A Greater Strength of Presence

Longden Walker & Renney Solicitors is a well-established law firm based in Sunderland, with a team of solicitors specialising in clinical negligence.

Although the firm already had an established online presence, its website was in need of a redesign and the company was running marketing activities without a clear digital strategy in place, or the proper reporting mechanisms to measure their returns.

As clinical negligence specialists based in the North East, Longdens’ goal was to raise brand awareness and increase the number of enquiries coming in from across the region, with the longer‐term aim of increasing their national online presence.

Marketing Strategy

We conducted a performance review and soon found that Longdens was ranking poorly for many of its critical key words and phrases, especially in the region.

The marketing team proposed that a complete site redesign, alongside a new marketing strategy, was in order to help the firm achieve its ambitions.

  • Current Organic Traffic Levels
  • Pre Daykin & Storey Organic Traffic Levels

Web Redesign

We redesigned and optimised the website to work across devices and carried out a detailed analysis of the site, as well as an SEO audit, to make the case for new site navigation. This, we proposed, would improve both user experience and search visibility.

Our regional SEO audit enabled the team to focus on creating a body of targeted, quality content. This made sure that the site was fully optimised, with the goal of increasing visibility around targeted search terms.

As part of a continuing marketing retainer package, the marketing team developed and implemented a cross‐channel marketing strategy to include content, technical SEO, PPC, remarketing, and social and conversion rate optimisation. We created a body of engaging on‐site content to encourage user engagement, including case studies, regular blog posts, testimonials and guides.

  • Conversions on alternative landing page design
  • Conversions on original landing page

Proceedings Ongoing

Ongoing conversion rate optimisation includes landing page A/B testing, various items of content, images and calls to action to test user engagement. A simple but insightful test was carried out on the clinical negligence page’s call to action, which resulted in a significant conversion rate increase.

Although the retainer hours were set each month, our team knew instinctively how and where to spread their time around the website to achieve the best results.

We made sure that Google Analytics and other metrics-based software were set up properly from the outset, so that leads could be easily reported on ‐ and results reviewed and measured ‐ as part of the ongoing marketing strategy.

The Verdict

"Having made the decision to outsource our website / internet marketing to Daykin & Storey in 2014, we have been very pleased with the results. They redesigned our website and agreed various strategies with us which have resulted in a very significant increase in traffic to our website that has translated into new business. I have found the team, led by Maureen Storey, to be friendly, enthusiastic and committed to working hard on our behalf towards our goal of expanding our business."

David Nesbitt ‐ Director



Organic traffic in one year


All site traffic in one year


Enquiries through the clinical negligence page