The Honley Law Practice is a leading solicitors firm based in Yorkshire.
The key goal for the firm was to increase visibility throughout Huddersfield (across all major devices) and increase enquiries from local visitors who are in the firm’s target market.
Web Design and Development: A priority focus was the creation of an SEO-friendly website that can be viewed across all devices, offering the same excellent experience across all platforms.
Marketing: To increase relevant enquiries from visitors in the priority geographical areas, we required a smart, locally-targeted strategy that would increase the number of relevant visitors.
Those users would then have their needs served by the site, regardless of device, and would ideally then convert (fill out a contact form).
In order to achieve the above, we developed a local SEO strategy that focused on the following activities:
- Ongoing optimisation of all new site content (pages, blog posts etc.)
- Regular Site Audits to make sure site is optimised to current best practice, including W3C, Meta Data and Server Response Codes
- Optimisation of existing and creation of new, relevant citations across the web
- Claiming, optimisation and updating of Google+
Training was also given to staff at Honley Law on how to effectively use a Hootsuite account we created on their behalf for updating Google+ and Twitter. This training was essential given the increasing impact of social media in the algorithms of major search engines, such as Google.
The new responsive site launched with our local SEO efforts beginning the same month.
Looking at the six months that followed, and comparing them to the same months in the previous year, there were noticeable, positive changes in both organic traffic levels and also how it interacted with the site.
- Sessions were up 150%
- New users up 138%
- Bounce Rate down 25%
- Goal Conversion Rate up 115%
- Goal Completions up 440%
The increase in organic traffic came from a spread of strategically targeted keywords, some specific to legal services and other more general terms.
The main traffic driving terms and largest in their vertical “solicitors Huddersfield” contributed massively to the improved performance. By the end of the campaign, searches started returning Honley Law on the first page of Google for the first time.