2025
Sector
Legal
Services
Conversion Rate Optimisation for Lead Generation
Tinsdills – Contentious Probate and Disputed Wills
Brief
Leading solicitor firm, Tinsdills, approached One Agency’s CRO team to support with lead generation on their Contentious Probate and Disputed Wills paid media campaign, to maintain overall campaign viability and improve efficiency.
Tinsdills wanted to increase conversion rates, lower CPA, and maximise the value of their paid media budget. One Agency’s CRO experts developed a comprehensive data-driven strategy to optimise user interactions on Tinsdills landing page, improve enquiry rates, and deliver sustainable results.
Process
Our CRO department conducted user research such as quantitative data analysis, interaction analysis, user testing, and competitor campaign landing page analysis. Their findings highlighted several key challenges affecting user engagement and conversion rates, which they addressed by implementing significant UI and content improvements:
- Users struggled with the text-heavy layout and imagery contributed to a confusing experience. They increased user experience by restructuring content, adding bullet points, imagery, tabbed content, and accordion modules.
- Many users were unfamiliar with the term ‘Contentious Probate’. To optimise clarity and relevance, refined the tone of voice to be more persuasive and service-oriented. Similarly, research led to ‘Contested Probate’ being referred to as ‘Disputed Wills’ to ensure user ease of reading.
- Some users found it difficult to identify the next step. They increased accessibility by making the contact form a central element of the page layout.
- Lack of trusted reviews. To enhance credibility, they strategically leveraged Tinsdills’ ‘Excellent’ Review Solicitors ratings throughout the page to reinforce trust at key decision points
Results
Our CRO team worked tirelessly in conducting user research and actioning amendments to improve Tinsdills’ website performance, and it paid off. Following their work, Tinsdills’ Contentious Probate and Disputed Wills saw significant improvements. This was a massive project for our CRO team, and not only are the results proof that CRO should be a key component in a marketing strategy but the client was also thrilled.
Testimonials
We approached One Agency for a landing page focusing on disputed wills, a sensitive and niche area of law. Their team handled the project with utmost care and professionalism. They understood the nuances involved, and created a bespoke page which has helped connect us with those who need our specific services.
