Case Study
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Burke Mead Lawyers
How Firewire Drove 1,817% Organic Traffic Growth for Burke Mead Lawyers
Burke Mead Lawyers is a leading personal injury law firm providing expert legal representation across New South Wales, known for its strong track record in compensation, medical negligence, and workplace injury matters.
Industry: Legal
Location: Newcastle, Australia
Services provided: SEO. Content marketing
OUR CHALLENGE
Burke Mead Lawyers came to Firewire Digital after years of inconsistent SEO performance and frustration with previous agencies that focused heavily on audits but delivered little in terms of implementation. Their website was suffering from poor organic visibility, unfocused content, and weak alignment with the firm’s core practice areas.
Compounding this, in January 2024, the firm made a major strategic decision to close its Family Law department, which resulted in the removal of a significant portion of its website content overnight. This created an immediate drop in traffic and rankings — essentially cutting the site in half — and presented a critical need to rebuild and realign the website around Personal Injury and Compensation Law.
- Unfocused content strategy: 700+ thin, outdated or irrelevant blog posts
- Poor search-intent targeting: Ranking for queries unrelated to legal services (e.g. pop-culture terms)
- Lack of implementation: Previous partners produced audits, but no meaningful action
- Major content loss: Closure of Family Law practice removed a large portion of the site content overnight
- Need to rebuild authority: Restore lost visibility while elevating Personal Injury dominance even further
The Results
Growth Summary
Firewire Digital began by conducting a rigorous content audit to determine which content should remain, which needed to be consolidated, and what was harming the site. More than 700 pages were reduced to roughly 80 high-quality, strategically aligned assets. This created a cleaner, more transparent website structure that better reflected the firm’s true areas of expertise.
We rebuilt the site’s content foundation around Personal Injury, Compensation Law and high-value service pages. Each page was reconstructed with stronger alignment to search intent, deeper expertise, and supporting content that reinforced the firm’s authority.
Alongside the content strategy, Firewire executed a series of technical improvements — including metadata optimisation, internal linking fixes, schema enhancements, and improved architecture. These fixes enabled search engines to better understand, index and rank the most important pages.
Despite the dramatic removal of all Family Law content in early 2024, which initially reduced traffic, Firewire not only regained that lost visibility — we surpassed the previous benchmarks and took Personal Injury rankings to record highs.
The impact speaks for itself:
- Organic traffic increased by 1,817%, even after halving the website during the Family Law closure
- Top-3 keyword rankings surged by 2,078%, driving authority and visibility for ‘Personal Injury’ terms
- Qualified leads increased by 145%, following improvements in both traffic quality and page experience
Outcome
Burke Mead Lawyers’ digital presence has transformed from inconsistent and unfocused to one of the strongest personal injury law profiles in NSW. Through a combination of strategic content pruning, authoritative new content, and technical SEO improvements, Firewire turned a major content-loss event into an opportunity to rebuild stronger than ever.
Today, Burke Mead dominates search results for ‘Personal Injury’ queries, generates substantially higher quality traffic, and benefits from a content structure and SEO strategy built for long-term growth.
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