Hill and Company
Improving performance, navigation and driving leads with a new website
The Brief
As a traditional high street legal practice, serving Altrincham and surrounding areas for more than 170 years, Hill and Company wanted to retain its existing, familiar branding but build a more user-friendly, optimised website which better reflected its ‘Law firm for life’ ethos.
A key aspect of the brief was ensuring the website was accessible to older clients who use the firm’s services and more visible in local search results to increase the number of new leads.
Activity
We rebuilt the website in WordPress, a more commonly used, better functioning platform than the former content management system.
The first stage of activity was rewriting the service pages, frequently asked questions and other key website copy. We ensured this was jargon-free but informative and keyword-rich to help drive search visibility. A series of FAQs were created for each service, enabling website users to quickly find the answers they need. By pairing these FAQs with structured FAQ schema markup, we optimised the content directly for Google’s rich snippets and featured results.
By improving the layout of the service pages to include accordion features, bullet points and relevant team members, we made the content more digestible and improved the user journey across the website.
We also selected new imagery for the website which better reflected the firm’s ‘Law firm for life’ ethos and represented Hill and Company’s role as a local law firm working with multiple generations of the same families.
The blog section was redesigned for stronger SEO performance, with attributed authors and profiles to support AI search by connecting every post to a named expert.
We also created bios for each team member to enable potential clients to find out more about individual expertise, experience and specialisms. Additionally, we implemented LocalBusiness and Person schema markup across team bios and service pages, reinforcing the firm’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and establishing clear entity signals for search engines.
Success
Following the launch of the new website, there has already been an increase in enquiry form fills, leading to new clients across key services such as conveyancing, Wills and probate.
Rankings for local keywords such as ‘conveyancing solicitors Altrincham’ have improved and service pages and blog posts are starting to be cited in AI search results thanks to the structured formatting and explicit schema implementation.
Whilst the website retains a similar visual style, it has a refreshed, modern feel with a more consistent use of brand colours and key messages throughout. The improved layout creates a seamless user journey between different aspects of the website and provides more information about the services the firm delivers, as well as the experts who provide them.