Job Description

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National Accident Law, home of National Accident Helpline, is a leading provider of consumer legal services, dedicated to helping individuals access justice and the compensation they deserve. With a strong reputation for trust, expertise, and innovation, we are committed to delivering exceptional service to our clients while driving growth through cutting-edge digital strategies.

THE PURPOSE OF THE ROLE

We are seeking an experienced and results-driven

Head of SEO & CRO

to lead our Search Engine Optimisation and Conversion Rate Optimisation. In this role, you will be responsible for driving organic growth, improving website performance, and ensuring that our digital assets convert traffic into measurable business outcomes. This is a leadership position, and the ideal candidate will have a minimum of 2 years of experience in a similar head-of-role, with a proven track record of success in both SEO and CRO.

KEY RESPONSIBILITIES OF THE HEAD OF SEO & CRO

SEO Strategy & Execution:

Develop and implement comprehensive SEO strategy to improve organic search commercial outcomes and increase visibility for National Accident Helpline's digital platforms. Conduct keyword research, competitor analysis, and technical audits to identify opportunities for growth in the consumer legal services sector. Oversee on-page, off-page, and technical SEO initiatives, ensuring best practices are followed. Work in concert with the Brand & Proposition team to guide content strategy, delivery, PR & link-building, and social media efforts, ensuring alignment with SEO objectives. Stay up to date with search engine algorithm changes and industry trends to adapt strategies accordingly.

CRO:

Lead the development and execution of CRO to optimise user journeys and improve conversion rates across our digital platforms. Utilise CRO tools such as VWO (Visual Website Optimizer), and Hotjar to conduct A/B testing, multivariate testing, and user behaviour analysis. Implement methodologies such as heatmaps, session recordings, funnel analysis, and usability testing to identify friction points and areas for improvement.


Analyse user behaviour and test results to make data-driven recommendations for website and landing page optimizations. Collaborate with design, development, and content teams to implement data-driven changes that enhance user experience and drive conversions.

Leadership & Team:

Work collaboratively across multi-discipline teams to drive performance, innovation, and continuous learning. Set clear goals, KPIs, and performance metrics, ensuring alignment with overall business objectives. Provide regular performance updates and insights to senior leadership.

Collaboration & Stakeholder Management:

Work closely with Marketing, Product, and Development teams to align SEO and CRO strategies with broader business goals. Collaborate with the MI (Management Information) team to leverage data insights for informed decision-making and performance tracking. Partner with the development team to ensure technical SEO and CRO requirements are implemented effectively. Engage with the commercial team to align SEO and CRO efforts with revenue and business growth objectives. Communicate complex SEO and CRO concepts to non-technical stakeholders in a clear and actionable manner.

IDEAL SKILLS AND EXPERIENCE

2 years'+ of experience in a Head of SEO & CRO or similar leadership role. Proven track record of driving organic growth and improving conversion rates in a competitive digital landscape. Deep understanding of SEO best practices, tools (e.g., Google Analytics, SEMrush, Ahrefs, Screaming Frog), and technical SEO principles. Strong expertise in CRO methodologies, including A/B testing, multivariate testing, heatmaps, session recordings, and user behaviour analysis. Excellent analytical skills with the ability to interpret data and make data-driven decisions. Strong communication and presentation skills, with the ability to influence stakeholders at all levels.

PREFERRED QUALIFICATIONS:

Experience in the consumer legal services industry or a similar sector is helpful but not essential. Familiarity with web development languages (HTML, CSS, JavaScript) and CMS platforms. Certifications in SEO, CRO, or related fields are a plus.

WHAT WE CAN OFFER YOU

Competitive salary and benefits package. Opportunity to lead and shape the SEO & CRO strategy for a trusted national brand. A collaborative and innovative work environment. Professional development opportunities and access to industry-leading tools and resources.


We are proud that each year our employees rate our business higher than Gallups 'Exceptional Workplace Award Winners' for being a great place to work. We are Gold awarded Investors in People and can confidently say that National Accident Law is a great place to work.



But don't just take our word for it, come and find out for yourself!

At National Accident Law, we believe that diversity drives success. We are proud of our inclusive workplace, where everyone feels valued, respected, and safe. We welcome applications from all walks of life and encourage you to bring your most authentic self to work.