Brown Turner Ross
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Scaling a 135-year-old law company from local firm to national leader
Legal Services
Regional Experts
Digital Transformation
Underscore successfully redesigned and relaunched the Brown Turner Ross (BTR) website in just 3 weeks, delivering a strategically repositioned digital presence without disrupting the firm’s day-to-day operations. The turnaround required close collaboration with the BTR team to ensure every element, from design and development through to content and technical SEO, was delivered on time and to a high standard.
The relaunch was successfully timed to coincide with BTR’s advertising campaign in the national press including The Daily Telegraph’s ‘Family Guide’ supplement, reaching an audience of 1.1 million readers nationwide. With both the print placement and the new website live simultaneously, BTR was able to make a coherent and confident first impression on a national audience, directing readers from a newspaper to digital platforms that reflect the firm’s true capabilities and ambitions.
Brown Turner Ross (BTR) is a full-service law firm with offices in Liverpool, Southport and London, offering legal services to individuals and businesses. Established in 1884, the firm has built its reputation over more than 135 years on a straightforward commitment to accessible, expert legal advice delivered with transparency on cost and a genuine focus on client outcomes.
Despite their history and the breadth of their offer, BTR recognised that its digital presence did not yet reflect its true scale or ambition. The firm was primarily perceived as a regional practice, and it needed a platform and a positioning strategy that would communicate its capability to serve clients across the whole of England and Wales.
BTR approached Underscore to lead a digital repositioning project, with two clear objectives: to redesign and relaunch the website in a way that reflected the firm’s national reach, and to time that relaunch to coincide with a paid advertising placement in The Daily Telegraph’s bi-annual supplement called The Family Guide which appears as a dedicated double-page spread within the main body of the newspaper.
The combination of a high-profile print placement and a refreshed, credible digital destination gave BTR a single, well-defined moment to reintroduce itself to a national audience.
Services
Brand Strategy
Digital Design
Editorial
SEO
Story Crafting
Website Design
Sectors
Corporate
‘The Family Guide’ has a readership of 1.1 million. The feature was editorially focused on products and services, with the chief aim of driving traffic to the new website.
BTR’s integration with Review Solicitors, a dedicated independent review platform for law firms, ensures their many happy client testimonies are front and centre.
We took care to preserve BTR’s existing SEO rankings and visibility while implementing a future-facing approach to AEO to ensure the firm is prepared for the era of AI-driven search.
The website CMS contains the necessary infrastructure to support BTR’s national ambitions, ensuring the firm’s digital presence could grow in step with its rapidly expanding team and client base.
A sustained content strategy, built around expertise and legal commentary, gives BTR the authority signals needed to compete at a national level and establish the firm as a credible thought leader in their field.
““Thanks Underscore and the team for the amazing effort and working to an extremely tight timeline!””
Sam Bushell
Director, Brown Turner Ross
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