Results, measured ~90 days after launch
- Priority keywords on page one
- 41+
- Keywords in the top three
- 13
- Leads, month over month
- 2×
- Domain authority
- 0 → 51
- Largest Contentful Paint
- 4.8s → 1.7s
- Technical SEO score
- 99%
The challenge
Los Angeles is one of the most contested employment law markets in the country, and the firm was effectively absent from it. The existing site drew minimal impressions and almost no organic leads — not because the practice lacked substance, but because nothing on the site was built to be found. Every claim type the firm handled sat inside one general employment law page, competing with itself for a dozen different searches and winning none of them.
What we built
- A dedicated page per claim type — wrongful termination, discrimination, harassment, retaliation and wage disputes each got their own page, so each one ranks on its own search instead of competing inside a single parent page.
- Location pages across the firm's California markets — Long Beach, Orange County, San Diego, Fresno, Riverside, Napa and more, each written for that market rather than spun from a template.
- Five interactive settlement calculators — wrongful termination, discrimination, harassment, disability discrimination and settlement agreement. These are high-intent entry points that capture traffic a static page can't, and they convert because they answer the question the visitor actually came with.
- Core Web Vitals work — server-side caching and front-end optimisation took Largest Contentful Paint from a failing 4.8 seconds to a passing 1.7.
- Structured data throughout — LocalBusiness, Service and FAQ schema, so the pages are legible to search engines as well as readers.
- A local SEO foundation — NAP consistency across citations and a rebuilt Google Business Profile, which is what makes the map pack possible at all.
- Click-to-call and a short form on every page — employment claims are time-barred, so the path to a consultation stays one tap away no matter where someone lands.
Why it worked
Nothing here is exotic. The site went from one page trying to rank for everything to a structure where each search has a page built for it — the same silo approach we apply to every build. The calculators mattered because they matched intent: someone working out what their claim is worth is far closer to hiring a lawyer than someone reading a general overview. And the technical work mattered because a 4.8-second page loses the visitor before any of the content gets a chance.
If your firm is in a similar position — real expertise, no visibility — the fix usually starts with architecture and the pages to fill it, not a redesign of the homepage.
We'll audit where your firm currently ranks for the practice areas and cities you care about — and what it would take to rank higher.
Get a Free Website AuditFrequently Asked
How long did these results take?
The figures above were measured roughly 90 days after launch. Organic traffic went from near zero to about 100 visits a month, and 41 priority keywords reached page one in that window.
Why build settlement calculators for a law firm site?
Someone searching for what their wrongful termination claim is worth is much closer to hiring a lawyer than someone reading a general employment law page. A calculator captures that intent, answers it, and asks for the consultation at the exact moment the visitor is most motivated.
Can you do the same for a firm outside employment law?
Yes. The approach — a page per claim type, location pages per market, and high-intent tools as entry points — transfers to personal injury, family law, immigration and most other practice areas. The claim types and the tools change; the architecture does not.