SEO Case Study: Legal Sector

We helped a national law firm double its monthly enquiries from organic search in two years.



increase in web leads


increase in website traffic


new websites linking to the firm

Our brief was to increase our client’s visibility in relevant search results in order to drive more organic traffic and enquiries.

In such a competitive market, the firm was outranked in key service areas by some of the UK’s largest firms, so we developed a new SEO strategy to help tackle this.

Our strategy focused on establishing expertise, authority, and trust – commonly known as EAT in the SEO industry – so that search engines would recognise that our client had comparable authority to the larger firms dominating search results.

We implemented the strategy over the next two years, utilising the three main pillars of SEO; technical, off-page and on-page.


Technical SEO improvements

The foundation to any successful SEO strategy is ensuring that your website is easy to access and navigate, both by your users and Google’s crawlers. For our client, we fixed duplicate content issues, implemented a new internal linking strategy and improved the speed and UX of the website.


Off-page SEO improvements

High-quality backlinks, brand mentions and online reviews are important trust signals, showing Google and potential customers that you are a reputable organisation. We earned backlinks and brand mentions for our client through PR and outreach, created directory listings to support local SEO efforts, and helped the firm roll out a new online reviews strategy.


On-page SEO improvements

We carried out keyword research to identify what the firm’s target audiences were searching for. Using this insight, we optimised existing pages to satisfy user intent, and created a high volume of new content to establish expertise key service areas. Legal content is understandably held to a high standard by Google, so outputs were carefully crafted by our content team and reviewed by the firm’s legal experts to ensure helpfulness and accuracy.


Freshwater’s strategy and implementation enabled the firm to outrank the largest personal injury firms in the UK across multiple service areas.

Over the two-year period, 200 target keywords entered the top three positions in Google Search, and we secured featured snippets for a number of high-volume, high-intent keywords.

The improved visibility led to a significant increase in organic results. The firm saw a 51% uplift in traffic, and monthly web leads doubled.


Caitlin Thomas

Head of Digital
029 20 30 40 50


National law firm

Related services

    • Search Engine Optimisation
    • Digital Marketing


    • Legal
    • Professional Services