Winning higher-value matters with authority-led SEO
Copperfield was competing on generic legal terms against directories and lead brokers, buying cheap enquiries for matters they did not want. We repositioned the site around the complex work their partners actually wanted.
- Timeline
- 12 months, ongoing
- Market
- United Kingdom
- Published
- June 17, 2025
- +186%
- Organic consultations
- +54%
- Avg. matter value from organic
- 218
- Referring domains earned
- 31
- Practice area pages ranking top 5
year on year
12 months
from 6
The challenge
The firm ranked for high-volume, low-intent terms dominated by directories, and the enquiries that came through were mostly matters the partners would decline. Meanwhile the complex commercial work they wanted had no dedicated pages at all.
What we did
Reposition around practice depth
Built out dedicated pages for the sixteen matter types the partners actually wanted, each with genuine depth rather than a two-paragraph service stub.
Fix a decade of technical debt
Consolidated 340 thin location pages into eleven substantive ones, repaired canonical chaos, and cut crawl waste by two thirds.
Earn authority through commentary
A partner commentary programme on regulatory developments produced 218 referring domains from legal and trade press over twelve months.
Qualify at the form
Rewrote the enquiry flow to qualify matter type and value up front, so the intake team stopped spending half their week on declines.
The result
Organic consultations up 186% year on year, and average matter value from organic up 54%. The firm has since stopped buying directory leads entirely.