National Compensation Lawyers is a boutique personal injury firm with offices in Melbourne and Swan Hill. With paid search and SEO already in place, they wanted to broaden their marketing to build visibility, strengthen credibility and attract more quality enquiries.

The opportunity was to refine the brand and bring the firm’s expertise to life across social, content, local search and emerging channels, including AI search. They needed senior marketing leadership to identify the priorities and guide investment in the firm’s next stage of growth.

We came on board to provide fractional senior marketing leadership. That gives the firm senior strategy and hands-on delivery without a full-time hire, with the whole collective behind it.

Foundations. We wrote a new marketing strategy, refreshed the tone of voice and brand guidelines, built new social templates, and audited SEO and AI visibility.

Authority across channels. We reactivated LinkedIn, Instagram and Facebook with a monthly program built around content pillars. We refreshed both Google Business Profiles, published regular legal articles, and focused SEO on AI visibility. The creative work covered TV commercial edits, sponsorship creative, a full team photography day and a website refresh that is now underway.

Performance and reporting. We brought the paid search account into line with the brand while protecting performance. We audited and restructured the Google Ads account to focus budget on high-opportunity practice areas and high-priority keywords, while overhauling ad copy and extensions. We also introduced lead quality scoring and brought campaign, enquiry and new-matter results into the same monthly review.

• The share of scored enquiries rated moderate-to-ideal more than doubled from 19% in May to 43% in August

• Click-through rate on paid search more than doubled between June and September, from 5.74% to 12.67%

• TAC campaign conversions rose from 2 in May to 20 in July

• “TAC claim lawyers” moved from 22nd to #1 on Google between July and August

• “Medical negligence compensation” moved from 12th to #1 between May and August

• Instagram views rose 147% between May and September

• LinkedIn impressions tripled between May and September

• Melbourne Google Business Profile website clicks rose 53.6% year on year in September

• September was the strongest month for new leads since reporting began in May

• New matters opened rose 9.8% in Q3 compared with Q2