The case is decided before they call you.

Local visibility work usually moves first, often inside six to ten weeks, because the map results respond faster than organic listings. Practice area and city pages typically take three to six months to reach the positions that matter in a competitive metro, and the content programme compounds from there. Any agency promising page one in thirty days in personal injury is selling you a keyword nobody searches.

Per lead, yes, and by a wide margin. LEXGRO's 2026 channel benchmarks put personal injury cost per lead at $183 from SEO against $442 from Google Ads and $378 from Local Service Ads, with organic leads converting to signed cases at 15-20%. The honest caveat is timing: ads produce calls this week, SEO produces them from month three and then keeps producing them. Most firms we work with run both, and use the organic gains to buy fewer expensive clicks each quarter.

Yes, and that is deliberately how we work. Every page is drafted against your positioning, checked against your state bar advertising rules, and sent to a named attorney for approval before it is published. Nothing goes live that a partner has not read. Firms tell us this is the part that most surprised them, because the previous agency published on their behalf and told them afterwards.

We work to the rules of the states you are licensed in, and we raise anything ambiguous rather than guessing. Case results carry the disclaimers your jurisdiction requires, testimonials are handled the way your bar allows, and no page implies a guaranteed result. Your firm keeps final approval on every word, which keeps the compliance risk exactly where it should sit.

Scope decides it: how many claim types, how many cities, how much of the existing site survives, and how competitive your metro is. A single-office firm in a mid-size market is a very different budget from a multi-office firm fighting in Los Angeles. We price the programme against your cost per signed case, so you can see the point where organic search costs less than the clicks it replaces.

Ask three things. Who writes the content, and will an attorney approve it. What they report on, and whether signed cases appear anywhere in that report. And who owns the website, the content and the analytics if you leave. If a firm cannot answer the last one with a plain yes, you are renting your own marketing.

Usually not. Most firm sites can be made fast and crawlable without a rebuild, and we will always try that route first because it is cheaper and faster for you. Where the platform genuinely caps what is possible we say so with the evidence, and our web design team can take it on. That is a recommendation, never a precondition for starting the SEO work.

Because most injury searches resolve inside the local results before anyone scrolls. Juris Digital measured Local Service Ads taking 33% of first clicks, the Map Pack 27% and organic listings 20% on personal injury queries. Reviews carry real ranking weight there: firms holding map position one across 20 major US cities average 555 reviews against 395 at position ten. So we treat that profile and the review flow as core local SEO infrastructure, not as an afterthought.

For every city where your attorneys genuinely work, yes, and each one is written individually. What we will not do is generate two hundred near-identical city pages with the place name swapped, because Google has been demoting that pattern for years and it puts a legal domain at risk. Fewer real pages outrank more fake ones, reliably.

The ones where demand, competition and your settlement history line up. Costs vary enormously by claim type: across 49 firms spending $21.4M annually, average cost per lead ran from $312 on slip and fall to $512 on medical malpractice. If your firm settles trucking work well, chasing generic accident keywords is the expensive route. We map that before deciding the build order.

Organic calls and consultation requests, attributed to the page and city that produced them, compared against what a paid click costs your firm right now. Rankings and visit volume are shown because they are leading indicators, but they never headline the report. If organic case volume is not moving, we would rather have that conversation early than dress it up.

We work with both, because the handover is where cases are lost. 79% of legal consumers expect a response within 24 hours of contacting a lawyer, and most firms are slower than that on weekends. We will show you where calls go unanswered and what it costs, and set up conversion tracking so the gap is visible rather than assumed.

They work better together. Search term data from paid search tells us which queries actually sign cases, which is far better evidence than a keyword tool, and organic gains let you narrow ad spend onto the terms where you cannot yet rank. We run them as one plan with a single target per signed case, so no channel gets to claim the same case twice.

They decay slowly rather than vanish, because the pages, links and reviews you built stay yours. That is the honest answer, and it is also why we insist that everything is created in your accounts and under your domain. You keep the asset either way, which is exactly what you are paying to build.

It changes what winning looks like more than whether it is worth doing. Answer engines quote sources, and the pages they quote are the same clear, well-structured, genuinely useful ones that rank. Our GEO and AEO work is built into the same programme, so your content is written to be cited as well as crawled.

Enough to matter and not so much that quality slips — typically a small number of substantial pieces plus the practice and city pages in the build queue. Volume for its own sake is what produces the thin blogs nobody reads. We would rather publish four pages your attorneys are proud of than twenty nobody approved.

Yes, and it stays in your name. We work inside your accounts, your domain and your analytics property, with our people added as users. Nothing is built on a platform you would lose access to if the relationship ended. If your current agency owns any of those assets, getting them back is the first thing we help you do.

A named senior SEO strategist, with a legal writer who learns your services and a technical specialist alongside. You will know their names, you can email them directly, and the same people join your monthly session. Your firm is not handed to a rotating queue of juniors.

Usually within two weeks. Research and the technical audit fill the first fortnight, local visibility work begins immediately afterwards, and the first practice area pages are normally live inside the opening six weeks. If you are already advertising, nothing pauses — both programmes are built to run together.

Slowly and defensibly. Law is one of the most heavily policed niches online, so the shortcut tools that promise a thousand backlinks are the fastest route to a manual penalty. We earn links the durable way: genuinely useful research content, directories and bar associations that matter, local sponsorships your firm already supports, and digital PR around cases and causes your attorneys can talk about publicly. Every link is logged, so you can see exactly what was built and why.

Backlinks are only one input. Internal linking, content depth and on-page optimization usually improve rankings faster on a legal site than any link building campaign, and they carry no risk. We fix those first and treat backlinks as the compounding layer on top.

The same ones we use. Rank tracking by city and claim type, Search Console and analytics in your own accounts, call tracking so every phone lead ties back to a page, and a shared board showing what is being built this month. Nothing sits behind an agency-only dashboard you lose on the way out. If a tool is producing a number in your report, you can log in and see the number yourself.

Yes, and it is often the highest-return work we do. Most firms have happy former clients and no system for asking them, so a handful of angry reviews carry the whole profile. We build a simple request flow into your case-closing process, help your team respond well to criticism, and improve how your firm looks across the review services that potential clients actually check. Reviews then feed straight back into local rankings, so the benefit lands twice.

We do. An audit is a sensible first step if you want a second opinion on an existing agency, or a specific list of high-value fixes your in-house marketer can implement. You get the technical findings, the content gaps, the local visibility picture and a prioritised plan, with no obligation to continue. Plenty of firms take that plan away and run it themselves, which is a perfectly good outcome.

A clear page for every claim type you take, honest results with the disclaimers your state requires, real attorney biographies, genuine local proof, fast mobile performance, and one obvious way to start a conversation on every screen. The most common gap we find is not design quality — it is that the site talks about the firm rather than about the person reading it. High-performing legal sites answer the visitor's question first and introduce the lawyers second.

Both. A two-lawyer firm in a mid-size city and a multi-office practice have the same underlying problem — potential clients search online, compare three law firms in ninety seconds and call one. The strategy scales down cleanly: fewer cities, fewer claim types, tighter focus, the same standard of work. What changes is the number of pages we build, not how carefully we build them.

Three things. The stakes for the client are high and personal, so trust signals carry more weight than clever copy. Bar advertising rules constrain what any law firm may say, so the usual aggressive marketing playbook simply does not apply. And competition is fierce enough that thin content is invisible. A strategy that works for a retailer will not move a lawyer's rankings, which is why we build the plan around case economics rather than around traffic.

Usually the boring, specific ones. Car accident, truck accident and motorcycle terms in your own city convert far better than broad legal phrases with high national volume, and 'near me' variants matter more every year as searching moves to phones. We also target the questions people ask before they are ready to hire a lawyer, because those visitors come back. The keyword list is built from your own settlement history, not from a generic list of legal services.

By finding where the traffic stops converting. Plenty of firms have decent visibility and a website that quietly loses potential clients on mobile, or buries the phone number, or answers none of the questions that come before hiring a lawyer. We start with conversion optimization on the pages you already rank with, because that revenue is available this month, then extend visibility into the cities and claim types you are missing.

Organic search lowers the cost of everything else you do. When a firm ranks in the local results, the same ad budget goes further, referral visits convert better and the website starts producing consultations without a click charge attached. We build one strategy covering search, ads and site quality, reported against a single target per signed case.