Connecting and converting prospects

Askews Legal LLP is a highly accredited Legal 500 law firm. With dozens of five-star reviews, it has a strong reputation and is known throughout Coventry and Warwickshire for an excellent level of service to individual, family and business clients across the full spectrum of legal matters.

EBY has successfully supported Askews with all forms of digital marketing as its trusted agency partner since 2019.

Askews initially tasked EBY with securing a prominent position on GoogleSERPs , followed by a further objective to grow website traffic, which was achieved through a successful SEO campaign.

However, to take the marketing output to the next level the thepercentage of website conversions versus the number of visitors to the site needed to increase in order to ensure  all opportunities in the sales funnel were optimised. There also needed to be more integration with social media content, where posts were only being produced on an ad-hoc basis.

A more integrated approach was needed across the entire conversion funnel to maximise these opportunities

EBY carried out stakeholder, sector and competitor analysis to gain a deeper insight into the market and to support the creation of informed core objectives and KPIs.

Customer journeys through the website and conversion funnel were reassessed and a new strategy created, concentrating on three specific areas.

Implementing a new CRM system with automated marketing capabilities: A system was needed that could co-ordinate the entire sales and marketing function and integrate seamlessly with existing systems. After careful evaluation, Sharpspring was chosen. A bespoke analytics dashboard was created, providing visibility and monitoring performance. A member of the EBY team is now based in the Askews office to support with management of the new system.

New content strategy: A new messaging matrix and content plan was designed to communicate Askews’ core values and proposition with target audiences, alongside fuelling the marketing automation content This was further deployed across all platforms to increase coverage.

Website updates: Armed with insights into the user journey, it became clear that some work was also needed to boost conversion rates, pushing prospects into the CRM This included updating the site in line with current user experience and conversion recommendations.

In the first quarter of the new campaign alone, LinkedIn engagement increased by 100%, organic clicks by 489% and followers by 21%. Dwell time on service pages rose 27%.

Q1 2022 saw a 31% increase year-on-year in online enquiries, with a 25% rise in conversion rates. This has increased to over 40% by Q3 2022. The financial potential of this increase in leads and conversions runs into tens of thousands of pounds.