The Challenge
Torres & Associates is a personal injury and litigation firm in Midtown Manhattan. Despite 15 years of successful case outcomes, they were invisible in organic search. Their website consisted of a homepage, an “about” page, and a contact form. No blog. No service-specific landing pages. No schema markup.
Competing against firms with established digital presences and massive backlink profiles, Torres & Associates needed a comprehensive strategy that could close the gap without a massive budget.
Our APEX Strategy
Audit
We mapped the competitive landscape and found that top-ranking law firms in Manhattan had 10-15 optimized service pages, active blogs publishing 2-4 times per month, and strong local citation profiles. Torres had none of these elements. Their Google Business Profile was claimed but unoptimized — no photos, no posts, incomplete categories.
Plan
We designed a three-pronged approach: (1) build out the website with keyword-targeted practice area pages, (2) launch a content marketing program addressing common client questions, and (3) execute a focused link building campaign targeting legal directories, bar association resources, and local NYC publications.
Execute
We created 12 practice area landing pages, each targeting a specific keyword cluster. The blog launched with weekly posts answering questions like “How long do I have to file a personal injury claim in New York?” — queries with clear search demand and direct relevance to potential clients. For GBP, we added professional photos, weekly posts, and a review generation strategy.
Link building focused on legal directories (Avvo, FindLaw, Justia), NYC bar association resources, and local news coverage of notable case outcomes. We earned 85 quality backlinks over 10 months.
eXcel
As rankings climbed, we optimized conversion pathways. Click-to-call buttons, consultation request forms, and case evaluation CTAs were A/B tested across landing pages. We tracked which keywords drove the most consultations — not just traffic — and doubled down on those areas.
Results
Torres & Associates went from not ranking at all for their primary keyword to holding the #1 position for “personal injury lawyer NYC.” Monthly organic traffic grew from 800 to 4,200 visits. Most critically, new client inquiries from organic search more than tripled — from 12 to 38 per month — directly impacting the firm’s revenue.