Organic traffic increase of 65% following strategic website overhaul for Jackson Lees Group
Client overview
Jackson Lees is an award-winning law firm operating across Liverpool and the North-West of England. With a strong commitment to nurturing long-term client relationships, the firm comprises multiple trading styles, including Jackson Lees, Broudie Jackson Canter, and the charitable arm, the Jackson Lees Foundation. Recently, the group embarked on a rebranding journey to reinforce its identity and enhance service delivery.
The Challenge
Jackson Lees faced several significant challenges as they embarked on their digital transformation journey. Initially operating as QualitySolicitors Jackson Canter, they were constrained by a subdomain, which limited their SEO effectiveness and resulted in only 2% of indexed pages. This shared domain meant they were competing with many other firms for online visibility.
The acquisition of Lees Solicitors added further complexity, as it required the integration of multiple brands, including Broudie Jackson Canter, while maintaining effective brand differentiation. Jackson Lees aimed to build a new website that combined the authority of these brands and ensured a seamless user experience.
They also needed a comprehensive SEO strategy to enhance visibility and lead generation while preserving their positive relationship with QualitySolicitors, which previously referred clients to them.
Finally, a tailored PPC campaign was essential to promote the newly rebranded Jackson Lees, engaging users from the former brands and driving traffic to the new site, all within the constraints of a modest budget. Addressing these multifaceted challenges was crucial for positioning Jackson Lees for future growth and success.
The acquisition of Lees Solicitors added further complexity, as it required the integration of multiple brands, including Broudie Jackson Canter, while maintaining effective brand differentiation. Jackson Lees aimed to build a new website that combined the authority of these brands and ensured a seamless user experience.
They also needed a comprehensive SEO strategy to enhance visibility and lead generation while preserving their positive relationship with QualitySolicitors, which previously referred clients to them.
Finally, a tailored PPC campaign was essential to promote the newly rebranded Jackson Lees, engaging users from the former brands and driving traffic to the new site, all within the constraints of a modest budget. Addressing these multifaceted challenges was crucial for positioning Jackson Lees for future growth and success.
“CTI’s approach to paid search helped us to ensure we minimise risk and have continued to build on this success throughout the rest of year”— Stephen Webster Director and Group Head of Marketing
The Approach
Our approach was rooted in an understanding of Jackson Lees' commitment to client service and their distinct brand identity, enabling us to craft solutions that solved immediate problems and facilitated long-term growth.
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Domain migration
We initiated a strategic migration from the QualitySolicitors subdomain to a dedicated site, establishing redirect pathways to ensure users found the new site easily. Old URLs were phased out of search engine indexes. -
SEO strategy development
A thorough audit of existing content across the four legacy sites identified high-performing pages. Collaborating with Jackson Lees’ solicitors, we defined a content strategy focusing on user intent and common queries, which informed targeted keyword research and content optimisation. -
Website build on Drupal
We developed a new site on the Drupal platform that unified the strengths of the four brands. By optimising the content for high conversion rates, we preserved the established authority while enhancing the overall user experience through clear content mapping.
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PPC campaign design
Together with Jackson Lees’ marketing team, we crafted tailored PPC campaigns aimed at generating leads and reinforcing brand awareness. Each campaign targeted specific areas of their services, ensuring optimal budget use through precise geo-targeting and audience adjustments. -
Ongoing support and upgrades
Following the launch, we provided essential support and conducted proactive upgrades to the Drupal website. Our rigorous audit processes ensured continued security and performance, enabling Jackson Lees to stay ahead of potential vulnerabilities and adapt to future growth.
The Results
Following the site launch, Jackson Lees not only experienced immediate growth but also set new benchmarks for organic traffic, achieving this milestone seven times within the first ten months. This consistent performance underscores the efficacy of our migration strategy and ongoing SEO efforts, which included cross-domain canonicalisation to prevent competing brands from cannibalising search visibility.
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The new website quickly gained momentum, achieving its highest levels of organic traffic. This significant increase demonstrates the success of our SEO strategy, which included a targeted keyword focus and enhanced content that resonated with potential clients.65%Increase in organic traffic
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The refined website content directly contributed to a surge in client enquiries. Our focus on user intent and the specific needs highlighted in our workshops with Jackson Lees’ solicitors ensured that visitors found the information they were seeking, resulting in more conversions.57%Increase in enquiries
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Our targeted PPC campaigns, designed in collaboration with Jackson Lees' marketing team, exceeded all expectations. By using tailored ad copy and geo-targeting strategies, we successfully engaged users searching for both the new and previous brand identities.301%Increase in conversion rates from PPC efforts
