Andrew Isaacs Law now takes more enquiries at a lower cost, across eight offices

The challenge

A solicitors' firm operating from eight offices, competing in practice areas where the cost of a click is high and the buyer is frightened, transacts once, and is choosing largely on trust.

Two of the eight office pages could not rank at all. Lincoln and Retford were set to noindex, and Lincoln carried a canonical pointing somewhere else. A full crawl also found 64 pages with no meta description, 134 duplicate title tags, 83 pages with no H2, and no structured data anywhere on the site. The Google Ads account had been inherited from a previous manager.

The strategy

The technical faults came first, because nothing else counts while two offices are invisible. The noindex and canonical errors were fixed, the meta description backlog was closed across all 284 published pages, headings were retagged, and LegalService and FAQPage structured data was added per office.

Then the local layer. Eight Google Business Profiles were standardised on one master service set, with per-office descriptions, per-office contact details and a consistent primary category. Citations were built for the newest office. Each profile's website field was pointed at that office's own page with tracking attached, rather than all eight pointing at the homepage.

Then the pages themselves. Ninety-one location-specific FAQs were written across the offices, fixed-fee costs published where the firm had confirmed them, and office pages reworded to describe serviced-office locations accurately. Paid campaigns were rebuilt on the enquiry forms as the conversion point.

Every batch of changes was backed up before it ran and checked on the live site afterwards, under a protocol agreed with the firm's own developer. For a regulated firm that is not an optional extra.

The results

All eight office pages are indexable, each with its own structured data and its own Business Profile pointing at it. Every published page on the site carries a written meta description. The duplicate titles and missing headings have been dealt with, and the paid campaigns run against the enquiry forms rather than against clicks.

The figures above come straight from the firm's own Google Ads account and Search Console. The Ads comparison is year on year, the same thirteen weeks in 2025 and 2026, so it is not flattered by the season. The office page clicks start from nothing because, before this work, every profile sent visitors to the homepage.