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Case study · Law firm SEO · North York
Law firm SEO for Ang Law PC
Ang Law PC is a North York law firm with a strong Google reputation and a website that was not turning visitors into enquiries. We took on the SEO: capturing enquiries, tracking them, and fixing the Google Business Profile and the pages Google reads.
At a glance
Who we worked with and what we did.
Client
Ang Law Professional Corporation, a North York law firm serving real estate, family, immigration, business, wills and estates and civil clients.
Our role
Local SEO, enquiry capture, tracking, Google Business Profile, on-site content and structured data. Website optimization and SEO, not a rebuild.
Engagement
Ongoing monthly program that began in October 2026. This page covers the first month and is updated as the work continues.
Where we worked
Their WordPress site, Google Business Profile, Google Tag Manager, Google Analytics 4, Search Console, Bing, Yelp and Bing Places.
The starting point
The firm already had what most local businesses want: a 5.0 rating across nearly two hundred Google reviews and a site covering six practice areas. What it did not have was a clean path from a search to a conversation. The contact form was failing to send email, phone numbers were plain text rather than tap-to-call, enquiries were not being tracked as events, and the Google Business Profile described the firm in generic terms.
That shaped the plan. Sending more visitors to a site that cannot capture them would have wasted the effort, so we fixed the path first, then measurement, then the profile and the pages.
How we sequenced it
Back up and audit
A full backup first, then a technical and content audit of the site’s 36 pages, which found no critical technical issues. That pointed the work at conversion, tracking and the profile.
Capture enquiries
Fix how people reach the firm before sending more of them: the form, the tap-to-call links and the mobile bar.
Measure it
Tracking set up and checked so every later change can be judged by enquiries, not guesses.
Fix the profile
The Google Business Profile is what Google reads first for local searches, so categories, services, hours and posts came next.
Fix the pages
Titles, headings, image descriptions, link text and structured data on the site itself, page by page.
What we did in the first month
Six areas of work, all live.
Enquiry capture
A new enquiry form on the Contact page with a practice-area choice, tap-to-call and tap-to-email links across the site, and a sticky “Call now / Book a consultation” bar on phones. Spam protection went on after four junk sales pitches arrived in four days.
Tracking
Google Tag Manager and Google Analytics 4 now count phone taps, email clicks, WhatsApp clicks and form submissions, so each enquiry can be traced to where it came from. Search Console is linked to Analytics, and Bing Webmaster Tools and IndexNow are set up.
Google Business Profile
Primary category set to Law firm with five more categories, a rewritten description, weekend hours matched to the site, and 23 services each described in plain language. Posts are scheduled every two weeks, each linking back with tracking tags.
On-page SEO
A new homepage title, description and H1, headings and image descriptions fixed on every practice page, shorter page titles, descriptive link text instead of “learn more”, and a Services menu that reaches all six practice areas.
Structured data and AI search
LegalService and Person markup on the homepage, FAQ markup built from the visible questions on nine pages, and a plain-text summary of the firm for AI tools. A site-wide share image so links look right when shared.
Listings and consistency
Yelp for Business profile completed and corrected, a Bing Places listing verified and synced from Google, and the firm’s name, address and hours kept consistent across them.
What we deliberately left alone
A good SEO program is as much about restraint as activity. We did not buy links or reviews. We did not change the firm’s primary phone number, its ads or its social media, and every wording change was approved first. Law firms are bound by Law Society advertising rules, so we reviewed wording with the client and left the firm’s own choices on wording as they were.
We also do not report results we have not measured. The first month was foundations, and the honest status is that rankings and enquiry volume take months to move. We report on them monthly and will add the numbers to this page as they come in.
What comes next
The next stretch of the program, in rough order.
- A page for North York real estate searches, with the neighbourhoods served, the address and a map
- Continued Google Business Profile posts and a steady stream of review requests
- Listings in legal and local directories, submitted only with the firm’s approval
- Lawyer credentials on the About page, once the details are confirmed
- A monthly report to the firm on what changed and what it produced
Questions we get asked
What did Sulo Systems do for Ang Law PC?
We took on local SEO and enquiry capture for the firm’s existing WordPress site: a new enquiry form, tap-to-call links, tracking, a rebuilt Google Business Profile, on-page fixes, structured data and directory listings. We did not rebuild the website.
Has the SEO work produced results yet?
It is early. The first month was spent on foundations: capturing enquiries, tracking them and fixing the profile and pages. Rankings and enquiry volume take months to move, so we report them monthly and will add them to this page as they come in, rather than promise outcomes up front.
Do you guarantee rankings for law firms?
No. Rankings depend on Google and on competitors, and nobody controls them. Law firms also have professional advertising rules to follow, so we review wording with the client and avoid claims the firm cannot support.
Can you do the same for my business?
Yes. The approach works for any business that serves a defined area, including professional firms, clinics and home services. Book a 15-minute call and we will say what we would do first and roughly what it would cost.
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Tell us what you do and who you serve. In 15 minutes we will say what we would do first, whether we are the right people, and roughly what it would cost. If we are not the right fit, we will say so on the call.