From Chaos to Digital Clarity

From Chaos to Digital Clarity

When Parslows LLP, a respected local law firm, approached The Idea Works, it was in the midst of digital disarray. Years of collaborating with a UK-based agency had scattered its SEO and PPC campaigns, and its overall digital strategy needed clarification. Parslows needed a change, and The Idea Works stepped in to transform its online presence.

Identifying the Issues

The project began with a thorough audit of Parslows’ digital strategy, including a comprehensive review of their SEO, PPC, and display campaigns. The key finding? Their digital efforts needed to be aligned with their core services, leading to significant traffic waste. Parslows had been investing time and money into keywords that didn’t serve their business.

The Idea Works understood that this was more than just a traffic problem. It was about local visibility—ensuring that Parslows could be found by people in their local community who needed their services. With this clear insight, the task became about refocusing their strategy towards meaningful engagement and local SEO optimisation.

Keyword Chaos to Digital Clarity

A deep dive into the law firm’s online footprint revealed that traffic was being generated, but it wasn’t the right kind of traffic. Parslows was attracting visitors from searches that had little to do with their main services. The solution was to build a more targeted SEO strategy, with a focus on local keywords that reflected their core values and services.

This restructured SEO and content strategy not only helped Parslows regain control of their online presence but also made them more visible to potential clients in Jersey, their local market.

Cost-Efficient Conversions Through Paid Marketing

Parslows were not strangers to paid marketing, having already ventured into Google’s display network. However, their previous campaigns weren’t generating the kind of return on investment they had hoped for. The Idea Works implemented a blend of dynamic and display campaigns, which brought immediate results. Conversion costs dropped by an impressive 75%, a major win for Parslows.

With their PPC strategy fine-tuned, Parslows saw a significant increase in traffic and visibility. The focus on cost-efficiency meant they were spending less while achieving more.

Traffic Surge and Top Local Visibility

The most striking results came from re-optimising Parslows’ website. Year-over-year, traffic surged by 188%, with a 175% increase in click-through rates. These improvements weren’t just about numbers; they secured Parslows a top spot in Google’s coveted “three-pack” for local services in Jersey. For a law firm, local search visibility is essential, and this achievement marked a pivotal moment in their digital transformation.

A Satisfied Client

Edward Noel, Practice Manager at Parslows, had this to say: “Our marketing and advertising initiatives had become somewhat stale with our incumbent providers. The Idea Works took us through an audit process and seamlessly helped us transition to getting better value and impact from our Business Development spend. They engaged with our team and helped us release positive engagement, enabling us to capture our staff’s enthusiasm for delivering excellent client services. Parslows would have no hesitation in recommending The Idea Works.”

Conclusion

The Parslows case study is a clear example of how refining a company’s digital strategy can lead to substantial gains in traffic, visibility, and overall performance. By focusing on local SEO and cost-effective paid marketing, The Idea Works helped Parslows turn its digital chaos into clarity.