National Family Mediation: Driving Enquiry Growth Through SEO, PPC & Data Analysis

National Family Mediation operates within a highly sensitive and competitive sector where individuals often require support during significant life events. Ensuring that users can quickly find trusted information and access appropriate mediation services is essential.

Dancing Badger worked closely with National Family Mediation to improve online visibility, increase enquiry volumes and maximise the performance of digital marketing activity. By combining SEO, paid advertising, audience analysis and ongoing optimisation, we created a strategy focused on reaching users at the point they were actively seeking support.

The result was stronger campaign performance, increased lead generation and a more effective digital acquisition strategy.

Key Results

+43.9%

Increase in PPC Conversions Year on Year

Targeted campaign improvements and ongoing optimisation generated significantly more enquiries and conversion opportunities from paid media.

+47.4%

Increase in PPC Clicks Year on Year

Improved visibility and audience targeting helped National Family Mediation reach substantially more prospective service users.

+268%

Improvement in Paid Search Conversion Rate

Campaign refinements dramatically increased the proportion of users completing key actions after arriving via paid search.

+150%

Increase in Paid Search Key Events

Paid Search generated significantly stronger lead-generation performance compared with the previous year.

The Client

National Family Mediation is a leading, non-profit provider of family mediation services, helping families find constructive solutions to challenges involving separation, finances and child arrangements.

As more people turn to search engines when seeking information about mediation services, maintaining strong visibility across both organic and paid channels is vital for connecting individuals with appropriate support.

The Challenge

National Family Mediation already had a well-established service offering, but opportunities existed to strengthen digital performance and improve lead generation.

Key objectives included:

• Increasing qualified enquiry volumes
• Improving PPC efficiency
• Strengthening visibility for mediation-related searches
• Improving audience targeting
• Enhancing user journeys
• Increasing conversion rates
• Expanding reach across key acquisition channels
• Using data more effectively to support decision-making

The goal was to ensure marketing investment generated the greatest possible impact while helping more people access mediation services.

Our Role

Data Analysis & Strategic Planning

The project began with a detailed review of performance data across Google Analytics 4, Google Ads and website engagement metrics.

Our analysis focused on:

• User acquisition channels
• Conversion performance
• Audience behaviour
• Search demand
• Campaign efficiency
• User journeys
• Engagement metrics

This insight allowed us to identify opportunities for growth and prioritise optimisation activity around channels with the highest potential.

SEO Strategy

Alongside paid advertising improvements, we delivered ongoing SEO support designed to strengthen organic visibility and improve website relevance.

Activities included:

• Keyword research
• Search intent analysis
• Content recommendations
• Metadata optimisation
• Internal linking recommendations
• Technical SEO improvements
• Page-level optimisation

This ensured National Family Mediation continued to maintain a strong presence in organic search whilst supporting long-term visibility growth.

PPC Management & Optimisation

A significant focus of the project was improving the performance of paid search campaigns.

Our work included:

• Campaign restructuring
• Audience segmentation
• Bid optimisation
• Search term analysis
• Budget management
• Ad copy testing
• Landing page recommendations
• Ongoing performance reviews

These refinements helped improve campaign quality, attract more relevant traffic and increase conversion volumes.

Audience & Segmentation

Understanding audience behaviour was central to the strategy.

Through segmentation analysis, we were able to better understand how different users searched for and engaged with mediation services. This enabled more targeted campaign delivery and improved advertising efficiency.

AI Recommendations & Copywriting

Using a combination of expert analysis and AI-assisted recommendations, we identified opportunities to improve messaging, strengthen content and enhance user engagement throughout the website.

This supported both SEO performance and conversion optimisation efforts.

The Approach

The strategy focused on creating a joined-up digital marketing programme where every channel contributed towards the same objective: generating more qualified enquiries.

Rather than treating SEO and PPC as separate activities, insights were shared across channels to create a more cohesive acquisition strategy.

• Search behaviour informed content improvements.
• Campaign data informed audience targeting.
• User behaviour informed conversion recommendations.
• Performance analysis informed future optimisation priorities.

This integrated approach ensured activities remained aligned with measurable business outcomes.

Results

Key Outcomes

• 43.9% increase in PPC conversions year on year
• 47.4% increase in PPC clicks year on year
• 268% improvement in Paid Search conversion rate
• 150% increase in Paid Search key events
• Improved lead generation performance
• Greater efficiency from marketing spend
• Enhanced audience targeting
• Strong organic search visibility maintained
• Increased acquisition opportunities across multiple channels
• More users successfully engaging with mediation services

Improving the Quality of Enquiries

One of the project’s primary objectives was not simply to attract more traffic but to improve the quality of traffic reaching the website.

By refining audience targeting, improving campaign relevance and enhancing user journeys, National Family Mediation was able to connect with more individuals actively seeking mediation support and increase the likelihood of meaningful engagement.

This improvement in traffic quality contributed directly to stronger conversion performance across digital channels.

Using Data to Drive Better Decisions

Data analysis remained at the centre of every recommendation throughout the project.

Regular performance reviews allowed us to identify trends, uncover new opportunities and continually refine campaign activity.

This ensured optimisation decisions were driven by real user behaviour rather than assumptions, helping National Family Mediation maximise the effectiveness of its digital marketing investment.

Combining SEO, PPC & Audience Insight

The success of the project came from integrating multiple disciplines into a single growth strategy.

• SEO supported long-term visibility.
• PPC generated immediate demand.
• Audience segmentation improved targeting.
• Data analysis informed optimisation.

Together, these activities created a stronger and more sustainable digital acquisition framework capable of delivering measurable results.

Conclusion

The National Family Mediation project demonstrates the value of combining SEO, PPC, audience insight and data analysis to drive meaningful lead-generation growth.

Through ongoing optimisation, campaign refinement and a data-led approach to decision-making, Dancing Badger helped National Family Mediation increase visibility, improve conversion performance and generate substantially more enquiries.

The result was a 47.4% increase in PPC clicks, a 43.9% increase in PPC conversions and a 268% improvement in Paid Search conversion rate, creating a stronger platform for long-term growth and helping more individuals access the support they need.