Our Successful Project
Castellan & Voss Content Reset
Our Success Stories
Project Overview
An audit that turned 300 thin articles into 24 pages clients actually find. Years of weekly posts had produced volume without visibility. The audit recommended publishing less, and consultation requests nearly tripled. The audit found 312 posts averaging 380 words, most with no search demand, and practice-area pages that said little beyond a list of services.
- Category:
- Professional services
- Service type:
- SEO Audits
- Engagement:
- Audit, then 10 months on the Foundation retainer
- Location:
- Chicago, IL
- Client name:
- Castellan & Voss
Key Results And Tangible Business Benefits
Castellan & Voss advises employees on severance, discrimination and wage claims. Associates had written a short article every week for six years. Over twelve months the work below changed the numbers that matter to the business, not just the ones that look good on a chart.
Consultation requests per month
2366+187%
Monthly organic sessions
4,80015,900+231%
Average position, 80 tracked keywords
22.47.814.6 places
Published articles
31224 guides-92%
Fictional client. All figures and quotes are sample data.
What We Did
Five Pieces of Work, In This Order
- 01
Full audit with a ranked fix list
Sixty-one findings, of which the top ten accounted for most of the opportunity.
- 02
Consolidated 312 posts
Merged the useful material into 24 comprehensive guides and redirected the rest.
- 03
Rebuilt practice-area pages
Each page now explains the process, timelines, what a claim is worth and what to bring to a first meeting.
- 04
Attorney-reviewed content
Every guide carries a named reviewer, a review date and state-specific notes.
- 05
Intake tracking
Form and call tracking tied each consultation request to its landing page.
Services used
Team: Strategist, editor, legal writer
Results Over Time
Twelve Months, Three Measures
Organic sessions a month
Sessions from organic search
| Month | Organic sessions |
|---|---|
| Jan | 4,800 |
| Feb | 4,759 |
| Mar | 5,079 |
| Apr | 5,696 |
| May | 5,830 |
| Jun | 7,313 |
| Jul | 7,454 |
| Aug | 9,569 |
| Sep | 10,041 |
| Oct | 12,462 |
| Nov | 13,611 |
| Dec | 15,900 |
Average position
Tracked keywords, lower is better
| Month | Average position |
|---|---|
| Jan | #22.4 |
| Feb | #22.0 |
| Mar | #21.2 |
| Apr | #19.7 |
| May | #18.1 |
| Jun | #16.1 |
| Jul | #14.1 |
| Aug | #12.2 |
| Sep | #10.4 |
| Oct | #9.2 |
| Nov | #8.0 |
| Dec | #7.8 |
Consultation requests
Per month
| Month | Consultation requests |
|---|---|
| Jan | 23 |
| Feb | 22 |
| Mar | 26 |
| Apr | 23 |
| May | 31 |
| Jun | 29 |
| Jul | 37 |
| Aug | 38 |
| Sep | 46 |
| Oct | 51 |
| Nov | 58 |
| Dec | 66 |
Sample figures for a fictional client. Hover, tap or use the arrow keys on a chart, or switch to the table view.
Timeline
How The Year Ran
- 01
Weeks 1 to 2
Full audit and walkthrough with partners.
- 02
Months 2 to 4
Consolidation and redirects.
- 03
Months 4 to 7
Practice-area pages rebuilt.
- 04
Months 8 to 12
Eight new guides and quarterly legal updates.
Being told to delete most of our blog was uncomfortable. The audit made the case so plainly that the partners agreed in one meeting.
Take the First Step. Put Your Marketing on a Plan That Compounds
Join the monthly briefing: one page on what changed in search, paid, social and email, and what to do about it. No sales emails, and you can leave in one click.
Demo form. Or request a free audit instead.
