Injury law firm
The firm wasn’t losing on page one. It wasn’t on it.
Outside the top 100 for one of the most contested legal terms in the category. Now positions 5–6 — with visibility up across the whole practice-area set.
Industry
Legal — personal injury & medical malpractice
Channel
SEO
The account
A law firm handling personal injury, medical malpractice, birth injury and brain injury cases. Categories where one case is worth a great deal, and every competitor knows it.
The diagnosis
Legal is the most expensive search category there is, and the reason is simple: the terms are few, the cases are large, and everyone bids.
The firm’s answer had been a website that described its practice areas rather than pages built to win the searches inside them. Its highest-value practice-area term sat beyond position 100. City-level injury searches returned nothing.
The instinct in that position is to buy the clicks instead. That works right up until the moment you stop paying.
Rented traffic is a monthly bill. Rankings are an asset.
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A 15-minute call, then a full diagnostic of your ads, website, tracking and follow-up. We show you what we found and what we would fix first.
The treatment
Practice-area pages were built around commercial intent — cerebral palsy attorney, brain injury lawyer, birth injury attorney, medical malpractice lawyer — rather than general legal writing.
The on-page foundations were rewritten underneath them: titles, meta descriptions, header structure, internal linking and a hierarchy that made the site legible to a crawler.
The content answered what people actually type at 2am — whether they have a case, what compensation looks like, how a malpractice claim works. That is what earns both the reader and the ranking.
Localised architecture tied it together for state-wide and city-specific searches, with attorney pages, practice areas and injury topics linked so authority moved between them.
Trust signals and consultation CTAs went where the doubt is — on the page, at the decision, not on an About page nobody reads.
The results
- Lead practice-area term: beyond top 100 → positions 5–6
- Significant ranking growth for the city-level brain injury term
- Overall SEO visibility up 4%+ in a short cycle
- Average positions improved across the targeted practice areas
Topical authority built across cerebral palsy, brain injury, birth injury and malpractice — the exact case types the firm wants.
