Development of Professional Website & SEO Optimization for QRG Law Firm in Washington D.C.

Since 1982, Quinn, Racusin & Gazzola Chartered has been an experienced law firm and trusted partner in estate planning, business and non-profit legal services for Washington D.C., Maryland and Northern Virginia. The client needed to modernize their website and implement a digital marketing strategy, and they selected Gazz Digital as their partner for this project.

The Client’s Existing Challenges

The client needed a new website that accurately reflected the services and offerings of their DC Estate Planning law firm, and also which provided a more modern and interactive online presence. The digital marketing strategy for their newly redesigned website to improve organic traffic and rankings for legal terms primarily focused on estate planning in DC, Virginia & Maryland. Their existing content hadn’t been updated in some time, and wasn’t optimized or written to target their primary keywords and subject matter. Their website had technical and other internal issues that were impacting their rankings and usability, wasn’t optimized for mobile and as a result for several years they indicated that very few leads or opportunities had been generated via their website.

In addition, the client had not updated their blog content for their web visitors in some time, which did not give the best impression to potential clients looking for their legal services. They needed assistance with developing a modern and fully functional website, but also with improving their overall web visibility and digital content. They previous website did not have any significant rankings or visibility.

Gazz’s Website Development Strategy

As the law firm offered a range of professional legal services, the primary emphasis for their new website was to emphasize and promote their estate planning legal services. With this in mind, it was important to develop a website that was not only informative, but also resourceful, as our research indicated there was a significant amount of search traffic for topics related to estate planning, wills, probate and trusts. Additionally, we ensured the new website was responsive and enabled visitors using multiple devices to easily navigate the site and to contact the firm by phone call or email.

The website design was based on a collaborative process to gather input from the partners, and from there the development focused on updating the services, team bios and other content pieces in order to ensure the new website accurately reflected the firm’s offering and professional team. The content was also optimized to target the search traffic that was identified as part of the planning process.

QRG’s Digital Marketing Strategy

Gazz Digital based on the input from the client, conducted in-depth keyword research as well as an analysis of their primary online competitors. The keyword research drove the optimization of the tags and titles for the site, as well as helped to develop new informative and timely blog topics. Furthermore, by analyzing their primary competitors, we identified areas of opportunity for optimization and also identified some quality linking strategies as well.

Next, the team moved on to the firm’s Google My Business listing. We worked to fully optimize and update the listing information and provided guidelines and strategies for asking their clients for online reviews.

In conjunction with the website launch, new accounts were configured and installed for Google Analytics & Google Search Console in order to track and measure the website’s performance going forward.

The Results

QRG’s new digital marketing strategy resulted in an increase in organic traffic and web conversions.

For the first 4 months of 2024, compared to the previous 4 month period, the client increased organic traffic by 92.74%.
Over the same period, the number of ‘engaged sessions’ increased by 89.8%.