Integrated PR for law firm Gordons provides clear evidence of success

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Testimonial

Paul Ayre, Gordons’ managing partner: “Brand8 PR’s integrated approach to PR has proven itself to consistently deliver over time. The way they have managed our reputation and increased our profile has helped underpin our ongoing controlled growth strategy. Brand8 PR has a deep understanding of the firm which allows the agency to provide us with sound advice focused on enabling us to achieve our business objectives.”

Objectives

Yorkshire law firm Gordons appointed Brand8 PR to undertake an integrated PR campaign to achieve the following objectives:

• Raise awareness amongst the regional business community that Gordons is a viable alternative to the ‘Big Six’ law firms in Yorkshire
• Position the firm as having a dynamic, straightforward approach to the provision of corporate and personal legal services that delivers opportunities for its clients
• Support the firm’s business development activity by creating the environment for sales

Response

Leeds PR agency Brand8 PR worked with the firm’s marketing team to establish a flow of information from within the business that could be utilised as part of a media relations campaign. Outlets were then consistently targeted with a mixture of deals news, comment and opinion, research findings, corporate social responsibility activity, developments at the firm and seminar updates.

As part of the integrated public relations campaign, it was also essential to enhance the firm’s website so it could act as a focus for wider-marketing activity and become a sales and information resource. Leeds PR agency Brand8 PR initially worked with Gordons to migrate the firm’s website to a new content management system and then undertook a programme of work to evolve the site by adding increased functionality whilst simultaneously enhancing the user experience.

To further improve the firm’s visability online and create commercial opportunities, Leeds PR agency Brand8 PR also instigated SEO activity to increase organic traffic to the site as a whole and to specific departments.

Results

Leeds PR agency Brand8 PR’s ongoing media relations activity regularly secures consistent positive coverage for Gordons in key regional business media including the businessdesk.com, Yorkshire Post, Yorkshire Business Insider and the Telegraph & Argus.

Leeds PR agency Brand8 PR has also fostered a relationship with the BBC on Gordons behalf and the firm has been approached to comment on legal issues by the broadcaster. National legal trade publications, such as The Lawyer, also cover relevant Gordons news.

Messages relating to the firm’s dynamic and straightforward approach are also consistently communicated along with its position as a challenger brand to the Big Six. In one recent six month period the PR value of the media coverage secured for the firm was £159, 554.

Regarding the website, enquiry forms and search facilities have been added to help create more interaction for users and a more accessible experience. The site has been constructed to enable SEO with partner and department profiles being systematically enhanced to attract further enquiries.

SEO activity carried out for Gordons as part of the PR campaign has been hugely successful. Initially the website had a very low volume of organic traffic from search engines and the firm was not realising the commercial opportunities available to it online.

Optimisation of the website has increased organic traffic from Google by 111 per cent, with organic traffic for keyword searches not including the word ‘Gordons’ increased by 1,560 per cent. The quality of traffic has also improved significantly with those people searching using the term ‘law firm’ up by 650 per cent.

However, the most impressive SEO statistic relates to the optimisation work undertaken for the firm’s contentious probate department. Prior to optimisation the department’s web page received no visits at all. It now has over 200 targeted visitors a month – but most importantly it led directly to 11 enquiries and seven new clients delivering a return on investment on the SEO spend of 93:1.

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