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A well-established London law firm saw a sudden dip in traffic and conversions through their website and reached out for help. We assessed everything from the page layout to copy and website technology in an Thinkplus website review. We identified opportunities for significant improvements to increase organic traffic and conversions.

2. Objective

Our aim was to address the dip in traffic and reverse the downward trend in conversions. Whilst it is a local business, they’re in the UK’s most competitive city and targeting a high-value service in an extremely competitive market – so we needed a powerful strategy in place. We tasked our expert developers and content marketers with creating a website that would improve search engine rankings and increase organic traffic while maintaining the client’s established visual identity and branding.

3. Strategy

To attract a greater number of qualified website visitors (visitors who were likely to request a consultation and become clients), we had to develop a strategy that put the right content in front of the right user and convinced them to take action.

Our first step was to design a new layout with more room for copy above the fold, improved contact forms and more visible call-to-action messaging across the website.

While our designers were busy working on the website layout, our SEO team conducted thorough keyword research, prioritising the keywords that were most likely to attract qualified visitors and result in conversions.

Once our keywords and design were in place, our copywriters revised the client’s landing copy, putting an emphasis on expertise and authority. This would help our client attract and build trust with website visitors.

Next, we turned our attention to content marketing strategies that could help signal the client’s authority to potential clients and Google. We recommended that the client sign up for an independent review platform and display client testimonials on their website to build trust and credibility with potential clients.

We completed additional content work as part of the client’s monthly package, which included adding new service pages to target high-net-worth clients and writing fresh keyword-targeted blog content each month.

We wrote these blog posts targeting a focussed area of divorce law, which our research indicated would be a relevant topic for the firm’s potential clients. Our Content Marketing team researched and wrote this content, getting approval from the client before publishing.

4. Package

We built the new website having identified that the previous site was under-performing and it would be more economical in the long-run to invest in a new site rather than trying to ‘patch up’ the old one, given the amount of work required.

We work 8 Actions per month, split between SEO, Content Marketing and PPC (focussing on Google Search Ads).

5. Results

Traffic did not immediately improve when the new website design went live in January 2019 but started to pick up in March 2019 as the SEO and Content Marketing work began to take hold.

By March, the client was enjoying a 23% increase in monthly organic traffic (Mar-19 v. Nov-18), with 390 new potential clients visiting the website during this time.

The organic traffic increased further as the Content Marketing team continued publishing blogs and getting the client coverage on topical websites:

By September, YoY monthly traffic had increased 2,234.44% and monthly lead volume had increased by 400% YoY!

What would it mean to your business to 5X your lead volume?

You might have noticed that some metrics (bounce rate, Pages/Session, Session Duration and Goal Conversion Rate) have actually worsened as the site has been enjoying these dramatic increases in traffic.

This is common for websites where we generate a lot of traffic through blog posts. Blog content attracts a variety of visitors including both those who are ready to buy, and those who are not ready to take the plunge. This increase in traffic is faster than the increase in leads which leads to lower conversion rates and engagement metrics overall but increases in the most important metric.

The most important metric, of course, is lead volume! Because a % of blog visitors ARE qualified, and the topical content helps increase the website’s ranking for commercial keywords (i.e. ones that result in purchases), the number of leads generated by the site has increased significantly.

This website now enjoys more than 10 position 1 rankings, and we’ve cemented them as a market-leader online in their particular area of expertise.

The post London Law Firm Sees 311% Increase in Search Traffic YoY appeared first on Thinkplus.

Our client helps customers who were mis-sold financial products to claim compensation. For our client, the most important thing was getting potential customers to make an enquiry on their website. From there, their salespeople were pretty reliable at getting the rest of the job done. When we started working with them they were generating just 10 enquiries a day via their website. By the time we finished, the site was generating 395 enquiries per day!

Absurd increases in traffic and lead volume resulting from our work together.

2. Objective

The client wanted to see a big improvement in sales. They set an initial target of 500 sales per week, a sizeable increase on their current numbers. But they were prepared to invest heavily in the campaign to make it happen, including additional spend on creating marketing content when needed.

This graph shows the number of visitors who came to the client’s site via Google search.

3. Strategy

When the campaign started, they were getting just 3,000 visits per month. This meant it was very unlikely that we’d be able to reach our client’s sales target with the current number of visitors. Instead, we’d have to send a lot more traffic to our client’s website. We decided on a plan of action that included both improvements to the existing site and getting our client mentioned elsewhere on the internet.

• We used keyword research to find out what our client’s potential customers were looking for. We then adjusted the pages of the client’s site so that they contained the information our potential customers were looking for.
• We tidied up the site’s page titles and meta descriptions so that users who saw our client listed in Google’s results page would be tempted to visit the site
• We fixed any errors on the website that were making things harder for users. 
• We published blog content for the client once a week. The blog content helped potential customers by guiding them through the process of making a claim (with specific examples). Naturally, many users opted to become customers instead of taking the DIY approach when they realised how much work was involved!
• We got our client mentioned in national newspapers via a PR campaign. But, our best piece of content was much more humble: a (fairly) objective review of several different claims companies published on a third-party small business website. Over its lifetime, this single piece of content earned our client thousands of enquiries. We know this because we tracked users coming to our client’s site via that specific link!

4. Package

Our client started on a modest package of 8 actions per month. While the results were good, things got exciting when they upgraded to a much larger campaign. The larger campaign — which was equivalent to 20 actions per month — meant that we could put more work into the site’s marketing.

The graph above shows the number of completed goals (in this case enquiries) over the campaign’s first three months. Once we showed an increase in lead volume, they continually ramped up the marketing investment.

5. Results

We hit our client’s initial target of 500 sales per week and kept growing. From humble beginnings of 3,000 visits per month and 10 enquiries per day, we hit the following metrics (comparing the start of the campaign to the campaign’s peak month):

• The number of enquiries increased by 2,138%
• The number of site visitors increased by 1,817%
• The number of people coming to the site from Google searches increased by 2,579%

The graph above shows the number of completed goals over the whole campaign. Growth is more pronounced than it appears in the early years — it only looks small in comparison to the improvements by the end of the campaign!

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