- Increase the department’s SEO visibility while protecting existing rankings and lead flow.
- Refined national and local content and strengthened key pages to improve search visibility.
- 45% of new work for the department came through the website over a 12-month period.
Client
A boutique specialist law firm providing expert advice on sensitive matters where care, discretion and privacy are essential to every client relationship.
On taking over the law firm’s SEO strategy, the goal was to develop, progress and refine the department’s visibility without disrupting the rankings and lead flow already in place.
Our Approach
We refined the firm’s national and localised content strategy across key content areas, developing additional landing pages and refreshing existing content to better reflect search intent and local relevance. Core content was carefully re-optimised and strengthened rather than replaced, with a deliberate approach to avoid over-optimising for AI and LLM platforms in ways that could destabilise existing rankings or reduce lead generation.
The Results
Over a 12-month period, 45% of new work generated for the department came from the website helping to drive measurable, high-value instructions for the firm.
