The challenge
Legal directories outranked the firm's own site, and one generic page covered every practice area. Paid search costs were rising every quarter.
What we did
- 1
Practice-area architecture
Separate, locally optimized pages for car accidents, truck accidents and slip-and-fall cases.
- 2
Attorney authority
Detailed attorney bios with bar admissions and case experience.
- 3
Legal directory alignment
Avvo, Justia and state bar listings made consistent.
- 4
Local link building
Links earned from community sponsorships and local news coverage.
Results after 90 days
| Metric | Before | After |
|---|---|---|
| Qualified case calls from organic & Maps (monthly) | 7 | 24 |
| Practice-area keywords on page 1 | 6 | 39 |
| Google reviews | 88 | 131 |
Key takeaway
In expensive legal markets, practice-area depth and attorney authority are what move a firm past the directories.