Expert Witness Case Study

Challenge 

• Our client had worked for many years in a large, industry-leading organisation, including as an independent expert witness in high-value civil and criminal court cases, mediations, arbitrations and early neutral evaluations.
• When setting up a spin-off business, there was an urgent need to raise the profile and brand of the new business to maintain the profile of a highly experienced expert for complex litigation matters.
• Given the competitive market, this had to be done very quickly and credibly to ensure the continuity of expert witness instructions.

What we did 

• As part of a new website build, we carried out extensive keyword research and drafted a dedicated 'Expert Witness' page, including relevant 'calls to action' and other conversion triggers geographically targeted at the specific industry specialism.
• The page was optimised for search, including exploring and exploiting backlink opportunities.
• In conjunction, we encouraged and assisted with the copywriting of keyworded, industry-relevant thought leadership blogs in anticipation of and following the launch of the website.
• In order to provide trust signals and social proof, we assisted in developing a process of regularly obtaining client satisfaction testimonials and case studies relating to the provision of expert evidence services.
• To 'kick start' the fledgling site and to gather more data to inform the wider Search Engine Optimisation strategy, we set up and ran a highly targeted Google Ads campaign.
• To reach as wide an audience as possible as quickly as possible, we generated and posted thought leadership content extensively on social media together with accompanying branded assets, in turn, building relevant industry followers, including existing and prospective clients and referrers.
• As a result of our ongoing input, the team regularly receive instructions to prepare reports, attend expert meetings and give expert evidence in complex litigation matters at all levels of courts, tribunals and in ADR cases across the UK.

Challenge 

• Client in the property sector with a very specific specialism needed to consolidate the team’s position as industry-leading independent experts in the face of increased competition.  
• The team received instructions from across the UK to provide expert witness reports, attend expert witness meetings and give evidence in complex court proceedings, mediations, arbitrations and early neutral evaluations. 

What we did

• Following keyword and competitor research, we drafted a new dedicated 'Expert Witness' page for the existing website, including relevant 'calls to action' and other conversion triggers geographically targeted at the specific industry specialism.
• The page was optimised for search, including exploring and exploiting backlink opportunities, including collaborations with organisations with shared audiences.
• In addition, we researched ‘hot topics’ for the relevant niche industry sector. From this, we liaised closely with the client and developed a series of up-to-date, highly industry-relevant and keyworded thought leadership blogs and articles. 
• To build trust signals and social proof, we assisted with gathering client satisfaction testimonials and case studies relating to the provision of expert evidence services.
• In conjunction with the above, we developed and deployed a detailed social media strategy, including a content calendar and a highly refined industry-specific target audience. We generated and posted thought leadership content extensively on social media together with accompanying branded assets, in turn building relevant industry followers, including existing and prospective clients and referrers. 
• We video recorded, branded and edited thought leadership webinars, industry collaborations and presentations, repurposing these valuable and up-to-date resources for the website and social media.
• Following our continued input and ongoing innovative approach, the team regularly receive instructions to prepare reports, attend expert meetings and give expert evidence in litigation matters at all levels of courts, tribunals and in ADR cases across the UK. They are firmly established as the ‘go-to’ experts in their field.