Goodwin Procter LLP is a Global 50 international law firm with more than 1,000 lawyers across offices worldwide. The firm is known for handling complex, high-stakes litigation and works closely with clients in sectors such as finance, private equity, real estate, technology, and life sciences.
After partnering with Verkeer for a year, Goodwin had already achieved strong growth in organic performance. However, the firm wanted to take things further by ensuring its well-established offline reputation was reflected in its online presence.
With new practice areas emerging and experienced lawyers joining the firm regularly, Goodwin needed a strategy that would both maintain its existing visibility and attract new audiences aligned with its ongoing growth.
Given the limited internal resource available, Verkeer’s role was to provide support by identifying the key search queries their audience was using, uncovering new opportunities for connection through content and SERP features, and building a long-term strategy designed to drive continued organic growth while enhancing the overall online experience.
We began by developing a detailed Client Development questionnaire for Goodwin’s internal experts. This helped gather insights into each service proposition and guided the keyword research needed to attract the most relevant audiences.
Using these responses, along with extensive in-SERP research, we identified new search queries being used by target audiences and mapped them to existing website pages. Where gaps existed, we recommended new landing pages to capture those opportunities effectively.
We then created a content strategy focused on the informational keyword themes identified across Goodwin’s various blogs, ensuring the firm’s thought leadership aligned with user intent and search demand.
An on-site user experience analysis was also carried out to pinpoint key pain points and areas for improvement across the website.
Finally, we reviewed the existing service pages to ensure that the messaging reflected Goodwin’s updated propositions, targeted the right keywords, and fully addressed the intent behind each query.