When St. Louis Personal Injury Law came to us, their website was a ghost in a fiercely competitive market. Our in-depth audit—powered by Screaming Frog, SEMrush, Google Analytics, and Search Console—exposed a mess: 404 errors, a nearly nonexistent backlink profile, and thin 350-450-word practice area pages.
Citations were scarce, H1 tags ignored primary keywords, and H2s were nowhere to be found. Traffic was minimal, rankings were buried beyond page 5, and their Google Business Profile (GBP) barely registered locally. In St. Louis’ brutal personal injury SEO landscape, they were losing to firms with deeper pockets and better strategies.
We crafted a three-pronged plan to flip the script:
We launched with a custom content strategy, targeting car accidents and the less-contested dog bite niche after a content gap analysis revealed competitors’ strengths. Later, we added birth injury pages to support a medical malpractice push—securing a #1 ranking fast. Each practice area got 900-word authority pages, enriched with FAQs, while monthly blogs kept Google crawling.
Onsite, we optimized title tags, H1s, and H2s with primary and secondary keywords, fixed 404s to reclaim crawl budget, and streamlined images with alt tags for better UX and rankings. We restructured the site with contextual links for seamless navigation. Offsite, we disavowed toxic backlinks, earned guest posts from trusted legal and local domains, and built consistent NAP+W citations to signal reliability. Our backlink gap analysis of top firms pinpointed the exact links needed to compete.
In six months, traffic surged 274%, driving dozens of new calls monthly—up from a handful. Rankings leapt from obscurity to pages 1 and 2, with the GBP locking into the top 3 Map Pack spots. The birth injury page hit #1, sparking an influx of high-value cases while broader med mal pages gained steam. Outpacing rivals spending 5x more, we turned a dormant site into a lead machine.
The firm’s managing partner reflected: “I was afraid to spend too much on content because I was unsure how it would help—until I saw the results. I wish I’d done it sooner.”
Before: Page 5, 0 calls | After: Page 1, Top 3 Map Pack, 30+ calls/month
