Case Study
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Burke Mead Lawyers
How Firewire Drove 680% Organic Traffic Growth for Burke Mead Lawyers
Burke Mead Lawyers is a leading personal injury law firm dedicated to providing expert legal representation across New South Wales.
Industry: Legal
Location: Newcastle, Australia
Services provided: SEO. Content marketing
OUR CHALLENGE
Burke Mead Lawyers approached Firewire Digital after months of frustration with previous agencies that conducted endless audits without implementing real solutions. The firm was experiencing poor organic traffic performance and their website content lacked strategic direction. Within 12 months, we transformed their digital presence through a comprehensive content optimisation strategy.
Key challenges:
- Unfocused content strategy: Over 700 thin blog posts with no clear purpose or alignment to services
- Poor search intent Targeting: Rankings for queries unrelated to core business offerings (eg Marge Simpson & Kanye West!)
- Lack of Implementation: Previous agency focused on audits without taking action
The Results
Growth Summary
Our first priority was conducting a thorough content audit to identify which pages were worth keeping and which needed to be removed or consolidated. This resulted in strategically reducing the total content from 700+ pages down to approximately 80 high-value pages.
We developed a targeted content strategy focused on the firm’s key practice areas, ensuring all content aligned with user search intent and business goals. This included creating comprehensive service pages and supporting content that demonstrated expertise while targeting relevant keywords.
The technical foundation was strengthened through optimization of metadata, internal linking, and site architecture. This helped search engines better understand and index the most important content.
Early wins came from developing quality content around core service areas, which helped build trust with both users and search engines. The refined content strategy led to dramatic improvements in rankings for key service-related terms.
The combination of strategic content pruning, technical optimization and targeted new content resulted in a 680% increase in organic traffic. More importantly, the quality of this traffic improved significantly, driving a 145% increase in qualified leads for the firm.
Rankings saw massive improvement across the board, with a 1250% increase in keywords ranking in the top 3 positions. This enhanced visibility for key service terms directly contributed to the growth in quality leads.
The success of this project demonstrates how a strategic approach to content – focusing on quality over quantity and aligning with business goals – can transform organic search performance and drive real business results.
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