// case study 02 · Legal-tech (D2C) · CEE / Poland · part 1 of 2: the launch
0 → 4,900 search clicks a month in year one. Built in under four months.
Prawomat is our own Polish legal-tech product: for any letter a person searches for by name, it gives them the template and an AI generator that writes theirs. Between 8 January and 29 April 2025 we published 1,125 letter pages on WordPress, then added no more. Bing sent the first traffic, Google followed from June, and in November 2025 the two sent 4,863 clicks, every one of them landing a click away from a finished letter.
4,863
Search clicks in Nov 2025: Google 3,591 + Bing 1,272
1,125
Letter pages, all published 8 Jan-29 Apr 2025
4x
Bing clicks over Google in the first six months
12x
Google clicks, Apr to Nov 2025, with no new pages
// the curve: monthly clicks, google and bing
Google clicks Bing clicks
- first pages: Jan '25
- last page: Apr '25
- Google climbs: Jun '25
- Nov '25: 3,591 clicks
// the receipts: unedited screenshots
The chart above is ours. These are the tools it was drawn from, exactly as they print it. Every shot says which window it covers, and the caption says what it proves and what it does not.
Google 684 clicks · 27.2K impr. | Bing 2.7K clicks · 99.2K impr.
The first six months, from our June 2025 growth study. Same site, same dates, two engines: Bing sent four times the clicks Google did while Google was still deciding whether to trust a young domain. Judged on Search Console alone, the launch looked flat until June.
Google Search Console and Bing Webmaster Tools, prawomat.com (screenshots from our June 2025 growth study) · Open full size ↗
11.7K clicks · 457K impressions · 2.6% CTR · avg. pos. 14.3
Google's half of the ramp, still climbing at the right edge. Not one letter page was published in this window: this is the catalogue finished in April, compounding.
Google Search Console, prawomat.com property · Open full size ↗
// the brief
People in Poland search for one specific letter by name: a complaint to Zalando, cancelling a T-Mobile contract, a motion to stop an eviction. Each search is small, and together they are the market. The job: be the page for each of them on a young domain, and end the visit in a written letter.
// the play
- [→]Mapped the catalogue before writing a page: 11 letter types (motions, complaints, statements, cancellations, appeals and more) crossed with the companies, courts and offices people name in their searches.
- [→]Published 1,125 letter pages on WordPress between 8 January and 29 April 2025, 381 of them in the first month. Each carries the letter's template.
- [→]Linked every page to the AI generator ("Stwórz pismo", write the letter), so a search can end in a finished document.
This play is what our programmatic SEO services and product-led SEO services deliver.
// proof: ranking wins (google search console, Jan to Nov 2025, via Ahrefs)
| Query | Position | CTR | Clicks |
|---|---|---|---|
| skarga na adwokata wzór | 4.6 | 12.9% | 114 |
| wniosek o wstrzymanie eksmisji wzór | 3.7 | 13.3% | 102 |
| odwołanie od upomnienia za abonament rtv wzór | 3.3 | 9.0% | 83 |
| inpost skarga na kuriera | 6.3 | 2.2% | 70 |
| pull and bear reklamacja | 4.9 | 7.5% | 43 |
// what the data actually says
4x
more clicks from Bing than Google in the first six months: 2,736 against 684. Bing ranked the young domain months before Google trusted it, and in May 2025 it sent 1,182 clicks to Google's 311. Judged on Search Console alone, the launch looked flat until June.
12x
growth in Google clicks from April to November 2025, 295 to 3,591 a month, and not one letter page was published after 29 April. Four months of publishing bought seven months of compounding.
7,016
citations in Bing's AI answers in November 2025, the first month in Bing's AI report for the site, before any work aimed at AI search. A page built around one task, with the template on it, gets quoted by default. Part 2 is what happened when we built for it on purpose.
// takeaways you can steal
- 01 Build the catalogue fast, then let it compound. Four months of publishing, seven months of growth, and the pages kept earning after that.
- 02 Watch Bing from day one. It sent four in five search clicks in the first five months, while Search Console showed a trickle.
- 03 Put the product on every page. A searcher who lands on a letter page should be able to leave with the letter: the first generator wrote 4,942 of them.
// is this play right for you?
works if
- Demand is a long tail of named tasks: a company, a document, an office.
- Each page can hand over a finished thing: a template, a tool, an answer.
- You can give it two to three quarters to compound.
skip it if
- Your market lives on a handful of head terms.
- Nothing on the page beats the search result itself.
- You need the traffic next month.