Legal case study, 2021 to 2024
From 6 to 2,900 monthly visitors with truck accident SEO that actually books cases.
An outdated website and weak SEO left Gillette Law Firm relying on referrals. Our SEO-first plan, with content written for educated clients, now helps the firm lead truck crash search across Florida.
Organic traffic grew from just 6 visits a month to nearly 2,900, a 48,233% increase.
Keyword rankings grew from 92 to 1,300, adding visibility without PPC costs.
High-intent truck accident keywords went from invisible to Google's front page, bringing in qualified leads.
CLIENT SNAPSHOT
The brief
A Jacksonville personal injury practice making a planned shift from auto claims to high-value truck accident cases.
Gillette Law Firm is a Jacksonville personal injury practice that has helped injured clients throughout Florida and Georgia for more than two decades. It is growing its work in high-value truck accident cases. It was first known mostly for auto claims. The move into truck crash cases called for wider reach and a stronger online presence, in a market crowded with large national firms.
Before we started, its website was outdated, had no optimized content and drew almost no traffic. Most cases came from referrals, so the firm could not reach new clients directly. It turned to Redefine Web to bring in cases on its own.
The problem
Six visits a month is not a marketing channel.
What we did
Build authority before chasing the keyword, with content and structure first, then rankings.
We chose organic search as the main channel and used ads only to fill gaps.
We built an SEO-first plan with light, well-placed Google Ads support. The goal was to own competitive keywords through organic search. For law firms in this field, costly PPC often brings uneven ROI.
We set up full analytics, fixed the site's technical issues and improved local SEO. We researched legal keywords and wrote original content on truck crash cases and personal injury. Every step tied back to the firm's business goals, so the growth was measurable and lasting.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
A 12-month editorial calendar built on what truck accident victims and adjusters really search for.
Site speed, schema, internal links and crawlability fixed before any content went live.
A voice for educated readers, like jurors and decision-makers, not cold traffic.
Reliable hosting with 100% uptime and fast pages while keyword rankings grew.
Conversion paths and rank tracking set up so every decision came from data, not gut feel.
PPC covered keywords that were still climbing in organic search. It never replaced the SEO work.
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