CASE STUDY OVERVIEW
SEO SERVICE PROJECT
Barlow Robbins is a law firm that is in the top tier of the legal 500. They employ over 100 solicitors, operating in the South East of England, with offices in Guildford, Godalming and Woking.
THE CLIENT BRIEF
Barlow Robbins approached us in 2016, with the goal of increasing their leads and traffic from organic search. This had become an area which competitors had crept ahead of them and something that needed a targeted strategy based on a plethora of different legal services.
Initially, the objective was to look at the website holistically, to ensure that the foundations were in line with the goals. Further to that, we were requested to work closely with specific legal service departments that were most in need of additional clients through the website. Our strategy had to be tailored to cater for a multifaceted business, aspiring to rank in several legal service search engine landscapes.
The research phase revealed some fundamental flaws in the website’s information architecture, page structures and metadata. There was a substantial amount of ground to cover with topical linking around the legal service areas we aimed to see growth in.
Our initial 6 months of work focused on resolving the structural issues and on-page fixes required to provide the platform to drive growth. The work delivered some inital wins within local search, but we knew this was a long-term strategy going in.
The next phase was to produce a series of specifically targeted pieces of content designed to gain links and traction within the legal niches we were working on. Examples of this include several infographics that gained a lot of relevant legal links:
WHY THEY CHOSE CRESCAT DIGITAL
As a boutique agency with specialist expertise in search marketing, we were perfectly suited to their needs, with the agility to flexibly work between a number of services for various legal departments.
Our main focus here was to pull in business, and we have been seeing that!
After working with Barlow Robbins for two years, we saw a 61.78% increase in new users. Our strategy worked on bringing highly relevant users to the site, that were in need of the legal services offered.
During the time executing the search strategy, we worked with them on improving the user experience of those pages, to help users navigate easily to more information, or get in touch seamlessly. This resulted in 189.47% increase in enquiry forms through the website.