The digital landscape for personal injury law firms is fiercely competitive, especially in bustling metropolitan areas like Austin, Texas. When visibility falters, potential clients simply won’t find you. This was the challenge facing Byrd Davis Alden & Henrichson, a respected personal injury firm with deep roots in the Austin community.

We partnered with Byrd Davis Alden & Henrichson to develop and implement a comprehensive digital marketing strategy that would dramatically improve their online presence. After analyzing their current performance metrics, we identified key opportunities for growth across organic search, local visibility, and user engagement channels that would connect them with clients seeking their specific expertise.

The Challenge

When our partnership began, Byrd Davis was facing several significant hurdles in their digital marketing:

• Keywords for their primary practice areas were ranking outside the first page of Google search results
• Traffic to their website was inconsistent and underperforming
• Their Google Business Profile wasn’t generating sufficient leads
• Contact volume from digital channels needed improvement
• Their visibility for trucking accident cases—their most valuable case type—was inadequate

The firm needed a strategic approach that would address these issues while providing measurable results and clear return on investment.

Strategy Development

Our approach centered on three key pillars:

Technical Website Optimization

First, we conducted an extensive audit of the website structure, identifying opportunities to improve technical performance. This included addressing page speed issues, implementing schema markup, and enhancing mobile responsiveness to better align with Google’s core algorithm requirements.

We also identified keyword cannibalization issues where multiple pages were competing for the same keywords, particularly between the homepage and main personal injury page. By differentiating the content and optimizing each page for specific search intent, we eliminated this internal competition.

Content Enhancement and E-E-A-T Implementation

Following Google’s guidelines for Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T), we developed a content strategy focused on demonstrating the firm’s legal knowledge and credentials. This included:

Creating in-depth practice area pages with a focus on truck accident cases Developing high-quality blog content addressing specific legal questions Implementing structured FAQ sections to capture featured snippet opportunities

The Results

Over the course of our partnership, Byrd Davis Alden & Henrichson achieved remarkable improvements across all key performance indicators:

Search Visibility

The most dramatic improvement came in keyword rankings. The firm now ranks in the top 3 results for key terms including:

• #1 for “Austin personal injury attorney” (18,100 monthly searches)
• #1 for “Austin dog bite lawyer” (390 monthly searches)
• #2 for “Austin pedestrian accident lawyer” (110 monthly searches)
• #3 for “Austin bicycle accident lawyer” (480 monthly searches)

Overall, Byrd Davis now ranks in the top 3 for 5 more keywords than the previous period and appears in the top 10 results for 7 additional keywords.

Website Traffic and Engagement

Organic traffic saw consistent growth throughout the campaign:

• 10% increase in organic visits by February 2024
• 8% increase in organic traffic in January 2025
• 13% increase in average time on site from organic traffic

Lead Generation

The impact on client acquisition has been substantial:

• Total contacts increased from 63 to 89 per month (41% increase)
• First-time calls from the website increased by 61%
• Calls lasting over 2 minutes (indicating qualified leads) increased by 46%
• Overall website impressions grew from approximately 7,000 to 18,000 (156% increase)

Google Business Profile Performance

The local search improvements were equally impressive:

• First-time calls from GBP increased by 129%
• Clicks on the GBP listing increased by 78%
• Share of local voice for “personal injury lawyer” grew from 2% to 6%