Connor Hewson

The brief A UK law firm with offices across the country approached Assured Marketing after experiencing disappointing results with its previous SEO agency. Despite investing in SEO, the firm's visibility had stagnated across important regional markets. Its strategy focused too heavily on competitive national keywords rather than the local, service-specific searches potential clients actually use when looking for legal representation. The client's identity remains confidential under an NDA. What we delivered We developed a targeted SEO strategy designed to improve visibility across the firm's nationwide office network and attract more relevant prospective clients. SEO strategy: Researched high-intent legal searches, prioritising combinations of legal services and locations over broad national keywords. Local SEO: Developed dedicated location and service pages targeting prospective clients searching for solicitors in specific towns and cities. Website optimisation: Improved page layouts, content structure and calls to action to make it easier for visitors to find relevant legal services and get in touch. Technical SEO: Addressed technical issues affecting search performance and improved how search engines understood the website. Structured data: Implemented relevant schema markup, including LocalBusiness and FAQ structured data, to clarify the firm's services and geographical presence. Our focus was on attracting people actively looking for legal assistance, rather than simply increasing website traffic. The results The campaign delivered measurable improvements: +71% overall search visibility +41% organic website traffic +92% organic traffic from searches containing "solicitor" or "solicitors" +61% search visibility for solicitor-related keywords Traffic from solicitor-related searches grew more than twice as quickly as organic traffic overall, demonstrating a shift towards visitors with clearer commercial intent. The outcome The campaign helped the firm strengthen its presence across multiple UK locations and attract more relevant organic visitors. It demonstrates how combining

• Marketing Consultant
• Marketing Strategist
• SEO Expert

The brief East Yorkshire Insurance Brokers (EYIB) needed to attract more commercial insurance enquiries. Despite its specialist knowledge, its website had limited visibility beyond people already familiar with the company. It also faced strong competition from national brokers and comparison sites. What we delivered At Assured Marketing, we built a search strategy around the questions business owners ask before choosing insurance, rather than focusing only on product names. SEO: Created targeted pages for specific industries and insurance policies, helping relevant businesses find EYIB and enquire. AEO and content: Developed practical, expert-led guides answering common insurance questions and linking readers to appropriate services. GEO and trust: Made EYIB's specialist knowledge, advisers and business credentials clearer to both search engines and AI assistants. Digital PR: Secured relevant mentions and coverage to strengthen online authority. The results Across a 12-month year-on-year comparison: +290% search visibility +115% organic website traffic +350% website conversions across all channels EYIB also reported enquiries and new business originating from AI assistants. The conversion figure covers all website traffic sources, not SEO alone. The outcome The campaign helped EYIB reach more relevant businesses, demonstrate its expertise and generate opportunities through both traditional search and AI discovery.

• AI Strategy Consultant
• Marketing Consultant
• Marketing Strategist
• +1

The challenge Avant Skills Academy is an established apprenticeship and training provider operating across Hull and Grimsby. Its website needed to serve two very different audiences: individuals looking to start an apprenticeship and businesses looking to recruit or train their employees. However, the existing website was outdated, slow and difficult to navigate, with limited content and virtually no SEO foundations. Previous attempts at content marketing had generated little traction, leaving Avant struggling to reach potential learners and employers through organic search. Our approach At Assured Marketing, we developed a combined website redesign and SEO strategy focused on making Avant easier to find, easier to navigate and more effective at generating enquiries. We began by researching leading apprenticeship providers and recruitment platforms, including Indeed, to understand how successful websites structure information and guide visitors towards taking action. Using those insights, we completely redesigned Avant's website, introducing clearer navigation and dedicated user journeys for learners and employers. The rebuild focused on mobile responsiveness, accessibility, website speed and a more intuitive user experience. Alongside the redesign, we implemented a targeted local SEO strategy, creating dedicated landing pages around apprenticeship opportunities and employer training services across Hull, Grimsby and surrounding areas. We also introduced structured data for apprenticeship vacancies and internal recruitment opportunities, making them eligible to appear directly within Google Jobs. The result was a more effective digital platform, connecting the right audiences with relevant opportunities while supporting Avant's wider recruitment and business development objectives. The results The combined website redesign and SEO campaign delivered significant improvements across all key performance indicators: +188% increase in search visibility +215% increase in non-branded organic clicks +262% increase in website conversions, including applications, enquiries and other tracked actions The increase in non-branded traffic was particularly valuable, demonstrating that Avant was reaching considerably more people who hadn't previously searched for the business by name. Beyond improving rankings, the project transformed Avant's website into a more effective platform for attracting prospective apprentices, supporting employers and generating new opportunities. The impact This project demonstrates the value of bringing website design, technical SEO and user experience together rather than treating them as separate disciplines. By understanding the needs of both audiences and building the website around how they actually search and make decisions, we delivered measurable improvements in visibility, engagement and conversions.

• Marketing Consultant
• Marketing Strategist
• SEO Expert
• +1