Case study · Law firms
Law firm SEO case study: beyond ranking for the firm's name
What we did for a personal injury law firm (Atlanta, GA, 4 attorneys), and what changed.
The outcome
Grew consultations by ranking for more than the firm's own name
Before
The situation
A personal injury law firm in Atlanta came to us with four attorneys. The firm ranked for its own name and almost nothing else.
Ranking for your own name is the easy part. It helps the people who have already heard of the firm, through a referral or an old client, find the website. It does nothing for the much larger group of people who have just been in an accident and are searching for help without a firm in mind.
Before
The problem
Personal injury is one of the most competitive areas of local search. People who need a lawyer search for the kind of case they have, and the firms that rank for those searches get the calls. A firm that only shows up for its name is invisible to all of them.
People choosing a lawyer also want to trust who they are hiring. They want to know who the attorneys are, what they have handled and whether they understand cases like theirs. A site that does not show that gives them little reason to call.
Many of these searches start as questions, such as what to do after an accident in Georgia. More of those questions are now answered by AI tools like Perplexity and Google's AI Overviews. Those tools look for clear answers from sources they can identify, and a firm whose site does not offer that is left out.
The work
What we did
Step 01
Built practice area pages.
Each type of case the firm handles got its own page. That gives Google a clear page to rank for each kind of search and shows a potential client that the firm handles cases like theirs. A single page that lists every practice area in a line or two rarely ranks for any of them.
Step 02
Wrote local accident content.
Content about accidents in the Atlanta area speaks to the situations people in the area are searching about. It ties the firm to local searches and helps people at the stage when they are trying to understand what has happened to them.
Step 03
Wrote attorney bio pages that build credibility.
Each attorney's page shows who they are and their background. People hiring a lawyer want to know who will handle their case, and strong bio pages also help Google see the firm's expertise. For legal topics, Google pays close attention to who is behind the advice on a page.
Step 04
Added Attorney and LegalService schema and clear answers.
Schema is structured data that describes the attorneys and the firm's legal services in a format machines read directly. Alongside it, the firm's content now gives clear answers to questions like what to do after an accident in Georgia, which is the kind of plain answer AI tools can cite.
After
The results
The practice area pages, local accident content and attorney bio pages grew the firm's consultations. Instead of being found almost only by people who already knew its name, the firm now has pages for the searches potential clients make after an accident.
The schema and clear answers also earned the firm citations in Perplexity and Google AI Overviews for questions about what to do after an accident in Georgia, which puts it in front of people at the moment they are looking for guidance. Out of respect for the firm's privacy, we do not publish its name or anything that would identify it.
The outcome
Grew consultations by ranking for more than the firm's own name
Next step
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