From no organic presence to a firm that doubled in size
When Webster & Garino LLC came to us in 2017, they had the thing most firms are missing and none of the thing most firms have. The brand and the reputation were established. The digital presence was not. Very little organic traffic, few qualified leads through the site, no presence in the local map pack, and no content strategy behind any of it.
This is the longest engagement on this site, which changes how it has to be reported. The headline traffic and conversion figures come from the firm’s own Google Analytics measured against their 2017 baseline, because no third party tool holds usable data that far back. The current footprint figures further down come from Semrush and you can check those yourself.
The problem in 2017
An established firm with a weak digital presence. Very little organic search visibility, few qualified leads arriving through the website, almost no presence in the local map pack, and no content strategy giving Google a reason to rank them. The reputation was real and it was invisible online, which is the most frustrating version of this problem.
Website traffic and conversions, from the firm’s analytics
Traffic improved by over 2,000% and conversions by over 90% measured against the pre engagement baseline. Bounce rate fell and session duration rose at the same time, which matters more than the headline: it means the traffic arriving was the right traffic. These figures come from the firm’s own Google Analytics, not from a third party estimate, because the engagement predates any tool’s usable history.
The footprint today, from Semrush
As of August 2026 the firm ranks for 2,992 keywords in the Semrush US database, with 87 of them in the top ten. For a regional firm competing against statewide and national legal directories, that is a substantial content estate, and it is the direct result of publishing consistently for nine years rather than in bursts.
The practice area pages that hold page one
Position three for indiana estate planning attorney, four for estate planning attorney indiana, four for class b misdemeanor indiana, four for johnson county indiana guardian ad litem, seven for indiana small estate affidavit, eight for mediation lawyers and nine for divorce laws in indiana. Those are the pages that produce consultations, and they are the ones the internal linking work was built to feed.
Why it took years, not months
This engagement started in 2017 and the compounding is the point. Organic search rewards consistency more than intensity. A firm that publishes properly for years beats a firm that publishes hard for four months and stops, every time, and it is the single hardest thing to sell to somebody who wants results this quarter.
What we would do differently now
Two things. We would install call tracking on day one rather than later, because for a law firm most leads are phone calls and for part of this engagement they were invisible in the reporting. And we would build the practice area content in clusters from the start instead of arriving at that structure partway through.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
