Richardson Lissack

408 keywords, 42 enquiries and a 2,056% increase in sessions to the crypto sector area.

Strategy · Digital · SEO

The Outcome

185%

Organic Sessions

33%

Organic Leads

135%

Ranking Keywords

What they faced

The Outlook

Richardson Lissack is a law firm building out its crypto and digital assets practice, an area with real client demand and real competition from firms who’d already built proper authority around it. The page that was meant to bring traffic to this area wasn’t converting, wasn’t well linked internally, and wasn’t standing out against competitors who’d invested far more in the format and depth of their content.

Where we started

The Assessment

The problem wasn’t a lack of ambition. It was that the site was actively working against the page it needed most. Richardson Lissack had two separate landing pages competing for the same crypto searches, splitting whatever authority either page might have built alone.

What we discovered

We ran a full audit of the crypto section rather than assuming the fix was more content. Three gaps stood out.

Consistency
Two indexed pages meant to serve the same searches, sitting flat in the site architecture with no cornerstone page pulling related services underneath it. FCA authorisation and MLR registration, both closely tied to crypto work, sat disconnected from the page they should have been reinforcing. Two pages competing for the same intent send a mixed signal, to search engines and to visitors.

Messaging
Competitor pages targeting the same terms averaged nearly 2,700 words. Richardson Lissack’s page didn’t mention “lawyer” or “solicitor” anywhere in its copy, headers or title, and made no mention of many terms the competition treated as essential. In short, the page wasn’t saying what the firm actually does, in the words people search for.

Trust
Case studies, named team members, related insights and FAQs all appeared on most competitor pages. Richardson Lissack’s page had none of them, despite this being exactly the kind of page where a prospective client wants to see who they’d actually be dealing with.

Where we started, and why

We could have started by adding content to the existing page and hoping it climbed.

Instead, we started with the foundations.
We mapped the fix as consolidation first: one page, not two, with the stronger-performing URL retained, the weaker one redirected, and every internal link pointing at the one that survived. Blog posts and publications mentioning crypto dozens of times weren’t linking to the service page at all, now linked to the relevant landing pages, recapturing the authority sitting unused inside the site.

What changed?

The Business Impact

Organic sessions to the crypto and digital assets area rose from 120 to 457 year on year, a 281% increase. Organic sessions specifically went from 12 to 237. Engaged sessions followed the same pattern, up from 113 to 358. Rankings across the area’s target keywords rose from 173 to 408, and clicks were up 75%.

Most importantly, the section finally started to convert, rising from 0 to a 7.59% CvR, and enquiries went from 0 to 42.

Launch isn’t where we stop

The crypto and digital assets section is now performing from a much stronger position, but the wider SEO opportunity across Richardson Lissack is far from exhausted. With the foundations in place, we’re now moving onto other focus areas across the site, identifying and addressing the next opportunities to improve visibility, engagement and enquiries.

The work will continue to build on what we’ve learned from the crypto section, with rankings, traffic and enquiries tracked as each new area is developed.

Looking for Impact?

The problem you can see isn’t always the one causing the damage. Your Gap Score^™ looks across eight Performance Gaps to show you where you’re strong, where you’re falling short, and where to focus next.