Two Years of Trusted Digital Partnership

I joined as a digital marketing and design all-rounder, initially focusing on paid advertising. As the relationship grew, I became the go-to person for all things digital:

From landing pages to SEO, multi-channel ad strategy to directory builds — I supported the team across every major marketing function.

SEO Strategy & Implementation

We rolled out a comprehensive SEO strategy across every layer of their site and marketing funnel, including:

• Technical SEO audits and issue resolution
• On-page SEO: meta titles, internal linking, page speed improvements
• Full keyword mapping to capture high-intent searches across multiple legal practice areas
• Structured blog content and resource strategy to target different stages of the buyer journey
• Strategic updates to their content and UX based on organic search behaviour

📈 Results 

• Organic traffic more than doubled over the first several months and continued to increase
• High-value keywords (including long-tail and location-based terms) began ranking on page one
• Engagement improved across key pages — with users spending significantly more time exploring services and resources
• Inbound lead quality improved as search visibility aligned with buyer intent

Advertising: Google, LinkedIn, Facebook & Reddit

Starting with Google Ads, we built a full-funnel campaign strategy focused on generating qualified demo bookings from law firm decision-makers. Over time, we expanded into:

• LinkedIn Ads: Precision targeting of firm owners, partners, and practice managers
• Facebook Ads: Retargeting and credibility-focused campaigns
• Reddit Ads: Awareness campaigns in niche legal communities
• Full A/B testing on creative, copy, targeting, and landing pages to optimise performance

📊 Results:

• Cost per lead dropped significantly within the first 2 months
• Google Ads quickly became a reliable source of highly qualified demos
• LinkedIn brought consistent visibility and click-throughs from law firm partners
• Each platform played a specific role in nurturing leads and increasing brand familiarity

“We’ve been able to test, scale, and refine our campaigns across multiple platforms — with each channel contributing to an integrated and highly effective acquisition strategy.”

Web & UX Enhancements

I designed and implemented a series of landing pages tailored to different legal verticals and buyer personas. I also supported ongoing UX improvements to align the site with modern conversion practices.

This included:

• Visual design and copywriting for high-converting landing pages
• Improved UX flow to guide users toward demo bookings
• Content and structural updates to increase trust and clarity
• Responsive, mobile-first layouts for better performance across devices

🎯 Impact:

• Visitors were more likely to engage and convert
• Bounce rates dropped, and demo signups increased steadily
• The marketing team gained high-converting templates they could replicate internally

Directory Build for B2B Value

To further elevate the product’s perceived value, I built a custom directory of law firms within their platform — showcasing trusted firms and creating cross-promotional value for clients.

• Built with WordPress + Directorist
• Custom tagging system by region and practice area
• Seamless integration with their existing content and UX
• Offers utility to end-users while positioning the SaaS platform as a legal ecosystem, not just a tool

💡 Outcome:

• Drove steady inbound traffic via search
• Helped convert visitors by showcasing firm credibility and network breadth
• Added a unique differentiator in a competitive space

Conversion Tracking & Data Systems

To ensure every campaign and website update was tied to measurable outcomes, I implemented and maintained a full data tracking ecosystem, including:

• GA4 setup and custom event tracking (form submissions, button clicks, page views)

• Google Tag Manager configuration for ads and website actions

• Linked tracking URLs (UTMs) across ads and email campaigns

• Defined custom conversions aligned with business goals (demo bookings, enquiries)

• Ongoing performance audits and insight reporting to guide strategy decisions

📈 Impact:

• Gave the in-house marketing team clear visibility into what was working

• Enabled data-backed decisions for ad scaling and SEO prioritisation

• Allowed precise tracking of leads across channels — from first click to booked demo

• Enhanced stakeholder confidence by showing real ROI on every activity

“Having everything tracked so precisely meant we could finally scale with confidence. Bec made data something we could act on, not just guess at.”

Conclusion – The Final Result:

The Black Friday campaign for the wedding planning online course was a tremendous success, with Google Display Ads driving the majority of conversions and ensuring a high ROI. Through strategic targeting, creative ad design, and optimization, the campaign not only helped the client maximize sales during a key promotional period but also strengthened their brand’s global presence. The combination of Google Display Ads and Search Ads created a well-rounded advertising strategy that achieved both short-term sales goals and long-term business growth.

“Bec is incredibly proactive, fast, and strategic. She’s not just a freelancer — she’s become a trusted extension of our team. We come to her with an idea or problem, and she turns it into something functional, measurable, and on-brand — often same-day. She understands how to balance speed with strategy, and that’s rare.”