SEO Case Study: Florida Personal Injury Firm

Summary

In just 12 months, We Do Web helped a Florida-based personal injury firm double its signed cases. Two years in, that growth tripled. In year three, the firm signed 4.4x as many cases from search as when we started.

Challenge

The firm had traffic, but it was the wrong kind. They were struggling to rank for transactional keywords, which are the high-value searches made by people looking for legal representation.

Goal

• Improve transactional search rankings and traffic
• Improve local visibility in every market
• Increase qualified leads and signed cases

What We Did

Our work began with a forensic review to uncover the why behind the firm’s stagnant growth. But identifying the problem was only part of it. The real work was understanding the firm’s goals beyond leads and cases. They wanted to grow the family business statewide without losing the brand they’d built.

We addressed everything holding them back. But we believe we can’t truly help a business without a close relationship. Our account manager visited the firm’s headquarters, regularly visits a nearby satellite office, and routinely works through problems other agencies might consider out of scope.

So as we set out to fix the core issues, we built a roadmap that balanced the immediate problems with their long-term goals.

Content Overhaul

The site was carrying hundreds of excess pages that were working against it. Thin, redundant content that could compete with transactional pages that drive leads. We audited every page and decided what to keep, merge, or cut. Then, we revamped key transactional pages and developed new ones, each aligned with the search intent of someone looking for a lawyer.

Page-Level Optimization

We ran page-level analyses on every key transactional page. We fine-tuned keyword targeting, title tags, meta-descriptions, and page structure. We continuously revisit these pages, evaluate their performance, and adjust as the firm’s priorities shift.

Technical Overhaul

The site had accumulated years of technical problems, like broken links, missing headers, redirect loops, and slow page speeds. We addressed all of it, then, reorganized the site’s architecture so search engines could crawl it properly.

Internal Linking

Broken and disorganized internal links were failing to funnel authority to the right pages or establish a structure Google could easily crawl. We fixed the broken links and built new ones so authority flows where it should and the link structure accurately reflects the site’s hierarchy.

Conversion Optimization

Getting the right people to the site was only part of it. A/B testing of design elements and calls-to-action helped make sure those visitors were actually converting once they got there.

Google Business Profile

The four GBPs contained inconsistent listing information, generic graphics, or incomplete data. We cleaned up every profile, built custom graphics for each, and ran a false competition audit to identify fake and keyword-stuffed listings competing with the firm’s real GBPs.

Outcome

Transactional Traffic: +433%

Overall traffic grew 168%, but traffic alone doesn’t lead to signed cases. Transactional traffic, the searches from people actively looking to hire, grew 433%, more than 2.5x faster than the site average. That’s where we focused our efforts from the start.

Statewide Expansion: From 4 Offices to 6

Once the foundation was in place and transactional visibility began to grow, so did the firm. As they looked to expand, we researched potential markets and identified office locations that would offer the best opportunity for visibility in local search.

In three years, they’ve opened two new offices and plan to open a third this year. Each time, we built their presence in the new market from scratch. Both new locations rank in the top 2 on Google Business Profile and top 4 organically for priority local keywords as of March 2026.

Cases From Search: 3.5/mo to 15.4/mo

This is the true measure of our success. As transactional traffic grew, so did leads and signed cases.

• Year 1: Doubled cases from 3.5 to 7.3/mo.
• Year 2: Scaled to 9.3/mo.
• Year 3: Reached 15.4/mo (4.4x over the baseline).

Every year has been better than the last. By fixing the foundation, overhauling content, and maintaining a proactive, hands-on partnership, we helped this firm grow, with more cases from search every month and a third new office planned for later this year.