Client Background
The Law Office of Jill R. Cohen is a reputable criminal defense law firm in New Jersey, best known for handling complex matters including gun charges, sexual offender defense, violent crimes, and federal criminal cases.
Despite strong credentials, trial experience, and authority in the region, the firm was not dominating search results for important criminal defense keywords in New Jersey and Haddonfield — which directly impacted inbound calls and case intake.
Hours delivered back to the business
SOX compliance in Settlement process automation
Success rate of bot case completion
For functional release of OBT, RTS and OGS
Challenges the Law Firm Was Facing
a) Low Visibility in Competitive Criminal Defense Keywords
Criminal defense SEO is extremely competitive in New Jersey.
The firm was struggling with:
- Not ranking in the top 3 for high-intent keywords
- Weak presence in Haddonfield local results
- Big competitors outranking them with weaker legal experience
b) Traffic Was Not Converting
- Website visits were decent but not targeted
- Calls and form submissions were low
- No persuasive content or proper funnel for urgent legal inquiries
c) Underperforming Local Presence
- Google My Business lacked optimization
- No consistent posting
- Incorrect categories and missing services
- Reviews weren’t being leveraged
d) Limited SEO Support From Previous Agency
Even after months of paying for marketing services, the results were not improving.
3. What the Old Agency Was Doing Wrong
a) Overcharging With No Clear Work Delivered
- No transparent reporting
- No breakdown of tasks
- Same generic “monthly tasks” repeated without improvements
- No real strategy for high-stakes criminal law keywords
b) Weak Content & No Topical Depth
- No authority-building pages around niche criminal topics like:
- Gun laws in NJ
- Sex crime penalties
- Repeat offender laws
- Criminal expungement
- Gun laws in NJ
- Thin content with no legal references, no case explanations, no state-specific insights
c) No Competitive Analysis
They never mapped:
- What competitors ranked for
- Topic clusters competitors used
- High-volume criminal law keywords
- Local intent keywords in Haddonfield, Cherry Hill, Camden County, etc.
d) Poor Link-Building Strategy
- Only low-quality citation links
- No legal authority links
- No PR or editorial mentions
- Missing local community backlinks
The client realized the old agency was “maintaining” the account, not growing it.
What We Found During Our Free Consultation Audit
Our free SEO consultation uncovered several high-impact issues:
Major Missed Opportunities
- No optimized pages for:
- Gun violence lawyer NJ
- Sexual offender lawyer NJ
- Criminal defense lawyer Haddonfield
- Gun violence lawyer NJ
- Missing FAQ schema, attorney schema, and local business markup
- Blog topics not connected to user search intent
- Slow website speed + technical errors
- Weak internal linking — major pages were not being pushed properly
- Not enough content showcasing attorney experience, case results, or credibility
- Google My Business missing primary practice categories
Once we presented everything, the client clearly saw what was holding back rankings.
Results Achieved Within 3–6 Months
🔥 Ranking Improvements
- Top 3 rankings for:
- Criminal Defense Lawyer Haddonfield
- Lawyer Haddonfield
- Criminal Defense Lawyer Haddonfield
- Top 5 rankings for:
- Criminal Defense Lawyer NJ
- Gun Violence Lawyer NJ
- Sex Crime Lawyer NJ
- Criminal Defense Lawyer NJ
- Significant improvements for “violent crimes lawyer” & “felony defense lawyer”
📈 Organic Traffic Growth
- 95% increase in organic traffic
- 3X growth in high-intent criminal law visitors
- 4X improvement in local visibility for Haddonfield queries
📞 Call & Lead Growth
- 68% increase in inbound calls
- 2–3X increase in high-value criminal defense inquiries
- More urgent, time-sensitive cases (highest case value)
🏆 Case Intake Growth
The firm started signing:
- More serious felony cases
- More gun-related cases
- More freedom-impacting cases where clients urgently need representation
This sharply increased revenue and case quality.
Onboarding & SEO Strategy Execution
After the audit review, the firm immediately onboarded with us.
We implemented a structured 90-day criminal-law SEO framework:
Phase 1: Technical & Content Foundation (Weeks 1–4)
✔ Full technical clean-up
✔ Improving page speed, mobile load time, and core web vitals
✔ Rewriting & expanding criminal defense service pages
✔ Adding legal-specific sections: penalties, defenses, process, FAQs
✔ Publishing high-intent pages:
- Gun Violence Lawyer NJ
- Sexual Offender Lawyer NJ
- Criminal Defense Lawyer NJ
- Criminal Appeals
- Domestic Violence Charges
✔ Implementing attorney schema, FAQ schema, review schema
Phase 2: Local SEO for Haddonfield + NJ (Weeks 4–8)
✔ Complete Google Business Profile makeover
✔ Service areas added around Haddonfield + Camden County
✔ Regular posting schedule
✔ Review generation strategy
✔ Local citations cleanup and NAP standardization
✔ Creating localized landing pages for surrounding townships
Phase 3: Authority, Trust, & Rankings (Weeks 8–12)
✔ High-authority backlinks from legal publications
✔ Local PR mentions
✔ Pages optimized for criminal intent keywords
✔ Internal link restructuring for strong topical authority
✔ Adding case results, testimonials, and trust signals to improve conversions
✔ Conversion-focused improvements:
- Click-to-call
- Sticky mobile call button
- Strategic CTAs
Criminal defense urgency messaging
Summary
The Law Office of Jill R. Cohen went from inconsistent rankings and low local visibility to dominating high-value criminal defense keywords in both New Jersey and Haddonfield.
A structured SEO plan, technical improvements, strong local optimization, and powerful authority-building helped the firm grow case volume significantly in just a few months.
Client Feedback & Testimonial (Paraphrased)
“We tried agencies before, but they never delivered results. After switching, we finally started ranking for the keywords that actually matter. Calls increased, and we’re signing better cases. The transparency and expertise were exactly what we needed.”
