From search to case enquiry
One route from a solicitor’s search to an enquiry the firm can act on.
- 01
The search
A solicitor searches for a medical report for a case.
- 02
The page
A service page written for solicitors answers their first questions.
- 03
The form
A clear enquiry form collects the case details the firm needs.
- 04
The source
Every enquiry is tracked back to the search that brought it.
01
The challenge
The firm wanted more enquiries from solicitors, but there was no search channel to improve.
A website that wasn’t working
The site was old, and its forms weren’t doing their job.
No paid search
No Google Ads were running, so the firm was invisible when solicitors searched.
No view of where enquiries came from
Nothing tracked which searches or pages produced an enquiry.
02
What I did
The work had to start with the site and the measurement, then the traffic.
Website
Rebuilt the site with a new homepage and new enquiry forms.
Landing pages
Built service pages for the ads, written for solicitors.
Tracking
Set up conversion tracking on the forms and linked Google Ads to Analytics, so every enquiry could be traced to its source.
Paid search
Built Search campaigns from scratch, aimed at solicitors looking for medical reports.
Organic search
On-page SEO and content to support the same searches.
03
The outcome
A working search channel, built in about a year.
- A rebuilt website with a new homepage, service pages and enquiry forms.
- Paid search running for the first time, aimed at solicitors.
- Every enquiry traceable to its source.
- Enquiries from UK solicitors and clinics asking for expert-witness reports.
04
What I learned
Building from nothing forced the right order: a site worth visiting, tracking you can trust, then traffic.
I follow the same order on accounts that already exist, because skipping a step only hides the problem.
How this shapes my work today
- Fix the site before buying traffic.
- Track every enquiry to its source.
- Write for the buyer you actually serve.
- Add traffic once the route works.