How a Personal Injury Law Firm Turned Organic Traffic into Signed Cases

More Clicks, Fewer Clients

This personal injury law firm had an established practice but struggled to turn website visitors into real case sign-ups. Their previous SEO agency focused on vanity metrics—traffic, impressions, and rankings—without prioritizing lead quality and conversions.

With rising costs per click and a high bounce rate on their landing pages, they needed a strategy that would deliver better-qualified leads and a stronger return on investment.

Why They Chose Webmasons Legal Marketing

This firm chose Webmasons because we focus on what matters—signed cases, not just traffic. Our approach stood out because:

• We used high-intent SEO strategies to target serious injury cases instead of generic keywords.
• We rebuilt their Google Ads campaigns to eliminate wasted spend and increase ROI.
• We optimized their Google Business Profile to ensure visibility for "near me" searches.
• We applied StoryBrand messaging to simplify their website and make hiring them an easy decision.

Key Objectives:

• Increase qualified case leads by improving SEO rankings and conversion rates.
• Improve Google Ads efficiency to lower the cost per case acquisition.
• Fix critical web design issues that hurt user engagement.
• Use StoryBrand messaging to make the firm’s services instantly clear to potential clients

Issues with the Web Design

• Slow load times resulted in a high bounce rate.
• Poor mobile experience made it difficult for users to book consultations.
• No clear CTAs caused potential clients to leave the site without contacting the firm.

New Design Principles Added

• Faster page speeds for a seamless browsing experience.
• Mobile-first design to improve accessibility for clients searching on smartphones.
• Clear CTAs and contact forms placed strategically throughout the site.
• Client trust signals (testimonials, case results, awards) to increase credibility.

Expected Outcomes

• 40% increase in consultation requests from organic search.
• 50% lower cost-per-case in Google Ads, thanks to refined targeting.
• Top three rankings in Google Maps for high-intent personal injury keywords.
• Higher conversion rate on landing pages, turning more clicks into cases.