From 4 consults a monthto 38 — purely organic.
A 4-attorney business law firm that refused to run ads built an organic-search content engine that now drives 38 qualified consultations a month — entirely from Google, zero ad spend.
- Client
- Loop Legal Group
- Industry
- Boutique Business Law Firm
- Location
- San Antonio, TX
- Year
- 2023 — present
- Engagement
- Technical SEO + content engine · Ongoing monthly retainer
9.5x
Qualified consults
4 → 38 / month
$0
Ad spend
Pure organic
184
Top-10 keywords
from 11 at start
[ the situation ]
Where they started.
Loop Legal handles contracts, entity formation, and commercial litigation for South Texas small businesses. Four attorneys, no marketing person, partner-led referral pipeline that was slowing as senior partners cut back.
Their managing partner has a strong philosophical objection to PPC for legal services ('it feels like ambulance chasing') and wanted to grow purely through organic search and reputation. Their existing site had 11 ranking keywords and was getting maybe 90 visitors a month.
[ the problem ]
What was actually broken.
- Site was a static brochure — 6 pages, no blog, no schema, no internal linking
- Practice area pages were 200-word boilerplate copies of every other law firm site
- No content addressing the actual questions small businesses Google ('do I need an LLC or S-corp for a consulting business' etc.)
- Zero backlinks beyond the Texas state bar directory
[ our approach ]
How we thought about it.
01
Long-form content, written like a real attorney
All articles drafted by an associate attorney and edited by us — never generic SEO content. Average article is 2,400 words, deeply specific, written in plain English.
02
Topical authority, not keyword chasing
Picked 6 topical clusters (LLC formation, commercial leases, contract disputes, etc.) and built 8-12 interlinked articles per cluster over 18 months.
03
Schema everything
Attorney profiles get Person schema. Articles get Article + breadcrumb schema. FAQ sections use FAQPage schema. Office gets LegalService + LocalBusiness.
04
Patience as a strategy
First 4 months had almost no movement. We told the client this up front. Month 5 inflection, exponential climb after.
[ execution ]
What we actually shipped.
Month 1
Audit + foundation
Tech SEO audit, site rebuild on Eleventy for speed, schema markup across all pages, internal link map.
Month 2–4
Cluster seeding
First 8 cornerstone articles published, attorney profiles rebuilt, 6 practice area pages rewritten.
Month 5–12
Compound
2 articles/month cadence, internal linking deepens, 14 outreach backlinks landed (legal publications, small business blogs).
Month 13+
Maintenance + refresh
Older articles updated quarterly, new clusters added based on Search Console queries, GBP and review management.
[ deliverables ]
- Eleventy-based site rebuild (28 → 92 pages)
- Schema markup (Article, FAQ, Person, LegalService)
- 2 long-form articles per month, attorney-authored
- 6 rewritten practice area pages
- Internal linking system + topic clusters
- Quarterly content strategy reviews
- Monthly Search Console + GA4 reporting
[ the results ]
By the numbers.
| Metric | Before | After |
|---|---|---|
| Qualified consults / mo | 4 | 38 |
| Organic sessions / mo | ~90 | ~14,200 |
| Top-10 ranking keywords | 11 | 184 |
| Featured snippets owned | 0 | 23 |
| Avg. consult value | $2,800 | $3,400 |
| Ad spend | $0 | $0 |
[ after launch ]
Still working together.
Status
● Active retainer
Cadence
Monthly retainer (18+ months)
Scope
2 long-form articles/month, technical SEO maintenance, schema markup, quarterly content strategy reviews, monthly reporting.
“I came in expecting to be disappointed. Eighteen months later, we're turning away consultation requests. We hired our fifth attorney last quarter entirely because of inbound from this work.”
Daniel Park
Managing Partner, Loop Legal Group
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[ keep results compounding ]
Add a Care Plan and we keep the wins coming.
Edits, SEO upkeep, and conversion work — from $50/mo.
[ 30-second start ]
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