Elevating a renowned law firm's digital presence

The brief

Strengthening ambition with digital strategy

Eric Robinson Solicitors (ERS) is a highly respected law firm offering specialist legal services across Southampton and London. As professional services specialists, ERS approached us to strengthen its brand salience and establish a compelling online presence that could be scaled in line with the business’ growth.

We were commissioned to conduct a comprehensive review of ERS's digital assets and develop a strategic plan to address a number of immediate challenges whilst also supporting ERS’ long-term objectives. 

Key goals for the project included improving the current website’s organic search visibility, optimising performance and user engagement, and ultimately increasing conversions, whilst concurrently developing a new digital presence that would reflect the business’ position and ambition.

Think

Amplifying exposure, boosting visibility, and improving user experience

Enhancing the on-site user experience and reducing the time it took visitors to find the information they needed was paramount for ERS. This required not only identifying the search terms its audience was looking for but also ensuring the content provided valuable, educational insights on relevant legal topics.

Increasing search visibility for ERS's services was another crucial factor. It needed to rank highly for queries like ‘steps to buying a house’ or ‘conveyancing solicitors in Southampton’. Boosting brand exposure was also important to ensure ERS appeared when potential clients searched for ‘solicitors’ in relevant locations.

Think

Amplifying exposure, boosting visibility, and improving user experience

Enhancing the on-site user experience and reducing the time it took visitors to find the information they needed was paramount for ERS. This required not only identifying the search terms its audience was looking for but also ensuring the content provided valuable, educational insights on relevant legal topics.

Increasing search visibility for ERS's services was another crucial factor. It needed to rank highly for queries like ‘steps to buying a house’ or ‘conveyancing solicitors in Southampton’. Boosting brand exposure was also important to ensure ERS appeared when potential clients searched for ‘solicitors’ in relevant locations.

Create

A multi-faceted approach

In the short term, we implemented an SEO strategy to rapidly enhance the performance of the existing website. This involved optimising content, improving technical SEO aspects, and increasing organic search rankings.

At the same time, we developed a comprehensive strategy for designing and developing a new website to support ERS's long-term goals. We crafted a migration plan to seamlessly transition from the old site to the new one, redirecting pages using SEO best practices and optimised URLs to retain and improve search rankings.

Enhancing the website design

First impressions are crucial so we focused on creating a modern, user-friendly website that reflected ERS's professionalism and expertise. We revamped the site's aesthetics with a vibrant layout and intuitive navigation, making it easier for visitors to find the information they needed. Engaging brand elements and clear calls to action were integrated to foster a stronger connection with users and encourage them to explore ERS's services further.

In developing the new website, we conducted an in-depth analysis of the existing site's performance. Pages performing well for target keywords were retained to maintain their success. For underperforming pages, we researched competitors excelling in our target keywords to understand what they were doing effectively. 

We analysed their content, page structure, and identified opportunities where we could offer something superior. Using these insights, we enhanced content to not only match but surpass ERS’ competitors, ensuring the business stood out in search results.