Richard Nelson LLP is a national firm of solicitors with offices throughout the UK. The firm is ranked in the Legal 500 with the Lexcel accreditation for the quality of its service. 

The Challenge:

Impression has been Richard Nelson’s strategic agency partner since late-2014. Website traffic has continuously grown throughout our partnership, and the recent SEO-advised site design has resulted in monthly enquiries increasing by over 200%.

Their employment area was never a key driver in this historical growth. The client requested that we start investing in this area as they recognised that it was an area with growing demand that aligned with their target audience and presented a major opportunity for growth. Leveraging a mix of organic and paid tactics, we worked towards the following objectives.

We were tasked to:

• Increase employment-related enquiries by 50% YoY
• Increase users to the employment area by 50% YoY
• Keep CPL for paid search below set budget
• Achieve #1-3 organic rank for local Nottingham terms related to employment
• Ensure at least 70% of backlinks point to the employment law page

The Strategy:

Our research discovered how employment law search was incredibly competitive and that Google interpreted the intent to be location-specific. Therefore, our approach centred on a well-researched content strategy with local targeting achieved through some on-page elements and search ad campaigns and off-page activity.

Content Strategy

We built out the three core landing page to include a richer depth of content as well as longer-tail child pages to support them.

Initial guidance involved splitting the user journey in half so we could reach the client’s target audience of both employers and employees while giving us more opportunities for keyword expansion and to structure content in a more organised fashion. Further content topic hinged on competitor gap analysis and once our keyword research was complete, we presented the client with a content plan including requirements for new landing pages.

Following the copywriting and publishing of these new pages, our SEO team was responsible for monitoring ongoing organic performance while our PPC team utilised deeper landing pages to better match paid search intent and improve landing page relevance.

Location Strategy

Our SEO team designed and built an accompanying “Nottingham Employment Law Solicitors” landing page to meet our Nottingham-based objectives. The PPC team also used this within Nottingham-targeted campaigns, to improve landing page relevance (quality score), as well as to allow for split-testing against the generic employment law service page.

We regularly reviewed Google Ads location targets to make sure we were not advertising in areas where historically there were low quality/expensive leads

We worked with the client to establish where in the country had the best coverage in terms of solicitors, and which areas drove the best quality leads from paid search.

Off-Page Strategy 

With the solicitors at Richard Nelson LLP having a wealth of knowledge on the topic of employment rights, our digital PR strategy positioned them as experts in this field.

In order to showcase the solicitors’ expertise, we identified key events throughout the year where they would be able to provide authoritative and credible legal insight as reputable solicitors. Key dates in the diary included the summer holidays, the 2022 World Cup & Christmas. We kept up to date with trending news topics which would be relevant for the law firm’s solicitors to provide their opinion on, such as the cost of living crisis & the rise in popularity of the social media platform, BeReal.

Off the back of this we were able to share newsworthy stories with journalists at national, regional, lifestyle & sporting publications. Topics included how people could go about asking their boss for a pay rise at work amid the cost of living crisis and a warning to football fans about pulling a sickie to watch the World Cup. Coverage was secured in top tier news sites including the Mail Online, Daily Star & SportBible.

The Results:

• The below results reflect a time period of June 2022 to January 2023. In addition to these results, we achieved a CPL well under the budget set by the client.
  253% YoY increase in employment-related enquiries.
• #1 organic rankings for a range of employment law terms in Nottingham.
• 215 links & 68 pieces of unlinked coverage from publications including The Times, Metro & The Sun.

Testimonial:

When we first started to offer employment services, we were aware it was a competitive area to get into. Using a combined strategy of SEO, PPC and digital PR, we have reached the position where we are regularly in the top 3 firms on page one for our key search terms, resulting in a busy employment law team which is great news. Impression really took the time to listen to what we wanted to achieve and, by using a cross-section of expertise from within the agency, devised a successful strategy for us, keeping us informed and up to date with their progress every step of the way. Marie Dancer, Managing Partner