The Dental Law Partnership
Motion granted: How one law firm’s digital pivot created a winning case for growth
Executive summary
When a law firm with over two decades of legal excellence saw its digital results begin to plateau, they didn’t just want more traffic, they wanted better results.
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For the Dental Law Partnership (DLP), that meant:
- More qualified leads
- A higher rate of accepted legal cases
- Reclaiming market share from a fast-growing competitor.
Working together, we transformed their digital strategy across search, social, content, and conversion, with one goal in mind – to connect DLP with more people who needed their help, more efficiently than ever before.
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The results generated speak for themselves:
- 44% increase in accepted cases
- 53.7% more organic conversions
- 120% increase in leads from social ads
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About the Client
The Dental Law Partnership is a specialist law firm that represents patients who’ve experienced dental negligence. For over 25 years, they’ve offered a no-win, no-fee service to help people seek justice after poor dental treatment, from misdiagnoses to botched procedures.
They’re industry leaders in a very niche area of law. But their growth had started to slow, and their digital marketing wasn’t keeping pace with their ambition.
The challenge
When DLP came to us, their marketing campaigns were siloed across channels, they focused more on quantity than quality, and lacked a clear way to tie digital performance to real business outcomes, like accepted cases.
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They came to us with three goals to achieve:
- Increase lead volume: More people reaching out with legitimate dental negligence claims.
- Improve lead quality: More of those leads becoming accepted legal cases.
- Grow brand awareness: Especially against Patient Claimline, a major competitor aggressively expanding online.
Our strategic approach
Rather than jump straight into channel tactics, we started with a fundamental question: “How do people in pain find legal help after a dental mistake, and what makes them choose one law firm over another?”
From there, we designed a blended digital strategy across paid (advertising), owned (website/content), and earned (SEO/press) channels, underpinned by a new way of tracking and reporting that focused on outcomes, not just clicks.
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Our guiding principles:
- Understand real human behaviour: Do people always know they can seek legal help, how do they research legal help, and what builds trust?
- Tie performance to what matters: Accepted cases, not just leads
- Fix the foundation first: Strong website experience, clear messaging, faster forms
Strengthening the foundations: Conversion Rate Optimisation (CRO)
Strategic thinking
Before driving more traffic to the site, we asked: What happens when someone actually clicks an ad or finds DLP via Google?
We analysed the existing website data and found friction occurring from unclear landing pages, from forms with too many fields, and within copy that didn’t always build trust with the user. This was a clear signal for conversion rate optimisation (CRO) to be addressed – a process of improving the journey from visitor to lead by making small, smart changes that remove barriers.
What we did
We rebuilt key landing pages specifically for PPC and social traffic, simplified form design, introduced clearer messaging, and installed tools to measure form performance and user behaviour. This allowed for continual improvement and data-backed decision-making.
These changes helped all channels work harder.
Organic search (SEO): building trust and visibility
Strategic thinking
For a law firm, organic traffic isn’t about ranking for every term, it’s about being found by the right person, at the right time, with the right message. And in DLP’s case, those people were searching for deeply personal and often distressing dental experiences.
Our SEO strategy was built around Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) – used to help rank content relatability, in this case for users searching for medical or legal advice.
What we did
- Improved the technical performance of the site (loading speed, mobile friendliness, and how easily Google can read the site, also known as “Core Web Vitals”.
- Wrote new pages on dental negligence and client scenarios, alongside FAQs – all designed to align with search intent.
- Secured coverage and backlinks from credible health and legal publications to grow DLP’s site authority.
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31.5%
increase in organic users
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53.7%
increase in conversions from organic traffic
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226
new keywords added to DLP's rankings
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25.7%
boost in visibility on page one of Google
Paid search (Google and Bing): creating more than clicks
Strategic thinking
Agencies often focus on clicks or cost per lead in paid search. But we push further. For DLP, the only metric that mattered was cost per accepted case; the leads that pass legal review and become cases, generating revenue for DLP.
- Built new campaigns focused on high-intent, legally specific search terms
- Introduced offline conversion tracking, linking ad clicks to accepted cases via UTM tracking and CRM integration
- Created better landing pages that aligned with each ad’s messaging
- Shifted reporting to track cost per accepted case, not just cost per enquiry
What We Did
Challenges We Solved
Previously, DLP had no way of knowing whether a lead from Google Ads turned into a case. We worked closely with their internal team to build a feedback loop between leads and outcomes.
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44%
increase in accepted cases YoY
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79%
increase in click-through-rate (CTR)
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42%
increase in conversion rate
Paid social (Meta): turning awareness into action
Strategic thinking
It’s important to build and nurture trust, rather than focus purely on generating instant conversions.
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That’s why we split DLP’s Meta campaigns into two stages:
- Awareness ads: Reaching people within different search intent groups (e.g: those that are aware they can claim and are actively looking for a service like DLP, but also a large group of people affected but unaware they have the option of DLP).
- Retargeting ads: Reminding people who had previously engaged or searched that help is available.
With paid search being such a reactive channel, responding to the active intent of users via search is crucial.
Using social is a great platform to respond to signals further up the funnel, helping to generate awareness and reach, and helping to trigger intent in the lower funnel.
- Utilised various creatives (highlighting emotional triggers and outcomes) to inform data-backed decision making
- Created video and carousel formats to explain the legal journey
- Measured how remarketing impacted final conversion rates
- Used landing page performance data to improve ads and vice versa
What we did
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100%
increase in landing page conversions
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185%
increase in link clicks
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214%
higher CTR (for retargeting audiences specifically)
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120%
increase in leads
What the client said
“After our digital results started to stagnate, we were looking for an agency to help push us to the next level and achieve the results we wanted. Embryo didn’t just deliver more leads – they helped us connect digital to business results. Their focus on accepted cases made all the difference.”
Kate Easdown, Marketing and Business Development Manager
From competitor pressure to market leadership
One of the standout achievements from this campaign was helping Dental Law Partnership close the digital gap on Patient Claimline, the main competitor in their space. By improving visibility across both paid and organic search, we helped DLP appear more often, in front of more qualified prospects, at the exact moments those people were searching for legal help.
With clear tracking and a focus on accepted legal cases (not just raw leads), DLP reduced wasted time, improved internal efficiency, and could focus on the cases that mattered.
For any brand in a complex, competitive space, this case shows that when you align digital marketing with real business goals, market share and meaningful growth follow.
Ready to see similar results?
Whether you’re in legal, healthcare, finance or another high-trust sector, if you’re looking to turn digital performance into real business growth, we’d love to chat.
