Maintaining an enviable position with +169% engagement

The challenge

National Accident Helpline’s are one of the UK’s leading legal entities, responsible for supporting people who have suffered injuries due to another party’s negligence.

Their ambition was twofold: secure top rankings for critical search terms and establish themselves as a clear market leader—then stay there.

Once they achieved page‑one dominance for headline terms, the challenge shifted to defending those positions while unlocking further growth. As a Your Money Your Life (YMYL) category), trust and authority are critical ranking factors, putting up the stakes for increasing leads and organic traffic.

Not to mention the added complexity of a website replatform happening concurrently to performance activity. Enter IDHL.

Our approach

We delivered a fully integrated organic growth strategy combining SEO, content and digital PR. Supporting the replatform from pre‑migration through to post‑launch, we followed rigorous processes to safeguard rankings and traffic.

Ensuring technical efficiency

A comprehensive technical audit highlighted best‑practice improvements and opportunities to optimise on‑site performance. We refined metadata, improved crawlability and ensured the site was structured to be easily discovered, indexed and ranked by search engines.

Boosting content quality

Given the sensitivity of the YMYL space, we conducted extensive keyword research and while our in‑house writers produced authoritative, SEO‑optimised content aligned with Google’s Search Quality guidelines. Using proprietary optimisation tools, we strengthened depth, relevance and authority signals across the site.

Closing the competitor gap

Leveraging lockdown‑era behaviour, we launched a creative PR campaign exploring household accident risks, supported by an interactive hazard‑spotting brainteaser. This earned high‑quality national media coverage and authoritative backlinks.