How one article for a witness training company brought 5,858 search clicks, and a newsletter doubled its list

A field people search only when they need it

Loquitur trains witnesses. Expert witnesses, people giving evidence for the first time, public servants and health professionals learn what court will be like and how to give clear evidence. They sell online courses, live training and report-writing courses across Australia, and they offer free ethics training that counts towards lawyers' professional development hours.

It's a respected business in a small, specialist field. In 2024, the next step was making its website as clear to search engines as its training is to witnesses.

When we audited the site in July 2024, we found a set of technical fixes that would help search engines read it:

• 56 of 72 subheadings were duplicates. Pages repeated the same H2s, so Google couldn't tell them apart.
• Duplicate titles and descriptions on seven pages.
• 56 of 152 images had no alt text.
• Some pages had two H1s, and several short pages covered overlapping topics.

The real opportunity was the niche. Very few people search for "witness familiarisation". But plenty of people search for what they need at the moment they need it: how to write a witness statement, what a subpoena means, what happens at a court hearing.

Those people are Loquitur's future customers, and Loquitur already had the answers. The site needed to put them where search could find them.

The usual fixes didn't fit a small team in a legal niche:

Part one: fixing the structure

The audit came with a keyword map. Every page got a main keyword and a job, and the site was reorganised into clear sections: a learning hub, services, resources, the blog and case studies.

Then we moved the content. About 45 posts, case studies and "expert fails" stories were moved into proper sections, each with a redirect from the old address. About 70 pages got new titles and meta descriptions, written for the search they target.

The audit also set a rule for thin pages: merge several short ones into one full article, so one strong page replaces several weak ones.

Part two: the articles

We wrote 16 long articles between September 2024 and May 2025. Each one answers a question a witness or a lawyer actually types into Google:

• How to write a witness statement
• Who can be a witness
• What is an expert witness
• Cross-examination 101
• Subpoena to testify as a witness
• What is a mock trial
• Court hearings explained
• Barrister vs solicitor
• How to write an expert witness CV
• Expert witness agreements and terms of engagement
• A witness preparation checklist

Two rules shaped every article:

• The founder reviews every piece. Tom, Loquitur's founder, reviewed and edited the drafts. In a legal niche, expert review isn't optional.
• Familiarisation, never coaching. In Australia it's fine to help a witness understand the process. Telling a witness what to say is not. The articles stay on the right side of that line, the same way Loquitur's training does.

Many readers are Australian and need local rules, so articles target state-specific searches too, like NSW witness statement templates and codes of conduct.

Part three: turning readers into a list

Traffic that leaves and never comes back is wasted. So each article leads somewhere useful:

• Free templates. An expert witness report template, a witness statement template, an expert witness CV template and an expert witness agreement, each behind a short form.
• Checklists. A report-writing checklist, a cross-examination preparation checklist, a decision framework and tip sheets.
• A quiz. "Confident about cross-examination?" Ten questions, with results sent by email.
• Email sequences. Everyone who downloads a template gets a short sequence. It's segmented by who they are: experts, assistants, lawyers and students each get a different path.

Part four: the monthly newsletter

Since February 2025 we've written and sent a monthly newsletter from Tom to the whole list. It shares new articles, case lessons and training dates. Eighteen editions have gone out so far.

Part five: links

We added Loquitur to seven business directories and wrote two guest posts that link back to the site.

What I delivered

• A full SEO and UX audit
• A keyword map and a new site structure, with 45 moves and 70 rewritten metas
• 16 long-form articles, each reviewed by the founder
• Four gated templates, seven checklists and a quiz
• Segmented email sequences
• A monthly newsletter, 18 editions and counting
• Seven directory listings and two guest posts

One article, 5,858 clicks

These numbers come from Loquitur's Google Search Console. Search Console history only goes back to May 2025, about ten months into our work, so there's no "before" to compare with. Here's how the last four months of 2025 compared with the window before them:

Clicks rose a little between the two windows. The bigger change was where the site ranked: the average position more than halved, from page two to page one.

One article became the standout. "How to write a witness statement" brought 5,858 search clicks from 384,216 impressions between May 2025 and September 2026. It ranks for the exact questions people ask, like "how to write a witness statement for court", at around position 4.

Other articles we wrote that bring steady clicks:

The expert witness report template, the main lead magnet, brought 1,016 search clicks on its own.

The newsletter

Each edition went to 1,077 people in February 2025 and 2,328 in August 2026. Open rates run between 30% and 49%. Click rates reach up to 4.9%. For a niche professional audience, that's a list that reads what it gets.

Honest caveats

• Traffic has dipped in 2026. Since April it's been below its 2025 level. Search Console doesn't show why, and we're working it out with Tom.
• Clicks aren't customers. Loquitur's sales come through training bookings, and the newsletter and templates are built to turn readers into buyers.

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