With an outdated website proving difficult to navigate, Cheyney Goulding was inadvertently creating an issue for potential clients to search for more information and send enquiries for either business or personal legal advice.
This also meant that the website wasn’t optimised for mobile search, which can create frustration for anyone visiting the website from a mobile device. In order to have a robust digital marketing strategy in place, this needed to be remedied before any paid search could begin.
As well as refreshing the website to make it more user-friendly, Air Social created a bespoke landing page to link with future promotional campaigns to ease data capture.
Air Social improved the existing static website with clearly defined and navigable areas for each aspect of Cheyney Goulding’s solicitor services. It was also optimised for mobile devices, instantly opening up the potential for double the amount of online traffic.
After initial experimentation with adverts through social media and Google, the latter provided maximum return on conversions, so this is where Air Social focused its efforts and instead supported the solicitors’ social media presence by creating engaging organic content.
The focus of the paid campaigns included driving website visits, linked to a bespoke online landing page with accompanying enquiry form, as well as ads specifically curated to generate phone calls and online enquiries.
Air Social supported Cheyney Goulding with two stand-out search campaigns to promote its services and generate new business leads. The first of which was a ‘free business health check’ which encouraged businesses to have a review of their employees’ contracts, T&Cs and any other important legal documents.
The second was initiated at the start of the pandemic for employers to call Cheyney Goulding for a free initial consultation about what was needed for employee documents regarding furlough and redundancy.
“Brilliant and knowledgeable service. Air Social has really boosted our digital marketing which has translated into leads.”
Both of the stand-out campaigns generated initial enquiries that lead into paying clients, as well as the long-term search ads, which continue to provide leads for the business.
The success of these campaigns is supported by carefully refined keywords to ensure Cheyney Goulding remains highly visible across a variety of search terms.
This month we have achieved 66.32% of the time above organic search results, with the accompanying ads generating 397 clicks and 33 phone calls of potential new business.