The award-winning law firm Jackson Lees provides their services in Liverpool and the North-West, priding themselves on their longstanding relationships with their clients. 

Forming part of an overall group, incorporated the trading styles of Jackson Lees and Broudie Jackson Canter, along with the charitable arm - the Jackson Lees Foundation.

The decision was made to launch a new trading style, "Jackson Lees," and retain "Broudie Jackson Canter" as they provide specialist legal services to different audiences.

Jackson Lees has navigated numerous business challenges throughout its growth and evolution. Our partnership began in 2015 when they first approached us needing help with their SEO strategy.  

When the SEO campaign began, Jackson Lees was known as QualitySolicitors Jackson Canter, didn't have their own domain, and was part of a subdirectory on the QS website. Despite being a major firm, they only represented 2% of indexed pages due to sharing the domain with numerous similar firms harbouring their SEO effectiveness and search engine rankings.

Following the acquisition of Lees Solicitors, the Jackson Lees Group underwent a transformation, deciding to cut ties with QualitySolisitors. It became apparent that there was a need for a new website, given that the group consisted of four different websites at that time.

Our team was therefore required to build Jackson Lees a new Drupal website incorporating all four websites. A decision by Jackson Lees to rebrand meant that the firm wanted to combine the authority of four established websites and trim down the content only to include relevant, highly converting pages. This required extensive SEO consultation and development resources to ensure a successful build and launch. We built a site optimised to see traffic and goal levels surpass those of the former websites.

Upon completing the site migration, Jackson Lees aimed to increase their visibility and lead generation using PPC. Our approach focused on elevating the new 'Jackson Lees' brand, engaging users searching for the former brands, informing them of the rebrand, and increasing the volume of leads generated through PPC.

Since the initial build, we have remained committed to enhancing the Jackson Lees website. This has included upgrading the website to the latest version of Drupal and providing ongoing hosting and support services, fortifying security and creating an unmatched user experience for their users.

Domain Change:

Initially, our main priority was to oversee a domain migration from www.qualitysolicitors.com/jacksoncanter to www.jacksoncanter.co.uk.

Redirect pathways were established to ensure users could find the new website, gradually replacing Quality Solicitors pages in search engine indexes. 

Cross-domain canonicalisation was implemented to stop Broudie Jackson Canter and QualitySolicitors Jackson Canter from competing for organic visibility. This allowed search engines to prioritise relevant pages for ranking and maintain conversion paths for visitors on both sites.

Keyword Optimisation:

Our next focus was the on-page content, looking at user intent and search behaviour. The complex language solicitors use is not always understandable for everyone needing legal support. 

Within our workshops, we identified business priorities and the FAQ's from new clients. Armed with this information, we conducted keyword research for each legal service area. We collaborated with solicitors to determine that the information was correct and represented the intention and behaviour of those needing legal assistance.

Drupal Site Build:

When building Jackson Lee's new Drupal website, we wanted to maintain the search engine trust and authority already established from their former website. Unlike most, for Jackson Lees, we merged four websites into one on an entirely new domain with a new URL structure. Therefore, maintaining organic visibility whilst providing an effective Drupal CMS was essential.

Auditing and Content Mapping:

To merge the websites effectively, we conducted a full audit of all four websites to assess their performance. In the audit, we collected user and conversion metrics of all pages across all sites. The top-performing content was identified for migration, and all other pages were redirected to the most relevant page on the new website. 

Content mapping allowed us to assist users and search engines in accessing the new site's pages and help to inform where this content has moved.

Optimised Content:

The content was trimmed considerably to include strictly relevant and high-converting pages. Thousands of redirects were applied to four domains, pointing to a new domain of under 300 pages.

To further clarify the website navigation and structure, we determined that Jackson Canter, Lees and Lees Medical would combine into Jackson Lees, as they offer the same services. These services would all sit under the Jackson Lees taxonomy terms, whereas Broudie Jackson Canter would remain a separate brand, existing as a subfolder on the Jackson Lees domain.

Futureproof Flexibility:

By consolidating subfolder brands within the same domain, we ensured the future scalability of the website for potential acquisitions. The infrastructure was built to be adaptable, incorporating additional brands if required in the future. This gave Jackson Lees the security to grow without concerns over another complex digital migration or merger.

We worked closely with the Jackson Lees marketing team to design a new PPC account that meets business needs, is easy to manage and optimise, creates awareness of the rebrand and shows solid Conversion Rates.

To achieve the business objectives of increasing leads and enhancing rebrand recognition, we created a new AdWords account for ease of management and the addition/removal of services with minimal friction.

Generic campaigns included relevant keywords, in Exact and Phrase match only and geo-targeted the area where Jackson Lees operates. This made the most of the available budget, ensuring higher local visibility rather than targeting a wider area.

We created new ad copy, advertising 'Now Jackson Lees' and ensuring the services offered by Jackson Lees and Broudie Jackson Canter were differentiated.

In order to improve click-through-rates, we focused on key selling messaging, such as 'Award Winning', '250+ Experts' or 'Full Service Law Firm', whilst differentiating from other law firms by targeting emotional elements, with messages such as 'With You All The Way', 'On your Side' or 'Here to Fight your Corner', which aligned with new brand messaging.

To ensure that the modest budget made the most significant impact, we targeted all advertising to reach only the right customers in the right areas. 
We added all appropriate ad extensions, such as Structured Snippets, and ensured call extensions were set so searches triggered the phone number for the right branch.