Background
Bristows LLP is a global authority in life sciences law, known for its expertise across the pharmaceutical, biotech, and MedTech sectors. With a team of over 80 lawyers, they work with some of the most innovative organisations in healthcare and science, including global pharmaceutical firms, venture capitalists, and leading universities.
While their reputation in the industry was already strong, Bristows recognised the need to adapt their digital presence to meet the expectations of specialised audiences. CEOs, R&D leaders, investors, and academics required more than just legal expertise; they sought a partner whose digital footprint reflected their leadership and insight.
Bristows wanted to enhance their brand’s visibility, secure more high-value clients, and stay ahead of their competitors. They partnered with Itineris to design and deliver a digital strategy that matched their ambitions.
Challenges
Bristows faced three core challenges:
Strengthening their Online Presence: Their existing website was outdated and not optimised for engaging their target audience. It needed a modern redesign to reflect their leadership and drive lead generation.
Reaching Niche Audiences: Their diverse client base – from pharmaceutical giants to tech-driven start-ups – required tailored messaging. They needed a flexible strategy to appeal to distinct decision-makers across sectors.
Driving High-Quality Leads: Generating leads in such a niche market requires precision targeting, seamless customer journeys, and high-converting content.
The digital strategy needed to be multi-faceted, delivering authority and relevance to their specialised audience while addressing Bristows’ goals of scalability and sustained growth.
Our Solution
Itineris took a data-driven approach to address these challenges, crafting a digital ecosystem designed to enhance Bristows’ authority and generate measurable results.
A New Digital Foundation
Website Redesign: We built an intuitive and visually compelling website designed to resonate with a sophisticated audience. This included modern UX/UI principles to ensure seamless navigation across all devices.
WordPress CMS Development: To ensure easy content management, the site was built on WordPress, allowing Bristows to regularly update their resources, insights, and client-facing materials.
Conversion-Focused Landing Pages: Custom landing pages were designed to capture contact information, engage prospects, and encourage action.
SEO
Keyword Research: We identified search terms specific to life sciences and technology law, ensuring Bristows ranked for the phrases their audience used.
Content Optimisation: High-value content, aligned with SEO best practices, was developed to showcase expertise and improve search visibility.
Backlink Strategy: Building authoritative links strengthened their domain authority, increasing organic traffic.
Multi-Channel Marketing Campaigns
Targeted Campaigns: We delivered campaigns aimed at niche audiences using PPC, email, and social media platforms.
Event Marketing: Campaigns promoted key events, driving registrations and nurturing leads through post-event resources, such as whitepapers.
Performance Measurement and Optimisation
Real-time analytics allowed us to track performance, refine tactics, and adapt to evolving client needs.
Key Results
This holistic strategy enabled Bristows to not only improve visibility but also to create a digital experience that resonated with their audience, turning visitors into long-term clients.
High-Value Deals: Bristows secured two multi-million-pound clients in the tech sector.
Accelerated Sales Cycles: Sales cycles reduced from 18 months to just 4 months.
Increased Lead Generation: The campaign delivered 156 warm leads, with a 16% lead completion rate (compared to LinkedIn’s 5 – 10%).
Exceptional Website Performance: The new website achieved an 18.5% conversion rate, far surpassing the industry standard of 4.4%.
These results demonstrated not just immediate wins but also the potential for sustained success. With an average client lifespan of 10 years, the long-term value of these new deals is significant.
Driving Value Through Creativity and Precision
One standout aspect of the strategy was a two-stage campaign designed to maximise engagement and value. The first stage focused on event registration, ensuring high attendance and awareness among decision-makers. The second stage capitalised on this momentum, using a thought leadership whitepaper to deepen engagement and generate leads.
By prioritising creativity and audience needs at every touchpoint, this approach didn’t just drive results; it positioned Bristows as a thought leader in their field.
The collaboration between Bristows and Itineris has evolved into a trusted, long-term partnership. By focusing on measurable outcomes and adapting to market trends, we’ve ensured that Bristows’ digital strategy remains agile and effective.