Attorney SEO Case Study
From 420 monthly visitors to 3,150 in 9 months
Project Overview
The client is a personal injury attorney serving clients across a competitive urban region. The firm relied heavily on referrals and paid ads but struggled to attract consistent case inquiries from organic search. The primary goal of this SEO project was to rank for high-intent legal keywords such as “personal injury lawyer,” “car accident attorney,” and location-based searches, while increasing qualified leads and signed cases through organic traffic.
From the Client
“As a law firm, we compete with aggressive advertisers and large legal directories. We wanted our firm to appear organically when people searched for injury attorneys, not just through paid ads. Our main goal was more real case inquiries, not just website traffic.”
The Challenge
The firm’s website had minimal visibility for high-intent attorney keywords, with most practice-area terms ranking beyond page two of Google. Key pages lacked detailed legal content, clear service intent, and local optimization.
The Google Business Profile generated limited calls due to poor engagement signals and inconsistent citations across directories.
Although the site received some traffic, it failed to convert effectively, producing fewer than six qualified organic case inquiries per month in a highly competitive legal market.
The Results
Organic Traffic:
420/month → 3,150/month (+650%)
Keyword Rankings:
- 3 keywords in Top 3
- 11 keywords in Top 10
- 28 keywords in Top 20
Leads from Organic Traffic:
6/month → 42/month
Domain Authority: 18 → 26
High-Quality Backlinks: 0 → 47 relevant legal and local authority links
The Solution
We restructured practice-area pages to clearly address legal intent, adding case-focused content, statute references, FAQs, and internal links to improve relevance for personal injury–related searches.
Local SEO was strengthened by optimizing the Google Business Profile, building consistent attorney citations, and targeting geo-specific keywords used by people actively searching for legal representation.
We earned authoritative backlinks from legal directories, local publications, and niche law resources, improving trust signals that are critical for attorney rankings in competitive search results.
Search Engine Optimization Journey
The campaign began with technical fixes and practice-area optimization. Within three months, attorney keyword rankings moved to page one. By month six, local search visibility increased significantly, driving consistent injury-related inquiries. Continued content expansion and authority building helped stabilize rankings against competitors, resulting in steady case leads rather than short-term traffic spikes.
Client Investment & ROI
The client invested $450 per month in attorney SEO services, totaling $4,050 over 9 months. During this period, the firm experienced a steady increase in qualified injury case inquiries directly from organic search.
ROI Breakdown:
SEO Investment: $4,050 (9 months)
Additional Organic Leads: ~320 legal inquiries
Estimated Signed Cases from SEO: 18
Estimated ROI: ~5.2x
Key Insight:
For law firms, SEO delivers long-term case acquisition, reducing dependence on expensive legal ads while building authority, trust, and visibility for high-value attorney keywords.
Send Your Details, See the Opportunity
Note: Due to our company’s strict client data protection policy, we cannot disclose the client’s name, company name, website URL, or country. Thank you for your understanding.
