Client Overview:
- Business Name: Tees Law
- Client Name and Position: Liz Lewis, Director of Marketing
The Challenge: Enhancing Online Presence and Lead Generation
When Tees, a prominent law firm based in the UK, approached Lateo Solutions they were facing a significant challenge. In the highly competitive spaces of Family Law and Medical Negligence, the absence of any advertising activity and a lack of comprehensive digital strategy meant they were losing valuable market share to the competition.
Their website had untapped potential, and they needed to expand their online presence, drive targeted traffic, and generate valuable leads.
During our strategic review with Liz, we uncovered Tees’ core objectives, challenges and their pain points.
Objectives:
- Increase website traffic through PPC campaigns.
- Boost lead generation via phone calls, form submissions, and PDF downloads.
- Optimise the website for SEO and resolve technical issues.
- Improve website conversion rates.
- Address ad-hoc development tasks to improve website performance.
Challenges and Pain Points:
1. Expanding Audience
2. Leads and Conversions
3. Reducing Cost per Acquisition
Tees Law had relied predominantly on organic traffic. The challenge was to broaden their audience reach through strategic PPC campaigns.
The primary objective was to attract more calls and form submissions to convert them into potential clients.
While obtaining leads was vital, the focus was also on driving down the cost per lead to ensure effective budget utilisation.
Solution and Implementation:
We formulated a holistic approach to address Tees Law’s challenges and achieve their objectives across 3 key areas:
Advanced Analytics Setup
SEO & CRO Improvements
Data-Driven Paid Search Campaigns
- Solution: We set up a robust analytics ecosystem on the website and supporting systems to gather essential data and insights.
- Implementation: We utilised Google Tag Manager to ensure seamless tracking of website data in both Universal Analytics and GA4, as well as integrations including CookieBot, BrightEdge and Infinity.
- Results: Significantly enhanced visibility of the performance of their digital channels and conversion metrics.
- Solution: We conducted a comprehensive website audit utilizing a range of advanced tools to pinpoint technical and on-page SEO and CRO-related issues.
Implementation: We initiated a programme of continuous improvement. Simultaneously, we integrated extensive keyword research and conversion rate optimization opportunities into the overarching campaign strategy. This approach amplified the effectiveness of both organic and paid search initiatives.
- Results:
- Since April 2022, daily clicks doubled.
- 240K+ clicks for the period.
- 20M+ impressions significantly increasing brand visibility across the full range of Tees’ legal products and services.
- Solution: We developed a data-driven campaign strategy to delivering conversions to core streams of the business at highly competitive cost per acquisition rates.
- Implementation: Expertise and a strategic approach were employed to design and fine-tune a range of campaigns for optimal performance.
- Results: Tees Law received 7K conversions at an industry benchmark-beating 10.37% conversion rate, and £10.62 cost per conversion.
Tees vs. Industry Benchmarks: Legal Services
2023 Data | Avg. Cost per Click | Avg. Click Through Rate (%) | Avg. Conversion Rate (%) | Avg. Cost Per Lead |
Benchmarks | £7.25 | 4.76% | 7.00% | £87.41 |
Tees Law | £1.18 | 6.91% | 10.37% | £10.62 |
Tees vs. Industry Benchmarks: Family & Divorce Law
| 2023 Data | Avg. Cost per Click | Avg. Click Through Rate (%) | Avg. Conversion Rate (%) | Avg. Cost Per Lead |
| Benchmarks | £6.05 | 4.70% | 8.52% | £87.41 |
| Tees Law | £0.96 | 8.10% | 12.36% | £7.74 |
Client's Perspective: Liz Lewis, Director of Marketing at Tees
- “Lateo Solutions has been instrumental in managing our website, enhancing our online presence, and driving successful PPC campaigns. Their expertise and personalised approach have helped us achieve outstanding results.”
- “The team’s friendliness, responsiveness, and proactive attitude make working with them an enjoyable experience. They explain complex concepts in an accessible manner, helping us accomplish a lot in our collaboration.”
Conclusion
Through a strategic blend of SEO improvements, advanced analytics implementation, and data-driven PPC campaigns, Lateo Solutions has helped transform Tees’ digital landscape. The partnership led to exponential growth in website traffic, substantial lead generation, and a significant reduction in cost per conversion. Tees’ journey with Lateo Solutions showcases the power of tailored strategies and collaborative efforts in achieving digital marketing success.
