Case study
36.5% more enquiries in six months
1,195 → 1,631 recorded enquiries, February to July 2026 against August 2025 to January 2026 (GA4 events, site-wide).
Free. About 90 seconds to start, and a senior strategist reviews your report before you see it.
Russell Cooke, a multi-department London law firm, wanted greater brand visibility and enhanced quality across its site. Crescat rebuilt the technical foundation, restructured the service pages and opened new channels: digital PR, enquiry tracking by department and AI search. Enquiries and form submits grew far faster than site-wide Google clicks, which stayed broadly flat.
Where the firm started
Russell Cooke is a multi-department London law firm. Alvin Holder (Digital Marketing Manager) and Lydia Rochelle (Senior Communications & Marketing Leader) set two priorities for the work: greater brand visibility and enhanced quality across the site.
From the start of the engagement, the firm needed more than surface-level SEO.
The starting point
- Crescat's 2024 audit of the legacy Umbraco site found poorly structured service pages, with duplicate and overlapping content.
- The same audit found an unreviewed image and page-speed setup holding the site back.
- One generic site-wide contact form, with no way to tell which department an enquiry belonged to.
- No structured lead-generation content and no AI-search strategy.
The work behind the numbers
Crescat rebuilt the technical foundation, restructured the service pages and opened new channels, with the results measured against the six months before.
The technical foundation
Service pages restructured, with redirect mapping and image optimisation, from early 2025.
Data-led digital PR
A data story from the 2025 PR campaign was picked up by The Independent, then picked up again in January 2026, earning a backlink.
Enquiries tracked by department
Bespoke per-department enquiry forms and a Looker Studio dashboard, which began rolling out in January 2026. By summer 2026 the Immigration and Employment teams had asked for access too.
Pages that answer questions
An FAQ build for the Family Law page, delivered in January 2026, which the client singled out unprompted.
AI search
A client-acquisition channel that did not exist at the start of the engagement. Alvin Holder reported a large increase in enquiries via AI search (June 2026).
Since the period: lead magnets
A lead-magnet programme (scorecard, checklist and workbook), launched in July/August 2026 as the period ended, so it is not part of these results.
That’s really, really handy. That’s one I wanted to get to, so I’m pleased you guys have done that one.
Alvin Holder Digital Marketing Manager, Russell Cooke
On the FAQ implementation Crescat delivered, January 2026
Russell Cooke's results, from its own data
Six months, February to July 2026, against the previous six months, August 2025 to January 2026: a like-for-like, half-on-half comparison. Conversion events are from Google Analytics 4 (GA4); clicks and average positions from Google Search Console, with SEO Stack for ranking checks. GA4's “Enquiries made” and “Form submits” count the same actions before and after the per-department enquiry forms that began rolling out in January 2026, so those two events are measured the same way in both halves.
- +36.5%recorded enquiries1,195 → 1,631: 436 moreFeb–Jul 2026 vs Aug 2025–Jan 2026 · GA4 events, site-wide
- +89.2%form submits, the fastest-growing conversion event102 → 193Feb–Jul 2026 vs Aug 2025–Jan 2026 · GA4 events, site-wide
- +207%clicks to the Property Litigation page198 → 608: 410 moreFeb–Jul 2026 vs Aug 2025–Jan 2026 · Google Search Console
- +35.6%clicks to the Family Law page562 → 762Feb–Jul 2026 vs Aug 2025–Jan 2026 · Google Search Console
- +132%clicks from five of the family law searches with the biggest gains77 → 179Feb–Jul 2026 vs Aug 2025–Jan 2026 · Google Search Console
- 32.17 → 22.44average position of the Property Litigation pageabout 9.7 places higherFeb–Jul 2026 vs Aug 2025–Jan 2026 · Google Search Console
Over the same period, site-wide Google clicks were broadly flat (157K → 160K) and click-through rate dipped slightly (0.9% → 0.8%). The growth was in enquiries and form submits, not in traffic.
These are Russell Cooke'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
Conversion events, site-wide
Five of the biggest family law search gains: average position
What Russell Cooke said
I’d rather have less people and more enquiries. You can’t take traffic to the bank.
Alvin Holder Digital Marketing Manager, Russell Cooke
Reacting to the monthly report, July 2026
It does show that there's been a slight drop in traffic in our quarter, but the enquiries have slightly gone up...I actually think that's great.
Alvin Holder Digital Marketing Manager, Russell Cooke
Reacting to Crescat's monthly report, July 2026
AI is one of the actual methods where people get in touch with us, and I’m seeing a large increase in that — our visibility in GPT, Perplexity and Claude is looking quite good.
Alvin Holder Digital Marketing Manager, Russell Cooke
June 2026
In the beginning of January we got a media alert come through that one of the stats from last year got picked up by the Independent again - it was a backlink, that was great.
Lydia Rochelle Senior Communications & Marketing Leader, Russell Cooke
On a second national press pickup of a Crescat-run data PR story, January 2026
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