12 years of SEO. Until they retired.
We built CCRS Law's website in 3 weeks in March 2014 and ran their SEO program for the next decade. The engagement only ended because the partners retired and closed the firm in 2024, and the data tells the whole story.
"Michael delivered everything he promised and more. He has been responsive to our requests and intuitive about our needs."
Bill Robinson
Partner, CCRS Law · 2014 – 2024
The Challenge
Caron, Colven, Robison & Shafton P.S. (CCRS Law) was a personal injury firm in Vancouver, WA with a solid local reputation, but their digital presence was holding them back. The website was outdated, not mobile-friendly, and didn't inspire confidence in potential clients. They were invisible in local search results while competitors with modern websites were capturing the leads that should have been theirs.
The firm's existing site looked like it was built in the mid-2000s and never touched again. Page load times were slow. The navigation was confusing. Practice area information was thin and generic. For a personal injury firm, that's a serious problem. When someone's been in a car accident and they're looking for a lawyer, they're comparing three or four firms in a matter of minutes. If your site doesn't immediately look professional and trustworthy, they're moving on.
Their Google Business Profile wasn't optimized either. They had a handful of reviews, inconsistent NAP data across directories, and no real local SEO work happening. Meanwhile, competing firms in their market were investing heavily in their online presence and pulling ahead.
Our Solution
A complete digital overhaul: new brand identity, new website, and a hyper-local SEO strategy targeting high-intent personal injury keywords.
Brand Identity Refresh
We updated the firm's visual identity to project the professionalism and trustworthiness that personal injury clients need to see. When someone's been in an accident, they need to trust their lawyer immediately. The old branding felt generic and dated, so we developed a cleaner, more authoritative look that carried through the logo, color palette, and typography.
That brand refresh set the foundation for everything else. It gave the new website a cohesive, professional feel from the first pixel.
Mobile-Friendly Website in 3 Weeks
Our web design focused on what personal injury clients actually need when they land on a law firm's site. We developed and launched a new mobile-friendly website within just 3 weeks, with dedicated practice area pages for car accidents, truck accidents, motorcycle accidents, pedestrian accidents, work accidents, wrongful death, personal injury, slip and fall, and product liability. Each page explained what the firm handled, what to expect, and how to get started. No legal jargon walls. Just clear, helpful information.
The contact forms were simple and strategically placed. Click-to-call buttons showed up everywhere on mobile. We also added a case results section and attorney bios with real photos, because people want to know who they're hiring before they pick up the phone.
Hyper-Local SEO
We ran a comprehensive local SEO campaign targeting high-intent keywords for their practice areas and service locations. That meant optimizing their Google Business Profile from the ground up, building consistent citations across legal directories, and creating location-specific content that Google could actually rank.
We focused on the searches that mattered most: "personal injury lawyer near me," "car accident attorney," and variations tied to the specific cities they served. Not vanity keywords: the searches real people make when they need legal help right now.
From an outdated website
to $768K of free traffic.
Over 10 years, CCRS Law's organic search footprint grew from a handful of branded queries to over a thousand ranking keywords across every personal injury practice area in their market. We tapered our marketing as the firm wound down its practice in 2022, but their established SEO authority kept producing, at one point delivering $52,108 of monthly traffic value with reduced active investment.
Engagement Length
10 yrsMar 2014 → Aug 2024
Cumulative Traffic Value
$768KSum of monthly Google Ads equivalents
Peak Keywords Ranking
1,096Mar '20
Peak Monthly Visitors
1,056Dec '19
First month: $36 → $2,254 in traffic value
In February 2014, the month before the new site launched, CCRS Law's organic traffic was worth roughly $36/month in Google Ads equivalents. After the new site went live in March 2014, that number jumped to $2,254/month: a 60× lift in a single month, before SEO had even compounded. The new website did the work; SEO just multiplied it.
Organic Keywords Ranking
Search queries CCRS appeared for in Google · entire engagement
Estimated Monthly Search Traffic
Visitors arriving from organic Google searches
CCRS Law's website became their #1 source of new clients, replacing referrals as the primary intake channel, and stayed there for almost a decade.
The engagement only ended because the partners retired. That's the kind of result we measure in years and dollars: 10 years of partnership, $768K+ of cumulative organic traffic value, and a digital presence that kept producing leads even as the firm wound down its practice.
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