Turning missed search demand into lead growth for Mathews Walker

Mathews Walker came to us with a solid reputation in New Zealand employment advocacy, but their search visibility wasn’t reaching their potential. We implemented a targeted SEO and content optimisation strategy that improved their presence across high-intent search queries and drove an increase in organic leads.

Project overview

• Mathews Walker was underrepresented in search
• We audited the website and identified high-impact, low-effort SEO opportunities
• We refined key pages with targeted content and technical optimisation
• Mathews Walker quickly saw increased visibility for a new set of commercially relevant keywords
• This momentum translated into a measurable uplift in organic leads ahead of a key period

Where visibility was limiting growth

Mathews Walker is a New Zealand-wide team of employment advocates, supporting employees through workplace disputes such as unfair dismissal, bullying, restructures, and personal grievances. They offer a low-stress, lower-risk way for people to access expert employment support quickly.

But despite the strength of their offering, their potential for growth was limited due to a lack of visibility in search. They weren’t showing up for many of the terms their potential clients were actively using, which meant competitors with similar capability were capturing that demand simply by being easier to find.

Our job was to address this head-on, understand why those gaps existed, and identify improvements that would make the most impact quickly.

How we improved search performance

Our targeted audit of the Mathews Walker site highlighted where key pages were underperforming, where content didn’t fully reflect search intent, and where competitors were outperforming them.

From there, we prioritised a set of high-value, yet low-effort improvements that would lift overall site performance quickly. This involved researching and targeting the most relevant search terms for their business, strengthening the content and structure of their key service pages to better capture relevant traffic, as well as improving their technical foundations.

We worked closely with the Mathews Walker team throughout, discussing recommendations openly and ensuring alignment at each step. Their readiness to act on these changes allowed us to move quickly and start seeing impact sooner.

The outcome

Shortly after implementing our recommendations, Mathews Walker saw a direct impact on their search visibility:

• Increased search presence across a new range of relevant, high-intent commercial search terms
• An uplift in leads, with the December period marking a clear turning point in activity
• Continued momentum since then, with higher demand sustained in the months that followed
• Stronger positioning against competitors in key service areas

Building on the momentum

With the right improvements in place, Mathews Walker is now better positioned to capture the demand that was already there.

Since then, we’ve continued working together to build on that foundation, evolving their SEO and content to support where the business is heading next and making steady, focused improvements over time.

Our work with Mathews Walker is exactly the kind of collaboration we thrive on: a team that knows where they want to go, and just needs the right focus, expertise, and execution to get there.

Are you missing opportunities in search?

If you’d like to understand how your business is performing in search and AI engines, or where impactful improvements could be made, get in touch for a conversation. We’ll help you spot missed opportunities, reach your customers where they’re searching, and turn those views into meaningful leads.

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