+114% more traffic and +60% growth in quality leads for Fruytier Advocatenkantoor

Fruytier Advocaten wanted to grow structurally in organic visibility on legally relevant search terms and attract more quality enquiries via the website. No temporary campaigns, but sustainable SEO and CRO solutions that fit their professional image and expertise.

+114%

More traffic YoY

+60%

Growth in leads

+275%

New keywords in the top 10

ABOUT

Fruytier Advocatenkantoor

Fruytier is an Amsterdam law firm with a strong focus on corporate law, insolvency law and employment law. They combine legal precision with a personal approach, for both SMEs and larger international companies.

THE

CHALLENGE

In the legal market, everything revolves around trust. Anyone searching online for legal help doesn't want to be tempted with generic blogs, but is looking for immediate confirmation of expertise. Fruytier wanted to be found organically by exactly those people, not on broad terms but on searches with a clear legal intent. The challenge was that this market is dominated by larger firms with sizeable content budgets, while Fruytier opted for a strategic and efficient approach. At the same time, the quality of leads also had to improve.

OUR

RESEARCH & GOALS

We started with an extensive keyword and intent analysis. This showed that the real value lies in search terms directly connected to concrete legal situations — the moments when business owners actively look for legal guidance.

Our strategy was to position Fruytier as a digital authority within these kinds of complex search queries. No focus on blogs or superficial content, but on pages that are legally sound and match exactly what people are really searching for.

Goals:

30% growth in organic traffic.
25% more quality leads.
More visibility on search terms with legal intent.

“

In the legal market, everything revolves around trust. Thanks to the strategic SEO approach, we grew by +114% in organic traffic and +60% more quality leads.

— Fruytier Team

THE

SOLUTION & IMPLEMENTATION

We simplified the website structure so key expertise pages are found more easily. Weaker content was merged or removed, and strong legal pages were rewritten and enriched with cases, relevant USPs and simple forms.

The internal link structure was optimised so blogs, sector pages and areas of expertise automatically link to the right content, strengthening the pages' authority.

Conversion was also improved by adding shorter forms in logical places within the content, which led to more completed enquiries without the quality of leads declining.

The focus was on search intent, not search volume: no standalone terms, but complete theme pages around legal situations people take action on.

THE

RESULTS

Rather than more traffic, we delivered the right traffic:

+114.6% growth in non-branded organic traffic.
60% more quality contact requests.
275 new keywords in the top 10, including ‘preferente schuldeisers’ and ‘huurverhoging bedrijfsruimte’ in position 1.
Branded traffic rose by 60% compared with the year before.

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