An Integrated Approach from Impression That Boosts Visibility for a Law Firm

Impression’s working relationship with Richard Nelson LLP spans over several years and it enables them to work towards a highly focused and considered strategy, one that consistently drives increased visibility and business through search marketing.

This campaign has been shortlisted in the 2020 UK Agency Awards for Best Integrated Marketing Campaign.


  • PPC
  • SEO
  • Digital PR

The Challenge

Impression has consulted on Richard Nelson’s search engine marketing since late-2014 with continued success. Sessions have continuously grown throughout this period, ranging anywhere from 50 to 100% YoY increases.

Their employment area was never a key driver in this historical growth. From June 2019, the client requested that Impression start investing in this area as they recognised that it aligns so well with their target audience and presented a major opportunity for growth. Leveraging organic and paid search channels, they were instructed to meet a set of objectives.

Shared Goals

  • Increase employment-related enquiries by 50% YoY
  • Increase users to the employment area by 50% YoY

Owned Goals

  • PPC – Keep Employment CPL for paid search below set budget
  • SEO – Achieve #1-3 organic rank for local Nottingham* terms related to employment
  • Digital PR – Earn 24 pieces of digital PR coverage around employment

*This region was critical to the campaign’s success as many of the client’s key employment consultants were based in Nottingham.

The Strategy

Impression’s research discovered how employment law search was incredibly competitive and that Google interpreted the intent to be location-specific. Therefore, their approach centred on a well-researched content strategy with local targeting achieved through some on-page elements and search ad campaigns.

Content Strategy

They built out the three core landing page to include a richer depth of content as well as longer-tail child pages to support them.

Initial guidance involved splitting the user journey in half so they could reach the client’s target audience of both employers and employees while giving them more opportunities for keyword expansion and to structure content in a more organised fashion. Further content topic hinged on competitor gap analysis and once their keyword research was complete, they presented the client with a content plan including requirements for new landing pages.

Following the copywriting and publishing of these new pages, their SEO team was responsible for monitoring ongoing organic performance while their PPC team utilised deeper landing pages to better match paid search intent and improve landing page relevance.

Location Strategy

The SEO team designed and built an accompanying “Nottingham Employment Law Solicitors” landing page to meet their Nottingham-based objectives. The PPC team also used this within Nottingham-targeted campaigns, to improve landing page relevance (quality score), as well as to allow for split-testing against the generic employment law service page.

The key approach adopted by the PPC team was implementing a geo/loc campaign structure across campaigns.

Promotional Strategy

They held an ideation session to determine employment rights subjects that general consumers and publications would find topical and the client could provide commentary on to boost their perceived E-A-T. Over the time period, they gained coverage and links through a combination of campaigns, thought leadership and journalist responses.

The Results

The below results reflect a time period of June 2019 to May 2020. In addition to these results, they achieved a CPL well under the budget set by the client.

  • 70% increase in employment-related enquiries YoY
  • 120% increase in users to the employment area YoY
  • #1 organic rank for local Nottingham terms related to employment
  • 33 pieces of coverage

Marie Dancer, Richard Nelson LLP Managing Partner stated:

When we first started to offer employment services, we were aware it was a competitive area to get into. Using a combined strategy of SEO, PPC and digital PR, we have reached the position where we are regularly in the top 3 firms on page one for our key search terms, resulting in a busy employment law team which is great news. Impression really took the time to listen to what we wanted to achieve and, by using a cross-section of expertise from within the agency, devised a successful strategy for us, keeping us informed and up to date with their progress every step of the way.

About Richard Nelson LLP

Richard Nelson LLP is a national firm of solicitors with offices throughout the UK. The firm is ranked in the Legal 500 with the Lexcel accreditation for the quality of their service.

About Impression

Impression is a multi-award winning digital agency, specialising in the delivery of high performance campaigns across SEO, PPC, analytics and digital PR.