Summary
For generations, this personal injury firm built its reputation case by case. But in the digital space, that hard-earned authority was invisible. Despite their real-world stature, they weren’t appearing in search results when clients searched for an attorney in Connecticut and New York.
We rebuilt their digital foundation to mirror their real-world trust. The result: Local organic traffic surged 282%. Transactional traffic grew 62%. Signed cases climbed from 19 per month to 26 in Year 1, and to 32 by Year 2, a 68% increase in high-value business in just two years.
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- Local and transactional traffic is outpacing total traffic growth
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- Monthly cases continue to rise
Challenge
The firm was suffering from a reputation gap. Its site was attracting general visitors but invisible to high-intent searchers ready to hire. Transactional visibility was thin, and local organic presence was failing to capture the massive NY and CT markets they already dominated offline.
Goals
- Bridge the trust gap: Improve transactional search rankings and traffic across Connecticut and New York
- Own the region: Grow local organic visibility in every market the firm serves
- Scale the bottom line: Increase qualified leads and signed cases from organic search
What We Did
A multi-generational practice with decades of earned trust deserved a digital presence that reflects it. We built our strategy around that idea.
Content Revitalization
Practice area pages were failing to meet search intent, so we reworked hundreds of them to focus on high-conversion practice areas. Each page now puts the firm’s depth of experience front and center for the people most likely to call.
Content Cleanup
We stripped away outdated, low-performing content that was diluting the site’s authority, concentrating search power on the pages that drive revenue.
Technical Enhancements
Years of accumulated technical issues were slowing the site and creating friction for users and search engines. We resolved broken links, improved page speed, and optimized for mobile.
Structural Optimization
We consolidated redundant pages and refined URL structure to give crawlers a clear path to the most important pages. The result was a leaner, more authoritative site with stronger signals around the keywords that drive new business.
Internal Linking Strategy
We restructured internal links so authority flows naturally to the firm’s highest-value practice area pages, reinforcing the hierarchy that search engines use to determine what to rank and where.
Link Building
A firm with this track record merits a backlink profile that reflects it. We pursued quality link acquisition that built on the firm’s real-world standing, lifting Domain Rating from 32 to 44.
Outcome
Local Traffic: +282%
Local organic traffic grew from 2,773 to 10,603 monthly visits. For a firm that serves clients across Connecticut and New York, this is its highest-converting segment of search traffic. A 282% increase means dramatically more people are finding the firm when they’re ready to hire.
Transactional Traffic: +107%
Overall traffic barely moved, and that was okay because we weren’t chasing volume. We were replacing low-intent visitors with high-intent ones. Transactional traffic grew from 4,065 to 8,404 monthly visits, more than doubling over two years.
The site’s estimated monthly traffic value grew from $47,000 to $122,000, a 158% increase, suggesting how much more competitive the firm’s keyword profile became. Keywords ranking in positions 1–3 grew from 107 to 365, a 241% improvement.
Cases from Search: 26/mo to 32/mo
The proof of efficacy is in the cases the firm signed from search. The firm entered the partnership signing 19 cases a month from search.
- Year 1: Increased to 26 cases/mo.
- Year 2: Scaled to 32 cases/mo.
A family firm that spent decades earning its reputation now has a digital presence that reflects it.
