The primary function of the PCL website is to facilitate the placing of claims, as well as to provide general advice within this complex and increasingly prominent legal area.
We started working with them when their website was newly launched. Our overall aim was to create awareness and online visibility for the new brand and transform PCL in a highly successful and trusted brand within their sector in the UK. At the same time, to ensure that the users who visited the site were high quality and found the information they were looking for in order to proceed through the user journey and become a valuable client to PCL.
Our goal was to rank in a sustainable way in a very competitive market. The medical negligence segment is one of the most aggressive in search marketing. The big players have been established for a long time and cost-per-click rates come in at a dizzying £50+
Our strategy included:
- To increase organic traffic by building a strong link equity and resonance with the target through relevant onsite and offsite content. The content was written by a team of qualified writers (medical and law experts) to ensure strictness regarding the quality of placements sought.
- To create a conversion strategy with onsite element testing and optimisation
- To increase awareness, trust and engagement of the brand by improving onsite content and SEO to improve targeted rankings
- To develop a high level of trust with users by optimising onsite and offsite factors.
We worked closely with the Marketing Team at PCL to keep the strategy inline with changing goals and new competitors entering the market. Over the long period we have worked together, we have launched other campaigns to improve organic traffic to the website, which has worked harmoniously with the onsite conversion optimisation. In a highly saturated and growing industry, Patient Claim Line has succeeded in staying relevant and valuable to their users.
We’ve worked with PCL for more than four years, seeing success and growth in every campaign we’ve managed. Our approach – making sure the PCL website is relevant for the target but also search engine friendly – paid off.
The results of our SEO strategy were excellent, we ranked in the first positions for our main keyword – ‘medical negligence’ and improved the organic traffic from quarter to quarter. The rankings have held out and conversion/engagement metrics on the PCL domain continue to grow exponentially.