Case study
309 Google clicks to four practice-area pages in three months
Google Search Console clicks to the four pages, the three months to July 2026.
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Lawson West asked for two things: visibility and quality. Crescat's initial audit found missing and duplicate H1 tags, site-wide 404 and keyword-cannibalisation issues, and no AI-search strategy. In the three months to July 2026, the firm's Divorce & Family Law page averaged position 13.61 on 24.8K impressions, and the site recorded 703 enquiry actions.
Where the firm started
At the onboarding call on 26 January 2026, Ashley Hunt (Director & Senior Employment Solicitor) and Justine Hatcher (Head of Marketing & Business Development) set out where the site was falling short. Ashley Hunt named the two things the firm wanted: visibility and quality.
The biggest priority was family enquiries. In his words, the family pages sat “halfway down page two”, and he identified that the site needed a technical overhaul.
The starting point
- Crescat's initial audit found 35 missing and 42 duplicate H1 tags on a single page category alone.
- It also found site-wide 404 and keyword-cannibalisation issues.
- There was no AI-search strategy, so AI search was neither tracked nor targeted as a channel.
I mean, if I had two words that I really put down before this in terms of what we were looking for... we're looking at visibility and quality in respect of our site.
Ashley Hunt Director & Senior Employment Solicitor, Lawson West
Onboarding call, January 2026
The work behind the numbers
From Q1 2026 Crescat ran a targeted optimisation campaign to reverse a period of stagnant digital growth, building on a technical foundation.
Technical audit and clean-up
The practice-area pages that needed the most attention identified with the client, and the site-technical issues from the audit cleaned up.
Family law as the priority
The family department had been flagged as taking the biggest hit, and family enquiries were the client's biggest priority.
An AI-search strategy
Put in place after the January 2026 audit. By March and April the firm was showing in AI search for competitive solicitor searches.
Well, I think you've made some terrific progress...I was looking at everything that's going on... very pleased with the way it's going.
Justine Hatcher Head of Marketing & Business Development, Lawson West
On the technical SEO audit and clean-up work, March 2026
Lawson West's results, from its own data
The three months to July 2026 and, where a figure has a before, the same three months of 2025. Clicks and average positions are from Google Search Console, with SEO Stack for ranking checks; site-wide events from Google Analytics 4 (GA4). In 2025, Search Console recorded impressions for the four practice-area pages only on the last one or two days of those months, so the headline figures are for 2026 alone, and every 2025 page position is given with its impressions.
- 309Google clicks to four practice-area pagesConveyancing 87, Employment Law 82, Divorce & Family Law 81, Probate, Wills & Trusts 593 months to Jul 2026 · Google Search Console
- 9.20 → 4.47average position for “divorce solicitor leicester”About 4.7 places higher. The case study's data does not include this search's impressions, so what the 2025 figure rests on is not known.3 months to Jul 2026 vs the same months of 2025 · Google Search Console
- 1 → 12clicks on “divorce solicitor leicester”11 more3 months to Jul 2026 vs the same months of 2025 · Google Search Console
- 13.61Divorce & Family Law page, average positionOn 24.8K impressions. In the same months of 2025 the page's 401 impressions all fell on the last day, so there is no three-month figure to compare.3 months to Jul 2026 · Google Search Console
- 22.17Employment Law page, average positionOn 16.5K impressions. The page had 2 impressions in the same months of 2025, both on the last day, too few to compare.3 months to Jul 2026 · Google Search Console
- 703recorded enquiry actions: phone clicks, form fill-ups and email clicksA count for the three months, not a growth rate3 months to Jul 2026 · GA4 events, site-wide
These are Lawson West's own figures, from its own Search Console and GA4. Every firm starts from a different place, so they are not a forecast for yours.
How the numbers moved
Google clicks by practice-area page
Average position by practice-area page
- 2025: 2 impressions, on the last day
- 2025: 2 impressions, on the last day
- 2025: 401 impressions, on the last day
- 2025: 8 impressions, on the last two days
What Lawson West said
I nearly fell off my chair on Friday when I did a search for us and we were number one on the organics.
Ashley Hunt Director & Senior Employment Solicitor, Lawson West
On a family-law search he ran himself, April 2026
You said you'd get us up there on the rankings for the family team and you've delivered on it... it is nice to see that we're not halfway down page two anymore. That was really, really pleasing to see.
Ashley Hunt Director & Senior Employment Solicitor, Lawson West
April 2026
We spoke a lot in the past about the AI side of things... The AI is picking us up and referring to our sites.
Ashley Hunt Director & Senior Employment Solicitor, Lawson West
On AI-search visibility for competitive solicitor searches, April 2026
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