How we increased legal consultation requests by 160% for Magdalena Law Firm

Magdalena Law Firm is a boutique practice in Bucharest with 15+ years of experience in civil, commercial, real estate and divorce law. With a team of 6 specialized lawyers and over 800 cases resolved successfully, the firm needed a modern digital strategy to attract new clients in a competitive market.

In March 2024, the firm came to us with a clear challenge: heavy reliance on referrals and the lack of a coherent digital strategy were limiting growth. The website was generating only 3–4 requests per month, and cost per client from existing digital sources was unsustainable.

Key challenges:

• •Low online visibility in a highly competitive market (Bucharest)
• •Outdated website that did not convey trust and professionalism
• •High cost per lead from previous Google Ads campaigns (€45+ per request)
• •Unclear messaging – it was not clear what specializations the firm offered
• •Very low conversion rate (under 1%) from visitors to consultation requests
• •Aggressive competition from large firms with big marketing budgets

We developed a performance marketing strategy focused on trust, expertise and clarity in communication. Emphasis on the most in-demand local services and building online authority through relevant content and social proof.

Implementation in three phases: (1) Complete website restructure with clear specializations and proof of competence, (2) Launch of Google Ads campaigns segmented by legal specialization, (3) Continuous optimization based on real conversion data and lead quality.

Actions implemented:

• •Restructured the website with clear sections for each specialization: divorce, real estate, commercial, civil
• •Created dedicated landing pages for each type of legal service with optimized contact forms
• •Implemented Google Local Services Ads with lawyer verification and Google reviews for credibility
• •Launched granular Google Search campaigns on high-intent queries: 'divorce lawyer bucharest', 'real estate lawyer bucharest'
• •Added trust elements to the website: client testimonials, won cases, Bucharest Bar certifications
• •Implemented call tracking and form tracking for accurate lead quality measurement
• •Optimized Google My Business with professional photos, legal articles and answers to FAQs
• •Created remarketing campaigns for visitors who did not complete the form on first visit

In five months (March – July 2024), results exceeded all expectations. The firm became the most visible law practice in Bucharest for local searches, and cost per client dropped by over 60%.

Website restructure with clear specializations and proof of competence increased conversion rate from 0.8% to 4.2% – a 425% improvement. Average time on site increased from 45 seconds to 3 minutes 20 seconds, indicating much higher engagement.

Google Ads campaigns segmented by specialization reduced cost per lead from €45 to €16, allowing a 180% budget scale-up without compromising lead quality. Google Local Services Ads generated 45% of total requests with a cost per lead of only €12.

Lead quality improved dramatically: 68% of requests turned into paid consultations (vs. 35% before), and 42% of consultations became long-term clients. Authentic testimonials and success cases on the site were decisive in building trust.