Ampa LLP

Shakespeare Martineau and Marrons offer a very localised offering – legal and planning services. As such, if the target audience is based in Nottingham, then it’s likely that they will be expecting to deal with a local firm and search for “law firms in Nottingham”. In the SERPs we are often competing with other national players that have multiple offices as well as local, specialist firms that only work in their region. Our strategy was simple, yet effective: strengthen how the brand presents itself in front of local customers. We also evolved this strategy to be ‘hyper-local ‘with additional “location” pages for more specialist services e.g. wills, divorce, child arrangements and conveyancing. Using various tools and tracking, our plan was to be as transparent as possible with the client when things are going well and when certain expectations could not be met due to fierce competition. As well as custom reports each month via a shared working space where the client could feedback, ask questions etc. Multiple migrations We also worked closely with the team to revamp the site’s navigation, user experience as well as migrating gl.law to the shma.co.uk domain – helping Shakespeare Martineau expand into Bristol, a new territory. We took a similar localised approach for the marrons-planning.co.uk website. However, we were also presented with the opportunity and challenge to migrate to a refreshed website on a new, shorter marrons.co.uk domain. Migrations are always tricky – so collaborating closely with Jade, Louis and the team ensured that all the valuable gains from the previous SEO work were successfully transferred across to the new website. Dropping the “planning” keyword from the domain did present a major risk which we managed to overcome as a result of careful planning.