SEO Challenges Faced by Solicitors
This client, like many professional service firms, approached Market Pilot Agency with a clear direction but flexible objectives. They knew they wanted to strengthen their digital presence, compete more effectively in a crowded legal market, and ultimately increase website traffic, enquiries and revenue.
Our first step was to conduct a comprehensive business review. We took the time to understand their firm in detail—their practice areas, target audience, service structure, and unique selling points. Gaining insight into their typical profit margins also enabled us to identify growth potential and define what meaningful success would look like.
Using these insights, we aligned their broader business goals with our digital expertise and began shaping a tailored SEO and marketing strategy.
Through extensive audits, competitor research, and in-depth market analysis, we uncovered several high-impact opportunities. This foundational work allowed us to set clear, top-level marketing objectives that would evolve as the partnership grew.
Key Objectives:
Increase overall brand awareness for the firm
Prioritise high-value legal services with the strongest ROI potential
Boost general enquiries through organic channels
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The Solution
At Market Pilot Agency, every solution we deliver is bespoke. We understand that each client has unique goals, challenges, and opportunities, so we shape our strategy around the most effective path to achieving measurable results.
Our process always begins with in-depth research, forming a strong foundation that guides all strategic decisions. Once we had a clear understanding of the client’s vision and market position, we began building their tailored SEO roadmap.
Much like many businesses in competitive sectors, this client provided a high-quality service but struggled to gain visibility among the audience they most wanted to reach. Operating within a densely saturated legal market meant that standing out organically required a more advanced, multifaceted approach.
Our research revealed the need to apply both on-site and off-site optimisation techniques to improve their overall search visibility, brand authority, and organic positioning.
Leveraging our marketing tools, industry expertise and analytical skills, we developed an optimisation strategy designed to increase recognition and improve rankings across key service-related and intent-driven keywords important to their target audience.
In addition, we conducted a detailed review of the website’s technical performance. By identifying and resolving technical issues—such as site speed barriers, indexation concerns, and structural improvements—we strengthened the website’s overall health. Strong technical foundations play a major role in how search engines evaluate and rank a website, making this an essential part of the solution.
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The Client
Our client is a highly respected solicitors firm operating across Buckinghamshire and London, with more than 50 years of legal expertise. Renowned for delivering exceptional results, they specialise in both individual and business law, consistently striving to achieve the best possible outcomes for every client they serve.
Market Pilot Agency began working with this esteemed legal practice in November 2018. As with all of our partnerships, we began by conducting a comprehensive review—using audits, competitor analysis, market research and in-depth explorative tactics. This allowed us to uncover key opportunities and establish marketing objectives that would evolve over time as the partnership grew.
Key Objectives:
- Increase awareness of the brand
- Target high-value legal services with the strongest potential ROI
- Increase general enquiries and strengthen overall lead generation
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