Castelblanco is a California-based law firm that represents tenants in housing and habitability cases. They have helped over 10,000 tenants secure up to total $300 million in compensation for unsafe conditions they were subjected to.
When they reached out to us at Unframed Digital, they had a solid offline presence in their community, but their digital presence was underutilized.
They sought a digital marketing team that could close the gap between their offline and digital presence and create an inbound marketing strategy that drives more traffic and leads consistently via relevant channels.
Legal SEO falls under the category of YMYL niches, i.e industries that are subjected to more stringent regulations to appear in google searches than normal. It was clear to us that using our limited resources to go after every search term relevant to them will stretch our resources too thin.
Solution: We needed to identify key clusters that would drive the most ROI with proportionately least amount of work. So, we landed on landlord-tenant disputes, unsafe living conditions, pest infestations, and landlord negligence keyword groups.
They have separate offices in each city, so our approach needed a blend of national and local SEO.
Solution: We identified transactional keywords for each city they serve and created service pages to target each of those localised keywords. The goal was to get each service page to appear in search results in the corresponding cities.
For informational content, we kept the focus more broad as the state law applies to all cities. We picked most asked questions about California tenant laws and created high-quality content that answers those accurately.
Their website was not resonating with the users. Website visitors would spend only a short time on the website before they bounced off.
Solution: We identified that the key issue was the messaging on the website. It didn’t convince their ideal clients that Castelblanco was the right choice for their needs. So we set out to fix their brand positioning.
As their clients typically come from low-income migrant families, we doubled-down on two features that they’d care about the most:
We used these features to develop key messaging for the site, including headlines and CTAs.
Want to dive deeper? Download the GA4 Site Performance Overview for detailed insights behind the strategy—traffic growth, user behavior, and conversion metrics.
Now we take a closer look at Google Search Performance. As the largest search engine in the world, Google is responsible for a large portion of a website’s organic traffic. Therefore, increased visibility on Google = overall website reach.
These metrics highlight how our SEO efforts directly improved Castelblanco Law Group’s visibility in Google search results.
Comparison Time Frame:
April 1st – October 31st (2024) vs April 1st – October 31st (2025)
increase in total impressions, showing a major uptick in how often the website appeared for relevant searches.
decrease in click-through rates (CTR). While this is not positive on its own, it’s all about context: this happened due to a significant increase in impressions by comparison. So all in all, still a sign of growth.
These results show that Castelblanco Law Group is showing up more often and ranking higher for the searches that matter most to their clients.
Our SEO strategy had a dual focus: we wanted more people to find Castelblanco Law Group online and also increase the number of people who convert into leads after being on the website.
The results prove that we excelled at both of those goals.
01
When the Castelblanco team reached out to us, their main concern was addressing their visibility in search engine rankings. They had well-designed modern website; yet organic search traffic didn’t account for one of their top marketing channels. This limited their ability to reach new clients who could potentially need their legal services via channels like Google search, Youtube, AI search etc.
We got to work by identifying their target market and doing a deep dive on their needs, analyzing how they talk about their problems, and where and how they look for solutions. Using their customer journey as a map, we identified key areas that could drive maximum growth with minimum effort over the course of a year.
02
By leveraging our team’s expertise in technical SEO, content strategy, design, and data infrastructure – we were able to drive nearly 300% more users to their website and achieve other significant growth outcomes.
We focused our SEO strategy on high-ROI keyword clusters, prioritizing areas like landlord-tenant disputes, unsafe living conditions, pest infestations, and landlord negligence. This targeted approach allowed us to maximize visibility and authority while efficiently allocating resources.
In addition, we created localized service pages optimized for each city and produced statewide informational content around California tenant laws to strengthen topical authority. Finally, we refined the website’s messaging and positioning to better resonate with Castelblanco’s core audience, improving engagement and trust amongst users.
03
Castelblanco Law Group has seen amazing results from our SEO and content efforts.
New content now ranks quickly for competitive legal keywords, supported by an authorship framework that highlights Attorney Eric Castelblanco and his team’s credibility and case experience.
By strengthening E-E-A-T signals through helpful content, real case studies, and consistent schema use, they have been able to establish both better visibility and engagement on their website.
The result? Much higher conversions and consistent inflow of leads.
“As a tenant and habitability law firm, we needed a partner who truly understood our mission and the people we serve.
Unframed Digital took the time to learn about our work and built a website and SEO strategy that truly reflects who we are. They’ve improved our organic reach, elevated our website, and helped us connect with more tenants in need. Simply put, they’re the best at what they do!”
Castelblanco Law Group chose Unframed Digital for our proven expertise in building search visibility for service-based businesses in competitive markets. They wanted a team that could go beyond surface-level SEO tactics and understand how to align technical precision, strong storytelling, and measurable growth.
Our approach was simple but deliberate: refine their site’s technical foundation, rebuild topical authority through high-value content, and design long-term assets that attract and convert qualified leads. Our results speak for themselves: Castelblanco had a 284% increase in number of website users, stronger rankings for core practice areas, and a consistent pipeline of organic leads.
We continue to evolve the strategy by optimizing for AI search and expanding authority signals across new digital touchpoints.
If you need a dedicated SEO team that focuses on real ROI-driving results, we can help you grow spectacularly in your market too.
We continue to expand the strategy by focusing on pages with higher lead generation potential and doubling down on content production and backlink acquisition to maintain and further this growth.
Our collaboration with A Plus Tree yielded impressive results, surpassing our initial benchmarks and customized OKRs. Here are a few key metrics that highlight the success of our strategy.
Our initial goal was to increase traffic from Google to the APlusTree website. For the website to rank for competitive keywords, we had to “prove” to Google that the website deserves to rank for those keywords. Our strategy resulted in a 123% increase in Organic Clicks.
While increasing traffic is beneficial, our primary focus is on boosting conversions. We have managed to display a 170% increase in conversions solely through organic traffic.
Ready to see similar results for your business? Contact us today or view more case studies to learn how Unframed Digital can help you achieve your goals.
