Increased Lead Form Conversions by 784% with SEO + CRO
NOWLAN Injury Law Case Study
Client
NOWLAN Injury Law (Wisconsin personal injury firm)
Engagement Goal
Increase qualified demand and improve the rate at which website visitors take consultation actions (forms + calls), using a repeatable SEO + CRO process.
What We Own
Website maintenance and ongoing support
Strategy + roadmap ownership
SEO (technical, content, local)
CRO (conversion rate optimization)
Analytics reporting and performance interpretation
The Challenge
The firm needed measurable lead growth without relying on paid-only acquisition. That required:
Capturing more search demand across high-intent topics
Improving the homepage and core pages so visitors can take action quickly
Using data to prioritize what to optimize next (audit → implement → measure → iterate)
Our Approach
1) Best-in-class audit → prioritized action plan
We started with a comprehensive audit to identify the highest-impact opportunities across technical SEO, on-page relevance, internal linking, and conversion paths.
2) Homepage redesign (conversion-first)
3) Site-wide SEO + CRO optimization (in progress)
We’re applying the same audit-driven approach across the entire website, focusing on:
- Search intent alignment on key landing pages
- Internal linking + topical coverage improvements
- Clearer calls-to-action and conversion pathways
4) Analytics reporting tied to outcomes
We track performance around what matters: traffic quality + conversion actions, and which pages/channels are driving results.
Year Over Year Results
Conversion actions increased significantly
- Lead form conversions: +784%
- Total conversions (key events): +672.22%
- Phone clicks: +262%
Acquisition also grew
- Total users: +48.99%
- Total sessions: +41.58%
What’s Next
- Expand conversion-first improvements throughout the rest of the website one section at a time.
- Tighten intent alignment on top entry pages to improve engagement quality while maintaining volume
- Continue SEO execution to grow qualified discovery while monitoring conversion efficiency