Independent Legal Advice (ILA) provides specialist legal services to clients across the UK. Their reputation was strong, but like many professional services firms, their digital presence had not kept pace with their ambition. With a new website scheduled for launch, they faced a critical moment: if search performance did not improve, the investment in a new site would not deliver the traffic or inquiries they needed.
The Challenge
The existing website lacked a clear SEO structure. Keywords were inconsistent, pages competed with each other, and technical issues held back performance. For a company preparing to invest in a complete redesign, the risk was obvious. A site relaunch without a proper SEO foundation could easily underperform, leaving growth opportunities untapped.
ILA wanted to use the website project as a chance to reset their digital visibility. The goal was not only to fix existing weaknesses but also to build a strategy that would drive traffic and engagement from the day the new site went live.
Taking a Strategic Approach – Starting with an SEO Audit
Marketing Managed was brought in to guide the process. Rather than waiting until after the site was launched, we began with a full SEO audit. This audit examined the existing site’s structure, content, and performance in detail. We identified both quick wins that could create immediate improvement and longer-term opportunities that would inform the new site’s design.
From the audit, we built a forward-looking SEO strategy. This included keyword mapping aligned to high-value services, recommendations for site architecture, and a content plan designed to capture demand across both transactional and informational searches. Importantly, the strategy was delivered in partnership with the web development agency, Light Bulb Web Design, so that SEO considerations were built into the site from the ground up.
Implementation and Integration
The timing of the project was key. The new site launched in Q4 2024, and the strategy was ready to roll out alongside it. This meant that rather than starting from zero, ILA’s new website immediately had a structure optimised for visibility. Content was aligned to user intent, technical improvements were in place, and measurement frameworks were set up to track progress from day one.
Results That Matter
The impact was clear and measurable. Comparing January to September 2025 with the same period in 2024, ILA recorded a 279 percent increase in users and a 297 percent increase in logged events. These results were not a coincidence. They were the direct outcome of combining audit insights with a well-executed strategy and a new site designed with search in mind.
Beyond the numbers, ILA saw a noticeable uplift in inquiries. The improved visibility meant more potential clients were finding the firm online, engaging with content, and reaching out to learn more about services. For a professional services business, this translated into stronger credibility and a healthier pipeline.
A Foundation for Growth
The project proved the value of integrating SEO early in the website planning process. Too often, firms treat SEO as an afterthought, bolting it on once the site is already live. ILA’s approach flipped that logic. By building SEO into the structure from the beginning, they created a foundation that will continue to support growth long into the future.
For other professional services firms, the lesson is clear: digital presence is not just about having a polished website. Without a strategy that ensures people can find you, even the best-designed site risks underperforming.
“Marketing Managed carried out a detailed SEO audit and strategy for our new website, and we couldn’t be happier with the results. All in all, we are currently on track for a 30% increase in business year on year, in part to the quality of the traffic organically coming to the site. Its done so well, we’ve asked them to come back and run the campaign ongoing” – Max Bryden – CTO/Chief AI Officer – ILA
