An SEO and Answer Engine Optimisation programme for Gilshenan & Luton. You are a first-tier criminal, regulatory and workplace firm with seven Accredited Specialists, and in the courtroom that reputation is settled. Online it is a different story: when a director served with an ASIC notice, a business owner facing an ATO investigation, or a person accused of a serious offence reaches for their phone at the worst moment of their life, GNL is not reliably the name they find, or the name the AI answer recommends. This programme makes you that name across Brisbane, the Gold Coast and the Sunshine Coast, with Sydney and Melbourne as a measured second tier. A rebuilt, conversion-focused website sits underneath it, structured to rank from day one.
These matters are not bought the way most legal work is. Nobody plans to be served with an ASIC section 19 notice, to learn the ATO has referred them for prosecution, or to be accused of a sexual offence. When it happens it is sudden, frightening and private, and the very first move, often late at night, is a Google search: "ASIC investigation lawyer Brisbane", "what happens if you are charged with tax fraud", "accused of sexual assault what to do". The firm that is there at that moment, clearly and credibly, is the firm that gets the call. Gilshenan & Luton has the expertise to win these matters. The opportunity is to make sure you are the name that is found.
This proposal is deliberately built around organic search and AI answers, not paid clicks. For matters this rare and this valuable, durable visibility that compounds month after month is worth more than rented attention. We attack three practice areas, ASIC investigations, tax fraud and serious sexual offence defence, across the three South-East Queensland markets first, then expand selectively into Sydney and Melbourne. Section 03 sets out exactly how, keyterm by keyterm.
We did not guess. On 15 June 2026 we tracked Gilshenan & Luton across 108 organic search terms and 240 AI-answer prompts for the three practice areas. The picture is clear and it is encouraging: you already win some of the most valuable terms, which proves the authority is real, and the gaps are exactly the high-value, low-competition searches this programme is built to close. The full reports are linked at the end of this section.
The read. You already rank #1 for corporate and white-collar crime in Brisbane and ChatGPT already cites you on ASIC and tax, so the authority and the method are proven. The gaps are not random: they are the tax fraud terms, the sexual offence cluster, the Gold Coast and Sunshine Coast, and the Gemini and AI Overviews answers. Section 03 below attacks them in exactly that priority order, defending the wins while closing the gaps.
The programme covers the two organic channels that win this work, sitting on top of a rebuilt website engineered to rank. SEO, local and organic search builds the rankings and map presence for the three target practice areas. AI Overviews and Answer Engine Optimisation makes sure you are the firm named when Google or an AI tool answers directly. The website build gives both of them a fast, modern, conversion-focused foundation. All run by the same in-house team and reported together.
The durable channel. We target the three practice areas, ASIC investigations, tax fraud and sexual offence defence, across Brisbane, the Gold Coast and the Sunshine Coast, building rankings and map presence that keep producing enquiries without paying per click. Your existing pages give us real authority to build on, and a lot of low-hanging fruit to capture.
Google now answers questions at the top of the page with AI Overviews, and more people ask tools like ChatGPT "what do I do if ASIC is investigating me?" or "can the ATO send me to jail?" We structure your content so GNL is named in those answers, not buried below them. For legal topics, which Google treats as "your money or your life", genuine expertise is the deciding factor, and your Accredited Specialists are exactly the signal it rewards. Section 04 explains why this matters now.
A fast, modern rebuild of gnl.com.au, structured around the three practice areas and the city markets, and engineered for both search engines and answer engines from the first line of code. The current site carries real authority but does not give the ASIC, tax and sexual offence content the dedicated, conversion-focused treatment these high-value enquiries deserve. We fix that at the foundation.
The core programme is organic. SEO and Answer Engine Optimisation are what put Gilshenan & Luton at the top of the results and inside the AI answers for the three target practice areas, and that is where the work is focused. It is built on the firm's genuine authority, your Accredited Specialists and your published articles, and rolled into a single, plain-English monthly report. No jargon, no smoke and mirrors.
Section 02 showed exactly where you stand. Here is how we defend the wins and close the gaps. We do not spray and pray. We build three tight clusters, one per practice area, each anchored to a dedicated landing page and an answer-engine FAQ, then localise every cluster across the markets in priority order. Primary effort goes to Brisbane, the Gold Coast and the Sunshine Coast. Sydney and Melbourne come in as a measured second tier, weighted to the terms that travel best interstate.
Tiny volume, almost no rivals optimising properly, and a single retained matter worth a great deal. This cluster is pure upside. We point it at your existing ASIC investigations page and build a dedicated section 19 examination sub-page to capture the most urgent, highest-intent searches.
Mirrored for Gold Coast and Sunshine Coast, and a strong candidate for the Sydney and Melbourne second tier, since ASIC matters are national in nature.
The same economics as ASIC: low volume, high intent, high value. These are federal offences, so the searches and the clients cross state borders comfortably. We anchor the cluster to your tax offences page and build out the urgent, late-stage terms where intent is highest.
Mirrored for Gold Coast and Sunshine Coast, with Sydney and Melbourne a priority part of the second tier given the federal, cross-border nature of these matters.
The volume driver of the three, and the most competitive. It is also the cluster where your authority matters most: for sensitive criminal defence, Google leans hard on demonstrated expertise, and your Accredited Specialists are a genuine edge. We anchor the cluster to your sexual offences page, with care taken so the copy is authoritative and appropriate throughout.
Mirrored for Gold Coast and Sunshine Coast. Because these matters are heard locally, Sydney and Melbourne sit lower in the interstate priority than the ASIC and tax clusters.
Most SEO chases volume. Here we chase value. ASIC and tax fraud searches are rare, but a single retained white-collar matter can be worth more than a full year of the programme fee. They are also barely contested, so the cost of owning them is low. Sexual offence defence brings the steady volume on top. Win the three clusters across South-East Queensland, extend the white-collar terms into Sydney and Melbourne, and even a small number of conversions a month makes the economics work comfortably.
Google now answers questions directly at the top of the page with AI Overviews, and more people ask tools like ChatGPT "what do I do if I get an ASIC section 19 notice?" or "I have been accused of sexual assault, what should I do?" Getting Gilshenan & Luton named as that answer is Answer Engine Optimisation, and it runs on the same foundations as the SEO work, so you build for both at once.
Legal advice is what Google calls a "your money or your life" topic, the category it holds to the highest bar for demonstrated expertise and trust. That is good news for a first-tier firm: the same authority that wins you matters in court, seven Accredited Specialists, a long record of results and published articles, is precisely what gets you surfaced in an AI answer and protects you from thinner competitors. We make that authority explicit and machine-readable, so when the answer is generated, it is your name in it.
No black box and no inflated promises. This calculator models the simple economics of organic search for a specialist firm: visibility brings qualified visitors, a share become enquiries, a share of those become retained matters, and each matter carries real value. Drag the sliders to your own numbers. The defaults start conservative on purpose.
Built around the organic channel. The figures below use the $6,000 + GST monthly management fee as the only cost. There is no ad spend in this programme, and your rankings and AI presence compound over time, so treat these as a conservative floor rather than a ceiling. The model is deliberately cautious on every assumption.
These figures are an illustration only, based on adjustable assumptions, and are not a guarantee of results. The only cost in the model is the $6,000 + GST monthly management fee. Actual visitors, enquiry rate, conversion to retained matters and matter values will vary with competition, season and your intake process. For high-value matters such as ASIC, tax fraud and serious offence defence, a single retained brief can exceed a full year of the fee, so the return is driven far more by value per matter than by raw traffic.
We are a team of digital experts on the Gold Coast, genuinely passionate about helping businesses grow online. With 40+ years of combined director-level experience and 14 years established across the APAC digital arena, we have helped thousands of businesses solve their online marketing challenges, including professional and legal practices.
The website build and the organic programme, packaged two ways. Roll the build into a higher flat monthly, or pay the build once and keep a lower ongoing fee. Either way you get the full SEO and AEO programme across all markets, on a website engineered to rank.
The bottom line. Two ways to pay for the same outcome. Option A at $6,000 + GST per month rolls the website build into the monthly, so there is nothing to pay upfront, best for cashflow. Option B is a one-off $6,000 + GST build, then $4,600 + GST per month ongoing, which keeps your long-run monthly lower. Both include the full SEO and AEO programme across every market. No setup fee beyond the build, no lock-in, month to month with 30 days notice.
All fees are quoted in Australian Dollars and are exclusive of GST. Option A is $6,000 + GST per month, with the website build included in the monthly fee and nothing payable upfront. Option B is a one-off website build of $6,000 + GST, followed by ongoing management of $4,600 + GST per month. Both options include the full SEO plus Answer Engine Optimisation programme across the three practice areas and the primary and secondary markets set out above. There is no ad spend in this programme and no lock-in beyond the agreed build: ongoing management is month to month with 30 days notice to cancel. Performance figures, including those in the return calculator, are objectives and illustrations based on current data and are not guarantees. This proposal is valid for 30 days from issue.
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