SEO Case Study: How an Online Legal Platform Increased Client Signups by 320%
On May 13, 2025, an online legal platform serving Santa Ana, California partnered with Goforaeo to strengthen organic growth and bring in more real client signups from Google. They were getting some traffic, but most visitors were not turning into accounts, and many high intent searches were landing on competitor sites instead.
This case study covers May 13, 2025 to November 24, 2025, with a baseline month from April 1, 2025 to April 30, 2025. By November 2025, client signups from organic search increased by 320%, backed by clean tracking, steady monthly execution, and clear before vs after proof.
Platform background and what was happening before SEO
The client is a web based legal platform that helps people and small businesses start with legal help faster. They offer guided legal flows, attorney matching for select topics, and document based services depending on the user’s need. A large portion of their users were in Orange County, and Santa Ana was one of their strongest local markets.
Before SEO work started, their site had helpful pages, but the structure was not built around search intent. Some pages were too broad, and others were buried deep, so both Google and users struggled to find the best entry points. This created a gap between traffic and signups.
They also had a local trust problem. Even though the platform served Santa Ana, the site did not show enough local relevance and proof on landing pages. For legal services, people want clarity, safety, and next steps in simple words, and the site was not doing that consistently.
Who the platform served in Santa Ana
Most users were individuals, families, and small business owners looking for practical legal support. Common needs included business formation help, contract and agreement needs, landlord tenant questions, and basic family legal steps. Many users searched with urgent intent and wanted a clear path, not a long reading experience.
The platform’s best converting users came from queries that show action, like hiring, filing, creating, or consulting. The problem was that the site was not ranking well enough for many of those terms. Even when it ranked, the page experience did not always guide users toward signup.
What was limiting growth before Goforaeo
A few issues showed up quickly during the first audit. These were not rare problems, but they can hold back even strong brands. Once we fixed them, performance became more predictable month to month.
Main blockers we found:
- Service pages were not aligned to how people search in Santa Ana.
- Several pages overlapped and competed for the same keywords.
- Internal links did not push authority into the pages that drive signups.
- Calls to action were inconsistent, especially on mobile.
- Trust sections were scattered, so users hesitated before creating an account.
Baseline metrics and tracking setup
We used April 2025 as the baseline to create a clean “before” snapshot. This prevented confusion between results from SEO work and normal seasonality changes. We also confirmed that signup tracking matched across web analytics and the platform’s product analytics.
Baseline data was pulled from GA4, Google Search Console, and the platform’s signup records. We separated branded and non branded performance so we could see growth from new discovery, not only existing brand awareness.
Baseline numbers: April 1, 2025 to April 30, 2025
Here is what we recorded before the main changes were shipped. These numbers reflect organic traffic and organic driven signups only.
Baseline metrics in April 2025:
- Organic sessions: 9,400
- Search Console clicks: 3,880
- Search Console impressions: 132,500
- Average CTR: 2.9%
- Tracked keywords in top 10: 28
- Tracked keywords in top 3: 6
- Client signups from organic: 25
- Organic signup conversion rate: 0.27%
- Non branded share of organic traffic: 55%
The biggest gap was conversion. The platform had visibility, but the signup path and page match were not strong enough. Fixing that was a key part of the 320% growth.
What counted as a client signup
We kept the definition strict so results stayed genuine and useful. A signup counted only when a user completed account creation and confirmed the account through the normal product flow. We did not count partial form starts, newsletter joins, or chat opens.
A signup was counted as organic when:
- The first session source was organic search in GA4.
- The user completed the signup event tracked in product analytics.
- The record was not flagged as spam or duplicate.
We also reviewed a sample of signup sessions monthly to make sure attribution stayed clean. This helped the team trust the numbers when signups started rising quickly.
Tools used during the campaign
We used a focused tool set that supports both SEO decisions and conversion work. The stack stayed consistent through the campaign so reporting stayed stable.
Tools used:
- Google Analytics 4: landing pages, conversion paths, signup events.
- Google Tag Manager: clean tracking for signup buttons and steps.
- Google Search Console: queries, indexing, CTR improvement work.
- Ahrefs: competitor gap research, keyword discovery, link monitoring.
- Screaming Frog: technical audits, internal linking checks, metadata reviews.
- Looker Studio: monthly reporting dashboard for trend clarity.
- Hotjar: recordings and scroll maps to reduce signup friction.
- Product analytics: signup confirmation counts and funnel drop off checks.
SEO strategy overview: What we did and why it worked
We followed a layered plan so results could compound. First, we fixed technical and structure issues so Google could understand the site and rank the right pages. Next, we built and improved pages that match high intent legal searches, with Santa Ana relevance where it made sense.
After that, we expanded content in a controlled way, focused on topics that lead to signups. Finally, we improved conversion flow so the new traffic had a clear reason to create an account. This is what turned growth into real product signups, not just more page views.
Technical fixes that removed ranking friction
We started with technical cleanup because it creates faster gains and prevents later work from leaking. The site had some crawl inefficiencies, internal linking gaps, and index clutter from thin pages. These issues can hold back rankings even when content is good.
Key fixes shipped from May 13, 2025 through early June 2025:
- Cleaned redirect chains and fixed broken internal links.
- Improved title tags and meta descriptions for high intent pages.
- Reduced cannibalization by tightening overlapping page topics.
- Improved crawl paths so priority pages were easier to discover.
- Added structured data where it fit, especially FAQ and organization signals.
High intent pages built around real legal searches
For legal SEO, intent matters more than volume. People search in action language, and they want a clear next step. We built and improved pages that match those searches and guide users toward signup.
Page types that drove the most signup growth:
- Core service pages: business formation, contracts, consultations, and common legal needs.
- Problem pages: what to do next, required steps, and common situations.
- Local relevance pages: Santa Ana focused entry points with practical FAQs.
We also made sure each page had one clear action. The page should lead to signup, not to five different buttons that confuse users.
Content clusters that supported signups and topical authority
We avoided writing blog content just to publish. Instead, we used Search Console and competitor data to pick questions and topics that already showed demand. Each content piece was designed to help a user make a decision and then take the next step.
Content themes that performed well:
- Simple “how it works” guides tied to the platform flow.
- What to prepare before speaking to an attorney.
- Common mistakes that slow down filings or agreements.
- Local context guides that felt relevant to Santa Ana searches.
Internal links were added carefully, so content pages supported service pages. This helped rankings and helped users move from reading to signing up.
Local relevance for Santa Ana without keyword stuffing
Even though the platform is online, local trust matters in legal. People often include city names in searches, and they prefer brands that feel relevant to their area. We improved Santa Ana relevance in a natural way through page language, FAQs, and internal linking.
Local actions included:
- A dedicated Santa Ana page with clear service scope and trust sections.
- Local FAQs based on real query wording seen in Search Console.
- Clear contact and support details so the platform felt credible.
- Improved internal linking to connect Santa Ana pages to core service pages.
Conversion improvements that lifted signup rate
A major part of the 320% growth came from conversion work. We used Hotjar and GA4 paths to see where users dropped off and why. Then we made the signup flow clearer and reduced unnecessary friction.
Conversion improvements shipped from July through November 2025:
- Stronger call to action placement above the fold on top pages.
- Clearer copy around what happens after signup.
- Reduced distractions on signup focused landing pages.
- Added trust elements near the signup button, including privacy clarity.
- Improved mobile layout so signup felt easy on a phone.
Month by month execution and results
Below is the monthly timeline with what we shipped and what the numbers showed. April 2025 is the baseline, and November 2025 is the stable after snapshot. Each month includes both execution and tracked performance.
April 2025 baseline: April 1, 2025 to April 30, 2025
April is the “before” month used for proof. The platform had visibility, but signups were low compared to traffic, and many visitors landed on pages not designed to convert.
Baseline results:
- Organic sessions: 9,400
- Search Console clicks: 3,880
- CTR: 2.9%
- Client signups from organic: 25
May 2025: May 13, 2025 to May 31, 2025
May was the launch window, focused on audits, fast fixes, and tracking validation. We started with technical cleanup and metadata improvements so Google could understand intent better. We also confirmed signup tracking across GA4 and product analytics.
Work done in May 2025:
- Technical crawl and internal link cleanup.
- Title and meta rewrites for top intent pages.
- Signup event validation and funnel checks.
May 2025 results:
- Organic sessions: 10,100
- Search Console clicks: 4,260
- Impressions: 141,200
- CTR: 3.0%
- Tracked keywords in top 10: 31
- Client signups from organic: 32
- Organic signup conversion rate: 0.32%
June 2025: June 1, 2025 to June 30, 2025
June focused on structure fixes and new high intent page builds. We tightened content overlap and strengthened internal links toward the pages most likely to create signups. This helped rankings stabilize and lifted click quality.
Work done in June 2025:
- Reduced keyword overlap and improved page focus.
- Built 3 high intent service pages and improved internal linking.
- Added FAQ sections based on real queries.
June 2025 results:
- Organic sessions: 11,600
- Search Console clicks: 5,020
- Impressions: 158,900
- CTR: 3.2%
- Tracked keywords in top 10: 37
- Client signups from organic: 45
- Organic signup conversion rate: 0.39%
July 2025: July 1, 2025 to July 31, 2025
July focused on conversion and trust. We used Hotjar to review top landing pages and simplified the signup path. We also improved trust sections near calls to action, which matters a lot for legal services.
Work done in July 2025:
- CTA placement updates on top 6 landing pages.
- Signup flow copy improvements and friction removal.
- Trust sections improved: privacy clarity and support steps.
July 2025 results:
- Organic sessions: 13,300
- Search Console clicks: 6,080
- Impressions: 182,400
- CTR: 3.3%
- Tracked keywords in top 10: 45
- Client signups from organic: 59
- Organic signup conversion rate: 0.44%
August 2025: August 1, 2025 to August 31, 2025
August focused on Santa Ana local relevance and content support. We launched the Santa Ana focused page, added local FAQs, and improved internal links from that page into core services. We also published decision support content tied to signup intent.
Work done in August 2025:
- Santa Ana page launch and local FAQ expansion.
- Published 4 content pieces tied to top converting services.
- Internal linking improvements to push authority to signup pages.
August 2025 results:
- Organic sessions: 15,200
- Search Console clicks: 7,340
- Impressions: 210,700
- CTR: 3.5%
- Tracked keywords in top 10: 54
- Tracked keywords in top 3: 10
- Client signups from organic: 74
- Organic signup conversion rate: 0.49%
September 2025: September 1, 2025 to September 30, 2025
September was a rankings push month. We improved pages sitting close to page one and expanded sections that answered common user doubts. This helped lift both rankings and click through rate on high impression queries.
Work done in September 2025:
- Page refreshes for keywords in positions 4 to 12.
- Meta description updates to lift CTR.
- Content consolidation to reduce cannibalization.
September 2025 results:
- Organic sessions: 17,400
- Search Console clicks: 8,860
- Impressions: 243,500
- CTR: 3.6%
- Tracked keywords in top 10: 63
- Client signups from organic: 88
- Organic signup conversion rate: 0.51%
October 2025: October 1, 2025 to October 31, 2025
October focused on scaling what worked. We added more content around top signup themes, strengthened internal links again, and improved page clarity on mobile. We also updated older content so it matched current query wording.
Work done in October 2025:
- Published 5 support pages tied to core legal flows.
- Improved internal linking from high traffic content to signup pages.
- Mobile usability improvements on signup focused pages.
October 2025 results:
- Organic sessions: 19,100
- Search Console clicks: 10,120
- Impressions: 271,800
- CTR: 3.7%
- Tracked keywords in top 10: 72
- Tracked keywords in top 3: 14
- Client signups from organic: 97
- Organic signup conversion rate: 0.51%
November 2025: November 1, 2025 to November 24, 2025
November became the stable “after” snapshot because the site structure and tracking were steady. We focused on final refinements, improved trust sections, and tightened the signup flow. We also reviewed internal linking to make sure priority pages stayed strongest.
Work done in November 2025:
- Signup page refinements based on Hotjar recordings.
- Trust improvements near CTAs, including process and support clarity.
- Final consolidation of overlapping content sections.
November 2025 results:
- Organic sessions: 20,300
- Search Console clicks: 11,140
- Impressions: 289,600
- CTR: 3.8%
- Tracked keywords in top 10: 78
- Tracked keywords in top 3: 16
- Client signups from organic: 105
- Organic signup conversion rate: 0.52%
Before vs after proof: The 320% increase in client signups
For proof, we compare the clean baseline month to the stable after month. April 2025 is the “before” snapshot, and November 2025 is the “after” snapshot. This keeps the comparison fair and avoids cherry picking.
Client signups from organic search:
- April 2025: 25
- November 2025: 105
- Increase: 320%
Supporting metrics that explain the signup growth:
- Organic sessions: 9,400 to 20,300
- Search Console clicks: 3,880 to 11,140
- CTR: 2.9% to 3.8%
- Tracked keywords in top 10: 28 to 78
- Organic signup conversion rate: 0.27% to 0.52%
Why this worked for an online legal platform in Santa Ana
This worked because we aligned pages with real intent. We focused on searches that signal a person wants to take action, not just read. Once those pages ranked better, the traffic quality improved, and signups rose faster than sessions.
It also worked because we treated trust and clarity as part of SEO. Legal users need to feel safe before they create an account. By improving proof sections, privacy clarity, and what happens next, more visitors completed signup.
Finally, the execution was steady every month. Technical fixes, content structure, local relevance, and conversion work were done in a logical order. That made growth predictable and reduced the risk of sudden drops.
What we continued after the peak month to keep growth stable
After November 2025, the focus shifted to compounding without bloating the site. We kept improving the best pages, refreshed key FAQs based on new Search Console queries, and maintained conversion testing on mobile. For legal SEO, small improvements often lead to strong gains when the base is already solid.