Client Spotlight: Michael’s Law Firm

Custom SEO Case Study

“Obtain a substantial number of clients through website.”

Logo for Michael's Law Firm

Michael’s Law Firm Case Study

Start Date: July 2015

Project Duration: Ongoing

Investment: $$$$

Michael Lesage of Michael’s Law Firm recruited the services of 1st on the List upon opening his Toronto, Ontario law firm in early 2015.

As a startup, Lesage was looking for a long-term solution to attract the right type of clients and from the beginning has placed high value in continually growing his online presence.

Today, Michael’s Law Firm is a legal practice in the Greater Toronto Area that has experienced significant growth and focuses on complex litigation in professional negligence, personal injury, and insurance coverage disputes. Lesage is also active in the legal community and is currently running as a bencher candidate for the Law Society of Ontario (LSO).

The Strategy

  • Search Engine Optimization

  • Strategy Development

  • Content Development

  • Custom Reporting

Branding was the first important step of the Search Strategy for Michael’s Law Firm, as the website was listed at the bottom of page one even for the search “Michael Lesage.”

Once we obtained rankings for Lesage’s name, we focused in on creating quality content for the firm’s most profitable and most desirable legal services. The strategy was designed to maintain a steady pace at optimizing the website over time and letting the strategy evolve as results were achieved.

Currently, the custom SEO strategy includes continuing to create valuable resources for the website, optimizing new site content, maintaining citations, and monitoring ranking results.

Results Achieved

Significant number of website leads with high rate of conversion.

This Michael’s Law Firm case study reveals that it took 3 to 6 months to start seeing a good uptick in traffic as we applied custom SEO. This rate of growth is to be expected, especially since the website was relatively new and competing for rankings in a very competitive industry and market.  Lesage was prepared to stick to the content development and Search Engine Optimization strategy our team established for him and he understood results would follow as work was continually implemented.

Business has indeed grown and Lesage reports that he gets a significant number of leads through the website, of which a substantial number of them turn into clients. Each month he tracks website improvements through Google Analytics and the website reports provided by 1st on the List.


(March 2016 vs. March 2019 Data)


Growth in Monthly Search Visitors to Website


Additional Search Queries Website is Shown For


Increase in Number of Total Monthly Search Impressions


Increase in Number of Monthly Website Leads

“I researched several top ranked SEO companies. I chose 1st on the List because I liked the fact that while 1st on the List was ranked highly they were still a small business. I felt I would be more important to them as a customer than if I went with some of their larger competitors. My advice to anyone considering SEO and 1st on the List is to create as much content as you can for profitable areas of your business. Stay focused on marketing your most profitable areas.”

– Michael Lesage – Owner

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Everyone measures success a little differently, as this Michael’s Law Firm case study reveals. Whatever it is you are looking for, 1st on the list can help develop a winning online strategy to get you there, just like we did for Michael Lesage. We look forward to meeting you, learning about your company and your goals, and helping you to get the results you deserve!


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