From Zero to 420 Inquiries in 3 Months | Law Firm Case Study
From Zero to 420 Inquiries in 3 Months: How We Built the Digital Presence of Slavchev & Vasilev Law Firm
Table of Contents
Introduction
When Slavchev & Vasilev Law Firm approached us, their vision was clear—to create a modern, authoritative, and accessible law website that attracts clients not only through referrals but also via digital channels. The challenge? We were starting from scratch. There was no logo, no website, and zero online presence. Our mission was to build a complete digital identity that not only looks professional but actually generates real inquiries from prospective clients.
This is the story of how we turned an ambition into a working client acquisition system, achieving 420 conversions in less than 100 days.
1. The Challenge: Building Trust in the Digital World
In the legal sector, trust is everything. For a new or digitally invisible law firm, it’s extremely difficult to compete with established names. Our main problem was threefold:
- Lack of identity: Without a logo and visual identity, the firm was nameless online.
- Zero visibility: Without a website, the firm did not exist for search engines or for the thousands searching for legal services on Google every day.
- Unclear target client: What services are people really looking for online? What keywords do they use? Without this data, any marketing effort would be shooting in the dark.
The goal was clear: to create a professional digital “office” (website) and drive the right stream of people actively seeking legal help to it.
2. Approach & Strategy: Integrated Two-Phase Method
Instead of working in fragments, we applied a holistic approach, divided into two logical phases—laying the foundation and activating traffic.
Phase 1: Building the Digital Fortress (Branding and Website)
- Branding and Logo: The first step was to design a logo that communicates professionalism, stability, and modernity. We chose clean typography and a stylized symbol communicating balance and justice—core legal values.
- In-depth keyword research: Before we wrote even one line of code, we did what we do best—research. We analyzed what legal services and issues Bulgarians (and foreigners in Bulgaria) search for. This research gave us a precise map of demand and became the backbone of the entire website.
- Strategic site architecture: Based on the data, we structured the site to answer every potential search. We created clear “Practices” and “Services” sections covering everything from commercial and property law to company registration and services in Germany. Each section was designed as a landing page for a specific keyword group.
- Bilingual website (BG/EN): Analysis showed significant search volume from foreign citizens and companies. We developed the site in Bulgarian and English to expand market reach.
- Trust-focused design: The design you see is intentional. A dark, elegant palette, quality imagery, and clear, easy-to-navigate menus. The entire UI/UX was built to inspire trust from the first click.
Phase 2: Activating Targeted Traffic (Google Ads)
- Campaign structure: We created separate campaigns for Bulgarian and English to manage each with precision. Each campaign was divided into tight ad groups aligned with the practice and service pages (e.g., “Civil Cases,” “Intellectual Property Protection”).
- Problem-solving ad messaging: We didn’t write ads that just said, “We’re good lawyers.” We wrote copy addressing the specific problem of the searcher: “Need company registration?” “Problems with your employment contract?”
- Precise tracking: We implemented tracking of every critical conversion—contact form submissions and phone clicks. This allowed us to measure not just clicks, but real business inquiries.
3. Results: The Data Speaks
- 420 real conversions: We generated 420 direct inquiries (form submissions and calls) in just over three months.
- Exceptionally low inquiry cost: only 2.75 EUR or 5.38 BGN: With a total spend of 1155.55 EUR or 2,260 BGN, every lead cost less than a coffee in downtown Sofia. In legal services, where each client can bring high value, this is phenomenal.
- Average CPC of 0.34 EUR or 0.67 BGN: Thanks to a perfectly structured site and relevant ads, we achieved high Quality Score and a very low CPC.
- 93% growth in conversions: Just in the last month (17 Sept – 14 Oct), conversions increased 93% compared to the previous period, proof of continuous campaign optimization.
- 50,100 impressions: The law firm was shown over 50,000 times to a highly relevant audience, actively searching for legal services.
4. Conclusions & Lessons: What We Learned
- The foundation is everything. Success in Google Ads was directly connected to website quality. Well-structured, keyword-driven pages provided the perfect user experience and gave Google exactly what it wanted.
- In niche sectors, specificity wins. Rather than targeting the broad term “lawyer,” we focused on concrete services. This attracted less but far higher quality, motivated traffic, which drove high conversions.
- Design is more than looks—it builds trust. Professional, clean web design played a crucial role in turning anonymous visitors into potential clients. Where the stakes are high, people choose professionals.
The Slavchev & Vasilev project is a perfect example of synergy between strategy, design, web development, and performance marketing. When all elements work together, results arrive not just consistently, but fast.
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