Case Study

Ellisons Solicitors

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Ellisons Solicitors

SEO and marketing consultation for this established law firm.

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About the Client

Established for nearly 300 years, Ellisons Solicitors is a top 200 UK law firm and one of the Essex East Anglia’s oldest, most established, and fastest growing law firms.

The project brief

They initially approached us with the objective of improving their website’s user experience for current and potential clients, and to increase their organic search rankings.

Our approach

So far, our SEO strategy has involved enhancing URL structures, implementing breadcrumb navigation, optimising on-page SEO, providing content training and consultation, and improving tracking mechanisms.

Enhanced URL structure and breadcrumb navigation

URL Folder Structure:We restructured the website’s URLs to create a more logical and user-friendly hierarchy. This change not only streamlined navigation for users but also positively impacted the site’s organic search rankings by making the URLs more readable and keyword-rich.

Breadcrumb Navigation: To further aid user navigation, we implemented breadcrumb trails. These navigational aids helped users understand their location within the site’s hierarchy, creating clear links between parent and sub-services. This improvement also contributed to better internal linking, which is beneficial for SEO.

On-Page SEO

Service Page Creation and Improvement: We focused on high-priority service areas, creating new service pages and enhancing existing ones. Our team ensured each page was rich in relevant, high-quality content, optimised for target keywords, and tailored to the local audience.

Local SEO Tactics: To boost local presence, we employed specific local SEO strategies, such as optimising Google My Business listings, acquiring relevant and high quality local backlinks, and ensuring consistent NAP (Name, Address, Phone number) information across all platforms.

Content training for in-house team

We provided bespoke training to Ellison’s in-house team on how to write well-researched, industry-specific articles. This training aimed to empower their team to consistently produce high-quality content, thereby increasing the website’s overall visibility and online authority in the industry.

Improved tracking and data insights

To maximise data insights, we implemented advanced tracking mechanisms. These enhancements allowed Ellisons to gain detailed insights into user interactions with their content, understanding the user journey from initial contact through to both soft and hard conversions.