How Business Assist helped leading Australian law firms dramatically increase conversions, reduce cost per lead, and build high-performing digital marketing funnels — all while navigating the compliance complexities of marketing for law firms.
With over 30 years in business, Business Assist has partnered with a wide range of professional services firms, including many in the legal sector, to deliver measurable growth through strategic digital marketing. We understand the ethical considerations, regulatory sensitivities, and reputational risks involved in marketing legal services businesses.
Our approach strikes a balance between compliance and high-performance campaign execution, tailored to the unique needs of the law firms.
From large multi-office practices to specialist personal injury firms, we have consistently helped legal clients improve conversion rates, reduce cost per lead, and increase the volume and quality of inbound enquiries, without compromising integrity or trust.
The results speak for themselves and with full transparency, we want to share how we did this with you. Here are some of the strategies we took to grow these firms to the next level.
Case Study: Adviceline Injury Lawyers (Now Redlich’s Injury Lawyers) — From Scepticism to Sustained Growth
Adviceline, a leading nationwide personal injury law firm, engaged Business Assist after having had a disappointing experience with a previous digital marketing agency. Within just two business days, our team had conducted a strategic Business Needs Workshop, collaborated with their web developers, and launched optimised Google Ads and commenced strategic and short term SEO activity to grow their organic leads as well as paid leads.
Key Activities:
- Delivered a detailed digital marketing proposal containing research, strategy development and a comprehensive plan.
- Audited and rebuilt the Google Ads account: expanded the campaigns from 6 to 23 ad groups.
- Created 9 tailored landing pages to precisely match users match search intent increasing relevance and impact on users (and landing pages have no distractions unlike sending users to web pages)
- Mapped and implemented comprehensive keyword targeting for a new website rollout to not only protect but to also improve Google rankings via a comprehensive and multi faceted SEO plan.
- 700% increase in quality leads with the same ad spend (within 6 months).
- 196% initial uplift in Google Ads click-through rates, followed by another 19% boost 12 months later.
- 77% reduction in cost per lead.
- 40% growth in organic traffic post-website launch.
- Transitioned from mixed marketing to an “All Digital” strategy, delivering 40% more total leads with only a 10% increase in total Advertising spend.
Adviceline’s team highlighted not only the tangible performance improvements but also the proactive, responsive, and collaborative approach of the Business Assist team throughout the partnership.
Read the full case study post here.
Case Study: Hunt & Hunt – A 345% Increase in Conversions Through Strategic Conversion Rate Optimisation
Hunt & Hunt, an established independent law firm with offices across Australia, partnered with Business Assist in 2021 to improve their digital marketing performance — focused in the competitive Wills & Estates space. Our collaboration has been built on transparency, strategic alignment, and a shared commitment to optimising conversion rates.
Key Activities
- Ran a complimentary Business Needs Workshop to uncover specific service offerings within Wills & Estates.
- Conducted detailed keyword research and developed 17 tailored Google Ads ad groups, each aligned with user search intent.
- Built and tested multiple landing page variations, progressively refining calls to action and commitment levels:
- Version 1: Traditional consultation form.
- Version 2: Lower-commitment PDF download.
- Version 3: Email follow-up with gated form to improve lead quality.
- Version 4: Digitised in-browser “PDF” experiences for trackable engagement and seamless funnel flow.
Outcomes
- 345% increase in conversions (from 1.73% to 10.78%) between Sept 2022 and Jan 2023.
- 59% decrease in cost per lead — with no increase in ad spend.
- Maintained high lead quality, confirmed directly by the client.
- Achieved a 6.41% click-through rate in the first two months of campaign rollout.
This iterative Conversion Rate Optimisation strategy resulted in a higher-performing digital marketing funnel, better use of ad budget, and more meaningful enquiries — all without compromising compliance in legal advertising.
Read the full case study post here.
Digital Marketing Solutions for Lawyers
Marketing Law Firms online requires a considered approach, one that balances results with strict industry regulations. At Business Assist, we help law firms leverage the right digital marketing channels to generate leads, improve visibility, and maximise return on investment while remaining fully compliant.
Here are the solutions that we recommend:
1. Google Ads (Search Advertising)
One of the most effective tools for law firms is Google Ads. It allows firms to target high-intent search terms such as “injury lawyer Melbourne” or “contesting a will NSW.” With precise targeting, ad copy testing, and optimised landing pages, this channel can deliver consistent, quality enquiries.
As a digital agency with expertise in legal industry marketing, we meticulously optimise ad relevance and keyword structures against ethical guidelines to ensure strict compliance, all while maintaining a collaborative partnership with our law firm clients.
We also provide proactive budget monitoring to ensure your cost per lead (CPL) remains low, maximising your return on investment (ROI).
2. Search Engine Optimisation (SEO)
Ranking organically for relevant keywords enables law firms to build long-term authority and attract high-quality traffic without incurring ongoing ad spend. Successful SEO strategies for law firms include:
- Technical optimisation to ensure the website is set up to maximise it’s opportunities to rank well in search engines
- High-relevance content creation (recommended long form content to maximise opportunities with the new AI and LLM search engines)
- Local SEO to maximise local search opportunities
- Focused Metadata that assists organic rankings however is also compelling to generate a high volume of clicks from users
- Schema implementation to maximise “real estate” in the Google search results and to more effectively address users search queries
- Backlink building that is still the backbone of Google’s rankings
3. Conversion Rate Optimisation (CRO)
Maximising the value of existing traffic is essential. For law firms, this means:
- Tailoring landing pages to specific services and locations
- Offering low-commitment CTAs (e.g. downloadable guides)
- Reducing distractions and simplifying enquiry forms
- Testing messaging variations to refine emotional triggers
Our work with Hunt & Hunt is a strong example of CRO’s power in the legal sector.
4. Content Marketing
Educating prospective clients builds trust. Law firms can use:
- Blog articles on legal processes and rights
- Answering commonly asked questions
- FAQ sections
- Case studies
- Downloadable resources (e.g. “What to Do After a Work Injury”)
This content also fuels SEO and remarketing efforts.
5. Email Marketing & Lead Nurture
Not every lead is ready to engage immediately. Well-sequenced email marketing, especially following a content download or enquiry, can keep your law firm top of mind and guide prospects toward converting into a lead.
Personalised follow-ups and value-driven messaging are key.
6. Remarketing
When used responsibly and in accordance with legal advertising codes, remarketing (via Google Display or Meta platforms) can help re-engage users who visited your site but did not convert. It is especially effective when paired with content offers or location-specific services.
7. Website Design & Development
For law firms, a website is often the first point of contact for prospective clients. It must reflect credibility, trust, and professionalism while also functioning as a lead generation tool.
At Business Assist, we design and build high-performing websites and have in-depth experience building high-performing sites for legal practices, with a focus on:
- Clear navigation and intuitive user journeys
- Fast load times and mobile responsiveness
- SEO-friendly architecture and metadata
- Strategic use of calls to action
- Content structured around legal service areas
- Design aligned with your firm’s tone, brand, and reputation
We have delivered websites for respected Australian law firms, including:
Each of these sites was developed with a multi-focus on user experience, conversion performance, and SEO tailored to the specific areas of practice and business goals of the firm.
Whether building from the ground up or refining an existing platform, our process ensures your site does more than just look professional; it works hard to bring in qualified enquiries.
Testimonials from Our Law Firm Clients
We wanted to drive up the volume of our leads. Business Assist really take the time to understand what we do, who we want to target and how we can grow as a business. The team are always there to support us, and they have rapid communications. I would recommend Business Assist to anyone that wants to grow their business.
The quality of the leads have been fantastic and we just opened two files, in particular, that represent our perfect clients.
How to help your law firm with digital marketing solutions
If you would like help, advice, or guidance on digital marketing for your law firm, our digital marketing experts are happy to help.
For a limited time only, we are offering two exclusive strategy sessions to choose from:
- A free Competitor Analysis (see exactly how your competition are winning clients online and how you can outperform them) or
- Conversion Rate Optimisation Analysis (identify gaps within your website’s conversion funnel and instantly start seeing results).
Spots are limited so be quick to claim your free session before 31st August 2025 (or when slots fill up).
