Background
We have been working with a boutique law firm based in London for the past four years. The firm specialises in national and international commercial disputes, fraud, arbitration, and sanctions. Despite their impressive credentials and reputation, they faced challenges with online visibility management and reaching their desired clientele through organic channels.
They needed a strategy that would reflect their authority and expertise while capturing more relevant traffic.
Objective
The primary goal was to optimise their entire site for speed and usability, implement conversion rate optimisation techniques, and establish a robust content marketing strategy to position the firm as a thought leader in their specialised fields. Our focus was to generate long-term results by driving targeted organic traffic, improving search rankings, and increasing overall engagement on their site.
Strategy
To achieve this, we implemented a multi-phase strategy:
1. Technical SEO and Speed Optimisation
- Complete overhaul of their WordPress site to improve loading times and usability
- Thorough technical SEO audit addressing site speed, mobile responsiveness, and user experience
2. Conversion Rate Optimisation (CRO)
- Redesigned key pages to guide users through the site more intuitively
- Focus on making it easier for potential clients to get in touch
- Increased number of qualified leads from the site
3. Content Strategy and Implementation
- Introduced a content calendar focused on publishing regular, high-quality articles
- Addressed common questions and showcased the firm's expertise
- Targeted niche keywords to attract high-intent traffic
4. Ongoing SEO Adjustments
- Continuous monitoring of performance
- Regular adjustments based on analytics and search trends
- Adaptation to new algorithm updates
- Focus on emerging areas of law
Challenges
The legal industry is highly competitive, especially in London. Competing against larger firms with established online presence required a strategic approach that highlighted the firm's unique strengths. Additionally, legal content must be precise and compliant, adding another layer of complexity to content creation.
Results
The long-term investment in SEO and content marketing has delivered significant improvements in key performance metrics:
- Increased Visibility: 293K total impressions in the last three months compared to 162K in the same period last year
- Higher Engagement: Growth in total clicks from 2.87K to 3.65K year-over-year
- Consistent Growth: 20% month-over-month increase in relevant organic traffic during peak periods
- Improved Rankings: Better average position and visibility for key practice areas
Key Learnings
- Comprehensive SEO strategy combining technical optimisation with content marketing is crucial
- Balance between driving traffic and ensuring compliance in content is essential
- Long-term results require patience, consistency, and continuous refinement