Austin, TX

🚨 SECURITY & INTEGRITY STATUS

Overall Status: ✅ SECURE

Name, Address, Phone (NAP) Validation

Business Name:

✅ Verified: "Robbins Estate Law" matches baseline

Address:

✅ Verified: 3800 N Lamar Blvd #200, Austin, TX 78756

Phone Number:

✅ Verified: (512) 599-9856 matches baseline

Primary Category:

✅ Verified: "Estate Planning Attorney"

Additional Checks

Website:

✅ Verified: robbinsestatelaw.com/locations/austin-texas

Rating Status:

✅ Excellent: 4.9★ with 123 reviews

Action Items

✅ All systems nominal. No action required.

📊 HISTORICAL TREND ANALYSIS

Month-over-Month Performance

Strongest Growth:

• CRITICAL ANOMALY: Total Traffic surged +462.5% (16 → 90) due to ranking improvements.
• Website Clicks: +58.1% (86 → 136)
• CTR: +58.5% (2.48% → 3.93%)

Concerning Trends:

• No concerning declines.

Pattern:

A dramatic improvement in Avg Position (2.5 → 1.2) is the primary driver of this month's explosive growth. This has directly resulted in a massive increase in visibility and user engagement, reflected in the CTR and Website Click surge.

Year-over-Year Performance

Annual Growth:

• No year-over-year data available yet (first year of tracking).

Key Insight:

A new, high-performance baseline has been established. Future YoY analysis will be crucial for understanding seasonality and validating long-term growth from this new position.

Strategic Takeaway

This location achieved a major ranking breakthrough. The focus for the next 90 days is to capitalize on this new visibility and improve conversion. While traffic and clicks are soaring, call growth (+10.5%) is lagging. Recommend enhancing the GBP profile with fresh Posts, Photos, and Q&A to convert the surge in viewers into more direct leads.

⚔️ COMPETITIVE LANDSCAPE

Market Leader: Texas Trust Law (#1 with 601 reviews, 4.9 rating)

Client Position: #2 with 123 reviews, 4.9 rating

The Gap: Need 478 more reviews to match leader

Critical Competitive Insights:

• The Review Moat: The market leader's primary advantage is a massive volume of reviews (4.9x more than client), creating a significant social proof barrier that must be addressed systematically.
• Rating Parity: The client's 4.9 rating is on par with the leader. The key differentiator is not quality but quantity. Closing the review volume gap is the top long-term priority.

🔍 SEARCH INTELLIGENCE ANALYSIS

Query Breakdown:

• Brand Queries: 63.7% ("robbins estate law" - 254 searches)
• Generic Queries: 36.3% ("estate planning attorney austin", "probate attorney austin")

🚨 CRITICAL FINDINGS:

• High-Rank, Low-Click Crisis: GSC data reveals our biggest problem. We rank #1 for high-value terms like "austin estate planning attorney" (241 impressions) and "probate attorney" (241 impressions) but receive almost zero clicks (0.4% and 0.0% CTR). Our profile is visible but not compelling.
• Location Intent is Strong: All top queries correctly target "Austin," indicating no location mismatch issues.

High-Value Keyword Opportunities:

1. "probate attorney": 241 impressions/mo, Position 1.1, Opportunity: Currently generating 0 clicks. This search implies urgency. Framing content around speed and clarity ("Navigate Austin Probate Now") can capture this immediate-need audience.

2. "austin estate planning attorney": 241 impressions/mo, Position 1.0, Opportunity: The #1 rank is wasted with a 0.4% CTR. Optimizing photos, services, and posts will dramatically increase clicks from existing visibility.

📊 PERFORMANCE DIAGNOSTICS

Conversion Funnel Analysis:

• Profile Views: 2,195
• Call Rate: 0.96% (Industry benchmark: ~3-5%)
• Website Click Rate: 6.2% (136 clicks)
• Assessment: Critically Below Benchmark for Calls. The profile fails to convert viewers into callers. However, users click to the website 6.5x more than they call, suggesting they use the site for final validation. The primary conversion bottleneck is likely on the Austin website landing page.

Trend Assessment:

• MoM Momentum: Accelerating. Profile views (+15.3%), website clicks (+58.1%), and average position (2.5 → 1.2) show powerful positive momentum.
• Key Driver: Significant improvements in local search rankings are driving traffic growth.
• Risk Factors: Poor conversion rates (on both GBP and the website) will waste this growing traffic. Slow review velocity (+3/month) will widen the competitive gap.

🗺️ 90-DAY DOMINATION ROADMAP

Month 1: Foundation (Weeks 1-4)

Primary Goal: Fix the conversion funnel, double the call rate to 2.0%, and acquire 20+ new reviews.

1. GBP-to-Website Funnel Optimization

• Action: Enhance the Austin location landing page with prominent "Book a Consultation" buttons, embedded Google reviews for social proof, and a clear bio of the primary attorney.
• Target: Increase website lead form submissions from GBP traffic.
• Why: To fix the conversion leak where 136 users click but don't convert. This is our highest leverage point.

2. Review Velocity Campaign

• Action: Implement an automated SMS/email review request system targeting 80 recent, satisfied clients.
• Target: 20+ new reviews (assuming 25% response rate).
• Why: To immediately begin closing the 478-review gap and build crucial social proof to improve CTR.

3. Conversion & Keyword Optimization

• Action: Rewrite all GBP service descriptions to be benefit-focused, especially for "Probate" services using urgency-based language. Enable GBP Chat.
• Target Keywords: "probate attorney austin", "estate planning attorney".
• Expected Impact: Increase CTR on non-brand terms from <1% to over 3% and increase call rate to 2.0%.

Month 2: Acceleration (Weeks 5-8)

Primary Goal: Increase generic search impressions by 20% and achieve a combined lead rate (calls + website forms) of 4%.

1. Targeted Content Blitz

• Action: Publish 2 keyword-optimized GBP Posts per week. Week A: "Navigating Austin Probate: Get Clear Answers Now." Week B: "3 Common Estate Planning Mistakes."
• Target: Improve engagement and CTR for underperforming generic keywords.
• Why: To demonstrate topical authority and fix the "High-Rank, Low-Click" crisis.

2. Visual Authority Building

• Action: Upload a 30-60 second attorney introduction video to the GBP profile.
• Target: Increase user time on profile by 15%, building trust.
• Why: Video distinguishes the profile from static competitor listings, improving conversion.

3. Review Response Overhaul

• Action: Audit and respond to the last 25 reviews using personalized, keyword-rich language.
• Target: Respond to all new reviews within 24 hours.
• Why: Signals active management to Google and prospective clients.

Month 3: Domination (Weeks 9-12)

Primary Goal: Sustain a 5%+ lead rate and surpass Mike Massey Law's review count (278).

1. Client Success Stories

• Action: Publish 4 GBP Posts as anonymized case studies (e.g., "Helping an Austin Family Navigate a Complex Probate").
• Target: Increase website clicks from GBP by 20%.
• Why: Moves beyond listing services to demonstrating successful outcomes, a powerful conversion driver.

2. Local Citation Push

• Action: Identify and submit the firm's NAP to 5 high-authority Austin directories and legal associations.
• Target: Solidify local ranking signals.
• Why: Reinforces geographic relevance, protecting top rankings against competitors.

3. Service Page Deep Dive

• Action: Create a GBP post linking to a new website blog post detailing "Special Needs Trusts in Texas."
• Target: Capture long-tail keyword traffic and build topical depth.
• Why: Attracts highly qualified clients with specific needs.

🎯 KEY PERFORMANCE TARGETS

By End of 90 Days:

• Reviews: 123 → 163+ (+40 reviews)
• Profile Views: 2,195 → 2,600+ (+18%)
• Total Leads (Calls + Web Forms): 21 → 100+ (targeting a 4% lead rate on 2,600 views)
• Target CTR for "austin estate planning attorney": 0.4% → 4.0%+

Leading Indicators to Track Weekly:

1. New reviews acquired.

2. Lead conversion rate (Calls + Website Leads / Profile Views).

3. CTR for top 3 generic keywords.

4. GBP Post view counts.

💡 STRATEGIC RECOMMENDATIONS

Immediate Priorities (This Week):

1. Optimize the Austin Landing Page: Add CTAs and social proof. This addresses the biggest conversion leak.

2. Launch Review Campaign: Send the first SMS/email batch to 25 recent clients to build immediate momentum.

3. Rewrite GBP Service Descriptions: Focus on "Probate Attorney" using urgency language to capitalize on the zero-click opportunity.

Resource Allocation:

• Highest ROI: Fixing the website landing page conversion funnel.
• Quick Wins: Enabling GBP Chat and rewriting service descriptions.
• Long-term Investments: Consistent review acquisition is the only path to challenging the market leader.