Case study · Medical malpractice law firm, USA
A US medical malpractice firm grew enquiries 45% and cut lead triage to seconds
A law firm handling medical malpractice, birth injury and catastrophic injury cases competes for some of the most contested search terms in legal marketing. The site carried years of technical debt, and hundreds of enquiries a month arrived in one undifferentiated inbox. We worked on this account as the white-label team of a US SEO agency.
Work: Technical SEO, on-page SEO, custom AI lead intake, reporting. White-label: we did this work for a US SEO agency, which holds the client relationship · Period: 2026
+45%
website enquiries, May to August, year on year
30 of 30
mobile pages pass Core Web Vitals, up from 18
+31%
organic clicks, April to June
< 35 sec
for the AI to brief an attorney, in testing
What was wrong
- Duplicate URL clusters, legacy redirects, pages wrongly excluded from Google and broken structured data.
- A third of key mobile pages fell short of Google’s Core Web Vitals thresholds.
- A family reporting a death or a birth injury waited in the same queue as a routine question.
What we did
Technical clean-up
We consolidated every duplicate URL cluster, verified single-hop redirects, cleaned the sitemaps and left zero broken internal links.
Found a noindex problem
A setting was hiding pages from Google. Daily impressions rose from about 20,000 to about 50,000 within days of the fix.
Security and markup
All five security response headers restored, and HTTPS, breadcrumb and review markup brought to zero errors.
On-page work
Headings rewritten on the 12 highest-value pages, title and description rewrites prepared for 26 more, and 31 new off-page links built in one cycle.
A custom AI intake system
Visitors type their story or record a voice message. Each enquiry is read by AI, classified by case type and scored for urgency against rules the firm controls. The attorney gets a one-page brief by email with a tap-to-call button.
Calibrated on real history
The priority rules were tested against 4,376 past enquiries. Junk and marketing pitches are filtered out before they reach the attorney.
The results
May
June
July
August
Four months: 675 enquiries in 2025, 977 in 2026.
| May, 2025 | 190 |
|---|---|
| May, 2026 | 266 |
| June, 2025 | 155 |
| June, 2026 | 264 |
| July, 2025 | 190 |
| July, 2026 | 242 |
| August, 2025 | 140 |
| August, 2026 | 205 |
| Before | 18 of 30 |
|---|---|
| Now | 30 of 30 |
- Website form enquiries for May to August 2026 were 45% higher than the same four months of 2025.
- Organic clicks rose 31% between April and June 2026, and the quarter closed 17.5% up on the one before.
- All 30 tracked mobile pages pass Core Web Vitals, up from 18.
- 333 inbound leads were captured in a single month: 241 forms and 92 tracked calls.
- In testing, the intake system turns a new enquiry into a scored attorney brief in under 35 seconds.
This was white-label work: a US SEO agency holds the client relationship and we did the work described here as its delivery team. We name neither the agency nor the firm. Numbers are from Search Console, site crawls, form-entry exports and the monthly reports. The enquiry growth is a year-on-year fact; we do not claim SEO alone caused it. The AI intake system is built and in final testing. We do not publish client names without their permission.
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