The problem
A practice that was doing nothing wrong and going nowhere. Traffic had sat within a narrow band for two years. The site covered its services adequately and covered nothing else, so there was no route for anyone who did not already know what they needed.
What we did
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Widen the question set
Pages for the surrounding questions rather than just the services: thresholds, deadlines, what changes at each stage of growth.
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Give each office its own page
Two offices, two towns, two sets of local signals, instead of one contact page listing both.
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Fix what was quietly broken
Indexing and structure issues cleared in the first month, which is usually where the first movement comes from on a site this age.