Client Background
Daniel Ross Law Firm is a Michigan-based practice specializing in real estate law, property transactions, and estate planning. The firm serves multiple areas including Ann Arbor, Detroit, Lansing, Novi, and surrounding Michigan suburbs.
They help clients with:
- Residential & commercial real estate closings
- Title disputes & contract preparation
- Property transfers
- Wills, trusts & estate planning
- Probate administration
- Asset protection & long-term planning
Despite having a great reputation locally, the firm’s online presence didn’t match the quality of their services.
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 Before Working With Us
a) Split Practice Areas = Confusing Website Structure
Real estate law and estate planning were mixed on the website, causing:
- Weak keyword relevance
- No strong topical identity
- Google struggling to understand the practice focus
- Poor rankings across both verticals
b) Not Showing Up in Nearby Michigan Cities
The firm served many regions but ranked mainly in its main city.
They had little visibility in:
- Ann Arbor
- Lansing
- Novi
- Detroit suburbs
- Plymouth
- Farmington Hills
This hurt local leads and Google Maps rankings.
c) Estate Planning Pages Were Too Generic
Most pages briefly mentioned:
- Wills
- Trusts
- Durable powers of attorney
- Probate
But lacked:
- Michigan-specific rules
- Costs
- Timelines
- Step-by-step guidance
- Client scenarios
The pages weren’t built to convert.
d) Old Agency Focused Only on Monthly Blogging
The previous agency produced:
- Generic real estate market blogs
- Estate planning “holiday reminder” content
- No legal depth
- No local optimization
- No technical improvements
The strategy didn’t support ranking for transactional, high-intent queries.
e) Weak Trust Signals
Real estate & estate planning clients want protection, safety, and reliability.
The website lacked:
- Case stories
- Client testimonials
- Attorney credentials
- Local recognition badges
This reduced consultation requests.
Our Free Consultation Audit Findings
Our audit uncovered several missed opportunities:
a) Missing High-Intent Real Estate Landing Pages
No dedicated pages for:
- Residential closings
- Commercial closings
- For sale by owner (FSBO) services
- Title disputes
- Lease agreement drafting
- Real estate contract review
These were all high-value keywords not being targeted.
b) Estate Planning Content Not Aligned With Michigan Law
Potential clients search for Michigan-specific information like:
- Michigan probate rules
- Michigan trust code
- Lady Bird deeds
- Homestead exemptions
- Michigan intestacy laws
The website lacked these terms entirely.
c) No City-Level SEO
Michigan is competitive, and without localized pages, the firm wasn’t showing up in:
- “Real estate lawyer near me”
- “Estate planning attorney Ann Arbor”
- “Probate lawyer Lansing”
d) Weak Internal Structure
Important estate planning and real estate pages were buried.
There was no hierarchy or interlinking to build authority.
e) Conversion Issues
- No FAQ sections
- No local maps
- No “free consultation” prompts
- No downloadable checklists
- No trust-building sections
These were hurting lead conversions.
Once we presented all these gaps, the firm understood why they were struggling to grow online.
Onboarding & SEO Strategy Execution (90-Day Custom Plan)
This strategy was tailored specifically for real estate + estate planning — not reused from any other case study.
Results Achieved in 3–6 Months
Major Ranking Improvements
Top 3 rankings for:
- Real Estate Lawyer Ann Arbor
- Estate Planning Attorney Michigan
- Probate Lawyer Michigan
- Wills & Trusts Lawyer MI
Page 1 rankings for:
- Real Estate Lawyer Novi
- Estate Planning Attorney Detroit
- Michigan Living Trust Lawyer
Traffic Growth
- Organic traffic increased 120%
- Estate planning pages saw 3.4X more visits
- Real estate service pages gained significant local visibility
Lead Growth
- Phone calls increased 68%
- More real estate closings from Ann Arbor & Novi
- More probate consultations
- Higher-value estate planning packages
Case Intake Quality Improved
The firm started getting:
- Higher-paying estate plans
- More real estate investors seeking contract reviews
- More families planning trusts
- More probate cases across multiple cities
The result: steady, predictable monthly legal consultations.
Client Testimonial
“We were hidden online before. Now we’re showing up in Ann Arbor, Detroit, and surrounding areas. Our real estate closings and estate planning consultations have grown consistently. The results are real and measurable.”
Summary
Through clear practice-area separation, Michigan-focused content, localized landing pages, and trust-building conversion improvements, Daniel Ross Law Firm became a recognized authority in real estate and estate planning across multiple Michigan markets.
They now enjoy strong search visibility, consistent calls, and higher-value cases from multiple surrounding cities.
Phase 1: Practice Area Restructuring (Weeks 1–4)
✔ Built separate hubs for:
- Real Estate Law
- Estate Planning
- Probate
✔ Added new high-value service pages:
Real Estate
- Residential Closings
- Commercial Closings
- Real Estate Contract Review
- FSBO Support Services
- Boundary & Title Issues
Estate Planning
- Wills
- Living Trusts
- Powers of Attorney
- Asset Protection
- Michigan Lady Bird Deeds
- Probate Administration
✔ Added local examples and attorney insights
✔ Implemented schema for FAQs, Attorney, RealEstateAgent (legal equivalent)
Phase 2: Local Michigan SEO Expansion (Weeks 4–8)
✔ Created localized landing pages for each target city:
- Real Estate Lawyer Ann Arbor
- Estate Planning Attorney Detroit
- Probate Lawyer Lansing
- Real Estate Lawyer Novi
✔ Optimized Google Business Profiles
✔ Added local office images & service areas
✔ Wrote Michigan-specific FAQ pages
✔ Encouraged reviews tied to cities + services
✔ Built Michigan-specific content clusters (trusts, deeds, probate rules)
Phase 3: Trust-Building & Conversion Optimization (Weeks 8–12)
✔ Added trust signals:
- Client testimonials
- Local awards
- Community involvement
- Case stories (property closings, estate plans)
✔ Introduced interactive tools:
- “What Estate Plan Do I Need?” quiz
- Probate timeline explainer
- Real estate closing preparation checklist
✔ Improved conversion elements:
- Sticky mobile call button
- Multiple CTAs across pages
- Short consultation form
- Local office map embeds
✔ Built authoritative backlinks from:
- Michigan business directories
- Real estate investor organizations
Professional planning associations
