful spend.
Strategy & execution
In the legal sector, trust is the currency. We built a dual-channel system combining deep, authoritative content with conversion-led paid search. Our approach targeted both corporate decision-makers and private clients through meticulous research and continuous optimisation, ensuring every campaign was designed to attract qualified enquiries — not just clicks.
Results
- Strong visibility in Google AI Overviews: 64 pages are now recognised as sources within Google AI Overviews, future‑proofing the firm’s presence in the new era of search.
- Organic authority established: around 200 high-intent keywords rank in the top 3, driving over 6,000 monthly organic clicks from Google and attracting 300+ natural backlinks from respected legal and editorial sources.
- Paid conversions accelerated: lead volumes from paid search more than doubled within two months, while cost per qualified enquiry was driven down significantly through ongoing campaign refinement.
- Lead quality transformed: both organic and paid channels now attract pre‑qualified clients who understand the firm’s expertise, shifting the conversation from “what do you do?” to “can you take my case?”
- International reach solidified: the UK and US markets consistently generate the highest volumes of high-value enquiries, reinforcing the firm’s cross-border positioning.
Key takeaway
In a competitive legal market, trust and authority are the ultimate conversion drivers. This project demonstrated that combining deep, expert-led content with agile, data-informed paid search can turn a previously invisible firm into a visible, trusted source of cross‑border legal support, generating consistent growth in qualified leads.