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SEO Services for Personal Injury Law Firms

Generating inbound leads by ranking first in Google's organic listings.

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As a personal injury law firm, you operate in one of the most competitive industries on the planet.

Not only are there new law firms popping up by the day, but there are entrenched competitors willing to spend whatever it takes to suppress your visibility.

There are a number of ways your injury firm can get visibility and generate new leads – video marketing, TikTok, billboards, content creation, advertising…

But the truth is, only one marketing strategy stands head and shoulders above the rest for competitive personal injury lawyers – search engine marketing.

Within search engines, there are two traditional approaches:

You’ve probably tried both PPC and SEO before, and neither worked.

It was expensive, slow and did not produce enough new clients to justify the spend.

Search marketing changes almost daily – if you (or your agency) are not in tune with these changes, you’re guaranteed to fail.

But if you modernize your strategy, you can double, triple, or even quadruple your inbound leads, guaranteed.

The Blended Approach to Generating Leads With Injury Law SEO

For 10+ years, WEBRIS has been helping law firms generate traffic and leads from Search Engine Optimization (SEO).

We take a modern approach to SEO by focusing on multiple parts of Google (aka a “blended” approach).

For example, when you search for “personal injury attorney near me” you will see multiple types of results:

Most injury law firms don’t get results because their strategy focuses on only one area of search, which doesn’t cast a wide enough net to grab attention.

To get meaningful results, you need to show up in multiple areas of Google.

Our “Blended” strategy targets both paid and organic opportunities, which can effectively optimize not just to drive leads but high-value cases.

Does This Approach to SEO Really Work?

We get it – you don’t trust SEO agencies. As a personal injury lawyer, you’re used to getting overpromised and under-delivered when it comes to SEO.

Here are a few case studies from injury law firms who are getting more leads because of our SEO services.

Gumprecht Law


Chambers Law

  • Hartford based Personal Injury Law firm
  • Inbound phone calls increased from 456 to 630 over 3 month period


How We Can Help Your Personal Injury Law Firm

SEO is by far the best lead acquisition strategy that an injury law firm can deploy. There’s simply nothing more powerful than showing up at the top of Google when potential clients are searching for you.

While Local Service Ads and Google Ads show up at the top of the Search Engine Results Page (SERP), most people these days are savvy enough to know that those are paid placements and will purposely skip over the ads section and go to what they consider to be the most trustworthy, unbiased and earned placements – i.e., the organic results.

  • Get more traffic and leads (that grow over time) – Google Ads can be a great traffic source, but personal injury keywords are expensive, and you must continue to spend a nice chunk of change every month in order to keep the leads flowing. SEO, on the other hand, is traffic that you don’t have to pay for. Of course, you do need to invest in the right resources to get to the top of Google, but once you’ve earned that spot, Google is essentially feeding you free traffic and potential leads 24/7.
  • Build trust and authority in your market – Google Organic is generally perceived as more trustworthy and authentic by users because it isn’t “pay to play”. The Google Business Profile section legitimizes your business because it shows your reviews, pictures, and hours of operation. Google also makes it easy for people to call or message you directly from the SERP without having to click through to your site.
  • Generate a positive ROI on your total investment – While SEO can be highly competitive, it’s less expensive than Pay-Per-Click (PPC) in the long run. The big firms have a seemingly bottomless budget to throw at Ads, which drives up the costs. With SEO, you don’t have to outspend the big firms to beat them, you just have to have a better plan of attack for SEO. We often see cases where the top pages ranking in organic have little content, no backlinks, haven’t been updated in years, etc. This opens the door for you to capitalize and overtake competitors.

Want More Free Leads From Google?


How Our “Blended” Approach to SEO Works

Our “blended” search approach designed to maximize visibility and rankings in your local market.

Most agencies fail to deliver results because they only focus on a few parts of the search engine result pages. Instead, we attack every single opportunity to make sure your law firm generates quality leads:

Technical website review and optimizations

Google wants to rank a website that’s easy to understand – that means the technical elements of your website need to be on point. Here are a few items we look at and fix for you:

  • Website Speed: Fast loading times are essential for a good user experience and can also affect rankings. Optimizing images, leveraging browser caching, and minimizing code can help speed up a site.
  • Mobile-Friendliness: With the increasing use of mobile devices, having a mobile-responsive website is critical. Google uses mobile-first indexing, meaning it predominantly uses the mobile version of the content for indexing and ranking.
  • Clean and Structured Code: Well-organized HTML and CSS make it easier for search engines to crawl and understand the content of your website. The use of proper heading tags (H1, H2, etc.) and semantic HTML is recommended.
  • Structured Data Markup: Also known as schema markup, this is a code that you put on your website to help search engines return more informative results for users. It can enhance your search listings in several ways (like providing reviews, events, etc.).
  • Broken Links and Redirects: Having too many broken links on a site can be a signal of a neglected or abandoned site. Proper use of 301 redirects helps transfer the link equity to the new URL.
  • Page Titles and Meta Descriptions: Unique and descriptive page titles and meta descriptions are crucial as they appear in search results. They should accurately reflect the content of the page and include the main keywords.

Local SEO optimizations

In order to rank in the local “Maps pack”, there are additional optimizations that we need to do:

  • Google Business Profile (GBP) Optimization: Claiming and optimizing your Google Business Profiles listing is essential. This includes ensuring your business name, address, and phone number (NAP) are consistent across the web, adding a detailed description, operating hours, and photos.
  • Local Business Schema Markup: Implementing structured data (schema markup) for local businesses helps search engines understand your business’s local relevance. This can include information like your business’s physical location, contact information, and business type.
  • Online Reviews and Ratings: Encourage customers to leave reviews on your Google My Business profile and other relevant platforms. Responding to reviews, both positive and negative, can also improve your visibility and appeal to potential customers.
  • Local Link Building: Building links from local businesses, directories, and events can strengthen your local presence. These local backlinks signal to search engines that your website is relevant and authoritative in your local area.
  • Localized Content: Create content that speaks to local audiences, like blog posts about local events, news, or activities. This not only helps with SEO but also establishes your business as part of the community.

Content creation & publishing

Every campaign starts with our proprietary Website Quality Audit. This audit gives us all of the information we need about the condition of the existing website, what areas have the most potential, and where there are quality issues or errors that need to be addressed.

Our team uses this report to conduct the following:

  • Keyword Research: We have an extensive database of keywords that we know are relevant and important to PI Attorneys. All we need is to establish what types of cases you want to handle and what locations you service.
  • On-page Optimization: We take an inventory of all the existing pages on the site. From there, we update/augment metas, headings, content, and structured data for the pages that are important for SEO.
  • New Page Creation: Once we optimize all of the existing pages, we go back and create all of the pages missing from the website in order to obtain our SEO prominence. This includes practice area pages, supporting pages, and blog posts.

Link acquisition from high authority legal domains

Links play a pivotal role in SEO as they serve as a “vote” from external websites to your legitimacy and trustworthiness, which is a big ranking factor in search engine algorithms.

For local SEO, we emphasize acquiring high-quality, locally relevant links that signal to search engines your business’s strong ties and prominence to the local community.

The best types of links for local SEO are those from well-regarded local businesses, relevant websites, community and industry-related directories, and local news sites, as well as from local chambers of commerce or industry-specific associations.

It’s simple: without links, your site will not rank for your most coveted keywords. That said, all links are not created equal and some links can actually hurt more than help.

That’s why we focus on acquiring only the most high-quality and impactful links that will move the needle in terms of rankings.

Local Service Ads (LSAs)

Unlike traditional Ads (PPC), LSAs operate on a pay-per-lead basis, ensuring that you only pay for ads that generate tangible engagement (calls or text messages).

These ads appear at the very top of Google search results, granting unmatched visibility. Moreover, the Google Guarantee badge, awarded to businesses passing Google’s screening and qualification process, further elevates trust and confidence among potential customers.

To excel with LSAs, it’s imperative to maintain a strong reputation through positive reviews, prompt response times, and ensure your business credentials are always up to date.

We help our clients get verified and set up their LSAs account for FREE as part of our SEO service.

Is your injury law firm a fit?

Our SEO services are second to none, and because of that, we often turn away more leads than we accept.

We only take on a handful of new clients per month to ensure our services drive the results needed to make your law firm more money.

Our services are a great fit if you…

✔️ Are the CEO/Founder/executive of a personal injury or accident law firm

✔️ Are currently doing more than $1m in revenue

✔️ Are willing to invest at least $6,000/month into SEO services

✔️ Have a dedicated intake team or call answering service

✔️ Have a growth mindset and want to build a bigger law firm

✔️ Are committed to helping your clients get results

If that sounds like you, we’d love to have a conversation with you to see how we can help you generate more leads with SEO.

Book your free consultation here


Frequently Asked Questions

  • Can you really rank an injury firm's website?

    While PI SEO is generally competitive across all markets, we tailor our strategies around the nuances of each market and our clients. SEO is a zero sum game. You're not competing against Google; you're competing against other law firms. Once we know were we stand relative to the competition, we can create an action plan with a clear path to success.

  • How long does it take to see results?

    The beauty about working with an agency that specializing in Personal Injury SEO is we have all of the data that we need to hit the ground running on day one. We have build our entire operational system exclusively around the legal industry. Most of our clients see results in terms of more traffic and leads within 30-60 days of starting with us.

  • How involved will I need to be?

    We created our services with the busy attorney in mind. We know that your time is valuable and better spent running your law firm than buried in spreadsheets. Other than our initial kickoff call where we get all of the information about your practice that we need upfront, there is minimal effort required on your part. We report to you on a monthly basis and you can set up a virtual meeting at anytime.

  • Is SEO better than PPC?

    Both SEO and PPC are effective client acquisition strategies; however, SEO is a lot more feasible for most law firms due to the high cost of PPC in the personal injury space. PPC can cost between $500-$1,500 per lead which can quickly leave you with a $20k plus bill at the end of the month. In most cases, we recommend SEO over PPC, if you had to choose one. However, our objective is to get you to the point where you can comfortably invest in both.


Most Legal Marketing Agencies Are Full Of 💩.

They're focused on "traffic", we are solely focused on generating new cases.

Most agencies are not fit to service law firms. Their strategies are out touch and they don’t understand the inner workings of your business.

I’ve worked with law firms for almost a decade, I know what you care about.

Not rankings, not traffic, not colorful charts and not even leads. New client cases. Our entire process is built with that goal in mind, which is why we’re so damn effective at what we do.

From the way we operate to the way we structure our contracts, we’re not here to bill you for busy work, we’re here to help you land big cases.