+510%
Organic traffic
12 months post-engagement
94
Page-1 keywords
Up from 3 at start
-65%
Ad spend
Reduced from 8,400/mo to 2,900/mo
The Challenge
A mid-sized UK law firm specialising in employment and personal injury law was spending 8,400 per month on Google Ads with a cost-per-lead of 340. They ranked on page one for almost nothing organically — their website had been built by a local agency in 2020 with zero SEO consideration. Pages were missing meta titles, internal linking was non-existent, and their blog hadn't been touched in two years. A competitor firm with half their case experience was outranking them for every primary keyword. They brought us in with one goal: reduce their dependence on paid ads within twelve months.
Our Solution
We started with a full technical SEO audit that uncovered 847 crawl errors, 23 pages with duplicate content, and a site architecture that made it impossible for Google to understand which pages were important. We restructured the entire site hierarchy, implemented schema markup for legal services and FAQs, and built a content strategy around 140 high-intent keywords grouped by practice area. Over six months we published 38 long-form articles, optimised every service page, and built 61 high-quality backlinks through legal directories and PR placements.
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