Doswell Law
Local SEO Campaign

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“Since mid-February and following completion of your SEO enhancements on my website, my firm has received significantly more new enquiries and potential clients. Thanks Nick for your expert advice and for working your magic! :-)”
Henry Doswell

Managing Director & Principle Solicitor, Doswell Law Ltd

The Problem

Doswell Law Ltd is one of the few employment solicitors covering Kent from their head office in Ashford. Instructed by individuals and businesses, Doswell Law achieves fair outcomes for individuals and businesses.

Between December 2018 and 2020, website visitors were growing steadily. However, it peaked in November 2020 at 192 visitors and sharply dropped to just 32 by November 2021.

Doswell Law had substantial content. Service pages were detailed and blog posts covered recent changes in employment law and high profile employment cases. However, the content was unoptimised for search engines, which resulted in falling website visitors.

Google Business Listing Performance
1st January 2022 to 31st March 2022

Doswell Law GMB Data

The Solution

We listened to Henry’s requirements, and these were to improve the performance of the homepage and two other pages created for searchers in Canterbury and Maidstone.

The homepage was performing well in Ashford, but there was limited search volume compared to a few Kent-based keywords we had discovered. We agreed on a few new keywords for each web page and began optimising as per our SEO Services Kent, including the images. In addition, we created 160 local citations that targeted the same Kent-based keywords and linked to the homepage.

Furthermore, we optimised the Google Business Listing, downloaded and uploaded optimised versions of images and videos to maximise its performance for the Kent-based keywords. Previously, Google was displaying the side of the office with bins, so Henry asked us to show the front, which we managed to have Google accept.

Finally, the website had a host of technical errors and warnings, which hindered its performance. These included 404 errors, missing heading 1 tags, and missing meta titles and descriptions. Beyond the technical audit, we improved the internal link structure, particularly for the Canterbury and Maidstone pages using a mixture of exact match and loose match keywords.

Keyword Performance

Keyword Performance Doswell Law

The Impact

In 2021, Henry of Doswell Law spent approximately £10,000 on Google Ads, which generated 38 leads at the cost of £263 each. He received a similar number from SEO.

From the start of 2022 until now, Henry received 80 form submissions from SEO alone, which equates to approximately £18 a lead, which continues to decrease as more enquiries land in his inbox while his web pages performing incredibly well. This excludes phone calls which weren’t tracked.

In addition, Henry reduced his Google Ads spending by 50%, helping him save £5,000 a year while doubling his leads.