Summary

In April 2023, this multi-state firm was in a tailspin. Organic traffic was declining, map pack rankings were inconsistent, and signed cases had stalled well below their growth targets. They were paying for a digital presence that was actively losing value.

We rebuilt their website’s foundation from the ground up to capture the high-intent transactional and local keywords that drive calls. The result: transactional traffic surged 592%, and the firm’s top 3 keyword rankings grew nearly 10x, jumping from 37 to 356. Most importantly, signed cases climbed YoY from a baseline of 18 to over 25 per month by Year 3, a 40% increase in high-value revenue.

: Transactional and local traffic growth is pacing ahead of total traffic growth

: Explosive growth in keywords ranking in the top 3 organic positions

: Signed cases are above baseline

Challenge

The firm was losing the visibility war in every meaningful category. They had invested heavily over the years, but weren’t seeing the return.

Only 37 keywords in the Top 3 positions and a mere 542 transactional visits per month.
At 18 cases per month, the firm was plateauing while competitors in their markets were siphoning off potential leads.
Fluctuating map pack rankings across all GBPs

Goals

Stop the traffic decline and push transactional visits past prior peak levels
Improve rankings for key practice areas (car accident, truck accident, motorcycle accident, personal injury) across all markets.
Establish map pack dominance by securing and maintaining Top 3 positions for all GBPs.
Scale signed cases by shattering the 18-case baseline to hit aggressive growth targets.

What We Did

Our strategy combined content depth, technical improvements, authority building, and a structured internal architecture to compound gains across the engagement and create a durable organic presence that competitors couldn’t easily replicate.

Content Optimization

The site lacked the topical depth required to rank for “ready-to-hire” queries. We revamped the existing library and built new, authoritative pages designed specifically for searchers ready to hire a lawyer now.

Technical Overhaul

Fluctuating rankings are usually a sign of a broken website. We identified and resolved deep-seated crawl inefficiencies and speed bottlenecks that were preventing Google from reliably indexing the firm’s expertise.

Authority Building

In the competitive personal injury vertical, Google demands proof of expertise. We earned links from reputable legal sources and restructured the site to highlight the firm’s actual case experience and credentials.

Internal Linking

A site with strong content but poor internal linking fails to capture its full potential. We restructured the internal link system to funnel authority directly to the highest-value transactional pages, forcing Google to recognize the firm’s core practice areas.

Outcome

Transactional Traffic: Up 592%

We focused exclusively on bottom-of-funnel visibility. Transactional traffic (high-intent searches for accident and injury attorneys) jumped from 542 in March 2023 to 3,749 monthly visits in March 2026.

Non-branded local traffic, a strong indicator of market reach, climbed 441% from 935 to 5,056 monthly visits. The total estimated monthly traffic value skyrocketed from $1.2M to $7.6M.

Top 3 Keyword Dominance: Up 862%

We expanded the firm’s digital real estate from a handful of rankings to a massive footprint. They went from 37 keywords in the Top 3 to 356 keywords, a nearly 10-fold increase that put them front-and-center for car, truck, and motorcycle accident queries in every market they serve.