Industry Focus
Legal Services
Digital Infrastructure
Legal marketing is a battlefield. Personal injury keywords cost $500+ per click. We build authority-driven infrastructure that earns rankings through expertise, not ad spend.
Operating Reality
Law firm digital infrastructure fails for expensive reasons:
Keyword competition is the most expensive in all of paid search. "Personal injury lawyer" averages $150-500+ per click. "Mesothelioma attorney" exceeds $1,000. FindLaw, Avvo, Justia, and LegalZoom dominate organic results for generic terms with domain authority independent practices cannot match head-on. Firms without content-driven organic authority must pay for every lead at costs that only justify themselves for six-figure case values.
Trust determines conversion, and legal prospects are researching under stress. Clients facing lawsuits, divorce, criminal charges, or injury are making high-stakes decisions with 3-5 firms open in browser tabs simultaneously. They check Avvo ratings, Google reviews, attorney credentials, and case results before calling anyone. A generic website with courthouse stock photos and vague platitudes gets closed within seconds.
Multi-practice complexity fragments SEO authority. Google does not automatically transfer topical authority across practice areas. A firm with strong personal injury rankings gets zero benefit for family law searches. Each practice area requires its own content silo, keyword strategy, and landing page architecture. Running a multi-practice firm website is structurally like running 3-5 separate SEO campaigns under one domain.
Unqualified consultations destroy attorney productivity and revenue. Without digital pre-qualification, intake coordinators cannot distinguish the $500K wrongful death case from the minor fender-bender. Competitors using Clio Grow, Lawmatics, and Intake.io qualify leads before the first call. Every unqualified consultation that consumes a partner's billable hour costs the firm $300-800 in direct opportunity cost.
What we actually fix
Content-driven SEO replaces paid warfare. Practice area content hierarchies earn organic rankings that would cost thousands monthly in ads. Authority compounds while competitors race to the bottom on PPC.
Authority architecture converts high-value cases. Partner credentials, case results (properly disclosed), and thought leadership demonstrate the expertise clients are searching for.
Intake qualification protects billable hours. Multi-step forms gather case details before the first call. Your team focuses on qualified opportunities, not vetting every tire-kicker inquiry.
Systems we build
Each capability applies specifically to legal services operations.
Proof and context
Common questions
How do you compete in such an expensive keyword market?
We build content-driven organic authority instead of competing in the PPC arms race where "personal injury lawyer" costs $150-500+ per click. The strategy is siloed content architecture: a detailed practice area hub page supported by 15-30 supporting pages targeting long-tail variations like "car accident lawyer [city]," "what to do after a slip and fall," and "how long do I have to file a personal injury claim in [state]." These pages earn organic positions that would cost $5,000-$15,000/month to hold via paid ads. The compounding effect means results accelerate over 6-12 months as domain authority builds across related terms.
Can you help with multiple practice areas?
Yes, and this is where most law firm websites fail structurally. We build siloed content architectures where each practice area functions as its own SEO authority silo. A personal injury hub has entirely separate content structure from your family law hub. Each gets its own optimized landing pages, supporting articles, FAQ content, and internal linking strategy. A 4-practice firm needs what is essentially 4 parallel content campaigns sharing one domain. The domain authority benefits flow across practice areas, but the topical authority must be built individually. We architect this from the start so adding a new practice area later does not require restructuring the entire site.
How do you handle client intake and lead qualification?
We implement multi-step intake forms that capture case type, injury severity, incident date, insurance status, and relevant details before the first attorney consultation. For personal injury firms, the form gathers accident details and injury information. For family law, it captures custody situation and asset complexity. This information routes to your intake coordinator with enough context to assess case value and priority before scheduling attorney time. Integration with practice management platforms like Clio, MyCase, or PracticePanther ensures intake data flows directly into your CRM. The result: attorneys spend time on qualified consultations, not screening calls that go nowhere.
This works for:
Firms pursuing organic rankings over paid acquisition
Partners ready to invest in sustainable market positioning
Practices seeking higher-value cases, not just more volume
This is not for:
Firms expecting overnight rankings in competitive markets
Practices primarily seeking paid media management
If authority-driven client acquisition matters to your practice, we should evaluate your current digital infrastructure.