Case studies / Legal
Legal
National disability law firm: 2022 to 2025 by the numbers
An ongoing SEO, AEO, and GEO content program for a Social Security disability firm that needed a reliable, repeatable client pipeline.
+826.9%Organic traffic
+1,972.4%Form submissions
+2,773.5%Phone calls
96% of people search online for legal services1
- 67% of legal searchers include their city or “near me”2
- 75% visit 2 to 5 lawyer websites before making contact3
76% engage within 24 hours*
The story
Where they started, and what we built
The challenge
- Lead generation had gone stagnant, even with an SEO agency already in place, and new caseload was starting to dwindle.
- Expansion plans (from 8 to 15 locations, with more on the way) meant the firm needed a dependable pipeline, not just better rankings.
- Competitors leaned on big-budget brand advertising and had grown comfortable, leaving traditional and AI search wide open.
The approach
- Built a market-entry playbook targeting high-intent searchers, the people closest to actually retaining a disability attorney.
- Published four articles a week plus one pillar page a month, covering both local and national search intent to support aggressive expansion.
- Optimized content to earn AI search visibility alongside traditional rankings.
The results
The numbers, before and after
Organic traffic
826.9%
Form submissions
1,972.4%
Phone calls
2,773.5%
29%User engagement increase
0 to 5.4K+AI search mentions in 15 months
“
We had to automate a lead intake and qualification quiz to handle inbound inquiries efficiently.
Firm leadershipThe result
The spike in calls and form submissions showed the content was cutting through the noise. The firm scaled up intake operations to keep pace, and leadership called the results reliable and repeatable.
1Google Local Search Studies*Google Consumer Insights / Think with Google2National Law Review3National Law Review
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