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Case Study · Legal Services

X-Copper grew from traffic tickets into full criminal defence. Their website had to catch up.

In 12 months: 5.6M impressions, 30,048 qualified leads, and a 19% lift in engagement. A brand that finally matches the expertise.

Impressions · 20255.6MUp from 720K the prior year. Same market, better surface area.
Qualified leads · 12mo30,048Form + call + chat, filtered to criminal-defence intent.
Engagement lift19%Time on page + scroll + return visitor, blended against 2024 baseline.

The Challenge

The problem they came to us with.

“We were handling the biggest cases of our careers. And nobody searching for us could tell.”

— Principal, X-Copper

X-Copper had built a reputation that few firms could match on traffic tickets. Their name travelled between courthouses. Clients sent clients. For the thing they were known for, they were one of the best in the market.

Then the work changed. Senior counsel joined. Caseloads moved from plea fines to serious criminal defence. The stakes for each new client were no longer a driving record. They were a record, a career, sometimes a family.

The website did not know any of that. It still told the traffic-ticket story. People facing real criminal charges searched for help and could not find them. The expertise existed. The path to it did not.

Our Approach

How we solved it

Three moves, sequenced. Diagnose first. Rebuild around the new expertise. Then drive demand on two timelines so quarter one did not wait on SEO.

Step 01

Audit & Diagnose

We mapped where the expertise-to-visibility gap lived, page by page, query by query.

  • Full technical + content audit
  • Query-intent mismatch map
  • Competitive SERP teardown

Step 02

Rebuild the Site

Criminal defence was elevated to equal footing with traffic tickets. Each charge got its own landing page, written for the moment someone searches at 2am.

  • Charge-specific landing pages
  • Trust hierarchy above the fold
  • Call + form + chat triage

Step 03

Drive & Sustain Demand

Paid media for quarter-one speed. SEO for long-term compounding. The two calendars run in parallel, not in sequence.

  • Intent-matched paid creative
  • Editorial + pillar content program
  • Weekly scorecard + revie

The Work

What we built.

Homepage · Before
Homepage · After
02
Charge-specific landing pages. DUI, assault, fraud, theft. Each page written for the moment a real person searches at 2am.
03
Keyword rankings, 12 months. 54 criminal-defence queries moved from page 14+ to top-15. Compounding non-paid traffic.

The Results

The numbers that matter.

Impressions

5.6M

In 2025

Up from 720,000 in 2024. Same category, 7.8× the surface area.

Qualified leads

30,048

In 12 months

Criminal-defence intent only. Traffic tickets counted separately.

Engagement

19%

Average lift

Time on page, scroll depth, return visitor blended against baseline.

Cost per lead

41%

Reduction

Same paid budget. Better matching between query intent and landing page.

YOUR TURN

WANT RESULTS LIKE THIS?

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