Topic Clusters Unlock 329% Growth in Organic Conversions for Mediation Firm

Challenge

When this client, based in Bristol, first reached out to us, they had just changed the direction of their business - from a local divorce mediator, to a national online-based mediation service. Therefore the key challenge was to maintain and increase website performance in this new, much more competitive, nationwide search space.

Solution

In order to develop the required authority in this highly competitive space, our team utilised topic clusters (amongst other tactics). They broke down the wider subject matter into three core content pillars - mediation, online mediation, and divorce. The aim of this strategy was to become a trusted authority in mediation, promote online mediation as a key service, and address audience concerns about divorce. They then developed topic cluster content around each of these pillars, collaborating closely with the client to highlight their industry expertise, helping develop topical authority.

The plan strategically included low-competition terms, especially considering the newness of the site, gradually progressing to higher competition topics. The team considered the sales funnel within the content strategy, ensuring that topic clusters were designed to drive conversions.

Results

In this industry, authority is even more important than usual - and this approach really paid off for the client. They have seen fantastic improvements in traffic, clicks and conversions - with the strongest growth seen on the homepage and key service pages. Overall, we delivered a 793% YoY increase in users, a 671% YoY increase in sessions, and a 329% YoY increase in conversions!