Slades & Parsons

The challenge

Slades & Parsons came to us seeking help with their online presence. With experience in representing a diverse range of clients with various complex cases (including charges of terrorism, homicide, drug trafficking, and more), Slades & Parsons needed their website to reflect their professionalism, experience, and expertise.

The approach

We met with the Slades & Parsons team to gain an understanding of their business and delve deeper into their online objectives.

Their goals included:

• Increasing traffic
• Improving user experience
• Increasing conversions and in turn Conversion Rate Optimisation

With these in mind, we completed a website and Information Architecture (IA) audit to determine the exact changes and functionality required to achieve these goals. After discussions, we decided that to achieve these goals, we would need to make changes through SEO and PPC channels with some minor front end site changes.

The outcome

We have seen fantastic Organic Search results since we began working with Slades & Parsons in 2018. So far in 2022*, their Organic Search traffic for the year is up 227% compared to all of 2019. Alongside an improved conversion rate, the annual leads generated from their website have significantly increased.

We have driven these organic results with efforts focused on optimising the site and improving the website’s ranking for key, non-branded keywords with high search volume in Melbourne.

As of October 2022, Slades & Parsons organically appear in Melbourne in the top few listings on page 1 for key terms including:

• “criminal lawyers melbourne” (with an average 720 monthly searches in Melbourne)
• “criminal law firms melbourne”
• “criminal defence lawyer”
• “bail lawyer”
• “intervention order lawyers”

Given the importance of local SEO, we have balanced these organic ranking improvements alongside a strong presence in the Local Pack and Google Maps, ensuring searchers find Slades & Parsons no matter where they are looking on Google for these key non-brand terms.