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.
Results
Measured outcome after launch.
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.
Approach
How we shipped it.
- 01 Audited the existing site, GBP, and citations across 47 directories. NAP was inconsistent on 12 of them.
- 02 Designed a new WordPress site with custom Attorney + LegalService schema, 8 dedicated practice-area pages, and intake forms.
- 03 Cleaned NAP across all 47 citations via Whitespark. Submitted 23 new industry-specific citations.
- 04 Optimized GBP categories, services, posts, photos, and Q&A. Set up review acquisition flow.
- 05 Built city-specific pages for Baltimore, Towson, and Columbia practice areas.
- 06 Monthly Local Pack rank tracking with ongoing optimization based on competitor moves.
Deliverables
What was delivered.
- 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.
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
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