Case Study: Digital Marketing & SEO
How a comprehensive SEO and digital marketing engagement transformed Bussey Ainsworth LLP's online presence, driving a 420% increase in search visibility and 5x growth in Google reviews.
The Client
Bussey Ainsworth LLP is a full-service law firm in Peterborough, Ontario, offering legal services in real estate, wills and estates, civil litigation, business law, and charity and nonprofit law. The firm had strong professional credentials and a loyal client base, but their digital footprint told a different story.
When the engagement began in late January 2025, the firm's website was generating roughly 100 search impressions per day. Their Google Business Profile had just 13 reviews. There was no blog, no content strategy, and no systematic approach to search visibility. For potential clients searching "lawyer Peterborough" or "real estate lawyer Peterborough," Bussey Ainsworth was effectively invisible.
The Work
The engagement covered three pillars: content strategy and SEO, Google Business Profile optimization, and reputation management. The goal was to build the kind of online presence that makes a law firm the obvious choice when someone in the Peterborough area needs legal help.
Content and SEO. We built out the firm's website from a basic brochure into a resource hub. Over the course of the engagement, 63 new pages were indexed by Google, including practice area landing pages, team profiles, FAQ pages, legal guides, and blog posts targeting high-intent local search queries. Each piece of content was written to answer the specific questions potential clients are actually searching for, from "what happens on closing day in Ontario" to "how to make a will in Ontario."
Google Business Profile. We optimized the firm's GBP listing, maintained regular posting activity, and implemented a systematic review generation strategy. The result: Google reviews grew from 13 to 64, all five-star, making Bussey Ainsworth one of the highest-rated law firms in the Peterborough area.
Direct outreach. We supplemented the digital strategy with targeted direct mail campaigns to reach potential clients in the firm's core practice areas, connecting offline marketing to the strengthened online presence.
Search Performance
The impact on Google search visibility was immediate and sustained. Weekly impressions grew from approximately 740 before the engagement to over 3,850, a 420% increase.
Source: Google Search Console, January through March 2026.
The firm's top-performing content piece, a blog post on closing day procedures in Ontario, generated over 5,200 impressions in three months alone. Practice area pages and team profiles consistently rank on the first two pages of Google results for local legal search queries.
Google Business Profile
The optimized Google Business Profile became the firm's most consistent source of new client interactions. Every call and every website click represents a potential client actively considering Bussey Ainsworth.
Source: Google Business Profile performance data, November 2025 through March 2026.
Reputation
Online reviews are one of the strongest trust signals for local service businesses. When the engagement began, the firm had 13 Google reviews. Through a systematic, ethical review generation strategy, that number grew to 64 five-star reviews, making Bussey Ainsworth one of the highest-rated law firms in the Peterborough area.
The Takeaway
The Bussey Ainsworth engagement shows what happens when a professional services firm commits to a comprehensive, sustained digital marketing strategy. The results were not the product of one tactic or one lucky blog post. They were the cumulative effect of consistent content creation, technical SEO optimization, reputation management, and Google Business Profile activity, executed week after week over the course of a year.
For law firms and other professional services organizations, the lesson is straightforward: your online presence is your first impression. The firms that invest in making that impression count are the ones potential clients call first.
Every engagement starts with a conversation. No pitch. No pressure. Just an honest discussion about where you are and where you want to be.
Book a Call →