Hudgell Solicitors
99% increase in website conversion rate YoY
The client.
Established in 1997 in Hull, East Yorkshire, Hudgell Solicitors has grown significantly with offices in Hull and Manchester. Despite its expansion, the firm remains true to its core values and unwavering purpose. Committed to rectifying injustices, Hudgells provides clear, honest, and genuine legal support. Specialising in claimant litigation, particularly in medical negligence, personal injury, and group actions, Hudgells has built a strong client base and earned a trusted and stellar reputation.
The challenge.
Given the nature of the business, Hudgells required a website that was professional but also warm and welcoming, and outperformed their competitors’ in every aspect. It needed to be easy to navigate and understand, optimising the experience for both internal and external users. They also needed to identify and reach the prospective clients who live within the geographical locations in which they operate.
The strategy.
A bright colour scheme was implemented to create the warm feel and page elements were optimised for all devices to provide an experience that surpassed their competition. Layout and language were kept simple to make the website as easy to navigate and understand as possible. Local SEO pages were created as part of a thorough content strategy, helping to target people in close proximity to Hudgells’ offices and, therefore, were most likely engage their services. Integrated website and Gravity Forms with HubSpot CRM.
What we did.
Inviting, warm and comforting design
As a law firm, the design needed to be professional, informative, and knowledgeable. However, it also needed to remain true to Hudgells' values, requiring the design to be simultaneously inviting, warm and comforting. We used bright, contrasting colours and rounded edges to create an inviting and friendly feel. We also gave each service its own identity by assigning its own unique colour scheme. This not only created visual interest, but also improved the user experience when navigating.Industry-leading performance
Hudgells required a website that outperformed its competitors in all aspects of design, build quality and performance. We made several performance-focused design and development decisions, including optimising images, mobile optimisation, HTML/CSS, and the delivery of the analytics code. This resulted in an easy-to-use, high-performing website with industry-leading core web vitals.Straight-talking, genuine copy
In an industry saturated with stuffy law websites, Hudgells wanted to avoid technical jargon in line with their warm and comforting brand. Understanding that Hudgell Solicitors prides itself on its approachable, trustworthy, and genuine brand, we used warm and empathetic copy that focused on justice and standing up for the vulnerable. To ensure Hudgells competed on search engines, we conducted comprehensive keyword research on all of the firms services and claim types. Each page utilises keyword-optimised titles and subtitles in a hierarchical order.Unrivalled user experience
To ensure a seamless user experience, we developed a number of features that ensured the website was easy to use and had a clear customer journey. We implemented fuzzy search functionality so users can quickly find the information and lawyers they're looking for. Users can also filter content based on service area, claim type, format and lawyer to create a tailored, personalised experience that matches their intent.Built for internal users
As well as optimising the experience for prospective clients, we configured WordPress so Hudgells internal users could easily create articles and case stories, with a simple tagging system. Hudgells are also able to control headings, font & background colours, image sizes & positions, and create multiple columns side by side on desktop, all of which are responsive on mobile. We built a range of page templates (news, case stories, job vacancies, service pages) with the ability to embed videos.Optimised for SEO
Local SEO pages were crafted and optimised with local search terms. Service and claim type schema, along with Google Maps integration were also implemented. Other SEO best practices were followed too, including the optimisation of meta titles and descriptions across the website. Internal linking was conducted across a range of service areas to create ‘topic clusters’, ensuring all case stories and articles linked back to the relevant service page. This involved using keyword optimised text hyperlinks to other internal pages. We have a continuous focus on generating backlinks from reputable sources to increase domain authority and improve search engine rankings. Regular monthly technical SEO audits are also carried out to help continuously improve the technical performance of the site and adapt to changes in the Google algorithm.Continuous conversion rate optimisation
We implemented a range of CTAs on blogs, making them expandable on click not to interfere with the reading experience. Using heatmaps, click testing and A/B tests, we continue to improve website conversions, seeing an overall conversion rate increase of 99% YoY, while doubling organic conversions.Powerful data insights
We streamlined monthly reporting by integrating Google Analytics 4 and our SEO monitoring platform into a user-friendly dashboard on Google Looker Studio. This consolidated interface tracks overall and organic traffic, website conversion rates, and user engagement. It facilitates quick year-on-year and month-on-month comparisons, and categorises keywords for a holistic SEO analysis, focusing on service areas and claim types rather than individual keywords.Project snapshot
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2024
winner of Digital Impact Award
45%
increase in organic traffic
199.5%
increase in organic conversion rate YoY
We needed a partner who understood ‘Hudgells’, our aspirations and dedication. Contra took the time to understand our vision and commitment to deliver a best-in-class website, providing a fantastic foundation to enhance our brand, and most of all our client support.
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