Building a legal directory to 100+ enquiries a month
Another one of our own. We built a legal directory site in 2018 to connect people who need a lawyer with firms in their area. Legal is one of the most expensive and competitive search markets in Australia, which made it the best possible test of what we do.
Legal enquiries a month at peakOwner's figure
- ~18K
- Estimated monthly organic traffic at peak*
- 10K+
- Keywords ranking at peak*
- ~180
- Pages, built deliberately rather than mass-produced*
- $1M+
- Generated over its life (owner's figure)
*Ahrefs third-party estimates, not analytics data. Enquiry and lifetime figures are the owner's own records.
Why legal
Legal searches carry some of the highest click costs in Google, and the organic results are fought over by big firms, national directories and well-funded marketing teams. If an approach works here, it works almost anywhere.
It's also a market where one enquiry can be worth thousands to a firm, which is exactly the kind of economics LeadHub is built around.
What we built
A directory designed to help people find the right lawyer for their matter and location, with every page built around a search someone uses when they need legal help now.
We didn't flood the site with thousands of thin location pages. It grew to around 180 pages over several years, each one there because it targeted a real search and could turn a visit into an enquiry.
How it grew
Traffic built steadily from 2019 to around 10,000 estimated monthly visits by 2022. At its peak the site was sending more than 100 enquiries a month to law firms.
In 2023 a Google update cut traffic sharply. That's what happens in competitive search, and it's why we never treat rankings as permanent. We rebuilt, and the site came back stronger, reaching a new peak of around 18,000 estimated monthly visits and ranking for more than 10,000 keywords.
Over its life the site has generated seven figures.
What it means for law firms
We know what it takes to win legal searches because we've done it with our own money, against the same competitors your firm is up against.
We also know what a Google update feels like from the inside. It's the reason we push clients toward a mix of SEO and Google Ads, with tracking that shows exactly where enquiries come from. One channel should never be the whole pipeline.
Data disclosure. Organic traffic, keyword and page figures are Ahrefs third-party estimates based on rankings and search volumes, not analytics data. Enquiry and lifetime figures are the owner's own records. The chart covers launch to February 2025. The site's name is withheld.