A 50-year law firm was invisible
online outside its home city.
We changed that.
"Number one in 93.7% of local map searches in Clifton Park — with 100% top-3 coverage. Real estate now leads the site, organized the way clients search for it."
Local SEO
Schema Architecture
Project Overview
Background
This client is a full-service Capital Region law firm founded in 1971, with nine attorneys across four offices — Clifton Park, Albany, Saratoga Springs, and Glens Falls. Real estate is their anchor practice: residential and commercial closings, title insurance, foreclosure, and more. Fifty years of regional reputation. Memberships in ALTA, NYSBA, and the ABA. Online, none of it was working outside their home base. Single-office competitors with a fraction of the track record were outranking them across three of their four markets.
Goals
- Show up at the top of local search across all four office locations — not just Clifton Park
- Make real estate the clear front-and-center practice area, not buried alongside everything else
- Build a website structure that can grow with the firm — more attorneys, more locations, more practice areas — without having to start over
The Problem
Outside of Clifton Park, the firm didn’t rank in the top 20 for a single real estate search. The website treated all practice areas as equals when the firm’s real strength — real estate law — was buried. One Google Business Profile pointed to the wrong website. Another had the wrong category entirely. The website took over 10 seconds to load on mobile. And a “0 reviews” widget was visible on multiple pages, quietly telling visitors not to trust what they were looking at.
What we were up against.
Not ranking in any top-20 results for real estate law in Albany, Saratoga Springs, or Glens Falls — despite 50 years in the market
The work, step by step.
Rebuilt the entire website on a single, consistent design system
Every page — all 30 of them — now shares the same professional template and visual identity. The site looks like a 50-year firm, not a patchwork of pages assembled over time. 29 custom images were created specifically for the firm’s practice areas and office locations.
02
Put real estate where it belongs — front and center
Restructured the site so real estate is the anchor practice with its own dedicated section and eight supporting pages: residential, commercial, refinancing, title insurance, title defects, foreclosure, and more. Business law and personal law each got the same treatment. Everything is organized the way a potential client searches for it.
03
Built location pages for all four offices
04
Fixed the Google Business Profiles and told Google what the firm actually does
Repaired miscategorized profiles, corrected wrong website links, standardized all business information across every listing, and began building the review foundation each location needs to compete. Added structured data across the site so Google can read and trust what it finds.
Anchor market locked.
Three more in progress.
Top-3 visibility across every single map search in Clifton Park
Pages rebuilt on a unified design system — consistent, fast, professional
Mobile accessibility score — up from a 10-second load time baseline
Structured data types deployed — more than any of the firm’s three nearest competitors
Office locations now with dedicated pages built to rank in each market
- Number 1 in 93.7% of local map searches in Clifton Park — with 100% top-3 coverage
- Real estate now leads the site — organized the way clients search, not the way the firm lists services internally
- All four office locations have dedicated pages built to rank in their respective markets
- Google Business Profiles corrected, categorized properly, and connected to the right pages
- Website loads fast, looks professional, and builds trust from the first click