Case Study: Growing Enquiries for an Alternative Legal Services Firm
In six months, SEO helped a flexible legal services firm increase enquiries, climb the rankings for competitive searches like HR Counsel and Trade Marks, and build a stronger online presence in a crowded legal market.
The Challenge
The business wanted to:
Generate more website enquiries and conversions
Reclaim visibility for targeted searches (flexible lawyer, in-house lawyer, etc.)
Build service-specific pages to compete against traditional firms
Strengthen its Google presence in London and beyond
With five hours a month, we focused on high-impact changes that would deliver measurable gains.
The Approach
I addressed the lack of targeted content and poor keyword alignment:
Created new service pages for HR Legal Counsel and Trade Marks
Optimised existing pages for flexible legal support and in-house solutions
Fixed keyword cannibalisation between homepage and service pages
Updated page titles, meta descriptions, and content for search intent
Structured internal links and resolved sitemap issues
Managed Google Business Profile updates and optimisations
Worked with developers to improve navigation and URL structure
The Results (in six months)
HR Counsel: jumped from position 100+ to position 3
Trade Marks: improved from position 41 to position 2
In-house legal solutions: climbed from 100+ to position 3
1,878 page views with high engagement from organic visitors
More enquiries coming directly through optimised service pages
The Impact
By restructuring the site, building targeted service pages, and refining SEO fundamentals, the firm:
Attracted more relevant traffic from competitive service searches
Converted more visits into enquiries
Strengthened authority against larger, traditional legal competitors
In short: SEO made their flexible B2B model easier to find, easier to trust, and easier to choose.
Want more B2B clients finding you online?
Book a Milkshake Audit or explore my done-for-you retainers — and let’s turn your website into a lead generator.
