The reinvention of a leading legal brand
Transforming an established brand’s digital presence with a strategically led, all-service approach.
Previously Ian Walker Family Law & Mediation, this successful, values-led firm of solicitors had experienced considerable growth, notably during the pandemic.
With sights set on future-proofing the brand, gaining ground nationally and doubling turnover in five years, they needed a fresh look with an aligned digital marketing strategy to reach a wider audience and realise their ambitions. This was a flagship project for Optix that called for sophisticated strategic direction, a wide range of digital skills and exceptional project management.
A tailored approach
Following an in-depth discovery process, we facilitated strategy sessions spanning brand and digital marketing, with a list of considered questions to help us fully understand and explore the brief.
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With a robust digital strategy agreed, all parties had clarity on the path ahead and got to work. Starting with SEO, and moving on to Paid Search, we created hyper-geotargeted campaigns based on specific location keywords and postcode areas to drive better conversion rates. We also advised on creating more SEO-led content to support their strategy, with a particular focus on growth in the service pages.
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Alongside, our Creative team initiated the rebrand process and, in close consultation with the client, produced a fresh and appealing visual identity and a brand usage guide. Working alongside our web development partners morphsites, we oversaw the build and launch of their new website.
Our client was open to a complete visual transformation, which is always exciting for us creatives. Carte blanche comes with its own pitfalls, though. The work we do still needs to honour the legacy and avoid alienating existing clients. This rebrand is a part of the Walker Family Law story, and it needed to fit that story in a way that makes sense.
Samuel Skinner
Creative Lead
a successful blend of strategy, collaboration and creativity
At the heart of this project lay a successful blend of strategy, collaboration and creativity. Our agility and range of expertise meant we could apply exactly the right skills at the right time to get the job done. The client now has a new website and brand that they love, a strengthened online presence that’s strategically reinforced to drive future growth, and a great ongoing relationship with their trusted digital marketing partner to support them on their journey.
Optix has shown dedication to our journey, using a strategic approach, enthusiasm for seeing our campaigns and brand succeed, and a commitment to our triumphs, which is helping our firm to thrive in an increasingly competitive digital landscape. Thanks to their support, we are working towards an increase in our online presence and forging deeper connections with our target audience.
Kirsten Clarke
Business Development Manager, Walker Family Law
+20%
Increase in search engine impressions for the last quarter vs 2022
+228%
Increase in organic search share of sessions hitting the website YoY
+37%
Increase in paid search conversion rate YoY