Growth in Monthly Leads
727% More Monthly Leads for Texas Personal Injury Firm
We rebuilt their online presence from the ground up.
The Challenge
The Personal Injury Law Firm came to us in 2021 with a challenge: compete with massive, well-funded firms dominating the Texas legal market. Their website was outdated, organic traffic was minimal, and most leads weren’t even for personal injury — the firm’s core focus.
We rebuilt their online presence from the ground up. We overhauled their website, rewrote key service and location pages, and launched a targeted blog strategy designed to answer real client questions. As rankings and leads improved, we expanded our focus from McAllen to San Antonio — a more competitive market — using what we’d learned to scale results with precision.
Alongside on-site Search Engine Optimisation (SEO) and Content Marketing, we focused heavily on local search. Personal Injury Law Firm’s Google Business Profile (GBP) was optimised and maintained regularly, and we introduced ethical, effective review generation strategies. When map pack rankings dipped, we responded quickly with effective tactics, helping them regain and maintain the top three positions in both locations.
With the introduction of AI Overviews, we adapted the strategy again to include Generative Engine Optimisation (GEO) — refining content to increase the chances of inclusion in generative search results. This forward-thinking approach is now a key part of our ongoing strategy.
By 2024, the company had built enough authority in personal injury to expand. We’ve since launched new criminal defence pages and, within days, secured #1 rankings in their target areas — proving the strength and scalability of the foundation we’d built.
This campaign has been driven by consistency, adaptability, and a legal marketing strategy designed to stay ahead of search trends. That’s how we’ve helped them dramatically increase qualified leads and organic traffic while cementing their position as the go-to personal injury firm in two of the most competitive markets in Texas.
The Business
The Personal Injury Law Firm is a personal injury law practice with offices in McAllen and San Antonio, Texas. Despite the firm’s commitment to providing top-notch legal services, it struggled to generate organic leads due to the intense competition in the industry.
The Goal
They first approached us in 2021 with the goal of growing organically by increasing traffic and qualified leads. With each year, our lead growth target has increased as our strategy has gone from strength to strength.
The Strategy
Local SEO as the Foundation
We began by focusing on McAllen, building out optimised service and location pages to strengthen local relevance. Alongside this, we worked on the Google Business Profile (GBP), regularly updating content and ensuring the firm was listed in relevant legal directories.
Once we’d established strong rankings and lead volume in McAllen, we applied the same local SEO approach to San Antonio — securing the top three map pack positions in both locations for core personal injury terms.
Content Marketing with a Focus on Conversions
From day one, we prioritised improving the site’s core content by rewriting outdated service pages and expanding location coverage. We launched a localised content strategy targeting real legal questions potential clients were asking, which drove early traffic wins.
We performed a blog Conversion Rate Optimisation (CRO) audit to inform improvements that would increase blog conversions.
Future-Proofing with Generative Engine Optimisation (GEO)
As AI Overviews began changing how search results appeared, we evolved our approach. We adapted existing content to target clear, question-based queries and structured pages in ways that aligned with how AI tools surface answers.
This shift helped protect the Personal Injury Law Firm’s visibility even as traditional map pack features became less prominent, keeping the law firm competitive in organic and AI-generated search experiences.
Honestly, if you have a business that relies on your website to bring in business, don’t waste your time and money on any other company. From my experience, I have gained approximately 50% increase in calls (verified by clients who tell us they saw us online).
The Work
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