Why rebuild our own site first?
Because we ask law firms to trust us with their intake, documents and client data, and our own site wasn’t earning that trust. Before we sell search and automation work, our site has to show it working. This post is the baseline and the plan. We’ll add the results at 30, 60 and 90 days, good or bad.
Where did we start?
From July 26 to October 24, 2026, Google Search Console recorded 2 clicks and 136 impressions for anclist.com, at an average position of about 15. That is close to invisible.
The audit found four problems, and none of them was “write more content”:
- Most of the sitemap was noise. About 50 of the 86 URLs we sent to Google were English and Spanish tag pages. The pages that matter, like
/services,/workand our case studies, sat in “Discovered – currently not indexed”. - Analytics received nothing. The site loaded Google Tag Manager, but the live container was an empty version from 2022. Once we added a Google tag, a second issue appeared: the measurement ID had been merged into another Google tag, so data went to an old property.
- No conversion was measured. There was no event for a form submission or a click on a call to action, so we couldn’t say which page produced a lead.
- One way to reach us. The only lead form was on
/contact, there was no way to book a call, and the chat needed a login.
What did we change?
We shipped the work as a series of small pull requests over three days, each one reviewed and tested before it went live.
1. We gave Google fewer, better pages
We added noindex to every tag page and removed them from the sitemap. It went from 86 URLs to 42, all of them pages we want found. Then we asked Google to index the service pages, /about and the case studies.
2. We made consent depend on the visitor’s region
Before, analytics was off for everyone until they clicked a banner. Now the server reads the visitor’s region. Visitors in opt-in regions (the EU and EEA, the UK, Switzerland and Quebec) see the full consent banner, as before. Everyone else gets a short notice and analytics on by default, with a “Cookie settings” link in the footer. Advertising storage stays off everywhere, and we honour Global Privacy Control.
3. We started measuring leads
Three events now go to Google Analytics 4 through Tag Manager:
generate_leadwhen someone submits the contact formbook_callwhen someone books the free auditcta_clickfor each call to action, with the button’s ID and location
generate_lead and book_call are key events, so the reports show which pages and sources lead to a conversation.
4. We added booking that feeds the CRM
The free 30-minute automation audit is now bookable on /contact and from a button on every page, using an embedded Cal.com calendar. When someone books, a signed webhook creates or updates the person in our Outseta CRM, opens a deal in the “Audit booked” stage, and logs the booking on their record. No copy-paste, and no lead lost in an inbox.
This is the same pattern we build for clients: one form or calendar, one record in the system of truth, and a clear next step.
5. We wrote pages that answer the question
We replaced a generic four-service page with five landing pages written for the people we want to work with:
- Law firm intake automation
- Legal document automation
- Clio integrations
- Law firm websites
- Toronto law firm automation
Each one uses question-shaped headings with a direct answer underneath, shows a “starts at” price, ends with an FAQ, and carries Service, FAQPage and BreadcrumbList structured data. Search engines and AI assistants both prefer a page that answers a question in its first sentence over one that makes them dig.
We also added an about page with Person structured data, an llms.txt file that tells AI crawlers what the site offers, and links from older blog posts to the new pages.
6. English and Spanish, at the same time
Every page, including this post, exists in English and Spanish on the same day, with hreflang tags so Google shows each reader the right one. Many of the firms we serve in the US work with Spanish-speaking clients, so this is part of the offer, not an extra.
What are we measuring?
Our targets for the end of January 2027:
| Measure | Baseline (Jul 26 – Oct 24) | Target (90 days) |
|---|---|---|
| Key pages indexed | Homepage only | Every service page, /about and the case studies |
| Search impressions | 136 in 90 days | 1,500+ a month |
| Leads tracked end to end | None | Every form and booking |
| Audit calls booked from the site | 0 | 3 |
| New client case study | None | 1 |
The first check is in early November, when Google should have crawled the new pages.
Results so far
October 26, 2026: the homepage and /about are indexed. The five landing pages are waiting for Google’s next crawl. A test lead and a test booking both arrived in Google Analytics as key events and in the CRM with the right deal stage.
We’ll update this section at 30, 60 and 90 days.
What can a law firm take from this?
Most of the gains above came from fixing plumbing, not from publishing more. If your site has pages Google ignores, a contact form that drops into an inbox, or analytics nobody trusts, those are the first things we’d look at.
Book a free 30-minute automation audit and we’ll walk through your site and intake the same way.