BCL Legal

BCL Legal

The UK's number-one legal recruiter

Square Owl began partnering with BCL Legal in 2014. Since then BCL Legal has become one of the largest legal recruiters in the country.

Over our five years of partnership, we have worked closely with BCL Legal to focus on their conversion funnel and overall strategic digital approach. Recently, Square Owl aided in the design and implementation of a new enterprise-level web platform armed with a full end-to-end conversion tracking strategy.

Disciplines:

  • Conversion Rate Optimisation
  • Reporting & Analysis
  • Search Engine optimisation
  • User Experience

Visit BCL Legal

The Process

Initial Review

Our familiarity with the internal requirements and integrating systems of the BCL Legal Website gave us an advantage in identifying and meeting the requirements for the designs.

Prototyping

From simple pen and paper to high-fidelity wireframes, we worked through a series of user experience issues inline with the functionality of the available platforms.

Specification

Using our high fidelity prototype and designs, we drafted a fully comprehensive functional business specification. This spec focused on the site functionality and requirements from previous discussions and became the definitive framework for the project.

Evolving onsite search

It was crucial for us to move BCL Legal onto a free text search system for users. It would prove to be the most positive and significant change on site. We knew the search would have to be as functional as possible; predictive, scalable and give relevancy.

We also specified an anonymous failed search report and a synonym matching tool so that search results could be continually optimised.

Implementation of a 'fuzzy search' has lead to 56% more page views on jobs and job searches.

Driving email signups

BCL Legal regularly send relevant jobs to engaged users. It's a useful daily rundown for prospective candidates to see the latest opportunities specific to them.

However, through our research we noted that this form was laborious for users. Our solution was to introduce a form directly after candidates apply with their information pre-populated, reducing the form down to one click.

Implementing this has led to 125% more email signups in the first quarter.

165%
Uplift in conversion rate
154%
Uplift in Job Alert email signups
78%
More applications year on year
27%
Growth in Organic traffic

A dedicated, intelligent and honest approach to digital, with plenty of pro-active dialogue in layperson's terms. Always a high standard of work - based on a strong attention to detail. The Square Owl team make us feel like we're their only client.