Learn about project
Building Authority for a Personal Injury Law Firm
Project overview :
Harrington & Associates is a personal injury law firm based in Dallas, Texas, specializing in motor vehicle accidents, workplace injuries, and medical malpractice cases. The legal industry, particularly personal injury, is one of the most competitive sectors in digital marketing, with cost-per-clicks for keywords like ‘personal injury lawyer’ often exceeding $200 in major markets. The firm needed to establish authority and trust in a market dominated by larger firms with massive advertising budgets. Their existing website had decent traffic but failed to convert visitors into qualified case inquiries.
What we did for this project :
Our strategic approach included the following key implementations:
- Performed comprehensive competitor analysis of top 20 personal injury firms in Dallas
- Restructured site to focus on practice area silos with deep, authoritative content
- Created 80+ practice-specific pages targeting accident types and injury categories
- Implemented LegalService and Attorney schema with attorney bios and credentials
- Built a comprehensive blog with case results, client testimonials, and legal guides
- Developed a strategic citation building campaign across 200+ legal directories
- Created video testimonials and case study content for trust building
- Implemented call tracking and form analytics to measure true ROI
- Optimized intake forms with multi-step conversion paths
Project results :
The results exceeded all initial projections set for the campaign. Qualified case inquiries increased from 18 per month to 134 per month, representing a 644% growth in lead generation. Their primary keyword ‘Dallas personal injury lawyer’ reached position 2 in Google, generating an estimated $47,000 monthly value in equivalent paid traffic. The firm’s case acquisition cost dropped by 62%, while the average case value increased by 28% due to better-qualified leads from organic search. Their domain authority grew from 24 to 48, and they earned coverage in 15+ major Texas legal publications. The firm has since expanded their practice and hired 4 additional attorneys to handle the increased caseload.