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Case Study

National Accident Helpline

Increase in online conversions
Increase in organic traffic
Top ranking for key competitive terms


National Accident Helpline are the leading personal injury specialists in the UK. Having previously relied on TV to drive their leads, digital became a key focus when they started working with us in 2007. We are now responsible for the majority of leads that come into the business. We provide them with our full spectrum of digital services, constantly working to drive volume and efficiency in a highly competitive market.

the national accident helpline logo


The personal injury space has some of the highest CPCs in the UK – sometimes over £100 per click! Therefore, our focus has been on creating stand-out ads and maximising conversion rates to drive the growth that they need.


In this highly competitive space, domain authority is top priority. We regularly drive high quality links to the National Accident Helpline website with a calendar of carefully designed, consumer-focused campaigns.

These campaigns boost the authority of the website while raising the profile of the brand. e.g:

Future Legal Mind: Competition for law students to win £5,000 towards studies

Accident Awareness Week: Annual week of campaigning to reduce avoidable accidents


National Accident Helpline have a regular need to up and down-weight activity in specific areas of advertising, based on a commercial desire for different claim types. We use PPC to drive volume in these areas, with campaigns built to allow us the ability to quickly turn areas of advertising on and off. Central to our PPC activity is ad testing, ensuring our ads achieve stand-out in the competitive SERPs


As a key player in the space, we regularly receive reports from Google analysing our performance against the market. These stats show that our campaign activity is more efficient than other brands in the same space, driving a higher visibility at the average cost per click.


We have developed useful tools, most notably a compensation calculator and an eligibility checker, so consumers can gain valuable insight into their injury and potential claim. The tools also help to ease consumers towards key conversion points across the site.

Client says

“Since 2007, atom have defined our online strategy with a refreshingly different commercial style. They care about our business as if it was their own, working with discipline alongside all our business stakeholders to deliver the best results.

Cannot stress just how dedicated and skilled the team at atom are. Knowledge is of no value unless you put it into practice, and these guys apply their expertise in spades, making a real difference to the key numbers.”

Alan Kennedy, Founder, National Accident Helpline

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