From website launch to 1,774 tracked enquiries in under 12 months
How an integrated website, organic SEO and Google Ads strategy helped McKenzie Law become visible, generate consistent enquiries and build enough demand to expand its legal team.
Lead forms, phone clicks and email clicks recorded across the campaign period.
People reached through the website.
Forms, phone clicks and email clicks.
Meaningful website interactions.
Strong engagement for a legal service website.
A digital foundation built to generate real legal enquiries
McKenzie Law launched its new website in August 2025 with one clear commercial objective: become visible to people actively searching for legal support and convert that demand into genuine enquiries.
Converge Web created a connected acquisition system combining a conversion-focused website, organic search optimisation and paid Google advertising.
Instead of treating the website as a digital brochure, the experience was structured around client intake: clear service pathways, trust signals and direct contact options across desktop and mobile.
A newly launched legal website entering a competitive market
The firm needed more than a polished website. It required a complete system for visibility, demand capture and measurable enquiry generation.
Limited online visibility
A new domain needed relevance, authority and visibility for competitive legal searches.
Immediate lead requirements
Paid search was needed to capture demand while long-term organic visibility developed.
Conversion-focused journey
Visitors needed clear service information, trust signals and simple contact pathways.
Reliable measurement
The firm needed visibility into forms, calls, email clicks, traffic and engagement.
One connected system across website, SEO and paid advertising
Conversion-led website development
The website was designed to move prospective clients from initial search to enquiry with clear positioning and prominent contact pathways.
- Clear legal service navigation
- Responsive mobile experience
- Prominent form, phone and email actions
- Trust-focused content and messaging
Organic search optimisation
SEO established sustainable visibility for service and location-based searches while strengthening website relevance and authority.
- Keyword and search-intent mapping
- Service-page optimisation
- Technical and on-page improvements
- Search-focused content development
High-intent Google Ads
Paid search campaigns targeted people actively looking for legal support while organic visibility continued to grow.
- Intent-led keyword targeting
- Service-aligned campaign groups
- Conversion-focused ad messaging
- Ongoing search-term refinement
Analytics and conversion tracking
Measurement focused on actions that mattered to the business rather than relying only on traffic or impressions.
- Lead-form submission tracking
- Phone-click tracking
- Email-click tracking
- Traffic and engagement monitoring
Consistent growth in visibility, traffic and enquiry activity
Search visibility and engagement growth
Tracked legal enquiry and contact actions
From being discovered to becoming a client enquiry
Be found
SEO and Google Ads placed the firm in front of people actively seeking legal support.
Build trust
Clear information and professional presentation helped prospective clients assess the firm.
Drive action
Forms, phone links and email options made it easy to make contact.
Support growth
Increased enquiry demand supported wider business growth and team expansion.
Marketing performance that influenced business capacity
The value of a legal marketing campaign is not determined by traffic alone. The stronger indicator is whether the activity creates enough demand to affect the business.
- Greater visibility among people actively seeking legal services.
- Multiple enquiry channels serving different client preferences.
- A scalable acquisition foundation supporting continued growth.
Built for ambitious legal practices ready to grow online
Start-up law firms
Establish credibility, build early visibility and generate enquiries without relying entirely on referrals.
Small legal practices
Build a consistent enquiry pipeline and compete more effectively against larger firms.
Growing mid-sized firms
Expand into new services, locations or client segments through scalable organic and paid acquisition.
This growth model is most effective when you:
- Want measurable enquiries, not vanity metrics
- Have capacity to respond quickly to leads
- Understand that SEO builds progressively
- Are prepared to invest consistently
Everything required to move from invisible to in demand
Position
Clarify who the firm serves, which services it prioritises and why clients should choose it.
Build
Create a website that communicates expertise and turns attention into contact.
Acquire
Capture demand through organic visibility and intent-driven Google advertising.
Measure
Track enquiry actions, channel performance and opportunities for improvement.
Optimise
Refine pages, campaigns, search terms and content using observed behaviour.
Scale
Expand successful activity into additional services, locations and search opportunities.
Strategy, creative execution and performance under one roof
Legal-sector growth requires website experience, search visibility, paid traffic and measurement to work together toward the same commercial goal.
Start a conversation ↗Commercially focused
Campaign decisions connect to enquiries and business growth, not just rankings or impressions.
Integrated delivery
Website, SEO, advertising and reporting operate as one acquisition strategy.
Built for New Zealand businesses
Campaigns reflect local competition, client behaviour and realistic capacity.
Transparent measurement
Performance is communicated through clear evidence and meaningful conversion activity.
Turn online searches into measurable legal enquiries.
Speak with Converge Web about an integrated website, SEO and Google Ads strategy designed around your market and growth goals.