Henderson Law Group Success Story
Henderson Law Group is a criminal defense firm focused on protecting clients facing serious legal challenges across the St. Louis area. Their team had already invested heavily in building an extensive website with a large library of practice area content, but despite the volume of content, the site was not producing meaningful organic visibility or consistent qualified leads.
To strengthen their digital presence and improve performance in highly competitive criminal defense search results, Henderson Law Group partnered with Timmermann Group, a criminal defense law marketing agency, to rebuild the site’s SEO foundation around clarity, authority, and conversion-focused strategy.
The Challenge
Henderson Law Group had what many firms believe should be enough to rank competitively: a robust website, numerous practice area pages, and content targeting a wide range of criminal defense topics.
The problem was structural.
Multiple pages were competing against one another for the same search terms, creating widespread keyword cannibalization across the site. Instead of strengthening rankings, the site was diluting authority between overlapping pages and confusing search engines about which pages should rank for high-intent searches.
As a result, the firm struggled to gain traction for valuable criminal defense keywords, lacked consistent page-one visibility, and was not generating the level of qualified organic case inquiries the website should have been producing.
How TG Helped
Rather than adding unnecessary content, we focused on repairing the underlying SEO structure already in place. The strategy centered on eliminating keyword cannibalization, rebuilding keyword-to-page alignment, strengthening core practice area pages, and authority consolidation.
Keyword Targeting Strategy
Cutting Through the Cannibalization
The first priority was identifying where pages were competing against one another for the same searches. Through a comprehensive keyword targeting strategy, overlapping pages were consolidated and mapped to clearer keyword ownership.
Each core keyword was aligned to a single authoritative destination page, eliminating internal competition and helping search engines better understand which pages deserved to rank. This type of structural clarity is foundational to how a law firm SEO agency builds long-term visibility for competitive criminal defense searches.
Foundational Technical SEO
Rebuilding the Framework Beneath the Rankings
Technical SEO improvements helped strengthen the site architecture and reinforce authority signals across the domain. Internal linking pathways, content hierarchy, and structural organization were rebuilt to create a more cohesive experience for both users and search engines.
Rather than spreading authority across dozens of competing pages, the revised structure concentrated ranking strength around the practice area pages most important to qualified lead generation and long-term search visibility.
On-Page Optimization
Stronger Signals for High-Intent Searches
On-page SEO updates helped strengthen keyword relevance across core criminal defense pages while supporting improved visibility for high-intent searches in the St. Louis market.
These optimizations reinforced the firm’s core practice area pages and supported ranking improvements for competitive criminal defense keywords.
NAP Consistency
Strengthening Local Search Signals Across the Web
To support local visibility, Timmermann Group optimized the firm’s Google Business Profile while improving NAP consistency across the web.
These updates strengthened Henderson Law Group’s local search presence and improved engagement across Google Business Profile interactions, helping strengthen visibility across local search results while creating more opportunities for prospective clients to call and engage directly from Google.
Backlink Building
Reinforcing Authority Across the Domain
Backlink building efforts helped strengthen domain authority and support the visibility gains created through the site restructuring process.
Combined with the updated site hierarchy and keyword alignment strategy, these authority signals helped reinforce Henderson Law Group’s relevance within competitive criminal defense search results.
Results
When Structure Starts Working, Rankings Follow
Within the first 60 days of the campaign, Henderson Law Group began seeing measurable improvements across organic visibility, conversions, and local engagement metrics.
Organic search conversions increased by 250%, while overall conversions across all traffic channels rose by 191.67%. Organic conversion rate also improved by 151.85%, demonstrating stronger engagement from organic search traffic as visibility increased across high-intent criminal defense searches.
The firm also experienced significant growth in non-branded search visibility, including a 249.51% increase in impressions and a 348.8% increase in clicks from February to March alone.
Rankings that started moving fast:
- “st louis weapon violation lawyer” reached position #1 on desktop
- “criminal defense st louis” improved to position #2 on desktop
- “st louis property crimes lawyer” improved to position #3 on desktop
- “st louis criminal defense attorney” began ranking on page one after previously not ranking at all
Google Business Profile engagement also improved during the early stages of the campaign, with measurable increases in calls and website clicks following local optimization efforts. Between February and March alone, calls increased by 220% while website clicks improved by 188.9%.
This is what happens when SEO strategy prioritizes clarity over content volume. Henderson Law Group did not need more pages. They needed a stronger structure, clearer authority signals, and a strategy aligned with how modern search engines evaluate expertise and relevance.
