Legal searches matched to the service a client needs.
Gavin Edmondson Solicitors wanted to attract enquiries beyond its referral network. Mira worked on paid search and organic visibility, connecting legal service searches to relevant ads and pages.
Service-led
PPC campaigns and SEO content
PPC
Campaigns by practice area
SEO
Service-page visibility
Content
Relevant landing pages
Where it hurt
Gavin Edmondson Solicitors is based in Northwich and advises on family law, personal injury, will disputes and other legal matters. The firm wanted to reach more people actively seeking those services.
The paid-search review found gaps between ad messages and landing pages. The organic work focused on making individual practice areas easier to find, alongside the homepage.
What we saw
Someone looking for help with a will needs a different page from someone considering divorce. We used the practice areas to organise the campaigns, so the ad and landing page addressed the same need.
What we did, and why
- 1
Map the practice areas
We reviewed the searches, ads and landing pages for each service to identify where the message and destination did not match.
- 2
Rebuild paid search
We organised campaigns around legal services, including wills, estate administration, powers of attorney, trusts, divorce and child arrangements.
- 3
Develop service pages
The SEO work covered service-page copy, internal links and technical improvements, with content for areas including driving offences and injury claims.
What changed
The PPC account gave individual practice areas their own campaigns, with ads directing visitors to relevant service pages.
SEO work expanded the service-page content and strengthened links between related topics.
The campaign and page now address the same legal service, so a visitor can follow the ad to information about the help they need.
PPC
- Focus
- Campaigns by practice area
- Visitor need
- Find relevant legal help
SEO
- Focus
- Service-page content
- Visitor need
- Understand the service
Landing pages
- Focus
- Ad-to-page relevance
- Visitor need
- Take the next step
| Workstream | Focus | Visitor need |
|---|---|---|
| PPC | Campaigns by practice area | Find relevant legal help |
| SEO | Service-page content | Understand the service |
| Landing pages | Ad-to-page relevance | Take the next step |
The PPC work.
For brands like yours
For a law firm, relevance starts with the service someone is looking for. This work connected those searches to the relevant practice area and a clear next step.
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Tell us which part of this looks like your business, and what's different.