How a Personal Injury Law Firm Grew Traffic 381% After Cutting 70% of Its Pages
From 3,047 to 14,670 Monthly Visitors in Just 5 Months
This personal injury lawyer case study shows how a major metro law firm increased traffic by 381% by deleting 70% of its website. By shifting from volume to value, we lifted monthly traffic value from $20,500 to $120,500 in five months using our Legal Entity Mastery System (LEMS).
The previous website contained overlapping content, irregular structure, and weak authority signals, which diluted key practice areas. A streamlined, high-clarity framework was required to restore relevance and reclaim market share.
Key Performance Results
| Metric | Before | After | Improvement |
| Monthly Traffic | 3,047 | 14,670 | 381% Increase |
| Traffic Value | $20,500 | $120,500 | 488% Increase |
| Total Pages | 340 | 101 | 70% Reduction |
| Top 5 Rankings | Limited | Dominant | Consistent Top 5 Visibility |
Note: Traffic value is shown using Ahrefs because it differentiates informational traffic from bottom-of-funnel, conversion-focused traffic. This provides a clearer view of the revenue potential behind the growth.
Concentrating authority on the right pages, rather than expanding the page count, allowed the site to grow quickly in a highly competitive market.
Personal Injury Law Firm Overview
The firm serves injury victims in a major metro where long-established PI brands dominate organic and paid visibility. The previous website scattered core topics across thin, overlapping pages that failed to communicate expertise or strengthen primary practice areas.
The site needed a structure that clearly supported how people search and how search engines evaluate injury-related content.
The Problem
The audit identified three core issues. Excess pages distributed authority across too many weak URLs. Inconsistent templates and terminology made the firm’s positioning unclear. The site also lacked targeted links that reinforce competitive injury queries.
These limitations required a full restructuring.
Our Strategy
Our strategy centered on reduction, rebuild, and reinforcement. We removed pages that diluted topical focus and rebuilt the remaining content using LEMS to improve clarity, legal accuracy, and depth. After restructuring the architecture, EDLS placements reinforced the injury topics most important for ranking and case generation.
Content Consolidation and Pruning
The site was reduced from 340 pages to 101. Overlapping topics were merged into stronger evergreen resources, and low-value pages were retired. The remaining URLs formed a clear hierarchy of injury categories, case types, and service pages.
The LEMS Framework
All 101 surviving pages were rebuilt using LEMS. This created consistent terminology, stronger explanations of how claims work, and clearer attribution of attorney-led practice areas. The result was a content system aligned with how injury victims evaluate representation.
Entity-Defined Link System (EDLS)
Relevance-driven placements from legal, medical, safety, and regional sources reinforced the firm’s authority around core injury topics. These signals contributed to consistent top 5 rankings across competitive PI keywords.
Keyword Targeting Strategy
We structured the keyword strategy around how people search during different stages of an injury claim. Representation terms required clear commercial signals. Injury-specific and scenario-based searches needed depth and accuracy. Research queries guided users into the firm’s ecosystem.
This structure expanded coverage and improved visibility across high-value intent paths.
Technical Refinements That Supported Growth
Internal linking was redesigned to strengthen authority flow to priority URLs. Updated schema improved structured relevance for attorneys and practice areas. Legacy templates were removed, and the site hierarchy was rebuilt to match user behavior. Navigation improvements helped users move naturally from informational to conversion-focused pages.
Building Trust With Google
Attorney-reviewed content, accurate explanations of liability and damages, and citations to reputable medical and safety sources improved trust signals. Clear layouts helped the site meet YMYL expectations and supported higher rankings for sensitive injury topics.
Execution and Implementation
Once the foundation was rebuilt, EDLS placements reinforced the injury topics most important for visibility. The new structure allowed content and authority to work together effectively.
Lead Quality and Conversion Impact
By removing low-quality entry points and directing users to structured, high-intent practice area pages, the site saw a measurable increase in qualified case inquiries. Bounce rates on commercial terms decreased, and visitors reached attorney-focused pages more quickly and with greater clarity.
The Results
In five months, the firm achieved:
- Growth from 3,047 to 14,670 monthly visitors
• A traffic value increase from $20,500 to $120,500
• A reduction from 340 pages to 101 while strengthening topical coverage
• Strong top 5 rankings across high-intent PI terms
• A competitive position in one of the country’s largest metros
By centering authority on the pages that matter and supporting them with relevance-driven signals, the firm secured meaningful visibility in a challenging market.
Ready to Grow Your Law Firm?
If your firm wants stronger rankings, steady case growth, and a strategy built for today’s search environment, we can help. Stellar SEO’s law firm SEO services support personal injury, mass tort, maritime, divorce, and criminal defense firms across the United States.
Contact us to explore how LEMS and EDLS can support your goals.
