Bryan Cave Leighton Paisner (BCLP) is a global law firm with a strong presence across multiple continents, offering expertise in corporate, litigation, real estate, and financial services. With a team of experienced lawyers and a growing portfolio of industry-focused work, BCLP is committed to delivering high-quality legal solutions to clients worldwide.
As the firm prepared to migrate their website, they wanted to ensure the move preserved their existing SEO performance while reflecting their expertise and global presence.
We designed and implemented a comprehensive strategy to support BCLP’s website migration while maximising its organic visibility. This was about getting the fundamentals right to ensure the firm’s expertise and authority were fully reflected online.
First, we focused on the technical foundation of the site. Broken links were analysed and replaced, canonical tags were corrected, and structured data recommendations were implemented. This improved the overall technical health of the BCLP website and ensured search engines could index content effectively.
Next, we strengthened the firm’s EEAT signals. We conducted an E-E-A-T analysis and a People audit, providing clear recommendations to optimise the ‘People’ pages and highlight the expertise of BCLP lawyers. Credentials and experience were presented in a way that reinforced authority and trustworthiness.
Keyword research was refreshed to capture new opportunities and track movements in existing rankings. This informed a content strategy with recommendations for updating existing pages and creating new content to target high-value keywords. Core metadata, including title tags and meta descriptions, was created and optimised across key pages to improve search visibility and click-through rates.
Through this structured approach, we ensured BCLP’s website migration preserved existing performance while positioning the firm to attract new audiences and showcase its global expertise.