8× more monthly inquiries for an injury firm
Two years rebuilding the site around the cases the firm wants, with every inquiry counted in one place.
- Client
- Injury & malpractice firm, name withheld
- Industry
- Legal
- Services
- Strategy, Content, Technical SEO, Web development, AI search
- Measured in
- The firm's lead table, Aug '24 to Jul '26
Monthly inquiries from the lead table we set up, from every channel. People who got in touch, not clicks.
The problem
Practice-area content was spread across hundreds of overlapping pages. Inquiries arrived by form, chat and phone, with no single count.
What we did
One lead table
Every form, chat and call path wired into one table, with the page each inquiry started on.
A page per practice area
Real practice areas mapped from search demand and rebuilt as their own pages, most urgent first.
Pages built from public data
Hospital and location pages with facts of their own, not a name swapped into a template.
A new theme, same URLs
Off the page builder onto a custom theme, keeping every URL so rankings carried over.
What changed
Monthly inquiries grew about eightfold over two years, and the gain has held. They come from every channel, the firm also advertises, and its organic clicks stayed flat, so we don't credit search with the growth.
What's next
Finish the remaining practice-area pages, then a Spanish-language pilot where demand supports it.
Related work
Start with an audit.
Where you rank, where AI names you, and what’s in the way.