Business development
for professionals

Paid search. Helping a law firm to improve its online visibility

Our client’s need

Our client, an ambitious and forward-thinking London law firm, wished to improve its online visibility.

Their broad objective was to create and build awareness of the firm brand to potential recruits by means of tailored online advertising. The specific objective was to drive targeted, relevant traffic to the firm website. Together our goal was to showcase the firm’s strengths to candidates who might otherwise have been unfamiliar with the firm’s overall offer and breadth of practice area expertise.

How we helped

In conjunction with our client, we developed a bespoke three-month campaign to incorporate both paid and organic search. Adverts were created for Google Pay Per Click, LinkedIn and Facebook to target potential recruits within agreed delineated groups, based upon their relevant experience and seniority.

Data from adverts was tracked through Google Analytics so we could monitor engagement with the firm website. The progress of the campaign was reviewed on a weekly basis, supported by detailed monthly reports. Based upon their relative success, revisions to advert wording and budget were agreed to sharpen focus.

A successful campaign

The campaign achieved a dramatic increase in the number of visitors to the website. Due to the carefully targeted advert wording, click through rates well above industry average were achieved, as well as strong analytics for time spent on site.

The campaign demonstrated the value of incorporating a tailored online advertising campaign into a broader business development and marketing strategy. For a relatively modest campaign budget, our client was able to deliver targeted brand messages supporting organic content in order to improve online visibility.

From David Bittiner and Anna Jackson