“Working with Hallam has always felt like having an extended team that is committed to helping us deliver our digital business objectives. Their expertise gives us the confidence that we will stay ahead of the SEO techniques that are required to gain a competitive advantage online.”
Tim Atkinson – Digital Content Manager, Nelsons
Nelsons is one of the top 200 law firms in the UK, and a leader in the East Midlands providing support and advice to businesses, individuals and families with their legal and investment needs. Growing both organically and through mergers and acquisitions since they were founded in 1983, their aim is to empower clients, help them seek justice. and steer them through the complex legal issues they face.
Operating within the highly competitive professional services sector, where businesses leverage a wide range of digital strategies, Nelsons wanted to improve their visibility and rankings in the search engine results.
Detailed discussions with the team at Nelsons identified the focus of our efforts was to deliver an SEO campaign specifically designed to increase their organic rankings, organic traffic, and organic conversions across a range of client services and within the geographical areas servicing their core locations.
Nelsons have worked with Hallam for a number of years and, following the relaunch of their website, our first actions were to review their SEO requirements, and incorporate content that would optimise the site and deliver defined against defined KPI’s and objectives.
To ensure long term success in the search engine result pages (SERPs), content was developed that built a strong citation profile in line with their locations and local ranking. By combining geographical relevance in Derbyshire, Nottinghamshire, Leicestershire with their core service offering, ranking in key areas improved significantly. Organic visibility and organic conversions continue to increase.
With a rich supply of blogs covering a wide range of legal advice we worked closely with Nelsons to look at ways to further utilise this wealth of material. By republishing, aggregating and optimising written content on the site, we created highly targeted landing pages that built on their expertise and reputation as thought leaders in the legal sector.
We were also able to offer internal training workshops for Nelsons which gave them a core understanding of the benefits that SEO brings to their organisation and helped them understand how this digital strategy can deliver business objectives.
With a clearly defined strategy to target clients in their core locations Nelsons continue to see relevant visitors to their website with organic growth increasing significantly. Over the last two years they have seen a 26% increase in users, a 22% increase in enquiries, and a 19% increase in impressions.
Our relationship with Nelsons is very much seen as a partnership, one where we work with them to deliver their KPI’s and business goals. We’re able to provide ongoing strategic digital advice, review new opportunities based on the latest developments in SEO and continue to optimise their website to stay ahead of their competition.