Case study — Legal sector
A new website,engineered to convert.
How we designed and built a brand-new site for a Liverpool criminal & military defence firm, embedded SEO into every page, and launched a dedicated PPC landing page that produced enquiries from day one.
From a dated site to a conversion engine
E&L Legal needed more than a refreshed website. They needed a presence that ranked for the cases they wanted, earned trust on first impression and — critically — turned visitors into phone calls and enquiries. We delivered the full stack: a bespoke design, search optimisation woven through every page, reliable enquiry infrastructure, and a dedicated paid-search landing page built for one job only — conversion.
A website built from the ground up
No off-the-shelf theme. The entire site was hand-built so every line served the brand and the goal — a refined, trustworthy presence that loads fast and reads beautifully on any device.
A complete visual language for the firm: an editorial serif paired with a clean modern sans, a restrained palette, and a consistent grid. The result reads like a barrister’s chambers, not a template — authoritative, human, and instantly credible to someone facing a serious legal matter.
Rather than fight a page-builder, we built the site as cleanly scoped, hand-coded widgets — header, footer and content kept separate and conflict-free. Fast, consistent, easy to extend, and new service pages roll out without breaking the design.
A custom enquiry system delivers every submission straight to the firm’s inbox over authenticated email, with spam protection and abuse limiting built in. No enquiry silently lost — the single most common, and most costly, failure on legal websites.
Full pages for each practice area — criminal, military and motoring law — each going deep on the specific offences and procedures the firm handles, written to be read by a worried client and indexed by a search engine alike.
SEO engineered into every page
SEO wasn’t bolted on at the end. It was designed into the content, the code and the site structure from the first wireframe — so the site was built to be found.
Every page mapped to the terms real clients search — service by service, offence by offence — with headings and copy written around them, not stuffed into them.
Tuned for Liverpool and the wider Merseyside catchment, and for the urgent, high-intent searches that matter most.
Legal-service, local-business and FAQ schema, plus hand-written titles and descriptions on every page — crafted to earn the click, not just to rank.
A complete 301 redirect map carried the ranking authority of the old site across to the new build — every legacy URL routed to its most relevant new page. Nothing lost in the move.
The centrepiece: a landing page with one job
A home page is built to introduce a firm. A paid-search landing page is built to convert a click into an enquiry — and the two are not the same thing. So we built a separate page, purpose-made for the ad traffic, and it began working immediately.
When someone clicks a paid ad for “criminal defence solicitor”, they are anxious and in a hurry. Send them to a busy home page and they hesitate, browse and leave — and that paid click is wasted. Send them to a page that mirrors their search, answers their fear and makes contact effortless, and they pick up the phone. That difference is the entire return on the ad spend.
The headline echoes the exact phrase the visitor searched. Instant reassurance: “yes — you’re in the right place.”
The contact form sits in the hero, visible the instant the page loads, and a tap-to-dial number follows the visitor down the page.
The full site menu is removed so attention stays on the single decision. Cost, Legal Aid eligibility and what-happens-next are addressed on the page, clearing the doubts that stop people enquiring.
Working from day one
Enquiries from launch. No ramp-up — the page converted from the first day the ads ran.
A steady stream. Qualified enquiries have continued to arrive consistently through the campaign.
Straight to the firm. Each enquiry lands in the inbox instantly, ready to act on.
The campaign produces enquiries because the landing page was engineered to convert before a single penny was spent on ads. Paid traffic only ever amplifies what the page does — a page built for exploration leaks that spend, while a page built for conversion compounds it. That is the difference between a website that looks good and a website that earns.
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