01
Platform
The heart
Page layouts were optimised to drive consultations by phone or form, with solicitor headshots, testimonials and FAQs, subheadings and a table of contents, faster page speed and stronger internal linking.
PNC Legal
A *positive verdict* for PNC Legal.
An SEO campaign of location pages and sector content hubs that took a specialist professional negligence firm into the top 10 for its main keyword, competing with major UK law firms.
The numbers
18.7%
Increase in visibility
6.1%
Increase in organic traffic YoY
27
New top-10 rankings (and counting!)
7
New #1 rankings
02 / 06
The challenge
Well referred, and *ready to reach a wider network.*
PNC Legal is a firm of dedicated professional negligence solicitors, specialising exclusively in compensation claims against other professionals. It advises and represents businesses and private individuals nationwide.
PNC's reputation brings frequent recommendations from other professional advisers. The firm wanted to reach a wider network of prominent businesses and individuals who could benefit from the expertise and breadth of knowledge of a specialist professional negligence solicitor.
We identified SEO as the ideal service to boost PNC's organic reach and drive a consistent stream of new, relevant traffic. Claims are complex to resolve, so the potential return from each new client is high. The strategy had to be finely tuned: reaching searchers in the research phase of their buyer journey and showing PNC's credentials as specialists.
03 / 06
The B2B lead generation system
The parts of the system we used.
This project used two parts of the system. SEO put PNC Legal in front of people in the research phase, and conversion-focused page layouts turned that traffic into calls and consultation requests.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
Location pages for 12 UK business centres, optimised for 'professional negligence solicitors' plus the location, and content hubs for legal, finance, property and emerging sectors, built on a site audit and keyword research.
04
Proactive
Broadcast
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Location by location, *sector by sector.*
Square 1:1
Step 01
Build location pages
An initial site audit and thorough keyword research, based on estimated monthly search volumes and competition levels, showed an excellent opportunity: a series of new pages to form a strong foundation for the SEO strategy. We created service pages for 12 major UK business centres, including London, Manchester and Newcastle, each optimised for 'professional negligence solicitors' plus the location.
Square 1:1
Step 02
Create sector hubs
We built content hubs for niche legal, finance and property sectors, and for emerging areas including consultant engineers, insurance brokers and barristers. The copy reflects each buyer persona and shows PNC's experience and legal knowledge, in a consistent, authoritative, educated tone.
Square 1:1
Step 03
Optimise for enquiries
Testimonials, a locations hub and relevant FAQs build trust and credibility, showing PNC's expertise at a glance. Each page layout is optimised to drive visitors to arrange an initial consultation by phone or form. Solicitor headshots foster trust, subheadings and a table of contents break up the text, and faster pages and internal links with relevant anchor text make navigation and crawling easier.
All copy was checked with owner and consultant solicitor Jonathan Watmough for compliance with the Solicitors Regulation Authority (SRA), and with Keystone Law, through which PNC's solicitors practise.
05 / 06
In their words
·
06 / 06
The results
What changed for
PNC Legal
PNC Legal now competes with, and frequently outranks, major UK law firms, and ranks in the top 10 for its main keyword. Organic traffic rose 6.1% year on year, with a significant increase in calls and form submissions from organic search.
R01
18.7%
Increase in visibility
Organic search visibility rose 18.7%, and average click-through rate rose 23% year on year.
R02
6.1%
Increase in organic traffic YoY
Organic traffic rose 6.1% year on year, with a significant increase in calls and form submissions via organic traffic.
R03
27
New top-10 rankings (and counting!)
27 new top 10 positions, 16 of them in the top five. 'Professional negligence solicitors' now ranks in the top 10, up 91 places.
In short
Visibility matters, but the real verdict is *in the enquiries.*
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