The Lovely Law Firm SEO Case Study
Learn how we:
- Increased their lead volume by ~250%
- Increased their signed case goal by ~150%
- Helped them grow from a single-location law firm, to a now multi-location, multi-practice, law firm with 25+ employees
How SEO for Personal Injury Lawyers Helped The Lovely Law Firm Increase Signed Cases
The Lovely Law Firm, a personal injury and criminal defense law firm in Myrtle Beach, turned to Sterling Sky in 2020 to improve their website and Google Business Profile (GBP) performance. With fierce competition among law firms, they needed a targeted SEO strategy to generate more leads and sign more cases.
When he came to us initially, his goal was to sign 20 cases per month. Justin Lovely is very media savvy, utilizing every available facet to bring awareness of his law firm to the public, from billboards and mail flyers to online marketing strategies and a successful YouTube channel. He came to Sterling Sky, hoping that we could use our expertise in SEO for personal injury lawyers to increase organic visibility and attract high-intent legal clients.
Through a combination of strategic content optimization, GBP enhancements, and local search tactics, we not only exceeded his goal of 20 cases per month but more than doubled it so that in 2024 his monthly signed cases goal is 50!
SEO Challenges For The Lovely Law Firm
The legal industry is an incredibly competitive space to gain an edge. Most law firms are very knowledgeable about online marketing strategies, so it can be challenging to see significant gains. Some of the challenges that we faced for The Lovely Law Firm included:
- How to effectively gain online visibility for two practice areas: personal injury law and criminal defense — within a single office
- Massive competition in their market for high-converting law firm SEO keywords.
- Being able to push their local search ranking further geographically for targeted law areas (e.g., motorcycle accident lawyer)
In SEO for personal injury lawyers, it’s incredibly important to understand the client’s goals and the challenges that stand in the way of achieving them.
That’s why our customized approach works so well for law firms, and all of our clients. We do not subscribe to a one-size-fits-all strategy in legal SEO. We take the time to meet with our clients on a regular basis to make sure that our strategies and tactics align with their current goals. We adjust those strategies based on the feedback we receive from our clients.
Law Firm SEO Testimonial From Justin Lovely:
SEO for Personal Injury Lawyers
Since signing up with Sterling Sky, The Lovely Law Firm has seen significant growth in both online visibility and number of signed cases. Some of the highlights include:
- Increasing SEO leads from about 1,300 in 2020 to over 5,500 in 2024
- Achieving their signed case goal (initially set at 20 per month) and now aiming for 50 signed cases per month.
- Expanding from 4 lawyers and 2 areas of practice in a single office to 6 lawyers, 17 employees, and 3 practice areas across 4 office locations.
To help The Lovely Law Firm achieve these results, we implemented a comprehensive approach to SEO for personal injury lawyers. This SEO case study shows how a well-executed strategy – including content creation, and GBP optimization – can achieve fantastic results for law firms. The optimization tactics that yielded the strongest returns for this particular client are as follows:
- Strategy 1 – Practitioner Listing for Criminal Law Practice Area
- Strategy 2 – Launching LSAs (Local Service Ads)
- Strategy 3 – Expanding Presence Outside of Myrtle Beach
- Strategy 4 – Optimizing Mass Tort Cases
Strategy 1 – Practitioner Listing for Criminal Law Practice Area
When The Lovely Law Firm came to us, they were unique in that they did not practice just one area of law. Justin is a practicing personal injury lawyer while his wife Amy is a practicing criminal defense attorney. A Google Business Profile listing typically requires one focus to get the strongest performance.
Lawyers and other industries with practitioners, such as insurance agencies or medical professionals, are allowed to have a business GBP as well as a practitioner GBP. We created a separate GBP practitioner listing for Amy, focusing it solely on criminal defense.
This new listing has performed well and helped The Lovely Law Firm to show up for criminal defense searches on Google. It has brought in 1000+ calls since the listing was created in 2020. In 2024, this listing brought in 417 leads — which is an 85% increase from 2023.
Practitioner GBP Listing Leads
The firm also hired a new attorney last year, who focuses her practice on Employment Law and School Law. We took an organic approach where we created & optimized new pages on the site. Those efforts brought in close to 3,000 organic clicks in 2024.
Strategy 2 – Launching LSAs to Drive High-Intent Leads
Local Service Ads (LSAs) rolled out on Google in 2020 allowing service-based businesses the ability to have customized pay-per-lead ads that display at the top of the SERP. These ads are meant to increase the trust of users with businesses, as businesses are required to go through a stringent verification process to get accepted into the LSA platform. We got aggressive with our LSA strategy over the last 2 years for The Lovely Law Firm, and have seen tremendous growth in leads.
Through our ongoing management, optimization, and testing, we grew their LSA leads from literally zero to over 2,300 in 2024, increasing their LSA conversions by 814.5% from 2021 to 2024.
LSA Leads
Not only did lead volume increase, their conversion rate also got a significant, sustained boost. We also increased their conversion rate by 229.9% during this time.
Conversion rate
In November 2023, Google rolled out two new metrics for Local Services Ads (LSAs) allowing advertisers to track how often their ads appear in the top and absolute top positions on search results:
- Top impression rate on Search
- Absolute top impression rate on Search
The Lovely Law Firm Injury Lawyers’ LSA campaigns performed strongly across all locations, consistently appearing in top ad positions. Here’s a glimpse into how their LSAs fared on these visibility indicators over the last year:
- Myrtle Beach achieved 637 conversions with an 11.22% conversion rate and maintained solid visibility with a 29.85% absolute top impression share in a highly competitive market.
- Goose Creek secured a higher share of premium placements at 55.37%, resulting in 123 conversions.
- Conway led in absolute top impression share at 84.31%, reflecting strong ad prominence in its market.
- Amy S. Lawrence’s DUI & Criminal Defense campaign was the top performer overall, generating 847 conversions with a 22.06% conversion rate and a 44.22% top impression share — highlighting excellent campaign efficiency and lead quality.
Also in this time, the intake team at Lovely improved responsiveness to 42%, up from 34% in 2023 and 38% in 2022, marking the highest rate in three years. This increase reflects stronger lead handling and better engagement, supporting overall ad efficiency and client experience.
Currently, we are on pace for 2500+ leads through LSA this year (2025), which would be a well over a 60% growth over 2024.
Overall, these results show that their LSAs delivered consistently strong visibility across all locations, and in different types of markets. Their steady presence in top ad positions reflects the effectiveness of their campaigns and reinforces their competitive standing in local search.
Strategy 3 – Expanding Presence Outside of Myrtle Beach
Myrtle Beach is a significantly sized city with a population of over 38,000, but it also has many surrounding communities that we were able to capitalize on. We created & optimized content on The Lovely Law Firm website for several cities near Myrtle Beach including Conway, Goose Creek, North Charleston, Columbia, & Florence — helping to expand his online reach and presence beyond the borders of Myrtle Beach. Through these efforts, Justin’s firm has seen exponential growth, leading to almost 7,000 leads through GBP local listings alone. These efforts have also led to him opening up more offices and hiring more staff due to the increased caseload.
Strategy 4 – Content Built About Mass Torts
Justin at The Lovely Law Firm is very savvy about what is coming up in the legal space as far as mass tort or class action lawsuits are concerned. We were able to get content written and added to his site very early on to help those affected by Camp Lejuene and the contaminated water. By getting this content added early within the timeframe of the lawsuit, we were able to draw people to his services so that he could help represent them. And we continue to seek opportunities where Justin can be a forerunner in these massive level actions, such as the Ozempic lawsuit that is currently gaining traction.
Camp Lejeune lawsuit sessions:
-
- 926 sessions (UA Jan 1 2020-Jun 30 2023)
- 380 sessions (GA4 Jul 1 2023-Apr 24, 2024)
- Lawsuit started ~summer 2022
Law Firm SEO Case Study – Strategies For Personal Injury Lawyers
Justin at The Lovely Law firm is pleased with the results that we have been able to secure by implementing seo for personal injury lawyers. It only spurs him on to push harder and go bigger. Our goal is always to get to know our clients: to take the time to understand their specific needs and desires and what they are hoping to accomplish out of their online presence. Getting to know each of our clients on a deeper level allows us to come up with creative SEO strategies that will work for their unique circumstances. If you are a business looking for help with your online presence, don’t hesitate to contact us here at Sterling Sky.
Also see our case studies on: Minars Dermatology, LawnSavers, and Making You Smile Cosmetic Dental Studio.
Join us in Dallas for LocalU
October 20, 2026 - Just $299
