Project Overview
A disability-focused law firm came to Thrive Internet Marketing Agency to increase visibility beyond its existing reach and attract more qualified opportunities through search. While the firm had years of experience advocating for individuals seeking the benefits they deserved, its website lacked the technical and content foundation needed to keep pace with stronger-performing competitors.
To close that gap, Thrive implemented a strategy centered on search performance, site improvements and authority growth. Since the client’s site was built in HTML without a content management system (CMS), many changes required manual implementation. Yet, Thrive still generated measurable momentum, including a 20% increase in organic returning users and 136 new and improved keywords ranking in Google’s top 10 and 100% increase in AI traffic webform completions.
The Results
+20%
Organic Returning Users
+100%
AI Traffic Webform Completions
+176
Keywords Increased in National Rankings
+44%
AI Traffic Conversion Rate
Thrive’s work helped the client strengthen its search presence and build a more competitive foundation. As the strategy took hold, the firm gained the following improvements:
- Organic Returning Users: +20%
- Organic Webform Completions: +10.26%
- New and Improved Keywords in Google’s Top 10: +136
- Keywords Increased in National Rankings: +176
- Organic Traffic: 979
- Organic Monthly Leads: 39
- Organic Contact Form Submissions: 39
AI and Conversion Performance
- AI Traffic Webform Completions: +100%
- AI Traffic Conversion Rate: +44%
Google Business Profile Performance
- Direction Requests: +15%
- Website Clicks: +21%
Additional Performance Metrics
- Monthly Traffic: 8,217
- New Website Users: 7,137
- Page Views: 10,827
- Impressions: 72.1K
- Clicks: 129
- Click-Through Rate: 0.2%
- SERP Positions: 1-10
- Organic Average Time on Page: 50s
The Execution
Thrive built a search strategy around the client’s biggest constraint, which is an HTML website with no CMS. Because updates could not be made through a flexible content management system, the team had to approach implementation with added precision and rely on developer support for more advanced changes.
The work began with foundational improvements to make the site more competitive in search.
Search Engine Optimization
SEO was the primary focus of the engagement. Thrive worked to improve site health and refine the user experience, enabling the website to perform more effectively in organic search. Given the site’s manual setup, many updates required hands-on implementation, which made technical coordination a key part of the process.
Thrive also refreshed most of the client’s service pages and updated existing copy to reflect search intent better. Based on keyword research, the team developed new pages to target high-value opportunities at both the national and state levels. These efforts helped the site become more relevant for the terms that mattered most to the client’s growth goals.
Authority Building
To improve the client’s ability to compete in a crowded legal market, Thrive supported the campaign with a strong link-building initiative. The strategy reinforced the firm’s credibility online and helped search engines better recognize its authority.
That effort contributed to stronger keyword movement. The client began to outrank competitors for difficult terms on the first page of Google’s national results, while important statewide commercial keywords gained traction and moved into stronger positions.
Auditing and Technical Support
Thrive used ongoing audits to shape the campaign and identify where improvements would have the greatest impact. The team reviewed the site through:
- Screaming Frog crawls
- Search console audits
- Ahrefs site health audits
- Search historical performance
The findings helped guide both technical updates and content decisions. Even with the limitations of a manually managed site, Thrive was able to prioritize changes that would boost visibility and lead-focused performance.
The Next Step
The next phase will center on pushing statewide commercial keywords higher on page one in Florida, New York, California and Illinois. Thrive will also continue working to improve lead quality for SSDI-related commercial terms across search and AI-driven discovery platforms.
