Thompson Law Group | legal
Personal Injury Firm Ranks #1 for Competitive Keywords
Phoenix, AZLaw firm (8 attorneys)12 months engagement
SEO & ContentWeb DesignGoogle Ads
Challenge
Thompson Law was spending $25,000/month on Google Ads in the highly competitive personal injury space, but saw diminishing returns as cost-per-click continued to rise. They had no organic search presence and were entirely dependent on paid advertising for leads. Their website was template-based with thin content.
Solution
We developed a long-term SEO strategy while optimizing their immediate paid efforts:
Content Strategy: Created 25+ in-depth practice area pages targeting specific case types (car accidents, truck accidents, slip and fall, etc.) with 2,000+ words each.
Technical SEO: Fixed site speed issues, implemented proper schema markup, created an internal linking structure, and built out a blog with 4 articles per month.
Local SEO: Optimized for "personal injury lawyer Phoenix" and variations, built citations, and generated reviews from past clients.
Link Building: Earned backlinks from legal directories, local news coverage, and guest posts on legal industry sites.
Google Ads Optimization: Restructured campaigns to lower CPC while maintaining lead volume, allowing budget reallocation to SEO.
Results
+6,150%
Organic Traffic
200/mo → 12,500/mo
+4,150%
Organic Leads
2/mo → 85/mo
-72%
Cost Per Lead (blended)
$450 → $125
+4,133%
Keyword Rankings (top 10)
3 → 127
+150%
Domain Authority
18 → 45
“The SEO investment was the best decision we've made. After 8 months, our organic leads now outperform our paid leads, and the cost per case has dropped dramatically. PxlPeak understood how competitive our market is and delivered results.”
David Thompson
Managing Partner, Thompson Law Group
