A regional personal injury law firm with zero organic presence transformed search into its number one lead source — cutting cost-per-lead by 83% and more than tripling inbound call volume from Google.
+247%
Organic Traffic Growth
+189%
Inbound Calls from Search
23
#1 Keyword Rankings
83%
Reduction in Cost Per Lead
The Challenge
This firm had been operating successfully on word-of-mouth referrals for over a decade — but referral volume was flattening and competitors were building an organic moat they could not break through.
Our Approach
We designed a six-month engagement that addressed every layer of their digital absence simultaneously — technical, local, content, authority, and AI visibility.
Full site audit and remediation — Core Web Vitals, crawl errors, mobile experience, structured data markup for legal services, and canonical architecture.
Optimized and fully built out GBP profiles for both office locations. Category selection, Q&A, photo strategy, post cadence, and citation cleanup across 40+ directories.
Created FAQ-rich, schema-marked content targeting the exact questions users ask ChatGPT, Perplexity, and Google AI about finding a personal injury attorney.
Earned placements in regional legal directories, local news citations, and bar association profiles to build domain authority from 14 to 38 in six months.
Implemented a post-case review generation workflow. Went from 28 reviews at 3.9 stars to 174 reviews at 4.8 stars over the engagement.
Redesigned intake forms, added click-to-call CTAs above the fold, and built case-type-specific landing pages to improve lead quality and conversion.
The Results
By the end of the engagement, organic search had overtaken referrals as the firm's top source of new client acquisition — at a fraction of the cost of paid search.
+247%
Organic Traffic
Measured from baseline month vs. month 6
+189%
Inbound Calls
Attributed to Google Search and Maps
$47
Cost Per Lead
Down from $280 via paid search
4.8★
Review Rating
Up from 3.9 — 174 total reviews
“Within 60 days we were getting calls from people who found us on Google — something that had genuinely never happened before. By month five, search had become our single biggest source of new clients. The ROI is not close.”
Managing Partner
Texas Personal Injury Law Firm
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