Sun Prairie, WI
Prairie Jewelers
A small-town jeweler outspent by competitors with billboards and radio spots. We ran a targeted digital campaign that won back-to-back 'Best of' awards without a fraction of the budget.
Read the full storyLegal Services
SF Personal Injury Lawyer
Breaking into the most competitive legal market in California, and ranking for the keywords that actually bring cases.
San Francisco, CAWebsite DesignOn-Page SEOOff-Page SEOLocal SEOContent StrategyGoogle My Business
Top 5
Primary Keyword Ranking
175%
Organic Traffic Growth
2.5x
Lead Form Submissions (Monthly)
68% less
Average Cost Per Lead (vs PPC)
The Challenge
The Most Expensive Keywords in One of the Most Competitive Markets
If you want to understand how competitive online marketing can get, look at personal injury law in San Francisco. The Google Ads cost-per-click for "personal injury lawyer SF" regularly exceeds $150. The first page of organic results is dominated by firms with six-figure SEO budgets and decades of domain authority. Breaking in feels impossible.
Our client was a skilled attorney with a strong track record of results, millions recovered for accident victims across the Bay Area. But their online presence didn't reflect that. The website was generic, the content was thin, and they were buried on page three or four for every keyword that mattered.
There was an additional complication: legal advertising has strict rules. You can't claim to be the "best" lawyer. You can't use superlatives or make promises about outcomes. Every piece of content had to be strategic and compliant, which eliminates a lot of the shortcuts other industries can take.
Our Approach
Smart Strategy Over Brute-Force Spending
We couldn't outspend the competition, some of these firms spend $30,000 a month on SEO alone. So we focused on being smarter: better targeting, better content, and a website that converted the traffic we did get at a much higher rate.
01
Compliance-First Content Strategy
We developed a content plan that threaded the needle between SEO effectiveness and legal advertising compliance. Every page was reviewed for accuracy, no superlatives, no outcome promises, just clear, authoritative information about personal injury law in San Francisco. This actually became an advantage: while competitors stuffed keywords and made vague claims, our content felt genuinely trustworthy.
02
Practice Area Deep Dives
Instead of a single "personal injury" page, we built detailed pages for every practice area: car accidents, motorcycle accidents, pedestrian injuries, workplace injuries, slip and fall, and more. Each page targeted specific long-tail keywords and answered the exact questions potential clients are searching for. This dramatically expanded the site's keyword footprint.
03
Conversion-Optimized Intake Flow
We redesigned the intake process to be as low-friction as possible. A clear "Free Case Review" form appears on every page, just name, phone, and a brief description. No intimidating legal questionnaires. We also added a prominent click-to-call button and live chat for visitors who want to talk to someone immediately.
04
Local Authority Building
We fully optimized the Google Business Profile, built citations across legal directories, and developed a backlink strategy focused on Bay Area publications and legal resources. Every link pointed back to relevant practice area pages, building topical authority in the eyes of Google.
The Results
Page One Rankings Without a Page One Budget
Within six months, the firm was ranking in the top five for "san francisco personal injury lawyer" and several related terms, keywords that would cost $150+ per click through Google Ads. The organic traffic growth hit 175%, and more importantly, the quality of that traffic was exceptional. These weren't random visitors; they were people actively searching for legal help after an accident.
Lead form submissions increased 2.5x, and the cost per lead through organic search was 68% less than what the firm had been paying for PPC. The math was clear: investing in a proper website and SEO strategy delivered a dramatically better return than simply buying clicks.
The firm also noticed a shift in the type of inquiries they received. The detailed practice area pages attracted people who had already educated themselves on their specific situation, which meant more qualified consultations and a higher case acceptance rate.
“Jamie developed the site exactly how we needed it. They get what we do and built us something that actually works for our operation. Couldn't ask for better.”
5.0Google Rating
What This Means for Your Business
Key Takeaways
In competitive markets, strategy beats budget. You don't need to outspend everyone, you need to out-think them with better targeting and better content.
Long-tail keyword pages (specific practice areas, specific situations) often convert at higher rates than broad competitive terms.
A simplified intake process removes the fear and friction that stops people from reaching out. Make it easy to take the first step.
Industries with advertising restrictions can actually benefit from compliance, trustworthy, accurate content builds more authority than hype.
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