Case study · Personal injury law
Signed cases roughly tripled in six months.
Signed cases per month have run at roughly three times their prior baseline since we started. Same firm, same market, on a site that now loads four seconds faster and with a lead trail that finally reaches the case management system.
Figures are reported from the client's own accounts and dashboards.
100 → 294
Signed cases per month, indexed. The six-month average before the engagement is set to 100.
5.3s → 1.3s
Real-user page load. Out of Google's Poor band and into Good, on the same traffic.
+161%
Organic clicks in the most recent month, against the same month a year earlier. GA4 sessions up 134% over the same comparison.
The numbers
Signed cases per month, trailing twelve months.
Firm-wide, all sources, indexed so the six-month average before the engagement equals 100. Months 1 to 6 are the six months before the engagement; months 7 to 12 are the six months since. Index values only, not case counts.
The challenge
Three problems, all compounding.
Inbound calls were going uncounted every month and CallRail was broken across the site, so the firm could not see which channels were producing cases.
The site was slow. Real-user load times sat at 5.3 seconds, inside Google's Poor band, on traffic the firm was already paying to attract.
Practice area and city coverage was thin, and the site carried open accessibility and California privacy compliance gaps.
The work
What we did.
- Fixed the measurement first. We repaired CallRail across the site and rebuilt UTM capture into the case management system, so every call, form and chat is traceable to the channel that produced it. This reporting exists because of that work.
- Made the site fast. Performance work took real-user load times from 5.3 seconds to 1.3 seconds, moving the site out of Google's Poor band and into Good on the same traffic.
- Rebuilt the content the firm actually gets hired for. 42 pages rebuilt or launched: 25 blog refreshes, 9 personal injury practice pages and 8 city pages, plus Spanish translations across the site.
- Closed the compliance gaps. Accessibility remediation, California privacy and cookie compliance, and an SB 37 AI disclosure review.
Outcome
The results.
Indexed to the six months before the engagement, monthly signed cases went from 100 to 294. The firm signed roughly three times as many cases in the six months since as in the six months before.
The channels we run, meaning Google Ads, Local Services Ads, organic and Google Business Profile, and chat, produced about 30% of signed cases in the six months since, against roughly 3% in the six months before.
Organic clicks were up 161% year over year in the most recent month, with GA4 sessions up 134% on the same comparison.
Why it worked
The firm was already winning cases. It just could not see which work produced them, and the site was too slow to convert the traffic it already had. Fixing measurement first meant every decision after it was made on real numbers.
Next step
Different business, same question.
What is your search and paid spend actually producing? We will look, then tell you plainly what we would change first.