Nobody searches for
“personal injury.”
Based in downtown Minneapolis. Working with plaintiff firms here and in selected markets nationally.
They search for the crash they were just in. Rear-ended on 494. Bitten by the neighbor's dog. Hurt on someone else's floor. Ranking for those is a different job than ranking for the practice area.
Direct access to a senior strategist. The same person scopes the work, writes the code, and reports the results.
$85/hr. Billed weekly. No retainers, no packages.
The head term is
the last thing you win.
Personal injury is one of the most contested categories in search. The firms that get there start by owning the case types nobody else built a real page for, then use what those pages earn to contest the term everyone is fighting over.
One Page Per Case Type
Rear-end, T-bone, semi-truck, motorcycle, pedestrian, rideshare, dog bite, premises, wrongful death. Each is a distinct search with a distinct competitor set, written by someone who understands how that case actually proceeds.
Our full law firm SEO serviceCase Type Crossed With City
A truck accident page for the corridor your clients actually crash on carries local detail a generic page cannot: the interchange, the hospital they were taken to, the county the claim is filed in. That specificity is the whole difference between a real page and a doorway.
Attorneys As Entities
Real photography, bar admissions, verdicts and settlements within the rules your firm is bound by, Person schema, and consistent naming across every directory. The lawyer, not just the firm, becomes something search systems can identify.
Law firm web designThe Map Pack
Categories, service list, photos, hours, posts, and the directory-wide name and address consistency the local pack ranks on. In injury work the map result frequently sits above every organic listing on the page.
The full GBP ranking checklistAI Search Citations
“Do I need a lawyer if I was rear-ended?” is now answered by an assistant before it is ever typed into a search box. Being the source that answer is built from is a different discipline than ranking, and it is the one moving fastest.
Answer engine optimizationReviews As Ranking Input
A documented ask at case resolution, a response cadence measured in days rather than months, and steady velocity across Google, Avvo, Justia and Martindale. Injury clients read reviews harder than almost any other category of buyer.
Why off-site reputation decides visibilityLinks You Actually Earn
Bar profiles, legal directories, local press, community sponsorship, and coverage from named publications. No paid placements and no private networks, because injury is a category regulators and search engines both watch closely.
Technical Foundation
Fast on a phone with two bars, validated schema, clean indexing, and accessible to a visitor with a fresh injury and one working hand. In this vertical those are conversion decisions, not scorecard decisions.
Our web development workRanking first is worth
very little if you answer third.
Injury searches convert inside hours, and the person searching is contacting more than one firm. Intake is the part of the funnel most firms treat as somebody else's problem, and it is where the traffic you paid for quietly dies.
The form that arrives Saturday night
Crashes do not happen during business hours. A submission that sits in an inbox until Monday is a signed case at another firm, and no amount of ranking work recovers it. Before we touch the SEO we find out what actually happens to a form at 11pm on a weekend, because that answer sets the ceiling on everything else.
Written for one hand and a hospital waiting room
A great deal of injury traffic arrives on a phone, from a passenger seat or a waiting room, held by someone in pain and on their second worst day of the year. Tap targets sized for a thumb, a phone number that is a link rather than an image, and nothing between that person and the call. No pop-up, no chat invitation, no newsletter.
Qualify without interrogating
Date of the incident, whether there was a police report, whether anyone has been treated, and whether an adjuster has already called. Four questions a person can answer honestly while upset, each of which genuinely changes how the case gets handled. A fourteen-field form on first contact is abandoned by exactly the claimants worth signing.
Track signed cases, not form fills
Form fills are a vanity number in this vertical, because a page can produce plenty of them and no signed cases. Call tracking wired to the case-type page, submissions pushed into the case management system with their source attached, and a monthly read on which pages produced retained clients. That is the only reporting worth arguing about.
Your marketing is
regulated. Ours is not.
We are not your compliance counsel and we do not pretend to be. What we do is build the workflow so the rules are handled before a page is published rather than after somebody complains.
Your firm signs off, in writing
Every state has its own Rules of Professional Conduct governing attorney advertising, and the firm carries that obligation, not the vendor. We draft, your compliance lead approves the frame and the disclaimer language, and we keep the record of that approval with the page. Nothing about results goes live on a guess.
Results copy is the tripwire
Verdict and settlement figures are the most persuasive thing on an injury site and the most tightly governed. The safe version is specific about the case and careful about the implication, and it carries the disclaimer your jurisdiction expects. Firms get into trouble on the implication, almost never on the number.
An attorney's name on the page
Content about what a claim is worth or how long someone has to file sits squarely in the category search systems hold to the highest evidentiary standard. An attorney byline with real credentials, a review date, and a link to the primary source is how a page earns the right to answer that question at all.
What YMYL actually demandsSay what the page is for
A page written to be found by someone deciding whether to call a lawyer should read as exactly that. Educational framing, a clear statement that reading it does not create a relationship, and no language that promises an outcome. That is both the rule and, as it happens, what actually converts.
I have used a number of “SEO guys” and webmasters who talk a good game but just took my money. CJ delivers. My site has been number one almost all the time and I have never left page one for my most valuable search terms while my site has been under his careful eye.
Rick West
Richard West Law Office · Bankruptcy counsel in Ohio, 40+ years
Senior work, weekly invoices,
no surprises.
Discovery Call
Fifteen minutes. Which case types you want more of, which markets, and what currently happens to a lead after hours.
Case-Type Audit
Where you rank by case type rather than in aggregate, what the map pack looks like in each market, and which pages are producing signed cases.
Weekly Invoices
Hours actually worked, line by line. Read the invoice and you can tell what your money bought that week.
Monthly Reporting
What shipped, what moved, and which case-type pages produced retained clients. Strategy follows that number, not the traffic chart.
Fifteen minutes
to a real read.
No proposal pressure, no scripted pitch, and no retainer at the end of the conversation. Just a straight read on which case types you could realistically own and what it would take.
Frequently Asked Questions
About Personal Injury SEO
The keyword set is built around case types rather than the practice area. A rear-end collision, a semi-truck crash, a dog bite and a wrongful death claim are four different searches with four different competitor sets and four different case values, and a single personal injury page cannot rank for all of them. The other difference is speed: injury searches convert within hours, so intake response time is part of the SEO work rather than a separate department. Our general law firm SEO page covers the wider practice.
$85 per hour, invoiced weekly. No retainers and no packages. A typical first month runs 30 to 60 hours for the audit and the case-type architecture. Steady-state maintenance is usually 15 to 35 hours a month, weighted toward content and earned links.
Expect 60 to 180 days for local-pack movement and 6 to 12 months for organic ranking on the competitive case-type terms. Personal injury is one of the most contested verticals in search, so the honest sequence is to win the long-tail case types first, build the entity and link profile those pages earn, and only then contest the head term.
Only within the rules your firm is bound by. Each state has its own Rules of Professional Conduct governing attorney advertising, and results language is where firms get into trouble. We draft the pages, your compliance lead signs off on the frame and the disclaimers, and we keep a record of that approval. We do not publish results copy a firm has not cleared.
They solve different problems. Local Services Ads buy placement above the map for as long as you pay, and personal injury is one of the most expensive verticals in that auction. Organic and local-pack visibility is the part you own. Most firms we work with run both, and we scope the SEO so it is not quietly duplicating what the ads already cover.
No. We are based in downtown Minneapolis and a meaningful share of the work is Twin Cities firms, but personal injury SEO is not geographically constrained on our side. We take selected engagements with firms across the country, subject to not competing with an existing client in the same market.
Where we work in the Twin Cities
Headquartered in downtown Minneapolis. Dedicated landing pages for the suburbs we work in most often.
Plus Wayzata, Saint Louis Park, Richfield, Hopkins, and the broader 7-county Twin Cities metro on a project basis.
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