Bennett Smith
Case Study
About Bennett Smith
Serving clients across North West Wales, with offices in Bangor and Y Felinheli, Bennett Smith is an expert solicitors firm specialising in family law, wills and probate, and conveyancing.
Key Measurables:
The Challenge
Bennett Smith had a website built by another company, which Engage Web took over the hosting for. They knew they needed a presence online, and would keep their website up to date, but had never done any digital marketing. They didn’t have Google Analytics set up, so had no idea how many people were visiting their website. This lack of activity was reflected in their stats once we got everything set up – the site was receiving barely any impressions in Google, and traffic through to the site was extremely low. Bennett Smith wanted to turn the site into a source of website visitors and enquiries.
The Solution & Success Factors
To grow Bennett Smith’s web presence and turn the website into a business-making tool, Engage Web began a targeted SEO campaign. The first year of the campaign was focused on building the foundations. Bennett Smith had clear potential to reach more people through Google, but their visibility was very poor, so the early work focused on strengthening the website, improving key areas, adding new landing pages and publishing useful legal content around the questions potential clients were already searching for.
By the first-year mark, the campaign had reached an important milestone. Google Search impressions had increased by 4,993.3%, rising from 1,766 to 89,947. From there, the results continued to build. By the second-year mark, the increase in visibility had turned into a much stronger flow of visitors, with Google Search clicks up by 542.29% and Organic Search users up by 563.44% against their very first month of SEO.
The content produced through the campaign has been a major part of that growth. By the second-year mark, the majority of the top landing pages were pages created as part of the SEO work, helping the website attract visitors through useful legal topics and relevant search queries, rather than relying only on its homepage or brand name.
Most importantly, the campaign has generated more enquiries for Bennett Smith. Contact form submissions increased by 66.67%, showing that the growth in traffic was backed up by more people taking the next step and getting in touch. The campaign has also helped Bennett Smith Solicitors gain visibility within AI too. At the start of the campaign, the site wasn’t visible in AI, but by the year two mark, the site has received visits from AI platforms including ChatGPT, Copilot, Perplexity, Gemini and more.
Overall, the campaign is a strong example of how SEO builds over time. The first year created the platform for growth, with far greater visibility in Google. The second year built on that progress, bringing more organic traffic, stronger enquiry performance and new visibility through AI search. We’re continuing to work with Bennett Smith to grow their SEO campaign further and take their online visibility to new heights, with a new logo and website now under development.
