How a Law Firm Website Rebuild Increased Organic Clicks 61%
Blockchain Lawyer's former website was incomplete and had no working contact form. Routeless rebuilt the site with clearer service positioning, functioning lead capture and a focused content expansion. We also optimized the firm's Google Business Profile so its practice areas, services and contact details match across Google Search, Google Maps and the website. In a recent 28-day comparison, organic Google clicks rose 61%.
- +61% organic Google clicks Last 28 days vs. previous 28 days, reported October 2026 · Google Search Console
- 58.4 → 28.1 average Google position Same comparison · Google Search Console
- Dozens organic inquiries Since the rebuild · Client-reported
Problems with the previous law firm website
The firm's existing website was unfinished, visually dated, difficult to scan, and missing even a functioning contact form. Few useful pages explained its services or gave potential clients a straightforward way to reach out.
Service pages and working lead capture
We rebuilt the website with clearer service positioning, working inquiry paths, easier-to-read content, and new pages about the firm's legal services. The aim was to help prospective clients understand the practice and contact the firm with confidence.
Scope
- Positioning sharpened to one line: The Crypto Payments Lawyer for the Americas
- Bilingual English and Spanish paths
- Practice-area pages
- Authority articles on the blog
- A tracked Google Search acquisition path connected to the site
- Google Business Profile optimization
- Local SEO
Google Business Profile and local search
In addition to redesigning the website and expanding its organic search content, Routeless optimized the firm's Google Business Profile to strengthen its local search presence and establish consistent business information across Google and the website.
The work included
- Completing and optimizing the Google Business Profile.
- Updating primary and secondary business categories and practice-area services.
- Adding and connecting the new website.
- Optimizing service descriptions using relevant legal practice terminology.
- Responding to customer reviews with natural, contextual references to relevant services where appropriate.
- Aligning the firm's business name, practice areas, service descriptions, and contact information across its website and Google Business Profile.
- Strengthening structured business and legal-service information to help search engines and AI-powered discovery systems understand the firm's identity and services.
Business value
This work helped establish a more consistent and complete digital presence across the firm's website, Google Search, and Google Maps, while improving the information available to AI-powered search systems. Profile work doesn't guarantee rankings or AI citations, and we don't credit the search results below to the profile changes alone.
61% more organic clicks
In a recent 28-day comparison after the content push, organic clicks increased 61%, while the average Google Search position improved from 58.4 to 28.1. The website has generated dozens of organic inquiries. The figures are a dated performance snapshot, not a promise of future rankings or retained clients.
What the client said
Eric and his team are exceptional - technically super talented with a great eye for design. They're organized, professional and understand the "plumbing" of the Internet. Highly recommended!
- +61% organic Google clicks. Last 28 days vs. previous 28 days, reported October 2026. Source: Google Search Console. From an owner-provided Search Console comparison.
- 58.4 → 28.1 average Google position. Same comparison. Source: Google Search Console. A sitewide average across all searches, not individual keywords.
- Dozens organic inquiries. Since the rebuild. Source: Client-reported. Inquiries, not retained legal clients.
Led by Eric Provencio, founder of Routeless, who previously held data and engineering roles at Nike, Gopuff, Peloton, Hulu, and Disney.
Related research: Law firm website benchmark.