3.8 years, multi-site strategy, $135K+ in organic value.
We worked with Guldjian Law from October 2015 to June 2019, building the main firm website, spinning up a network of geographic lead-gen sites in their service areas, and running Google Ads alongside the organic program. 45 months of compounding work in a high-CPC legal market.
The Challenge
Guldjian Law is a personal injury and litigation firm serving multiple cities across their region. When we started in October 2015, the firm's website had effectively no organic search visibility. Pre-engagement Semrush data shows the site ranking for around 14 keywords with negligible traffic. For a firm whose growth depends on showing up when injured people search for a lawyer, that's a critical gap.
Personal injury and litigation are some of the most expensive search categories in Google. Cost-per-click for terms like "car accident lawyer" or "personal injury attorney" routinely runs $50-$200+ depending on market. That makes paid acquisition viable but very costly, and it makes organic visibility extraordinarily valuable. Every signed case from search is essentially free client acquisition.
Compounding the challenge, the firm served clients across multiple cities. Ranking nationally was overkill; ranking just in their headquarters city wasn't enough. We needed a strategy that would generate visibility across every market they served, without diluting the authority of any single property.
Our Strategy
A three-pronged program: build the main firm website to convert direct traffic, build a network of geographic lead-gen sites to capture local searches across every market, and run Google Ads to fill the pipeline while organic authority compounded.
The Main Firm Website
We rebuilt guldjianlaw.com as a proper conversion-focused law firm site, with practice area pages for each major service (personal injury, auto accidents, premises liability, and more), attorney bios, case results, and clear calls to action. The site loads fast, looks professional, and gives prospective clients a reason to pick up the phone.
The main site became the authoritative property in the network, fully optimized for the firm's brand and primary practice areas, with the structural foundations to support long-term SEO compounding.
A Network of Geographic Lead-Gen Sites
Beyond the main firm website, we built a series of city-specific lead-gen sites targeting the markets Guldjian served. Each was a focused, geographically-anchored property optimized for "[practice area] + [city]" searches: the exact keywords injury victims type when they're ready to call a lawyer. Inquiries from the lead-gen sites routed back to the firm.
The multi-site approach gave us breadth across every market the firm served, without forcing the main site to compete simultaneously in every city. Each lead-gen property could rank for its specific geographic SERP without diluting the main domain's authority for the firm's flagship practice areas.
Google Ads
Organic SEO compounds, but it takes months to build, and personal injury firms can't wait. We ran targeted Google Ads alongside the SEO program to generate signed cases from day one, focused on the highest-intent keywords in each city the firm served.
The PPC budget was disciplined. We monitored cost-per-acquisition tightly given the high CPC environment, and used search-term reports weekly to eliminate wasted spend on irrelevant queries. The ad program filled the lead pipeline while the organic side built the long-term authority.
From 14 keywords to a peak of 1,057.
Pre-engagement, guldjianlaw.com ranked for 14 keywords. By the peak (August 2017), the main site was ranking for 1,057 keywords with peak monthly traffic value of $12,316. The engagement closed in June 2019 with the main site sustained at $8,659/month in equivalent traffic value.
The figures shown reflect the main site (guldjianlaw.com) only. The geographic lead-gen sites generated additional traffic and case inquiries throughout the engagement that are not aggregated in these numbers.
Engagement
3.8 yrsOct 2015 → Jun 2019
Cumulative Traffic Value
$135K+Main site only · plus the lead-gen network
Peak Keywords
1,05776× pre-engagement · Aug '17
Peak Monthly Value
$12.3K21× pre-engagement · Mar '18
In a category where every CPC dollar matters
Personal injury and litigation are among the highest-CPC verticals in all of Google Ads. A single click for "personal injury attorney" can run $100+ in many markets. The cumulative $135K+ in organic traffic value generated during the engagement represents what the firm would have paid in Google Ads to replicate the same visibility. In a category like this one, that translates directly into customer-acquisition-cost savings, and the lead-gen site network multiplied that effect across every market the firm served.
Organic Keywords Ranking
Search queries the main site appeared for · 45-month engagement
Monthly Organic Traffic Value
Equivalent monthly Google Ads spend to replicate organic visibility
The Guldjian Law engagement is a clean example of multi-channel legal marketing executed as a system. A main firm site that converts. A network of city-specific lead-gen properties that captured local searches across every market. And a Google Ads program filling the pipeline from day one, all running together for nearly four years.
Personal injury is a category where every signed case is worth tens of thousands of dollars in attorney fees. $135K+ in cumulative organic traffic value at PI-level CPCs (over the engagement) translates directly into the kind of acquisition-cost economics that compound the firm's profitability for years.
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