Case Study · Legal Industry
How We Helped Kazandji Law Triple Qualified Leads in 6 Months
A full-funnel SEO, paid search, and CRO program that transformed a Toronto criminal defence and family law firm into a dominant force across the GTA, outranking competitors 10x their size.
Kazandji Law
Toronto, Ontario · est. 2009
Industry
Legal
Practice Areas
Criminal & Family
Coverage
GTA, Ontario
Engagement
6 months
Engagement Started
November 2025 — Ongoing
Measurable Growth Across Every Metric
+287%
Organic Traffic
3.4x
Qualified Leads
-58%
Cost Per Lead
142
Keywords in Top 10
A Trusted Ontario Law Firm Ready to Scale
Kazandji Law is a respected criminal defence and family law firm with offices in Toronto and Thornhill, led by Fadi Matthew Kazandji. Known for personalized client representation and a 300+ five-star review record, the firm serves clients across the Greater Toronto Area including Toronto, Markham, Hamilton, North York, Brampton, Richmond Hill, Newmarket, Vaughan, and Oakville.
With deep practice areas spanning DUI, drug offences, assault, sexual offences, fraud, family law, divorce, and custody, Kazandji Law had the legal expertise and reputation to compete with much larger firms but needed a digital strategy that matched that ambition.
-58%
Cost Per Lead
9 Cities
GTA Locations
300+
Client Reviews
2 (TO + Thornhill)
Offices
A Strong Firm in a Brutal Digital Battle
Despite a stellar courtroom record, Kazandji Law was losing the digital arms race to bigger, better-funded competitors.
Underperforming Organic Search
Ranking on page 2-3 for high-value keywords like "Toronto criminal lawyer" and "Ontario divorce lawyer." Significant gaps in local SEO across 9 GTA cities.
Inefficient Google Ads
Existing campaigns burning budget with high CPCs ($45-$120 per click) and poor quality scores. Cost per lead well above industry benchmarks at over $340.
Technical & UX Bottlenecks
Slow page load times, dozens of technical SEO errors, weak conversion paths, and landing pages not built for paid traffic conversion.
Dominant Competition
Competing against medium-to-large firms with 5-10x bigger marketing budgets, established backlink profiles, and full in-house marketing teams.
Local SEO Gaps
Limited visibility in the Google Map Pack across 9 target cities. Google Business Profile underoptimized and missing critical category and service signals.
Inconsistent Lead Flow
Around 100 calls per month with unpredictable volume, no proper tracking, and unclear attribution between channels and campaigns.
A 10-Service Full-Funnel Growth Engine
We didn't just optimize one channel, we deployed a coordinated program across every
layer of digital marketing, with shared KPIs and weekly accountability.
SEO Strategy
Built a 12-month roadmap targeting 400+ commercial keywords across Toronto and the GTA.
Technical SEO
Fixed 247 technical errors, improved Core Web Vitals, and rebuilt site architecture.
On-Page SEO
Optimized 100+ practice area pages with keyword-rich content and schema markup.
Off-Page SEO
Earned 84 high-authority backlinks from legal directories, news, and editorial sites.
Local SEO
Optimized GBP across both offices, built 9 location-targeted landing pages.
Website Maintenance
Ongoing security, performance, and feature improvements to keep the site fast and stable.
Landing Page Design
Designed 14 conversion-focused landing pages mapped to ad groups and practice areas.
Google Search Ads
Restructured campaigns into tight ad groups with negative keywords and bid strategies.
CRO
A/B tested CTAs, forms, and page structures. Improved conversion rate by 184%.
Content Optimization
Wrote and rewrote 60+ practice area pages with E-E-A-T-focused legal content.
Cadence
Weekly optimization sprints · Bi-weekly client reviews · Monthly executive reporting
Total Pages Optimized: 160+
Cadence
Weekly optimization sprints · Bi-weekly client reviews · Monthly executive reporting
The Results
Six Months. Six Categories. Six Wins.
Every metric we set out to move, we moved measurably, transparently, and sustainably.
Keyword Wins
Page 1 Domination Across the GTA
High-intent, commercial keywords driving qualified consultation requests all earned within 6 months.
Biggest Wins
Highlight Reel
Outranked Firms 10x Their Size
Kazandji Law now outranks several large, established Toronto firms on top-tier keywords like "Toronto DUI lawyer" and "Toronto criminal lawyer."
+411% Increase in GBP Calls
Google Business Profile calls jumped from 38 to 194 per month across both Toronto and Thornhill offices.
Map Pack Wins in 9 Cities
Now ranking in the top 3 of the local map pack in Brampton, Vaughan, Markham, Richmond Hill, and 5 other GTA cities.
Google Ads Quality Score Jump
Average quality score rose from 4/10 to 8.6/10, cutting CPC by 47% and unlocking premium ad positions.
Site Speed Improved 4.2x
Mobile load time dropped from 8.4s to 2.0s. Core Web Vitals now pass all thresholds (LCP, FID, CLS).
14 High-Converting Landing Pages
Built dedicated landing pages for every major practice area and location — each averaging 4-7% conversion rate.
Within six months, DesignFXPro transformed how clients find us. Our phones don't stop ringing and the people calling are the right people, with the right cases. They didn't just promise results; they delivered them, week after week, with full transparency. They've become a true extension of our firm.
Fadi Matthew Kazandji
Principal Lawyer · Kazandji Law, Toronto
Every Service. One Strategy.
A breakdown of every DesignFXPro service deployed for Kazandji Law and the role it played.
Website Maintenance & Design
Site speed improved 4.2x · 0 critical security issues · 100% uptime
Landing Page Design
14 conversion-focused landing pages · Avg 4-7% conversion rate
Content Writing & Optimization
60+ practice area pages rewritten with E-E-A-T-focused legal content
Google Search Ads Management
Cost per lead down 58% · Quality score up to 8.6/10 · CTR up 184%
Google Business Profile Management
GBP calls up 411% · Map pack rankings in 9 GTA cities
Off-Page SEO
84 high-authority backlinks earned from legal directories and editorial sites
On-Page SEO
100+ pages optimized · 247 technical errors resolved · Schema markup deployed
Conversion Rate Optimization (CRO)
Site-wide CR up 184% (1.4% → 3.97%) · 22 A/B tests run
SEO Strategy
12-month roadmap targeting 400+ commercial keywords across the GTA
Local SEO
Top 3 map pack rankings in Toronto, Thornhill, Brampton + more
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