Duncan Basheer Hannon employed our SEO experts to position them as Adelaide’s go-to law firm in a highly competitive industry.

Ongoing A/B testing, conversion optimisation and strategic content implementation has helped the firm rank on the first page of Google for search terms such as ‘lawyer adelaide’, resulting in a 25% increase in organic search sessions and 56% increase in enquiries in 2016.

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Solution

What they needed was a robust digital strategy that understood where they were, what they were doing wrong and where they needed to go. You need this sort of strong foundation in order to succeed online. To get DBH to where they wanted to be, we needed to offer more than just a website. We proposed an ongoing life cycle, from strategy to initial build to an ongoing relationship, where we focus on continually optimising conversion opportunities.

Strategy & UX

Part of our conversion optimisation focus depended on starting the critical process of generating engaging content, especially on social media. The best way to start creating content that people want to read is to ask them what they want! We set up an ‘Ask a Question’ page to build a library of questions that visitors to the site have. It enables DBH to make sure the content that is being generated is appropriate and valued by their visitors.

Besides these features, we also wanted to set up extensive analytics tracking so that we could make sure that we see exactly what parts of the website were achieving goals and which could use work.

Build

To give visitors a better user experience no matter what device they used to access the website, atomix consolidated all of DBH’s specialist divisions into a single responsive website. Any traffic using the old URLs was redirected to the new site.

It was built on a WordPress content management system to allow individual staff members to add and alter content, plus create blogs attached to their personal profile, so that content would build trust and personal brand.

While this was going on, a comprehensive SEO strategy was developed to quickly and organically raise the site’s ranking. Existing backlinks were checked and redirected to equivalent pages on the new site. Contributing to website authority, and therefore search engine rankings, these endorsements were considered too valuable to let go.

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Impact

Our SEO efforts have really improved DBH’s search rankings, with the company now ranking on the 1st page of Google results for people searching ‘lawyer adelaide’ and ‘personal injury adelaide’. From those rankings, we’ve seen a 26% increase on organic search sessions and 128% increase on the referral sessions from the backlinks!

Ongoing A/B testing on their homepage and contact pages continues to improve the way people see and interact with the website, and the ‘Ask a Question’ page has become the most successful part of the website. It goes to show that transparency and letting your audience take the lead in suggesting content is the way to go.

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