Case study
Calloway Solicitors: brand refresh, website and professional services growth
Family law. Handled properly.
This case study is fictional and created for demonstration purposes. Figures in the results section are projected outcomes based on comparable campaigns.
- Client
- Calloway Solicitors
- Industry
- Professional Services
- Location
- Reigate, Surrey
- Services
- Brand refresh, website redesign and local SEO
The brief
Calloway had a strong local reputation built over twenty-five years. But their website was slow, dated and invisible on Google. Competitors with a fraction of the experience were outranking them for the searches that matter. The brief was a brand refresh and a completely new website, built around how someone actually looks for a solicitor when they are going through something difficult.
The work
What we built
Brand refresh
Updated logo, refined colour palette and new brand guidelines. Authoritative without being cold. The kind of brand that makes a frightened client feel they are in safe hands.
Bespoke website
Fast, mobile-first, built around the user journey of someone searching for legal help. Clear service pages, a prominent consultation booking route and copy written in plain English, not legal jargon.
Local SEO
Built from the ground up around how Surrey residents search for family solicitors. Service pages, location targeting and a Google Business Profile strategy designed to get Calloway into the map pack for Reigate and surrounding towns.
Conversion optimisation
Call tracking, GA4, Search Console and a clear CTA hierarchy, so every enquiry is measured and the site is continuously improved based on real data.
The strategy
Three channels for a firm that depends on trust.
01 / Local SEO
Rank where it matters. Be found when someone needs help.
Family law is almost entirely local. Someone in Reigate searching "divorce solicitor Reigate" or "child custody lawyer Surrey" is ready to make contact. We built the SEO strategy around those specific, high-intent searches.
- Dedicated service pages for each practice area, each targeting specific search phrases.
- Location pages for Reigate, Redhill, Guildford and surrounding Surrey towns.
- Schema markup for legal services, reviews and local business.
- Google Business Profile fully optimised with services, photos, Q&A and a review generation strategy.
- Technical SEO: page speed, mobile optimisation, clean URL structure, XML sitemap.
02 / Email
Stay connected with past clients. Generate referrals.
A solicitor's best source of new business is a satisfied past client. We built a simple email programme to maintain that relationship long after a matter closes.
Post-matter follow-up: a personal email at 30 days after matter completion, asking for a Google review and offering to help with any future matters.
Annual newsletter: one email per year to the full client list. Legal updates relevant to family law, a reminder of services and a straightforward invitation to refer friends or family.
Referral programme: a direct ask to past clients who the firm knows were happy with the outcome. Simple, human, effective.
03 / PPC
Top of the results page. From day one.
Family law searches have high intent and high value. A single divorce or financial settlement matter is worth thousands of pounds in fees. PPC at £600 to £900 per month is justified if the targeting is precise.
- Search campaigns targeting high-intent family law phrases in Surrey postcodes.
- Separate ad groups for each service: divorce, children matters, financial settlements.
- Landing pages matching each ad, no sending divorce searches to the homepage.
- Call tracking on every conversion, every enquiry attributed to the right keyword.
- Negative keyword list removing job seekers, students and legal information searches.
Results
Page one for 14 target keywords within 5 months
Google ranking
From 6 to 28 per month
Monthly enquiries
£44 average
Cost per consultation booked (PPC)
Figures are projected outcomes based on comparable Makeproper campaigns. Calloway Solicitors is a fictional client created for portfolio purposes.
What this means for your firm
Professional service firms often underestimate how much their website costs them. A firm with twenty-five years of experience and a website that loads slowly and ranks nowhere is leaving work on the table every single day.
We fixed that for Calloway. A brand refresh that matched their reputation. A website that converts. An SEO strategy that put them in front of the right people at the exact moment they needed a solicitor.
If your firm has a similar problem, the conversation starts with a call.
Talk to us about your firmWebsite mockup
The live mock shows the fictional Calloway site: navy and gold, restrained typography and a journey built for someone under stress.
This mockup is best viewed on desktop.
Open full site →Key deliverables
- Brand refresh
- Website redesign
- Local SEO setup
- Google Business profile
Next project
Next project →Hartley & Sons Builders