Recovering Traffic and Driving £1M+ in Lead Generation for a Regional Law Firm

The firm invested roughly £30,000 into a website redesign project. The new website was built using the WordPress CMS. While the client was delighted with the new design and the user experience, the SEO was in large part missing or badly implemented.

This resulted in several critical challenges:

• The client had very limited internal knowledge regarding SEO, despite having a dedicated marketing resource.
• After the new site launched, traffic dropped considerably, which negatively impacted both traffic and lead generation.
• The web build agency had only delivered very ‘light touch’ SEO, meaning there was limited ranking loss mitigation implemented.
• Technical SEO best practice was not implemented by either the client or the web build agency.

To address the dramatic drop in traffic and rebuild the firm’s digital presence, a three-phase recovery and growth solution was implemented.

Phase 1: Foundation and Technical Recovery The primary goal of this phase was to stabilise the website following the launch and recover lost search rankings where possible.

• Site Migration: Successfully moved 900 pieces of blog content from multiple subdomains over to the main domain.
• Technical Audit: Fixed critical 301 redirects, 404 errors, and Robots.txt issues, while also adding appropriate schema.
• Performance: Implemented site-wide image compression and WebP conversion to improve load speeds.

Phase 2: Core Service Optimisation The goal of the second phase was to improve rankings for existing high-value services through targeted On-Page and Local SEO.

• Service Page SEO: Optimised key service pages to target high-intent keywords.
• Local SEO: Audited and updated Google Business Profiles to align with local branches, focusing on the growth of client reviews.
• Internal Linking: Executed a massive internal linking project from informational blogs to core service pages.
• Security and UX: Resolved sitewide SSL and insecure link issues, and implemented a Conversion Rate Optimisation (CRO) plan.

Phase 3: AI Search and Future Proofing The final phase focused on capturing traffic from AI Overviews and dominating local legal niches.

• AI Overview Optimisation: Added summary tables, concise paragraphs, and FAQs to encourage inclusion in AI-generated search results.
• New Service Verticals: Created and published high-intent pages for relevant niche services that were not currently present on the site.
• Niche Targeting: Re-optimised existing pages for specific sectors.
• Advanced Reputation: Reworked the company’s Wikipedia profile to update facts and increase accuracy.

Comparing organic search data from 2022 to 2025, organic traffic post go live is up 431%.

Organic search is now the largest single source of inbound lead generation for the business, worth over one million each year.

SEO now forms a crucial part of the business’s new client acquisition strategy, sitting alongside PPC, networking, and referrals.

The firm is currently seeing growing AI citations in all major AI search tools.