// case study 02 · Legal-tech (D2C) · CEE / Poland
0 → 1.2M Google impressions and ~28k clicks in a year.
A new legal-tech site launched in 2025: programmatic legal-document templates and a topical blog feeding an AI legal-document app. A clean, recent ramp from zero — measured in live Google Search Console, the most replicable proof we have.
~28k
organic clicks / yr (GSC)
1.2M
Google impressions / yr
#2.1
"tabela alimentacyjna"
0→~3.6k
/mo clicks peak (<1 yr)
// the curve — monthly organic traffic
// the brief
A direct-to-consumer legal-tech product for the Polish market: generate and manage legal documents without a lawyer. The job: capture high-intent "how do I file / template for X" demand and route it into the app.
// the play
- [→]Programmatic legal templates — /skarga/, /odwolanie/, /wniosek/ ("wzór" intent).
- [→]Topical blog catching news-driven spikes (alimony tables, election protests).
- [→]Every page routes to the AI legal-document app — content with a product action.
// proof — live ranking wins (google search console, trailing 12mo)
| Query | Position | CTR | Clicks |
|---|---|---|---|
| skarga na adwokata wzór | 3.9 | 11.8% | 216 |
| tabela alimentacyjna | 2.1 | 2.9% | 202 |
| odwołanie od upomnienia za abonament rtv wzór | 3.6 | 7.7% | 140 |
| wniosek o wstrzymanie eksmisji wzór | 2.4 | 13.1% | 111 |
// what the data actually says
wzór
Polish for "template." The whole strategy: capture the long tail of people searching for a specific legal document, then hand them the app that produces it.
#2.1
on "tabela alimentacyjna" via a single blog post. A topical news angle can outrank institutional sites when the page is faster and clearer.
<1 yr
from zero to ~3.6k clicks/mo and ~98k impressions/mo (live GSC). A brand-new domain with no authority can ramp fast when supply matches a real, underserved intent.
// takeaways you can steal
- 01 Template the long tail of intent — one programmatic pattern (a "wzór" page) can cover hundreds of queries.
- 02 Pair every programmatic page with a real product action, not just an ad slot. Content is the acquisition channel; the app is the value.
- 03 A topical blog catches the spiky, news-driven demand your evergreen templates miss.
// is this play right for you?
works if
- You have a repeatable "document / form / process" people search for by name.
- Your product completes the task the searcher came to do.
- You operate in a market with thin, slow incumbent content.
skip it if
- Your demand is a handful of high-volume head terms, not a long tail.
- You have no product action to route the traffic into.
- Your space is dominated by fresh, fast, authoritative incumbents.