The brief
Initially providing cover for maternity leave as an outsourced marketing team, our role grew when we won a competitive tender for a brand refresh and new website. Reputationally (the firm is over 200 years old) and statistically, GA was already in a position of strength so our role was to enable an evolution of their brand identity whilst also painstakingly managing the transition from an outdated looking website which was still performing well.
The work
Working closely with the GA team, Ed Watson and Martyn King’s approach was to bring greater clarity and a modern feel to the GA brand with a subtle distinction between personal and commercial law. Knowing that their existing website performed well, brought in new clients and contained a wealth of useful content, the project team wanted to put user experience first by putting a powerful search facility front and centre. We also brought in a much simpler navigation to improve the user journey.
Ensuring that we retained healthy search engine rankings was hugely important so our expert SEO team, led by Alem Al-Khamiri, carefully mapped out the steps to ensure a smooth transition to the new site.
On a day to day level, we continue to support GA’s in-house team with targeted digital campaigns that have yielded exceptional return on investment. We also advise on media communications and recruitment advertising, create video and animated content, and deliver graphic design services utilising the new identity.
The results
“Fuel used their knowledge of us and the legal sector to really capture the more modern and regional feel we were looking for whilst reflecting our values. Their work has given us a great platform to continue our record growth.”
Katy McKenna, Marketing & Communications Director, GA Solicitors
Great feedback from staff, clients and professional advisors on the new brand and website is really rewarding. Whilst hard data shows that the complex transition from old site to new was seamless and we didn’t take a backward step – something that is highly unusual when Google takes a fresh look at a new site. Normally you have to take a step back before making strides again in the rankings. Not GA. The firm has seen record growth in turnover, profit and headcount in 2021.
In numbers
33
% Increase in organic web traffic on new website
378
% Increase in contact form fills
38
% Increase in sessions on new website
