Case Studies : Dogen Law
Dogen Law is a criminal rehabilitation law firm in Canada. They help US citizens overcome criminal inadmissibility to Canada through Temporary Resident Permits and Criminal Rehabilitation.
Challenge
Dogen Law approached us in January 2023, wanting to reduce their monthly ad spend of $4,000 and grow a sustainable organic marketing channel through SEO. At the time, they positioned themselves as a general immigration law firm.
Approach
- ICP Strategy
- Website Repositioning
- Content Strategy
We recommended a product-led SEO strategy supported by informational content built from audience and competitor research.
Ideal Customer Profiles: We identified Dogen Law’s ideal customer profiles (ICPs) based on historical data from their ad campaigns and form submissions.
Website Repositioning: We niched down their website focus from a general immigration law firm to one optimized for their ICPs and criminal rehabilitation services.
Content Strategy: We developed a new website architecture and SEO strategy to target both service-related keywords, such as [apply for criminal rehabilitation], and informational queries based on their audience’s needs, including [can i go to canada with a dui].
Results
Organic Traffic: Scaled organic monthly pageviews from 0 to 13,000, increasing their online visibility and attracting more clients.
Ad Spend Reduction: Successfully reduced their monthly ad spend from $4,000 to $0, relying solely on organic traffic to drive inquiries and conversions.
ROI and Growth: Achieved a 700% ROI on SEO services within 18 months and a consistent year-over-year organic growth rate of 635%, demonstrating the effectiveness of the new strategy.
Monthly Organic Pageviews
13,000
Monthly Savings on Ad Spend
$4,000
ROI on SEO Within 18 Months
700%
