Calgary Law Firm: Authority Built Before the First Consultation
A full website rebuild that transformed a mid-size Calgary law firm's digital presence into its most reliable source of qualified new clients.
KEY RESULTS
156%
Increase in qualified new client inquiries
8 months post-launch
Page 1
For 'corporate lawyer Calgary' and 6 related terms
Month 6
3 AI citations
Confirmed in ChatGPT and Google AI responses
For Calgary legal queries
28%
Of new clients now referencing website in intake
vs. 4% previously
THE CHALLENGE
Expertise That Google Couldn't Read and Clients Couldn't Trust
A 12-lawyer Calgary firm with strong expertise in corporate and real estate law had an outdated website that failed to communicate their authority in either discipline. Pages were thin, practice area content was generic, and no Google Business Profile existed for their downtown Calgary office. Senior partners were closing deals on referral but the firm was invisible in the digital channels where new clients increasingly begin their search.
SPECIFIC PROBLEMS IDENTIFIED
BEFORE / AFTER
Drag to compare
THE SOLUTION
E-E-A-T Architecture and Local Authority That Earns Client Trust Before First Contact
We rebuilt the site with a full E-E-A-T (Experience, Expertise, Authority, Trust) content architecture, structured attorney profiles, practice area pages built for both search and AI citation, local Calgary schema, and a Google Business Profile strategy optimized for the competitive downtown legal market.
E-E-A-T Content Architecture
Attorney profiles with credentials, case types, and local context. Practice area pages rebuilt with depth, specificity, and FAQ schema for featured snippet targeting.
Attorney & Organization Schema
LegalService, Attorney, and Organization structured data implemented across all relevant pages — enabling Google to identify and rank individual lawyers by specialization.
Google Business Profile & Maps
GBP created and optimized for downtown Calgary — category selection, service list, attorney bios, and review acquisition strategy specific to legal ethics guidelines.
Practice Area Landing Pages
Dedicated, deeply structured pages for corporate law, real estate, dispute resolution, and employment law — each targeting Calgary's specific commercial market.
AI Search Optimization
Content structured to be cited when potential clients ask ChatGPT or Google AI for Calgary lawyer recommendations in target practice areas.
MEASURABLE RESULTS
What Changed — and By How Much
156%
Increase in qualified new client inquiries
8 months post-launch
Page 1
For 'corporate lawyer Calgary' and 6 related terms
Month 6
3 AI citations
Confirmed in ChatGPT and Google AI responses
For Calgary legal queries
28%
Of new clients now referencing website in intake
vs. 4% previously
CLIENT VOICE
"New clients are now arriving already confident in our firm — they've researched us online, read about our team, and made their decision before the first call. That's a completely different dynamic from cold referrals."
Jennifer L.
Managing Partner, Calgary AB
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Read case studyYOUR TURN
Ready for Results Like These in Calgary?
Every rebuild starts with a free audit. We'll show you exactly what's holding your Calgary website back — and what a clear path forward looks like.