Loch Employment Law is a leading Kent based firm specialising in employment law and HR services, providing expert legal advice and practical support to businesses and individuals across a wide range of workplace matters.
The Challenge
The business operated four separate websites, each dedicated to a different service: Employment Law, HR Consultancy, Wellbeing, and Mediation. While this approach allowed for targeted content, it created significant challenges:
- Fragmented brand presence
- Split search performance
- Duplicate and overlapping content
- Complex technical migration
- Maintaining and improving rankings
- Adapting to evolving legislation
Success would depend on balancing the preservation of existing performance with the opportunity to build a stronger, more cohesive online presence for the long term.
The Solution
The migration was approached as a phased, strategic project to ensure both minimal risk and maximum long-term benefit. Key steps included:
- Comprehensive SEO Audit
- Domain Consolidation Strategy
- Content Optimisation & Expansion
- Technical SEO Enhancements
- Ongoing Content & Link-Building Campaign
By combining meticulous planning, technical SEO best practices, and a forward-thinking content strategy, the migration not only safeguarded Loch Employment Law’s online presence but positioned the brand for sustained growth.
Results
Over the course of three years, the unified SEO and content strategy delivered outstanding results, culminating in a 498% increase in organic traffic. This dramatic growth reflects not only the success of the technical migration but also the sustained impact of ongoing optimisation and authority building.
By Year 3, the website was attracting more than six times its original audience, significantly expanding Loch Employment Law’s reach throughout Kent and the South East, cementing its position as a leading provider of employment law and HR services in the UK.
