We Do Web took a Georgia-Alabama personal injury firm from 5 signed cases per month to 33 per month in just seven months by sharpening location targeting, building out local content, and untangling lead attribution.
Challenges
This personal injury firm had spent years building its community presence by sponsoring a local baseball team, backing the local humane society, supporting a local veterans organization, and staying visible in local news. The firm also ran television, radio, and outdoor ads in the communities they served. But the firm’s community engagement efforts, while effective offline, weren’t translating into online success.
Prior to our engagement, the firm believed its name drove online traffic and leads, and to some degree, it did. But the site was also pulling a fair amount of informational traffic, along with some commercial and transactional visibility, though nowhere near its potential.
On top of that, lead attribution and call tracking were tangled enough that it was hard to tell which efforts, online or offline, were driving signed cases.
Goals
- Grow visibility for queries that convert. Expand local, commercial, and transactional visibility. These are the queries most likely to turn into a signed case from searchers who did not search for the firm by name.
- Untangle lead attribution. Sort out call tracking so leads and signed cases could be traced back to their source with confidence.
- Support the new office launch. Build out a Google Business Profile and local content so the second location could build its own visibility rather than riding on the main office’s presence.
- Grow signed cases from online search. Turn improved visibility into more signed cases, and measure it via improved lead attribution.
What We Did
Refocused Practice Area Pages on the Main Location
Pages had been targeting three nearby communities at once, blurring where the firm was actually based. We revamped the practice area pages to target the main location, clarifying where the firm practiced.
Grew Content Around the High-Converting Keywords
Rather than spreading effort evenly across every topic, we prioritized local, commercial, and transactional content. These are the searches people run when they’ve already decided they need a lawyer and are looking for one. We deprioritized broad informational content and built pages meant to attract searchers closer to hiring a lawyer.
Untangled Call Tracking and Lead Attribution
We audited the firm’s CallRail account, deactivated unused numbers, and reviewed invoicing to recommend a better-fitting package. We also audited CDR call data alongside CallRail to build a clear picture of call sources, giving the firm accurate attribution for the first time.
Supported the New Office Launch
When the firm opened its second location, we set up a new Google Business Profile and shored up the existing main office’s GBP. We also built local practice area pages to support the new office, helping it build its own visibility instead of relying on the main location.
Supported Video and Local News Presence
Local news and community visibility were already core to the firm’s identity. We upload the firm’s weekly videos, track analytics, and suggest new video topics based on gaps or opportunities. We also meet with the firm’s social media team to align on how video is used across platforms, further turning their offline efforts into online visibility.
Went Beyond Search to Support Intake and Marketing
We set up and now manage monthly reporting on the firm’s Local Services Ads account and built LSA rating guides with the intake team to improve lead quality. This work fell outside our typical scope, but it addressed the same underlying problem, helping the intake team qualify and handle leads.
Results
Growing visibility for high-converting queries. Overall organic traffic grew from 333 to 517 average monthly visits (+55%) between December 2025 and June 2026, with impressions climbing from 5,755 to 9,933 (+73%). Commercial traffic grew fastest at +124%, followed by transactional at +105% and local at +77%, each of them outpacing informational traffic at +56%. Branded and navigational traffic, tied to searches for the firm by name, stayed essentially flat.
The growth concentrated in the categories most likely to produce a signed case, and it’s a big reason for the success the firm saw in the first seven months of our engagement.
Note: Ahrefs may assign keywords multiple intent labels (a search like “personal injury lawyer columbus ga” is tagged as local, commercial, and possibly transactional), so intent categories overlap, making analysis more difficult. Still, the outsized growth in commercial, transactional, and local traffic, paired with the climb in signed cases from organic search, points to an influx of ready-to-hire visitors.
Growing signed cases from online search. With call tracking sorted out, organic leads and signed cases became measurable month over month for the first time. Signed cases grew from 5 in December 2025 to 33 in June 2026.
