What We Did

  • Restructured 1,500+ pages to eliminate cannibalisation, streamline navigation, and focus on high-value legal topics.
  • Launched ‘Super Guides’ – long-form content hubs built around search intent, expert insight, and improved UX.
  • Enhanced E-E-A-T signals by embedding solicitor profiles, case studies, and supporting material to build trust.
  • Improved conversion journeys with refined content hierarchy, clearer calls to action, and navigational upgrades.
  • Worked closely with legal partners to ensure content was accurate, compliant, and aligned with real-time industry changes.

Results

  • Increased average monthly organic traffic from 1,403 to 5,373 (AHRefs) – surpassing all previous highs 
  • Doubled Search Console clicks in 3 months – from 20.2K to 40.7K 
  • 5 key pages now generate over 1,000 clicks each in a 3-month period (up from just 2) 
  • Monthly conversions from organic rose from <50 to consistently 130 
  • Named a Finalist at the UK Search Awards 2024 – a peer-reviewed recognition of campaign performance and strategic impact 

Expert Long-Form Content Hubs

To boost organic visibility and provide lasting value to users, we launched a series of ‘Super Guides’. These are in-depth content hubs designed to meet specific search intent while showcasing subject matter expertise. These long-form resources were structured for easy navigation and readability, enhancing the overall user experience.

Each guide was built around high-volume keywords and audience needs, supporting SEO performance and building trust. Collaborating closely with the client’s legal partners, we ensured every piece was accurate, compliant, and reflective of current industry developments. This way, they give users credible, up-to-date information and positioning the brand as an authoritative voice in its field.

Full Content Restructure

To maximise the impact of our long-form content hubs and improve overall site performance, we restructured more than 1,500 existing pages. The goal was to eliminate keyword cannibalisation, streamline navigation, and refocus content around high-value legal topics that aligned with user search intent.

We overhauled the content hierarchy to guide users more effectively through the site, introducing clearer calls to action and intuitive pathways to conversion. The result supported both SEO goals and user experience, while building authority for the client as in their specialist areas.

Experience, Expertise, Authoritativeness & Trustworthiness

To strengthen the client’s E-E-A-T signals, we embedded a range of credibility-boosting content across key areas of the site. This included detailed solicitor profiles that highlighted qualifications and legal experience, as well as real client case studies showcasing outcomes and testimonials.

We also integrated supporting materials such as press mentions and industry recognitions to reinforce trust. These additions not only helped build user confidence but also improved the site’s perceived authority in the eyes of search engines, increasing both visibility and conversions in a competitive legal landscape.

“This campaign helped unlock the real potential of our content. The Logic Design team are thorough, knowledgeable and a pleasure to work with – this was our second project together, and the results speak for themselves.“

Francis Wilks & Jones
01473 934 050