The challenge
Personal injury is the most contested vertical in legal search, and this firm competes in all of it at once — eighteen case types across Phoenix, Tucson, Mesa, Scottsdale, Chandler, Gilbert, Glendale, Peoria, Tempe, Flagstaff, Prescott, Casa Grande, Yuma and Denver. Every one of those is a separate search with separate competitors. Handled badly, that is a hundred near-identical pages cannibalising each other and a thin-content penalty waiting to happen.
What we built
- A location × case-type matrix —
/phoenix/car-accident-lawyer/,/phoenix/truck-accident-lawyer/,/phoenix/dog-bite-lawyer/and so on, nested under a city hub rather than flattened into one long list. The URL itself tells Google which city and which case type the page is for. - City hubs that earn their place — each secondary market gets a page written around what is actually different there, not the Phoenix page with a name swapped.
- A settlement calculator and an Arizona accident heat map as high-intent entry points. "What's my case worth" is the question almost every injured person asks first, and the heat map turns state crash data into a reason to link to the site.
- "The Hub" resource centre — the eight steps of an injury case, what to do at the scene, the case FAQ — covering the research-stage searches that come long before anyone is ready to call.
- Trust signals above the fold on every page — success rate, 750+ five-star reviews, and "$0 fee unless we win", because in injury work the objection is cost and it has to be answered before the visitor scrolls.
- 24/7 phone, live chat and a short intake form throughout — injury enquiries arrive at night and on weekends, and the firm that answers first usually signs the case.
Why it worked
The matrix is the whole trick. Each page targets exactly one city and one case type, so none of them competes with any other, and the city hubs collect and pass authority down instead of leaving each page to fend for itself. It is the same principle behind our personal injury website work generally — the difference here was scale, and the discipline to only build the combinations with real search volume behind them.
Covering multiple cities and case types? We'll show you which combinations are worth a page and which ones are just maintenance.
Get a Free Website AuditFrequently Asked
How do you stop city pages reading as duplicate content?
By only building the ones with a real search behind them, and writing each around what is actually different — the courts, the crash corridors, the local hospitals, the drive times. A city page that is the Phoenix page with the city name swapped is worse than no city page at all.
Why does a personal injury site need a settlement calculator?
Because "what is my case worth" is the question almost every injured person asks before they ask "which lawyer should I call". Answering it on the site captures that search, and it opens the consultation on the visitor's terms rather than the firm's.
Are there published results for this project?
No, and there won't be a ranking or organic traffic figure for this one — our engagement with Lamber Goodnow is website design and maintenance, not SEO, so we don't track or report on their search performance.