Legal advocacy · UK-wide · 10 months
Wrongly Convicted
Built topical authority around appeals and miscarriage-of-justice searches, growing qualified case referrals without increasing spend.
The challenge
Highly sensitive, low-volume search terms with fierce competition from national firms. Broad ad targeting attracted unrelated enquiries and drained a limited budget.
What we did
- Authority content cluster on appeals, CCRC applications and evidence review
- Strict paid keyword scoping with intent-qualified landing pages
- Accessibility and trust signals to lift organic click-through
- Ongoing SERP monitoring against national firms bidding on the same terms
Before and after results
SEO results
| Metric | Before | After | Change |
|---|---|---|---|
| Organic sessions / mo | 540 | 9,150 | +1,594% |
| Qualified referrals / mo | 4 | 38 | +850% |
| Top-3 keywords | 1 | 37 | +36 |
| Referring domains | 9 | 84 | +75 |
Paid ads results
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per enquiry | £164 | £37 | -77% |
| Monthly ad spend | £2,600 | £150 | -94% |
| Enquiry volume / mo | 16 | 70 | +338% |
| Click-through rate | 1.9% | 6.4% | +4.5pt |
Keyword movement
- miscarriage of justice solicitors#41→#3
- how to appeal a conviction ukunranked→#1
- ccrc application help#26→#2
“Every pound now reaches people who actually need us. That matters more here than raw traffic.”