Case Study: SEO to increase Organic Traffic for Central London Law Firm

Background

I 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, I implemented a multi-phase strategy:

• Technical SEO and Speed Optimisation: The first step was a complete overhaul of their WordPress site to improve loading times and usability. I conducted a thorough technical SEO audit and addressed issues related to site speed, mobile responsiveness, and user experience.

• Conversion Rate Optimisation (CRO): Using CRO techniques, I redesigned key pages to guide users through the site more intuitively. The focus was on making it easier for potential clients to get in touch, increasing the number of qualified leads from the site.

• Content Strategy and Implementation: After optimising the technical aspects, we introduced a content calendar focused on publishing regular, high-quality articles related to the firm’s services. These articles addressed common questions, showcased the firm’s expertise, and targeted niche keywords to attract high-intent traffic.

• Ongoing SEO Adjustments: Over the four years, I continually monitored performance and made adjustments based on analytics, search trends, new algorithm updates, and emerging areas of law that the firm wanted to highlight.

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.

Outcomes and Results

The long-term investment in SEO and content marketing paid off. Over the past four years, the firm has seen significant improvements in key performance metrics:

• 293K total impressions in the last three months compared to 162K in the same period last year.
• A steady increase in total clicks from 2.87K to 3.65K in the same comparison.
• Consistent growth in relevant organic traffic, resulting in a 20% month-over-month increase during peak periods.
• Improved average position and visibility for key practice areas.

Results July-September 2024 vs 2023

Lessons Learned

This project highlighted the importance of a comprehensive SEO strategy that combines technical optimisation with content marketing.

In competitive sectors like law, it’s crucial to maintain a balance between driving traffic and ensuring compliance and relevance in content.

Long-term results require patience, consistency, and continuous refinement of the approach.