Maryland Estate Planning Firm
Local Pack #1 for "estate planning attorney baltimore" in 14 months
Custom WordPress build with Attorney + LegalService schema, 8 practice-area pages, GBP optimization, and citation cleanup. Ranked #1 Local Pack within 14 months.
- Local Pack position #1
- Organic monthly visits 1,840
- Form submissions / mo 34
Measured results
The transformation, by the numbers.
The challenge
Where the project started.
The firm had a 7-year-old WordPress site with a generic theme, no schema, and a Google Business Profile that had not been updated since launch. They were ranking page 4-5 organically and not appearing in the Local Pack at all for any commercial keyword. Two newer competitors had taken the top three Pack positions.
We went from invisible to the first call most prospective clients make. The investment paid back inside 6 months.Managing Partner Estate planning law firm
Our approach
How we shipped it, phase by phase.
Every project runs through the same three-phase process. Discovery first, build second, optimize ongoing. No shortcuts.
Audited the existing site, GBP, and citations across 47 directories. NAP was inconsistent on 12 of them.
Designed a new WordPress site with custom Attorney + LegalService schema, 8 dedicated practice-area pages, and intake forms.
Cleaned NAP across all 47 citations via Whitespark. Submitted 23 new industry-specific citations.
Optimized GBP categories, services, posts, photos, and Q&A. Set up review acquisition flow.
Built city-specific pages for Baltimore, Towson, and Columbia practice areas.
Monthly Local Pack rank tracking with ongoing optimization based on competitor moves.
Deliverables
What was built and shipped.
- 8-page custom WordPress site
- LegalService + Attorney schema
- Citation cleanup across 47 directories
- GBP optimization + posts strategy
- Review acquisition workflow
- Monthly Local Pack tracking dashboard
Tech stack
What it runs on.
Search demand
What estate planning law firms' customers search for.
These are real monthly searches people make when looking for a business like this one. The new site is built to capture them.
in their market
Data via Ubersuggest · US search volume · intent classified by query type
Why it matters
WordPress done right pays back the investment.
Every project we ship is designed to generate leads, bookings, or revenue, not just look good. The metrics above are what our clients track 90 days post-launch.
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Services behind this project
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