End-to-End SEO and Website Rebuild for Singleton Law Firm
Challenge
Singleton Law Firm has over 30 years of practice and is widely recognised as one of Atlanta's most respected personal injury firms, honoured by Georgia Super Lawyers. Their reputation offline was not reaching anyone online.
Atlanta's personal injury market is among the most competitive legal markets in the United States, with over 1,000 firms contesting the same searches. Singleton entered that contest at a severe disadvantage on three fronts at once.
The website was damaged and generating effectively no traffic, ranking for just 25 keywords in total. Its architecture, speed and structure were all working against it.
A parent-region Google Business migration had unintentionally suppressed their local presence, removing them from exactly the local results that drive personal injury enquiries.
The firm had also changed location, leaving inconsistent NAP data scattered across citations — a compounding local SEO problem that undermines trust signals across the whole ecosystem.
Organic search accounted for just 26% of their total traffic.
Singleton Law Firm has over 30 years of practice and is widely recognised as one of Atlanta's most respected personal injury firms, honoured by Georgia Super Lawyers. Their reputation offline was not reaching anyone online.
Atlanta's personal injury market is among the most competitive legal markets in the United States, with over 1,000 firms contesting the same searches. Singleton entered that contest at a severe disadvantage on three fronts at once.
The website was damaged and generating effectively no traffic, ranking for just 25 keywords in total. Its architecture, speed and structure were all working against it.
A parent-region Google Business migration had unintentionally suppressed their local presence, removing them from exactly the local results that drive personal injury enquiries.
The firm had also changed location, leaving inconsistent NAP data scattered across citations — a compounding local SEO problem that undermines trust signals across the whole ecosystem.
Organic search accounted for just 26% of their total traffic.
Solution
We delivered an end-to-end programme spanning infrastructure, build and search.
Platform and performance. We migrated the site to the fastest available WordPress hosting, then addressed the performance problems suppressing rankings directly: advanced caching, a CDN, and elimination of JavaScript render-blockers.
Redesign and UX. A full redesign rebuilt the site around usability, flexibility and search-engine friendliness, improving experience across desktop and mobile.
Technical SEO. Our technical team cleared duplicate content, restructured the site architecture and ensured proper mobile compatibility.
On-site optimisation and content. We optimised existing pages, metadata, images and posts, then produced new content — including images, video and infographics — built to earn external links.
Local SEO and citations. We restructured the site's architecture for local relevance, rebuilt the Google Business Profile, and worked with Google technical support to transfer the firm's existing testimonials to the new profile. A full citation clean-up corrected NAP data across the board following the location change.
Link building. Targeted placement in relevant local and national legal directories, plus backlinks from reputable sources, to build the authority the market demands.
We delivered an end-to-end programme spanning infrastructure, build and search.
Platform and performance. We migrated the site to the fastest available WordPress hosting, then addressed the performance problems suppressing rankings directly: advanced caching, a CDN, and elimination of JavaScript render-blockers.
Redesign and UX. A full redesign rebuilt the site around usability, flexibility and search-engine friendliness, improving experience across desktop and mobile.
Technical SEO. Our technical team cleared duplicate content, restructured the site architecture and ensured proper mobile compatibility.
On-site optimisation and content. We optimised existing pages, metadata, images and posts, then produced new content — including images, video and infographics — built to earn external links.
Local SEO and citations. We restructured the site's architecture for local relevance, rebuilt the Google Business Profile, and worked with Google technical support to transfer the firm's existing testimonials to the new profile. A full citation clean-up corrected NAP data across the board following the location change.
Link building. Targeted placement in relevant local and national legal directories, plus backlinks from reputable sources, to build the authority the market demands.
Results
Ranked keywords went from 25 to over 3,300. Organic traffic grew 1,600% year on year.
211 keywords now rank in Google's top 10.
The firm receives three times the organic traffic of its main Atlanta competitor, and appears consistently in Google's Local Pack for competitive personal injury searches.
Organic search rose from 26% of total traffic to close to 90% — the firm's acquisition shifted from paid and referral dependency to a self-sustaining organic channel.
The rebuilt site also delivers a materially better experience across desktop and mobile, which converts that traffic rather than merely receiving it.
In the client's own words — Donald Singleton, Personal Injury Attorney: "The site ranks for over 3,300 keywords compared to only 25 when they started. As per our Google Analytics data, the organic traffic went up 4800% for Jan 2023 vs Jan 2021 and its share of all traffic is close to 90% vs 26% 2 years ago."
Figure note: the 1,600% headline is year-on-year; the client's 4,800% is a two-year comparison (Jan 2023 vs Jan 2021). Both are accurate over their stated periods — keep the period attached to each so they don't read as contradictory.
Ranked keywords went from 25 to over 3,300. Organic traffic grew 1,600% year on year.
211 keywords now rank in Google's top 10.
The firm receives three times the organic traffic of its main Atlanta competitor, and appears consistently in Google's Local Pack for competitive personal injury searches.
Organic search rose from 26% of total traffic to close to 90% — the firm's acquisition shifted from paid and referral dependency to a self-sustaining organic channel.
The rebuilt site also delivers a materially better experience across desktop and mobile, which converts that traffic rather than merely receiving it.
In the client's own words — Donald Singleton, Personal Injury Attorney: "The site ranks for over 3,300 keywords compared to only 25 when they started. As per our Google Analytics data, the organic traffic went up 4800% for Jan 2023 vs Jan 2021 and its share of all traffic is close to 90% vs 26% 2 years ago."
Figure note: the 1,600% headline is year-on-year; the client's 4,800% is a two-year comparison (Jan 2023 vs Jan 2021). Both are accurate over their stated periods — keep the period attached to each so they don't read as contradictory.