From 200 monthly visits and no brand presence to #1 and #2 nationally for effectively every surrogacy and fertility search term in Australia, without a single paid ad.
Five years ago, Page Provan had a problem that will sound familiar to any specialist firm punching above its weight: deep expertise, almost no visibility.
The website pulled around 200 visits a month. The firm didn't rank for the surrogacy and fertility terms its future clients were actually searching. And in a practice area where clients are making one of the most emotionally significant decisions of their lives, often across borders, often navigating law most solicitors never touch, there was no brand presence to build the trust those clients need before they ever pick up the phone.
For a three-lawyer boutique, that's existential. Intended parents were out there searching. They just weren't finding Page Provan. The goal was blunt and correct: more leads, and real brand awareness, for the firm and for Stephen Page personally.
We didn't run a single paid ad. Everything below was earned.
Own the search results, permanently. We built an SEO engine around every keyword that matters to an intended parent researching surrogacy, domestic and international, general and highly specific. Two purpose-built websites anchored it: the Page Provan firm site and a dedicated personal site positioning Stephen as an authority in his own right.
Make Stephen the name, not just a name. Authority in surrogacy law isn't claimed, it's demonstrated. We supported Stephen through two published books with a leading legal publisher, built the presentation decks that put him in front of global surrogacy and fertility conferences, and produced a body of content most firms wouldn't attempt: a YouTube channel and a podcast, both feeding the same message, this is the person who understands this area better than anyone. That whole body of work is the same discipline behind our authority-building service.
Turn the news cycle into airtime. Surrogacy is rarely out of the headlines for long. We ran an active newsjacking strategy, spotting breaking surrogacy stories and getting Stephen in front of journalists, landing him on television and in newspapers as the expert commentator. Every appearance compounded the authority the SEO and content were already building.
Stay in front of the audience. Heavy, consistent email campaigns kept Page Provan top-of-mind with referrers, past clients, and prospects, so the firm wasn't just found once, it was remembered.
Positions #1 and #2 for effectively every target surrogacy and fertility keyword across Australia. Not a city. The country.
Page Provan proves what a specialist firm can achieve without spending a cent on ads, when strategy, authority, and search all pull in the same direction. Five years in, the firm doesn't compete for surrogacy clients in Australia. It sets the terms.
“Practice Proof are a delight to deal with, and a fundamental partner in our business.”
Stephen PagePage ProvanIf you're the best-kept secret in your practice area, that's a marketing problem, and a fixable one.
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