Law Firm SEO Case Study: How Kazandji Law Grew Qualified Leads 3.4x in 6 Months

Who is Kazandji Law and what was holding the firm back?

Kazandji Law is a Toronto criminal defence and family law firm that was ranking on pages 2 and 3 of Google for its highest-value searches. The firm handles cases such as DUI, drug offenses, assault, fraud, divorce and custody from offices in Toronto and Thornhill.

Kazandji Law's Google Ads were also costly. Clicks cost $45 to $120, Quality Scores were poor, and the average cost per lead was over $340. Lead flow sat around 100 calls per month, with volume that was hard to predict and no clear attribution.

The six problems we found in the audit

• Underperforming organic search: page 2 and 3 rankings for high-value keywords.
• Inefficient Google Ads: high CPCs, low Quality Scores and a cost per lead above $340.
• Technical and UX bottlenecks: slow load times, many technical SEO errors and landing pages not built for paid traffic.
• Dominant competition: rival firms with 5 to 10 times larger marketing budgets, older backlink profiles and in-house teams.
• Local SEO gaps: limited Map Pack visibility across the nine GTA cities and an underoptimized Google Business Profile.
• Inconsistent lead flow: about 100 calls a month with unclear sources.

Kazandji Law's starting point: about 100 calls a month, a cost per lead above $340, and page 2 to 3 rankings for its most valuable searches.

What did DesignFXPro do for Kazandji Law?

DesignFXPro ran ten services as one full-funnel plan, so search, ads and the website all pushed toward the same goal: more qualified leads at a lower cost. The work followed our Discover, Strategize, Execute and Optimize process, with weekly optimization sprints, bi-weekly client reviews and monthly executive reporting.

1. Built a 12-month SEO strategy targeting 400+ commercial keywords.
2. Fixed 247 technical errors, improved Core Web Vitals and rebuilt the site architecture through technical SEO.
3. Optimized 100+ practice area pages with schema markup and rewrote 60+ practice area pages as part of on-page SEO and content work.
4. Earned 84 high-authority backlinks through off-page SEO.
5. Optimized the Google Business Profile for both offices and built 9 location landing pages with local SEO services.
6. Restructured Google Search Ads into tight ad groups with negative keywords and new bid strategies through paid ads management.
7. Designed 14 conversion-focused landing pages and ran 22 A/B tests through conversion rate optimization.

In total, DesignFXPro optimized 160+ pages during the engagement. Website maintenance ran alongside the campaign work so speed and security fixes did not fall behind.

What results did Kazandji Law get?

Kazandji Law grew every tracked metric in six months, with qualified leads up 3.4x and cost per lead down 58%. The Google Ads figures cover 90 days; the SEO, local SEO, CRO and lead figures cover six months.

Kazandji Law's mobile load time dropped from 8.4 seconds to 2.0 seconds, about 4.2 times faster. The average Google Ads Quality Score rose from 4/10 to 8.6/10 and cost per click fell 47%. Each of the 14 new landing pages averages a 4 to 7% conversion rate.

Kazandji Law now holds top-3 Map Pack rankings in the nine GTA cities it serves: Toronto, Markham, Hamilton, North York, Brampton, Richmond Hill, Newmarket, Vaughan and Oakville. The firm also ranks above several larger Toronto firms for searches such as "Toronto DUI lawyer" and "Toronto criminal lawyer".

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.

Fadi Matthew Kazandji, Principal Lawyer, Kazandji Law, Toronto

Results vary by market, competition and budget. These numbers describe Kazandji Law's engagement and are not a promise of the same outcome for another firm.

What can other law firms learn from this case?

The main lesson from Kazandji Law is that SEO, local SEO, ads and landing pages work better as one system than as separate projects. Paid traffic only became cheaper once it landed on pages built to convert, so law firms can apply the lesson in this order.

1. Fix the site before buying more clicks. Kazandji Law's cost per lead fell after landing pages and Quality Scores improved, not after a budget increase.
2. Build one location page per city you serve. Nine location pages plus an optimized Google Business Profile supported Map Pack visibility in all nine cities. Google says local results depend on relevance, distance and popularity.
3. Treat page speed as a lead issue. Google recommends a Largest Contentful Paint within 2.5 seconds, and Kazandji Law's mobile load time moved from 8.4 seconds to 2.0 seconds.
4. Track qualified leads, not only traffic. The firm's key number was qualified leads per month, which went from about 100 calls to 342 leads.
5. Keep legal marketing claims accurate. Lawyer advertising rules, such as the ABA Model Rule 7.1 used as a base in many US states, ban false or misleading communications. Ontario lawyers follow the Law Society of Ontario marketing rules. This is marketing guidance, not legal advice.

This approach is not a shortcut for a firm without a real local presence. Kazandji Law started with strong client reviews and two offices, and the program built on both.

If you run a firm and want a plan like this, see our law firm marketing page or read does SEO work for law firms.