Ajak & Tut Lawyers
Using Digital Marketing Tribe's web development and search setup, Ajak & Tut Lawyers launched a new criminal law practice online in under ten weeks, with a page for every offence type built to rank from day one.
Problem
Ajak & Tut Lawyers was a new criminal law practice founded by two principal lawyers in Melbourne's legal precinct in early 2020, on the Victoria Legal Aid panel for matters in all courts. A new firm has no website, no email on its own domain, no social presence and no search visibility, and in criminal law the client is usually searching from a phone the night they are charged. The firm needed to exist online, credibly and quickly, at the start of the COVID lockdowns when nobody was walking past an office.
The brief was broad for a small budget: a website that would rank for the practice areas the firm actually handled, professional email and signatures, social profiles, digital business cards and the collateral to look like an established practice from the first week, with content that had to be accurate enough to survive review by counsel.
Our Approach
We quoted in late March 2020 and built the site in WordPress over the following weeks, structured the way people search for a criminal lawyer: by the charge. Rather than a single services page, the firm got a page per practice area, each written to answer what a person in that situation types into Google: bail applications, driving and traffic offences, assault and violence offences, firearms and weapons offences, drug offences, Commonwealth offences and sexual offences, alongside the home, about and contact pages.
Every practice-area page went through a review by a barrister engaged by the firm, with the feedback worked back into the site line by line, so the content stated the law correctly and carried the authority a legal page needs. Around the site we set up the firm's business email accounts and signatures, Instagram and Twitter profiles, digital business cards, a LinkedIn document for the principals, and a blog that launched with the principal's feature on the "William & Lonsdale: Lives in the Law" podcast. We also prepared the SEO strategy for the practice-area terms and presented the firm's options for ongoing search work.
Results
Website – From quote to launch took just under ten weeks, with the site live in the first week of June 2020. The firm went from no online presence to a practice website with seven practice-area pages, an about page introducing both principals and their qualifications, a blog with its first feature, professional email on the firm's domain and social profiles ready to use.
Structure – Because each offence type had its own page written to the question a person in that situation asks, the site was built to rank for practice-area searches rather than the firm's name alone, which is the structure we still use for law firm websites today. See our SEO for lawyers page for how that approach works now.
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