What’s free to fix at your firm
I checked your site and search presence for “personal injury lawyer” in your city live and ranked every fix by cost.
What these slides show
These are five free fixes in the order I’d do them. After that you’ll see what’s already right, how you compare and what to check on Google Maps.
Good pages with a leaky intake
Your city page is one of the best-built local injury pages I’ve seen: it answers the question first, names the courthouse, and is reviewed and dated by an attorney.
Nothing on the site blocks Google or AI answers from quoting you, and you already have the directory profiles most firms lack.
The biggest gaps are about the enquiry after it arrives: a stated reply time of one to two business days, and two different phone numbers.
All five fixes in this check are free. Most take minutes and none needs an agency.
Reply in minutes
Your contact page says
“Our office will contact you within one to two business days.”
Someone hurt in an accident usually contacts several firms the same day. A firm that promises one to two days is likely to lose them before it replies.
- Name one person who answers new enquiries and give them a target in minutes.
- Change the line on the contact page to the time you can keep.
- Test it: send an enquiry from your phone and time the reply.
of law firms took more than two hours to answer a web enquiry, or never answered.
Hennessey Digital, 2025 response time study
One phone number, everywhere
Your site lists one number in the header, footer and on every page, but the contact page also lists a second one.
Google matches your website, your Business Profile and your directory listings, and different numbers make that match weaker.
- Pick the number on your Google Business Profile.
- Use it on the contact page and on FindLaw, Avvo, Super Lawyers, BBB and US News.
Every page
Contact page
Show the hours you answer
Your site gives your hours as 8am to 5pm, Monday to Friday. Google’s rule for the profile is:
“Provide your regular customer-facing hours of operation.”
- If someone at the firm can take a new client’s call and book a consultation after 5pm or at weekends, list those hours on your Business Profile.
- If not, leave them as they are.
of 187 map factors is being open at the time of the search. It rose 64 places in a year.
Whitespark, survey of 47 local search experts, 2026
Your profile against the top three
The map results for “personal injury lawyer” in your city are mostly decided by your Google Business Profile. Seven of the top ten map factors are settings you can change yourself. In your own check, this table also shows your settings next to the top three firms on the map.
| Setting | What to set |
|---|---|
| Primary category | Personal injury attorney |
| Additional categories | The ones you really practise |
| Services listed | In the words clients use |
| Google reviews, and newest | One request to every client |
| Profile for each attorney | Allowed by Google, under the attorney’s own name |
Start the home page with a quick answer
Your city page starts with a “Quick answer”: who you are, where you are, and where cases are filed. Your home page starts with your licences.
Google’s AI answers take from the opening of a page. The first lines should answer what a client came for.
- Put a short “Quick answer” at the top of the home page, like the one on your city page.
- Rename the “new-dropdown” page in your menu. It’s a working name that went live.
City page opens
“Quick answer: [Firm] is a personal injury and wrongful death trial firm based in [city]…”
Home page opens
A list of the states the firm is licensed in
Things you don’t need to pay for
| Check | Result |
|---|---|
| Snippet settings (nosnippet, max-snippet, data-nosnippet) | None found. Google can quote you in AI answers. |
| AI crawlers in robots.txt | Not blocked. |
| Business details marked up for Google | Firm, address, phone and attorney. |
| City pages | In place, with a dated attorney review. |
| Directory profiles | FindLaw, Avvo, Super Lawyers, BBB and US News already link to you. |
Do you need links?
The chart counts the keywords each injury site in the market ranks for in US search. The leader is ahead because far more of its pages rank. Your directory links are already strong.
US search data, 26 October 2026. The figures are rough for a small market and only show the direction. Your best organic result is the state statute of limitations page in position 9.
Do it yourself, or I’ll do it
This check
It’s free. Every fix above is yours to do in-house.
Done for you, $699
I’ll do all five fixes within a month. That includes call and form tracking, a review request system, the attorney profiles and your two or three main pages rewritten.
A free 90-day plan
When you’re happy with the work I’ll build a second free dashboard. It maps every task for 90 days and what each one costs your firm.
- Hennessey Digital, 2025 lead form response time study.
- Whitespark (Darren Shaw), Local search ranking factors 2026.
- Google, Guidelines for representing your business on Google.
- US search keyword data, 26 October 2026.