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Home/Case Studies/Regional Law Firm Local SEO
  Local SEO · Legal

+184% Qualified Local Leads for a Regional Law Firm

A multi-attorney personal injury practice was invisible in the Local Pack for its own city. A Google Business Profile overhaul plus location-page rebuild turned that around in under six months.

+184%qualified local leads
Top 3Local Pack for core practice areas
5 moto first major ranking shift
  The challenge

Ranking for everything except the city it practiced in

The firm's Google Business Profile had the wrong primary category, no posting cadence, and a single shared "Practice Areas" page trying to rank for personal injury, car accidents, and workers' comp all at once. Three competing firms with weaker case results consistently outranked it in the Map Pack.

Wrong GBP primary category for 14 months
One thin page covering 6 distinct practice areas
  The strategy

Fix the profile, then give each practice area its own page

1

Corrected GBP category & attributes

Reset the primary category to match the firm's actual highest-value practice area and completed every available attribute field.

2

Split the practice-area page into six

Personal injury, car accidents, and workers’ comp each got a dedicated, locally-optimized page with distinct content, schema, and FAQs.

3

Structured review-request cadence

A consistent post-case review request flow took the firm from roughly 40 to over 160 Google reviews in five months.

  The results

From invisible to Top 3 across core practice areas

+184%

qualified local leads

160+

Google reviews (from ~40)

Top 3

Local Pack, 3 practice areas

+96%

organic sessions, 6 months

“We went from not showing up in our own city to being the firm people call first.”

Managing Partner, Regional Law Firm

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