Service pages that rank at the top and convert visitors into leads
Allt om Juridik’s organic traffic was falling, and three services were competing for the same audience. Topdog created a content structure, built new landing pages, developed pages addressing specific legal problems, and improved both UX and technical SEO. The result: organic traffic nearly doubled.
The challenge
Allt om Juridik provides legal advisory services to small and medium-sized businesses. Their customers typically start with a Google search whenever a legal need arises, so visibility there is crucial. The site simply wasn’t delivering.
Traffic had dropped by more than a third during the first half of 2025, a trend that needed to be reversed. Despite this, converting visitors wasn’t the main problem.
At the same time, the website lacked the right content structure. It also had serious duplicate content issues: different services were targeting the same audience and competing for the same searches. Without the right content at every stage, Allt om Juridik risked losing even more traffic and seeing even fewer conversions.
Goal
The goal was to turn more of the right Google searches into leads. Equally important was creating clarity and control, and embedding SEO practice within Allt om Juridik’s own team so the work could continue long after the project ended.
Strategy and approach
Throughout the project, Allt om Juridik worked directly with one of our SEO consultants. The same person who developed the strategy also led its implementation alongside Allt om Juridik’s team, so nothing would fall through the cracks between analysis and action.
Structure first
We started with keyword research and strategy. Topdog gathered the data and interpreted it together with Allt om Juridik. From there, we:
- decided how to handle the three offerings so they’d stop competing with each other
- set the structure and priorities for the whole project
- defined page templates for the service pages
Pages built for SEO, brand and conversion
We created mockups for new landing pages and new navigation, balancing four requirements that often pull in different directions:
- SEO, so the pages would rank
- brand, so they’d reflect Allt om Juridik
- conversion, so visitors would become leads
- navigation and internal linking, so users (and Google) could discover the new structure
We then built the pages at scale, mostly with AI, quality-checked by Topdog, with just a handful built by hand. This let us produce a large number of pages in a short time, work that would otherwise have demanded far more resources.
Technology that supports everything else
In parallel, we fixed the technical issues preventing Google from indexing and ranking the site properly. It’s not glamorous work, but it’s essential. Without it, nothing else matters.
“Topdog never felt like a supplier, more like part of our own team. We worked directly with the expert, Isabelle Arding, who analysed, prioritised and delivered alongside us, with no project manager in between. They translate SEO into real business value and get things done.”
– Hanna Larsson, Growth Manager, Allt om Juridik
The results
Organic traffic turned sharply upward, nearly doubling from where it started. Most of that growth comes from new landing pages that didn’t rank at all before the project.
Several of these pages now rank at the top for commercially relevant legal terms. The page on non-disclosure agreements holds the number one spot for “NDA” and brings in around 950 visits a month on its own. The pages on letters of intent and claim forms also rank first. In total, around nine new pages rank in positions one to six. Existing pages benefited too, including those on the Swedish Code of Judicial Procedure and suspended sentences.
Allt om Juridik now has service pages that rank on Google, a clear structure in which the three offerings no longer compete with each other, and an approach that’s firmly embedded within the team.