Farrer & Co, a prestigious London law firm, has built its reputation over centuries by providing top-tier legal services to a diverse clientele. Despite their stellar offline reputation, their online presence lagged behind. Recognising the growing importance of digital in the legal sector, the firm partnered with Itineris to transform their website and digital strategy.
The challenge? Building a modern, high-performing website while preserving Farrer & Co’s hard-earned authority in search rankings.
The Challenge
Farrer & Co faced a significant gap between their offline reputation and online visibility. Potential clients searching for legal expertise in areas like private wealth, corporate finance, or not-for-profit work often struggled to find them online.
Their existing website was outdated, slow, and poorly optimised for search engines. Key challenges included:
Preserving SEO rankings during the website migration.
Creating a user-friendly, modern site that reflected the firm’s authority.
Reaching diverse audiences across sectors with tailored, compelling content.
The firm needed a strategic overhaul to ensure their online presence matched their elite status in the legal world.
The Itineris Solution
Our team adopted a comprehensive, data-driven approach:
1. A Modern, Optimised Website
We designed a sleek new site on WordPress with:
Fast loading speeds, intuitive navigation, and mobile responsiveness to enhance user experience.
SEO best practices baked in from the start, ensuring strong search rankings.
Custom pages tailored to showcase Farrer & Co’s expertise across various sectors.
2. SEO Migration
Preserving Farrer & Co’s search engine visibility during migration was critical. We:
Conducted a detailed audit of their existing site to identify strengths.
Carefully mapped and redirected valuable content and links.
Maintained authority while ensuring the new site could climb higher in search rankings.
3. Empowering Internal Teams
To help the firm manage their new digital presence, we ran workshops for their marketing and business development teams. These sessions equipped them to:
Execute effective digital campaigns.
Manage content updates and SEO improvements confidently.
4. Strategic Digital Campaigns
We led the digital strategy for three major campaigns, targeting key client sectors. These campaigns combined:
SEO and content marketing to attract search traffic.
Paid advertising and social media to boost engagement.
Tailored messaging that resonated with each audience group, from private clients to corporate institutions.
The Results
Our partnership delivered transformative results for Farrer & Co:
21% Increase in Organic Traffic: Year-on-year sessions from search engines rose significantly, driving more qualified visitors to the site.
24% Bounce Rate Reduction: Visitors engaged more with the site, exploring content rather than leaving immediately.
112% Increase in Organic Impressions: The new site appeared in search results more than twice as often, dramatically expanding the firm’s visibility.
These results positioned Farrer & Co as a digital leader in the legal sector, reinforcing their reputation and attracting more clients.
Conclusion
Farrer & Co now has a digital presence as prestigious as their offline reputation. The results speak for themselves: better rankings, higher traffic, and stronger client engagement.
This project highlights Itineris’ expertise in delivering measurable results for professional services firms. With a focus on strategy and execution, we ensured Farrer & Co’s online transformation was seamless – and set them up for sustained growth in the digital age.