Bramley & Co. Solicitors
A respected Sheffield law firm with no digital strategy was leaving thousands in new instructions on the table every month — paid advertising changed that overnight.
Invisible online outside of their existing client base, with no digital strategy for attracting new enquiries for family law and conveyancing.
A potential client going through a separation, buying their first home, or facing an employment dispute almost invariably searches Google before making a single phone call. Bramley & Co. had a website but it was dated, offered little useful information, and had never been optimised for search. Paid advertising was non-existent. When someone in Sheffield searched "family law solicitor Sheffield" or "conveyancing solicitor Sheffield", Bramley & Co. simply wasn't there — and those are the searches that translate directly into instructions.
The professional services sector also presents a specific trust challenge in digital marketing. Potential clients need to feel confident in the firm before they contact them — and confidence comes from consistent, credible online presence. Bramley & Co.'s near-absence from social media and digital advertising meant they had no opportunity to build that pre-contact trust. They were being selected or discarded before they even knew a potential client existed.
Bramley & Co. Solicitors has operated from offices in Sheffield city centre for over 25 years, building a strong reputation in family law, residential conveyancing, and employment disputes. The firm employed eight solicitors and three paralegals, with a client base built largely through referral networks, professional introductions from estate agents, and word of mouth among Sheffield's business community. The quality of their legal work was beyond question.
Key Problem
Invisible online outside of their existing client base, with no digital strategy for attracting new enquiries for family law and conveyancing.
We ran targeted Google and Facebook campaigns focused on high-intent local searches, backed by professional creative that conveyed trust and expertise.
Legal advertising requires precision — both in targeting and in tone. We developed a campaign architecture with separate strategies for the two primary service areas: family law and conveyancing. Google Search Ads captured high-intent searches at the point of need — someone searching for a divorce solicitor in Sheffield right now is a qualified lead by definition, and getting in front of that search with a compelling, trust-building ad is the entire game. We structured tight keyword groups, compelling ad copy emphasising Bramley's 25-year track record, and sent traffic to purpose-built landing pages rather than the main website.
Facebook campaigns served a different function: building awareness and consideration among local audiences who weren't actively searching yet but were in life stages that commonly require legal advice — first-time buyers, those going through relationship changes, small business owners. Carefully crafted educational content ads — "What to expect from conveyancing in 2024", "Separating? Here's what you need to know first" — drove click-throughs that positioned Bramley & Co. as knowledgeable and approachable before any commitment was required.
Google Search Campaigns
High-intent keyword campaigns for family law and conveyancing searches in Sheffield, with dedicated landing pages and call tracking for every ad group.
Facebook Awareness & Education
Awareness-stage Facebook campaigns targeting life-event audiences with educational content that built Bramley's credibility and drove warm traffic to the website.
Professional Ad Creative
Bespoke creative produced for every campaign — photography, copy, and design all developed to reflect the firm's 25-year reputation and professional positioning.
Conversion Tracking & Optimisation
Full conversion tracking implementation across calls, contact form completions, and live chat, enabling precise campaign optimisation against actual enquiry cost.
Before Bee Viral vs after.
Real numbers. Real progress. Here is exactly what changed and when.
Campaign strategy and landing page brief agreed; Google Ads account structured for family law and conveyancing
Google Search Ads live for high-intent Sheffield legal searches; first enquiries received by end of week
Facebook awareness campaigns launched targeting first-time buyers and life-event audiences with educational content
Conversion tracking fully implemented across calls, contact forms, and live chat; optimisation cycle begins
Digital enquiries reach 65+ per month; 40% of all new instructions now attributable to digital
Website upgrade begins; content marketing and SEO identified as next phase of digital strategy
- First digital enquiries in the firm's 25-year history received within two weeks of campaigns going live
- Google Ads achieving top positions for "family law Sheffield" and "conveyancing Sheffield" — high-intent, high-value searches
- £22 cost per legal enquiry against a sector benchmark of £80–£150 without careful management
- Digital channel now represents 40% of all new instructions — a complete new revenue stream from zero
- Enquiry quality rated as high by the fee-earner team — clients arrive already informed and committed
- Facebook educational content reaching thousands of local residents in target life stages every week
What we achieved together.
Bramley & Co. now receives over 65 new digital enquiries per month across Google and Facebook — a channel that generated zero enquiries twelve months prior.
The blended cost per qualified legal enquiry across all campaigns sits at £22 — exceptional value in a sector where Google Ads alone can cost £80-£150 per lead without careful management.
Combined paid and organic website traffic increased by 210% from pre-campaign levels, establishing the firm's website as a meaningful business development channel for the first time.
The Google Ads campaigns produced results almost immediately. Within the first two weeks, the firm was receiving calls from people who had found them through search — something that had simply never happened before. The enquiry quality was high: people with specific, immediate legal needs who had searched, found Bramley & Co. presented credibly, and called. Helen noted that these leads were in some ways more qualified than traditional referrals, because they'd already found the firm independently and made an active choice.
By month three, digital enquiries represented over 40% of all new instructions at Bramley & Co. — a channel that had contributed essentially nothing a year earlier. The firm has since invested in upgrading their website and is exploring content marketing and SEO as the next phase of their digital strategy, building on the foundation the paid campaigns established. For a firm that prided itself on traditional values, the digital transformation has been remarkably smooth.
The Bottom Line
Managing partner Helen Bramley had watched other local firms invest heavily in digital marketing while Bramley & Co. relied on the same acquisition channels they'd used for decades. As the referral landscape changed — estate agents consolidating, fewer professional introductions coming through — the firm's new instruction volumes had plateaued. Helen knew they needed to find new routes to clients but was rightly cautious about maintaining the professional image the firm had spent 25 years building.
I was worried that online advertising would feel beneath us — that it would somehow compromise the firm's image. I was wrong. The campaigns Bee Viral ran were professional, tasteful, and effective. We're getting enquiries from people we'd never have reached before, and the conversion rate is excellent. I wish we'd done it five years ago.
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