With roots that stretch back to 1929, endless Melbourne families and businesses have trusted Mahons Lawyers to see them through their trickiest, stickiest and most important moments. The firm’s success isn’t just seen in its longevity, but also in a wealth of recent acquisitions and a significantly expanded service offering.
But as the business evolved at speed, its digital presence struggled to keep pace.
Mahons had a reputation that other firms would kill for (but wouldn’t – this crowd are all too familiar with the consequences). History, credibility, trust, deep expertise; the business ticked every box. But as it stood, their online presence didn’t capture that unique and alluring proposition.
The firm needed help turning its street cred into digital currency. Better call NINKI.
The aim
Mahons knew it needed to modernise how it presented itself online.
The website was outdated, hard to navigate, and didn’t convey the calibre of firm that Mahons so obviously was. It also failed to speak to the modern client – their legal situations, fears and frustrations – with the confidence and reassurance most were looking for. They needed a site that reflected the firm’s professionalism, expertise and client-focused approach.
The site was just the start. The broader challenge was to create a marketing strategy that gave Mahons direction: one that established a clear identity, improved online visibility, offered clients a seamless experience, and positioned the firm for future growth.
More specifically, the team wanted to:
- Increase the visibility of its family law, commercial law and wills & probate services.
- Generate more qualified enquiries.
- Improve the user experience for prospective clients seeking legal support.
- Establish a roadmap for their future marketing efforts.
NINKI knew marketing as deeply as Mahons knew law. So we set about converting Mahons’ hard-earned status as one of Melbourne’s leading legal firms into a more modern form.
The approach
With an aim of setting Mahons up for another century of success, we began with a deep dive into the firm's rich history, areas of excellence and future goals. We figured out what made clients tick, and how Mahons delivered much-needed peace of mind to those in the midst of life-altering events.
With a clear roadmap in place, we rolled up our sleeves and got to work on the centrepiece of the transformation: Mahons’ new website.
Partnering with Studio Sondar, we overhauled the whole kit and kaboodle, mapping out the digital journeys that potential clients would take to family law, commercial law, and wills & probate.
A sleek, easy to use interface was paired with fresh copy that struck the perfect balance between approachability and expertise. And to ensure the visuals were up to the task, we teed up a professional photoshoot to capture the team in action.
Site complete, we developed a holistic marketing strategy that would carry on the momentum. It encompassed SEO, Google Ads, social media (especially LinkedIn), email marketing, even event and partnership opportunities.
It formed a roadmap that gave Mahons clarity on where to focus their marketing efforts, what channels to invest in, and how to measure and enhance their success.
The results
In a lot of ways Mahons Lawyers was old school, and rightly proud of it: 100 years of business is no mean feat. But it’s also the most progressive and adaptable of centenarians; a firm that knew that it had to adapt, and was willing to trust NINKI on how to do it.
Mahons’ impeccable reputation has now been digitised and transformed into a high performance client acquisition tool. A beautiful, ultra-functional website and a clear marketing roadmap are ready to guide their growth for years to come.
Looking at the numbers, the verdict is already in:
- Organic search traffic rose 150% within six months of the website launch.
- Qualified online enquiries doubled, and far less time was wasted on filtering leads.
- Search rankings jumped from page three to the top three spots on page one.
The metrics, as always, only tell part of the story. Just as compellingly, the Mahons team now has a digital storefront that they’re incredibly proud of, and are sharing with all the delight of a new parent with fresh baby photos.
What do the next 100 years look like for Mahons? At NINKI we only see success. Having established a sense of marketing order, Mahons are now positioned to focus on the law.
Your honour, we rest our case.
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