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Nick has been a fundamental to the success of my employment law firm. He laid out his plan, justifications, and actioned it. We receive more leads, and better quality leads. I almost didn't want to provide a testimonial to keep him a secret.
The Client
Doswell Law wanted to generate more enquiries from organic search across Kent, with a particular focus on improving visibility in Ashford, Canterbury and Maidstone.
The homepage was already performing well around Ashford, but there were opportunities to target higher-volume Kent-based searches and improve the performance of dedicated Canterbury and Maidstone pages.
The Challenge
Doswell Law was investing heavily in Google Ads to generate enquiries.
While paid advertising was generating leads, the cost of acquiring each enquiry was relatively high. SEO was already contributing enquiries, presenting an opportunity to increase organic visibility and reduce the business's reliance on paid advertising.
The website also suffered from several technical SEO problems, including broken pages, missing H1 tags and missing meta titles and descriptions.
What We Did
- 1Researched new target keywords for the homepage and location pages.
- 2Optimised the homepage for valuable Kent-based searches.
- 3Optimised dedicated landing pages targeting Canterbury and Maidstone.
- 4Optimised website images to support organic search performance.
- 5Built local citations to strengthen the business's local search presence.
- 6Optimised the Google Business Profile for relevant locations and keywords.
- 7Optimised and re-uploaded images and videos to the Google Business Profile.
- 8Improved the imagery displayed by Google so potential customers saw the front of the premises rather than an undesirable side view.
- 9Completed a technical SEO audit and addressed issues including broken pages, missing H1s, meta titles and meta descriptions.
- 10Improved internal linking, particularly towards the Canterbury and Maidstone pages.
The Results
The recorded results only included website form submissions. Phone enquiries generated through organic search were not tracked, meaning the overall impact was potentially greater.
The Outcome
As organic visibility improved, Doswell Law began generating substantially more enquiries through SEO.
This allowed the business to reduce its Google Ads spending by 50% while more than doubling the number of leads generated.
Instead of depending heavily on paid advertising for enquiries, Doswell Law developed a sustainable organic search presence across its target areas in Kent.
As the optimised pages continued generating enquiries, SEO also became an increasingly cost-effective customer acquisition channel for the business.
Want Similar Results?
If your business relies heavily on Google Ads to generate leads, SEO can help build an additional source of enquiries while reducing your dependence on paid traffic.