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Case study: Sills & Betteridge Solicitors · SEO and Google Ads
An SEO and Google Ads case study: how we built a scalable source of medical negligence leads for Sills & Betteridge Solicitors and its Bluebird Law brand.
About the client
Sills & Betteridge is a law firm that offers legal services to private individuals and business clients. Its website says it has offices across Lincolnshire, Yorkshire and the East Midlands and has been providing legal services for more than 260 years. A firm with that history is well known in its own area, but reputation built over generations does not automatically bring in a new type of case from people who are searching online.
The work in this case study was for Bluebird Law, the firm's brand for medical negligence cases. Medical negligence is a specialist area of the law.
People who bring these claims are often dealing with something serious and distressing, and they look for a firm that has the expertise to handle it. They search carefully, read about how a claim works and may take time before making contact. Specialist firms across the country compete for these enquiries, and the claims themselves can take a long time to conclude, so the marketing has to be sustainable rather than a quick burst of activity.
A separate brand for a specialist area brings a further need. Bluebird Law has to be recognised for what it does, rather than being seen as one more service within a general practice. That calls for a website that explains the work clearly, content that answers the questions claimants ask, and advertising that reaches the right audience.
Sills & Betteridge asked DPOM for a new source of leads for those cases, and we ran SEO and Google Ads together to build it. The two work well side by side in a field like this: search ads reach people who are ready to make contact, while content on the site builds trust with those who are still finding out where they stand.
The challenge
Sills and Betteridge required a new source of leads for medical negligence cases for their brand, Bluebird Law. DPOM were asked to create a digital marketing campaign that would drive a scalable source of leads for those services.
The medical negligence sector is incredibly competitive, so the first job was research, to find where the firm could compete.
What we did
We started with research, then fixed the website, then ran SEO for the long term and Google Ads for the short term.
A conversion funnel is the path a visitor follows from arriving on the website to getting in touch. Clearer copy and stronger calls to action make that path easier to follow.
The results
Together the website changes, the content-driven SEO and the Google Ads campaign gave Bluebird Law a new, scalable source of medical negligence leads. Leads rose by 70%.
The conversion rate more than doubled, up 103%, and the cost of each conversion fell by 47%, with 30% less spent on media.
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CPA stands for cost per acquisition: the ad cost divided by the number of conversions, such as enquiries or calls. If CPA rises above what a conversion is worth to the business, the ads stop paying for themselves.
Conversion rate is the share of visitors who go on to do what you want, such as send an enquiry or call. A higher conversion rate means the same traffic produces more leads.
Google Ads can bring leads in quickly, while SEO builds visibility in search that keeps paying back over a longer period. On this account we ran both: Google Ads for leads in the short term and content-driven SEO for long-term returns.
No. Every account starts from a different place. These figures are what happened for Sills & Betteridge Solicitors, not a promise of what will happen for you.
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