Legal services — a company providing conscription defense services (B2C), mandatory military service of Russia
Содержание
How to double website traffic in a year and increase lead conversion by 100%
The legal company already had a stable flow of SEO traffic but faced typical problems:
- traffic growth had slowed down,
- lead conversion was below its potential,
- different audience segments (conscripts and parents) were treated the same,
- the website did not retain users or engage them deeply.
Project goals:
- increase SEO traffic without increasing the advertising budget,
- significantly improve website conversion,
- build a clear logic for working with different audience segments,
- improve engagement and trust.
Initial data
- Website of a legal company
- SEO traffic: around 15,000 visitors per month
- Several generic CTAs without segmentation
- Standard lead forms
- No advanced engagement tools
What was done
SEO optimization
An SEO specialist conducted a full optimization:
- improved site structure,
- optimized existing pages,
- added new content based on real search queries,
- improved internal linking.
Result:
📈 SEO traffic grew from 15,000 to 30,000 visits per month within 1 year.
Audience segmentation: conscripts vs parents
A key step was deep audience segmentation:
- conscripts — impulsive, looking for quick solutions and instructions,
- parents — more engaged, read more, looking for guarantees and reliability.
Actions taken:
- identified pages where parents are more active,
- separately identified pages with conscript audience,
- adapted content and CTAs for each segment.
CTA optimization for specific pages
Based on SEO analytics, a list of the most visited pages was created.
For those pages:
- developed custom CTAs based on page context,
- refined call-to-action messaging,
- improved the transition logic toward submitting a lead.
Result:
📈 +50% increase in lead conversion from CTA improvements alone.
A/B testing
Regular A/B tests were conducted:
- button colors,
- CTA wording,
- lead form design,
- number of fields,
- visual hierarchy of elements.
All decisions were made based on data, not assumptions.
Result:
📈 additional +50% increase in conversion.
