Zero to over 8,000 Monthly Visitors
Downtown LA Law
- Increased ROI
- Faster Growth
- Outstanding Creative
Downtown LA Law is a premier personal injury law firm based in California, known for securing some of the largest case settlements in the state. Despite a strong offline reputation, their website lacked visibility and traction online.
Within six months, we helped them grow from zero to over 8,000 monthly organic visitors, securing top 5 rankings for ultra-competitive keywords such as “Los Angeles personal injury lawyer” and “Los Angeles personal injury attorney”.
Personal Injury Law Firm
Legal Services
8,000+ monthly visitors
Organic Traffic Growth
06 Months
Duration
Generate qualified legal leads in a saturated market
Goal
The Challenge
Law is a highly competitive industry. There are more than 20,000 personal injury law firms in California alone.
Competing in such a crowded market space, Downtown LA Law needed a very unique approach as a startup to be able to stand on the first page and generate high-quality traffic and leads.
In such a crowded market space, relying on PPC alone was out of the question which they understood very well. Organic SEO was a primary hope to build a sales funnel that is fruitful and reliable in the long run.
How We Did This – The Strategy
Understanding the Sales Funnel + Buyer Persona
We began by creating a Sales Funnel to understand the different stages of a personal injury client’s search behavior. From awareness to action, we defined buyer personas and mapped content opportunities to their journey.
We studied competing law firms ranking in the top results and reverse-engineered their strategies to find gaps we could exploit.
Technical & Structural SEO Foundation
We initiated the technical optimization with an in-depth analysis of the website to identify areas of improvement across the website.
Our first steps included:
- Fixing crawl and indexation issues
- Removing low-value pages and setting up txt and sitemap.xml
- Implementing structured data (rich snippets)
- Enhancing page speed and mobile performance
- Creating a strong internal linking structure to distribute authority
These optimizations ensured every page was discoverable, accessible, and positioned for long-term visibility.
Keyword Research & Topic Targeting
In a highly competitive industry such as this, we couldn’t just target any keywords. Hence, we focused on discovering and identifying potential keywords that could help skyrocket the website’s progress and speed up the ranking process to get on the first page of Search Engines.
By utilizing a content-focused approach, we focused on crafting topics and ideas around the needs of the ideal buyer as well as the buyer at the bottom of the sales funnel.
To organize such a wide approach, we prepared a visual Search-Journey chart for the website and segregated keywords and topics based on the type of customers and divided them to be targeted at the different stages of the campaign.
In a space where every top keyword is fiercely contested, we avoided generic, over-saturated terms and focused on:
- High-intent long-tail keywords (e.g., “hit by a drunk driver in LA”)
- Case-type specific terms (e.g., “spinal cord injury lawyer California”)
- Geo-modified keywords for micro-local relevance
- Competitor gap analysis to identify missed ranking opportunities
We aligned these keywords with content topics based on the buyer’s intent and stage in the sales funnel.
On-Page Optimization for Visibility & Conversions
For the On-page process, we primarily focused on loading the web pages using the keywords to increase the website visibility. This included optimizing the title tags, meta descriptions, h1 and h2 headings, and content.
We used high-potential keywords wherever possible without creating spam on the website.
It helped us optimize the content in such a way that we could attract potential buyers, educate them for an easier decision-making process, and convert them.
Each service and practice area page were optimized with:
- Precise title tags and meta descriptions
- Well-structured H1/H2 hierarchy
- Content that combined legal clarity with persuasive intent
- Strategic internal linking to strengthen topical authority
This resulted in higher crawl rates, increased dwell time, and stronger relevance signals to search engines.
Content Marketing & Authority Building
Our content plan was driven by the Sales Funnel. We targeted common client concerns, legal FAQs, and accident-specific queries with highly informative blog posts and explainer articles.
This helped us target potential customers across the sales funnel, from top to bottom, and organize our content marketing efforts to suit their needs and provide the best solution to their online queries.
Some examples included:
- “What To Do After a Car Accident in LA”
- “Medical Malpractice vs. Personal Injury: What’s the Difference?”
- “When Should You Contact a Personal Injury Lawyer?”
These content pieces acted as educational touchpoints, warming up potential leads and guiding them toward consultations.
High-Quality Local Backlink Acquisition
We identified numerous publications with good reputations through our competitive analysis and built partnerships with some highly valuable publications using our unique assets that worked as link magnets.
Our link building efforts focused on:
- Creating linkable assets such as explainer graphics and legal guides
- Pitching to local and legal-specific publishers
- Establishing collaborations with legal bloggers, community sites, and regional publications
We directed the benefit of all such backlinks toward our most important pages, which helped us propel them into top rankings.
We also analyzed competitors’ backlinks to find authoritative link sources we could replicate or improve upon.
Over the course of the campaign, we acquired:
- 430+ strategic backlinks through outreach
- 810+ additional backlinks earned organically
All links were pointed toward our most valuable service pages, reinforcing both authority and rankings.
The Outcome
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KEYWORDS
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SEARCH VOLUMES
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RANKINGS
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Our unique approach produced a great result. Not just appeared on the first page of Search Engines, but we consistently maintained our top rankings with ever-evolving Search updates as well as shortened the time required to monetize the website.
The campaign surpassed expectations. Within six months, the site reached over 8,000 monthly organic visitors and continues to generate hundreds of qualified leads each month.
The site maintained strong positions through multiple algorithm updates due to our focus on E-E-A-T (Experience, Expertise, Authority, Trustworthiness).
Key Takeaways
- In a competitive industry like law, generic SEO won’t work—a targeted, research-driven strategy is essential.
- Rich content + relevant backlinks = top rankings, even in highly saturated niches.
- Building a search journey map allows you to meet clients where they are—whether they’re researching or ready to call.
Want Results Like This?
If you’re a law firm looking to build sustainable lead flow without spending tens of thousands on ads, we can help.
We helped Downtown LA Law grow from 0 to 8,000+ monthly visitors and hundreds of leads — let’s build your success story next.