SEO and CRO Integration, Hudgell Solicitors

The Results Contra Agency transformed Hudgell Solicitors' digital presence, delivering a 34% year-over-year (YoY) increase in website conversion rates. Key performance wins included a doubling of "Call me back" submissions , a 32.1% boost in user engagement time, and a 26.25% improvement in average search position for "Accidents & Injury at Work" keywords. Conversion Rate Optimisation (CRO) We implemented strategic design changes to streamline the user journey and encourage direct contact: Embeddable ‘Call Me Back’ Form: Introduced a CTA that expands into a form on click, integrated directly into advice pieces and client stories. Form in Hero: Placed dedicated lead-generation forms within the hero sections of home and service pages for immediate expression of interest. Mobile Optimisation: A/B testing led to replacing standard CTAs with a dedicated call icon on mobile, significantly increasing phone inquiries without cannibalising other conversion points. Generative Engine Optimisation (GEO) & Content Strategy To future-proof the site for AI-driven search and improve traditional SEO, we overhauled the service page architecture: Advanced Schema Markup: Utilised Local Business, Person, and FAQPage schema to explicitly define the firm’s experts and services for AI models. Structure & Readability: Implemented H2 question-based subheadings, direct resolution (answer-first copy), and bulleted lists to improve data chunking. We maintained a low paragraph density to ensure complex legal information remained digestible. Experience Signals (E-E-A-T): Enhanced credibility by integrating Trustpilot reviews, featured case studies, and author entities that link advice pieces directly to detailed lawyer bios. Original Data & Visuals: Leveraged research, surveys, and proprietary data presented through tables and charts, ensuring all data was captured in alt-text for accessibility and search indexing. Local SEO: Developed optimised local service pages to capture high-intent geographic search traffic.