Johnson Lawyers was a one-attorney shop competing with firms 20 times their size. We narrowed their site to two practice areas and went deep on local intent keywords. Their case quality went up while volume stayed manageable.
Adam runs Johnson Lawyers solo. He took on personal injury, family law, estate planning, criminal defense, immigration, contracts, and small business law. In other words, he was trying to be a general practice in a market dominated by specialized firms with huge ad budgets.
His old website reflected that. Eight practice area pages, all about as deep as Wikipedia summaries. The keywords he was ranking for were either too generic ('lawyer near me') to compete on, or too low-intent ('what is probate') to convert. He was working hard and not getting paid what he should.
When we sat down with Adam, we found out the cases he actually enjoyed and made money on were personal injury and estate planning. Everything else was either low-margin or stressful. We told him the most valuable thing we could do was take work away from his website, not add to it.
We rebuilt the site around just two practice areas. Personal injury and estate planning. Five total pages: home, about Adam, personal injury, estate planning, contact. Every page was deep, specific, and focused on local intent.
The personal injury page targeted searches that signaled real cases worth taking: 'car accident lawyer [city]', 'slip and fall attorney [region]', 'truck accident lawyer near me'. The page itself was 2,400 words. It walked through what to do after an accident, what to expect from the legal process, typical settlement ranges in their state. It was the most genuinely useful page on the topic in their entire market.
Estate planning got the same treatment. We focused on the high-value services: trusts, business succession, complex wills. Skipped the basic stuff that generates traffic but not revenue.
We also added a smart intake form. Instead of one generic 'contact us' form, the personal injury page had a form with three questions designed to qualify the case: when did the accident happen, were you hurt, do you have an insurance claim. The estate planning form asked about asset size and family complexity. Both forms filtered out tire-kickers before Adam ever saw them.
Six months in, the firm was getting fewer total inquiries (down about 15%) but the qualified ones were up 85%. Average case value went from around $1,800 to $7,600. Adam dropped the practice areas he wasn't running on the site officially. He still takes referrals for them, but his marketing only points at the high-value work.
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