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Web copy worthy of Google’s first page

Developing online SEO content for a law firm

The client


The challenge

As a law firm specialising in housing, HPLP generate a lot of business through their company website. Therefore, they wanted to develop their online content while maintaining a high position in the Google rankings. We had to discover what sets HPLP apart from its competitors and communicate this difference while striking a balance between readability and hitting optimised keywords.

The solution

We sat down with the HPLP top dogs to deduce the company’s key selling points. We then communicated this difference in easy to read but copy-heavy website pages. The length satisfied the Google algorithms while the readability and engaging style appealed to potential customers.

The writing

‘Why Choose HPLP?’


‘Our advice is not only practical, we are also commercially aware. For each new case, whichever side our solicitors act for, we address the most important issues: either maximising a landlord's assets or getting the tenant the best possible deal.’


The results

Years on from this job, HPLP remain on the lucrative first page for ‘housing law firm’ and other key searches. 

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Client: HPLP

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