The Overview:

Blake-Turner Solicitors is a well-established law firm in London, specialising in corporate, commercial, and employment law. Despite a strong reputation in the legal sector, the firm faced challenges in generating consistent online inquiries and increasing its client base through digital channels.

Click Return was engaged to develop and implement a strategic digital marketing campaign focusing on Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising to drive targeted traffic, increase brand visibility, and generate leads.

Challenges

• Low organic visibility on search engines for key legal services.
• High competition from other London-based law firms.
• Ineffective PPC campaigns with high costs and low conversions.
• Lack of structured content to improve SEO rankings.
• Limited local SEO presence.

Strategy & Implementation

SEO Approach:

Keyword Research & Optimisation:

• Identified high-intent search terms such as “corporate solicitors London,” “commercial law firm London,” and “employment law experts.”
• Optimised website content, metadata, and headings for relevant keywords.

Content Marketing:

• Developed blog content addressing common legal queries, case studies, and industry insights.
• Created service pages with detailed information to improve search relevance.

Technical SEO Enhancements:

• Improved website speed and mobile responsiveness.
• Fixed broken links and optimised URL structures.

Local SEO Optimisation:

• Claimed and optimised the firm’s Google Business Profile.
• Built local citations and obtained client reviews to enhance credibility.

PPC Strategy:

Google Ads Campaign Setup:

• Created focused campaigns targeting relevant keywords.
• Used ad extensions for higher engagement and credibility.

Landing Page Optimisation:

• Designed conversion-friendly landing pages with clear CTAs.
• Improved contact form accessibility and added trust signals (testimonials, awards, case studies).

Budget Optimisation & A/B Testing:

• Refined ad copy based on performance analytics.
• Adjusted bids to target high-performing keywords.

Retargeting & Display Ads:

• Implemented retargeting ads to re-engage website visitors.
• Used display ads to enhance brand awareness.

The Outcome

By leveraging a dual approach of SEO and PPC, Blake-Turner Solicitors successfully improved their digital presence, increased their lead generation, and enhanced client engagement. Click Return’s expertise in digital marketing ensured a structured and cost-effective strategy that delivered measurable growth for the law firm.

This case study highlights the importance of a well-planned SEO and PPC strategy in the competitive legal sector, demonstrating how digital marketing can drive tangible business results.