TSP Initiative: Client’s Digital Transformation
through Web Development
About The Client
Challenges Faced By The Client
Low Conversion Rate: Despite enough traffic to their website, MSD Solicitors struggled with a low conversion rate. Visitors did not take the desired actions; getting information and leaving without taking any action.
Costly PPC: MSD Solicitors invested heavily in pay-per-click (PPC) advertising, but their return on investment was not meeting even their expenses. The high-cost PPC campaigns were unsustainable and ineffective.
Dis-Engaging Ad Copy: They wrote the ad copy independently for their campaigns and failed to find their target audience. As a result, engagement rates were low, and the campaigns were not fruitful at all.
Finding the Target Audience: Their marketing efforts were not effectively targeting individuals or businesses. They were just wasting resources and missing opportunities to connect with potential clients
What We Did
Planning Strategy: We initiated the planning and strategy development at the start, finding issues related to digital marketing, better engagement rates, and high conversion.
Keyword Strategy Revamp: We started with keyword analysis and focused on high-intent, long-tail keywords to target the specific audience of legal services.
Ad Group and Ad Copy Structuring: We reorganised the PPC campaigns into ad groups to improve Quality Scores and reduce cost per click (CPC), allowing for more relevant ad copy that resonated with search queries.
A/B Testing: To improve the performance of the pages and ad copies, we initiated A/B testing on headlines, images, and CTA placements to increase user engagement.
Designing and Development: To develop ad copy and create product designs, our other departments, including content writing, videography, and graphic design, assisted us with ad placement and copy design.
Landing Page Optimisation: We utilised conversion rate optimisation (CRO) techniques to redesign key landing pages with persuasive copy and user-friendly layouts.
Implementation of Retargeting: There were customers returning to buy our products, and when we found that the relationship with them was building, we started retargeting marketing to reduce our costs for pushing sales.
Copywriting Techniques: Thanks to our content writing team, who helped us with effective and persuasive ad copy to attract more customers and drive more sales.
Dynamic Keyword Insertion: We continuously monitored the performance matrices and used dynamic keyword insertion (DKI) in our PPC ads, which resulted in a better click-through rate (CTR).
Performance Metrics Tracking: We used tools like Google Data Studio to monitor key performance indicators (KPIs) such as conversion rates, ROI, and CTR to inform our decision-making.

Results
When we started, there was nothing to build upon—no online sales or ad performance. We figured out from scratch how to get started and designed our online presence with target keywords, better content generation, and attractive ad copies. Through A/B testing on various CTAs, we gradually reduced errors and improved our CTR. Our other departments assisted us in developing better and action-oriented content and graphics. We faced issues with campaign and ad placement, including ad rejections.
However, with our timely responses, we fixed these issues, and the work did not stop. As the process progressed, MSD Solicitors sales and user impressions increased, and with low PPC costs, ROI got better. Today, MSD Solicitors is one of the top three-rated immigration services in the UK.