Greenline Legal was a four-attorney employment law boutique in Austin, Texas. Their practice focused on wrongful termination, workplace discrimination, and non-compete disputes — all high-intent search categories with significant local search volume. Despite this, Greenline was virtually invisible in organic search. Monthly organic traffic was approximately 120 sessions, almost all of it branded — people who already knew the firm.
Their existing site was built on a legal industry template — slow, generic, and architecturally designed for a general practice firm rather than an employment law specialist. Practice area pages were thin (200–300 words each), had no internal linking structure, and failed every Core Web Vitals assessment. Competing against firms with dedicated marketing teams and large content budgets appeared impossible.
We built the project around three complementary objectives: technical foundation, topical authority, and local SEO signals. None of these work optimally in isolation. All three together produce compounding results.
The keyword research phase identified two categories of high-value targets: high-intent local queries ("wrongful termination lawyer Austin") where Greenline could compete with fast technical performance and quality content, and informational queries ("what qualifies as wrongful termination in Texas") where establishing topical authority would drive traffic from readers who would later convert. The latter category was underserved by competitors — a clear opportunity.
We built the new site on Next.js, deployed to Vercel. Every Core Web Vitals metric passed on launch day: LCP under 1.8 seconds, CLS essentially zero, INP under 100ms. The architecture was designed for SEO from the start: clear URL hierarchy by practice area, proper canonical tags, structured data markup for the firm's local business entity, and a sitemap that Google indexed within 48 hours of launch.
The content architecture centred on a practice area hub — a dedicated section for each of Greenline's three core practice areas, each with a main page optimised for high-intent local queries and three to five supporting content pieces optimised for informational queries. This hub-and-spoke structure built topical authority: a site that comprehensively covers employment law in Texas, rather than one that mentions it in passing.
Google Business Profile was fully optimised: accurate practice area categories, consistent NAP data across all citations, and a structured process for collecting client reviews post-case conclusion. Within 90 days, Greenline had 24 new five-star reviews, up from their previous total of six.
At the 6-month mark, organic traffic had grown from 120 to 456 monthly sessions — a 280% increase. More importantly, inbound enquiries from organic search grew from two per month to seventeen per month. All Core Web Vitals metrics were passing. The firm's Google Business Profile was appearing in the local pack for primary target keywords.
Greenline is now in the process of hiring a fifth attorney in part to handle the increased inbound volume. The SEO investment is generating a return that will exceed its cost inside the first year of operation.
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