Mullis & Peake LLP Solicitors, established in 1902, has a legacy of providing trusted legal services across the South East. Despite their rich history, the firm recognised that the increasingly digital world required a modern online presence to maintain relevance and competitiveness.
Mullis & Peake’s existing digital strategy failed to capture their expertise, accessibility, and adaptability. The firm needed a refreshed digital identity to attract a broader audience and showcase their wide-ranging legal expertise for individuals and businesses alike.
Partnering with Itineris, they sought to transform their online presence while preserving their reputation for reliability and trust.~
The goal? To create a digital strategy that matched their century-long legacy with the demands of today’s audience.
Target Audience
Mullis & Peake serves a diverse audience, from private individuals requiring legal support for family law, conveyancing, and wills to businesses needing expertise in commercial law, employment disputes, and regulatory advice.~
For individual clients, the focus was on accessibility and trust, reassuring them of Mullis & Peake’s ability to handle sensitive personal legal matters with care. For businesses, it was about demonstrating authority and capability in navigating complex legal landscapes.
The firm also wanted to extend its reach beyond local markets, targeting high-value clients across the UK. This required a digital strategy that balanced versatility with precision, ensuring each audience segment felt understood and catered to.
The Challenge
The legal sector is fiercely competitive, with local and national firms vying for visibility. While Mullis & Peake had a strong reputation, their digital footprint needed to reflect their expertise and appeal to modern audiences.
Key challenges included:
Enhancing visibility: Competing with larger firms required a prominent digital presence.
Diverse audience needs: Appealing equally to individuals and businesses with distinct requirements.
Modernising perception: Balancing their historic credibility with a forward-thinking, approachable brand.
Driving engagement: Transforming website visits into meaningful interactions and leads.
The firm’s trusted local presence needed to evolve into a powerful online brand capable of competing across the UK.
The Solution
Itineris developed a comprehensive search engine strategy combining SEO and PPC to elevate Mullis & Peake’s visibility and engagement. The approach focused on creating a robust, user-friendly platform that showcased their expertise while driving qualified leads.
Strategic Analysis
An in-depth audit of the firm’s website, visitor behaviour, and competition identified opportunities for improvement. This included gaps in content, technical performance, and user experience.
SEO Enhancements
Created new targeted content tailored to high-value services.
Improved site structure to ensure easy navigation for both individuals and businesses.
Made continuous technical updates, such as faster load times and mobile-first usability.
PPC Campaigns
High-intent keywords were strategically targeted to drive immediate traffic and leads while complementing long-term SEO growth. These campaigns focused on legal services with high demand, ensuring cost-effective conversions.
Optimised User Experience
The website was designed to provide a seamless journey from search to conversion. A focus on accessibility ensured that all visitors could easily engage, regardless of their device or digital familiarity.
The Results
The collaboration with Itineris delivered transformative results:
35% increase in overall website traffic compared to the previous year.
259% growth in organic visibility, putting Mullis & Peake in front of more potential clients searching for legal expertise.
21% reduction in organic bounce rate, indicating users were staying longer and exploring more content.
These improvements translated into greater opportunities for new client acquisition, reinforcing Mullis & Peake’s position as a trusted legal partner.
Beyond the numbers, the refreshed digital presence gave the firm a platform that matched their longstanding reputation. It modernised their image, enhanced engagement, and opened doors to new markets, all while staying true to their core values.
The project didn’t just improve metrics – it strengthened Mullis & Peake’s ability to connect with clients, adapt to market demands, and secure their future as a leading legal service provider.
The work with Mullis & Peake also earned Itineris gold and silver awards at the 2024 Digital Impact Awards.