Case study — Legal sector
Rebuilt. Ranked.Growing.
How a complete website rebuild — designed as a PPC landing page with SEO engineered into every element — delivered significant, measurable growth for a Liverpool criminal defence solicitor across six months.
A site that wasn’t working hard enough
Peter Haney is a criminal defence solicitor in Liverpool, specialising in police station representation — one of the most urgent and competitive areas of law to rank for online. His existing website existed, but it wasn’t built to rank, and it wasn’t built to convert. We rebuilt it from the ground up to do both.
The approach, in one line: rebuild the entire site as a high-converting landing page — the kind normally built separately for paid advertising — with structured SEO designed in from the first line of code, then run an ongoing local campaign to grow it.
A website that works as a landing page
Rather than build a standard brochure site and a separate PPC page, we designed the entire site around conversion from the start — so every visitor, however they arrived, lands somewhere built to turn them into an enquiry.
A single objective in every section: get the visitor to make contact. Trust signals up front, click-to-call prominent, a clear next step at every scroll point. No wasted sections, no dead ends — it works like a paid-search landing page because it was built like one, for every visitor, not just ad traffic.
The SRA regulation badge, verified client reviews and AggregateRating markup are surfaced in the first few seconds. We self-hosted the regulator’s trust badge after diagnosing that browser privacy controls were silently blocking the third-party version — so the mark of professional legitimacy now always shows.
A custom enquiry system on a secure endpoint delivers every submission straight to the solicitor, with spam protection, rate limiting and an instant automatic reply confirming the enquiry has landed. In a field where a missed message is a missed instruction, that reliability matters.
SEO engineered in, not bolted on
The SEO wasn’t applied after the build — it was built into the architecture, the content and the code from the start, and backed by an ongoing monthly campaign that has been running since launch.
The homepage targets broad police station representation searches. A second, dedicated page targets “solicitor for police interview” — a distinct, high-intent cluster of people who have just been contacted by police. Two pages, two sets of search terms, twice the coverage.
Full JSON-LD schema — legal service, local business, FAQ, reviews and aggregate rating — built into the pages so search engines understand the firm and can surface rich results.
Tuned to Liverpool and Merseyside — the area where Peter wins instructions — targeting the urgent, high-intent local searches that actually convert to enquiries.
An active SEO retainer has run since launch — monitoring rankings, refining content, tracking Search Console data, and compounding the authority of the site month on month.
Six months of significant growth
Designed to perform — a conversion tool and an SEO asset in a single build, no compromise between the two.
An ongoing local SEO campaign has built consistent organic visibility for the terms that bring in real instructions.
Significant, sustained improvement in enquiries and visibility since launch — and the campaign is still building.
The rebuild worked because the conversion design and the SEO were treated as a single brief, not two separate jobs. A site built to rank brings traffic. A site built to convert turns that traffic into instructions. Build both into one site and the compounding effect is exactly what six months of growth looks like.
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