Harlow & Reyes Injury Law · Legal
Organic sessions per month
3,1008,620
Monthly trend · Oct to Sep
Change
+178%
Sample case study. The client, quotes and every figure are illustrative.
(01)
Where it started
A six-attorney injury firm relied on paid leads at more than $400 each. Twelve months of technical SEO, practice-area content and intake fixes built an organic channel that now delivers most of its signed cases.
Harlow & Reyes ranked on page three for most practice-area searches in Denver. The site had 240 thin blog posts written for search engines in 2019, competing with each other and with the firm's own practice pages.
Paid lead vendors filled the gap at $410 per qualified inquiry, and nearly a third of web form inquiries waited more than a day for a call back.
(02)
What we changed
- Prune, merge, redirect
We audited all 240 posts. 31 were kept and rewritten, 58 were merged into 12 guides, and 151 were redirected. Crawl waste dropped and practice pages stopped competing with old posts.
- Practice-area hubs written with attorneys
Nine hubs covering truck, motorcycle and rideshare collisions and more. Each one was drafted from a recorded attorney interview, so the page answers what clients really ask in a first call.
- Technical cleanup
Schema for attorneys, practice areas and FAQs, a fix for duplicate location pages, and image compression that brought mobile load time from 4.9 to 1.9 seconds.
- Intake speed
Forms now route to an on-call paralegal by text. Median call-back time went from 26 hours to 11 minutes, and the share of inquiries that became consultations rose with it.
Timeline
- Months 1 to 2
Technical audit, content inventory and attorney interviews. Redirect map approved and shipped.
- Months 3 to 5
Nine practice-area hubs published, two per month. Intake routing and call-back alerts go live.
- Months 6 to 9
Supporting guides and FAQ content. First page-one rankings for four practice areas. Paid lead vendors reduced by half.
- Months 10 to 12
Consultation form test wins a 22% lift. Spanish-language hubs scoped for year two.
(03)
What it led to
Harlow & Reyes Injury Law went from 3,100 to 8,620 on organic sessions per month in 12 months. The numbers on this page are sample data, laid out the way a real report would be.
| Metric | Before | After | Change |
|---|---|---|---|
| Organic sessions per month | 3,100 | 8,620 | +178% |
| Qualified inquiries per month | 22 | 72 | +227% |
| Cost per qualified lead | $410 | $161 | -61% |
| Median call-back time | 26 hrs | 11 min | -99% |
Organic sessions
Oct to Sep
View data as a table
| Month | Organic sessions |
|---|---|
| Oct | 3,100 |
| Nov | 3,180 |
| Dec | 3,350 |
| Jan | 3,620 |
| Feb | 4,050 |
| Mar | 4,700 |
| Apr | 5,320 |
| May | 6,100 |
| Jun | 6,840 |
| Jul | 7,450 |
| Aug | 8,010 |
| Sep | 8,620 |
Qualified inquiries per month
Oct to Sep
View data as a table
| Month | Qualified inquiries |
|---|---|
| Oct | 22 |
| Nov | 21 |
| Dec | 25 |
| Jan | 28 |
| Feb | 33 |
| Mar | 39 |
| Apr | 44 |
| May | 52 |
| Jun | 57 |
| Jul | 61 |
| Aug | 66 |
| Sep | 72 |
Cost per qualified lead
Oct to Sep
View data as a table
| Month | Cost per qualified lead |
|---|---|
| Oct | $410 |
| Nov | $420 |
| Dec | $372 |
| Jan | $340 |
| Feb | $301 |
| Mar | $262 |
| Apr | $240 |
| May | $208 |
| Jun | $195 |
| Jul | $184 |
| Aug | $172 |
| Sep | $161 |
“We were renting leads. Now most of our signed cases start with a search and one of our own pages, and I can see the cost of each one.”
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