About the Business
Coulter Legal is a well-established law firm known for providing comprehensive legal services, including family law, wills and estates, commercial law, and more. Their dedicated team has earned a strong reputation for industry-leading expertise and commitment to client care. With their internal day-to-day marketing taken care of, Coulter Legal recognised the importance of enhancing their efforts to support the ambitious growth plans they had for the brand, focussing on how they could better serve their clients in a digital-first world.
The Challenge
When Coulter Legal first contacted Pixeld, they were facing a multifaceted challenge. Their existing website, which featured numerous legal services, was no longer effectively serving the needs of their clients. Navigating through their complex service offerings had become cumbersome, and an outdated user experience was causing a decline in organic traffic. Additionally, Coulter Legal’s search engine optimisation (SEO) tactics were outdated, which meant that their visibility in search results was beginning to suffer.
The business recognised a need for external support due to the growing list of marketing tasks and an increasing demand for specialised skills in areas such as SEO, paid advertising, podcasting and web development. They decided to focus on modernising their brand identity while maintaining their rich legacy to become more relevant to modern clients. In addition, they aimed to differentiate their Wills and Estates service from the rest of their offerings by creating a distinct sub-brand.
Pixeld’s Solution
To address these challenges, Pixeld embarked on a comprehensive website redesign project. The goal was to restructure the site’s navigation and content to create a seamless and intuitive user experience. By reorganising the content into a more logical structure, we aimed to make it easier for potential clients to find the information they needed quickly and more efficiently. This restructuring also played a critical role in boosting the firm’s search engine visibility. Pixeld implemented a modern SEO strategy, incorporating best practices and focusing on content relevance, keyword optimisation, and technical improvements.
As part of our holistic approach, we assisted Coulter Legal with a full rebrand. This involved modernising their visual identity while preserving the professional image that clients had come to trust. Subtle, yet essential updates were made to reflect a contemporary look without losing the essence of the brand’s heritage.
In addition, Pixeld created a sub-brand for their Wills and Estates offering called ‘My Estate Plan.’ This standalone service was designed to cater to clients seeking bespoke estate planning solutions, giving Coulter Legal a fresh way to engage with this specific market segment.
Recognising that effective digital marketing extends far beyond a single project, Pixeld has continued to support Coulter Legal with their ongoing marketing needs. This includes the management of Google Ads search campaigns aimed at generating leads for specific legal practice areas, such as family law in Melbourne, which is particularly competitive. Through targeted campaigns, we have ensured that Coulter Legal remains visible to those who need their services the most.
To further elevate their digital presence, we collaborated on the creation of a podcast for the Wills and Estates team titled ‘Where There’s a Will, There’s a Way’. This project involved recording and editing episodes, creating engaging social media clips and promoting the content through Meta ads re-targeting campaigns. These efforts generated leads and nurtured potential customers by keeping them engaged through valuable content. This initiative successfully positioned the Wills and Estates team as thought leaders in their field while providing valuable insights to their audience.
Our ongoing work with Coulter Legal also includes SEO optimisation, regular updates to landing pages, structural changes to improve site performance, and creating and editing blog articles to keep the website content fresh and relevant. We have developed social media templates to maintain a consistent online presence and optimised their Google Business profile to improve local visibility.
In addition to digital marketing and branding, Pixeld introduced HubSpot CRM to the Wills and Estates team, revolutionising the way they manage incoming enquiries. The integration of this CRM system allowed Coulter Legal to organise enquiries through a ticket pipeline, streamlining the customer service process and improving response times. This system not only enhances internal processes but also provides valuable insights through performance reporting and sales forecasting.
Results
The collaboration between Coulter Legal and Pixeld has delivered tangible and measurable results. Within two years, their website traffic increased by an impressive 55%, thanks to a combination of improved user experience and a robust SEO strategy. The modernised brand identity has resonated with clients, providing a fresh yet familiar face to the market, while the creation of My Estate Plan has successfully positioned their Wills and Estates service as a distinct and highly appealing offering.
Pixeld’s ongoing support has ensured that Coulter Legal remains visible and competitive in key practice areas, generating valuable leads and building their reputation through diverse marketing channels. The introduction of the HubSpot CRM system has streamlined internal processes and enhanced the customer journey, allowing the team to focus more effectively on client care.
Regular monthly meetings with the Marketing Coordinator, Business Systems Manager, and General Manager have been integral to achieving these results. Through collaborative discussions on performance metrics and forward-planning initiatives, we have worked as a cohesive team to bring strategies to life and drive business outcomes. These robust conversations and shared efforts have played a crucial role in translating ideas into impactful results.
Conclusion
Through a combination of strategic website development, rebranding, digital marketing, and process optimisation, Pixeld has helped Coulter Legal transform its digital presence and enhance its market standing. The partnership demonstrates the value of a tailored approach, where each initiative aligns with long-term goals and evolves with clients’ needs. Coulter Legal’s journey with Pixeld exemplifies how thoughtful digital strategy can elevate client engagement and drive meaningful growth.
