Relevant Content Drives Long-Term Success

When Better Cases began working with Stephens & Holman, the PI firm was facing new no-fault rules that completely changed the legal landscape around auto accidents. The firm, which had built its identity around car accident cases, needed to pivot quickly online.

Better Cases began with a new website built with a strong technical foundation and a strategic sitemap. We updated other underused practice area pages with user-friendly, keyword-focused content. Then, we implemented a content marketing strategy focused on strengthening new priority practice areas to show search engines that Stephens & Holman offered more than support after a car accident. Our long-term goals included increasing the visibility on relevant search engine results pages, driving high-intent website traffic, and encouraging quality leads to contact the firm. As search engines change, Better Cases is refining this strategy to ensure strong performance in AI-driven results.

The firm’s new website launched over three years ago; in that time, website visits from organic search increased more than 300%.

Organic website traffic accounts for 48% of the firm’s web leads and 46% of its qualified leads. That means that organic website traffic is just as likely to become a high-quality lead as other digital channels commonly believed to drive stronger leads. Better Cases supports that growth by creating content built around the firm’s key practice areas and what people actually search for. Tracking and analytics show how visitors use the site, guiding content strategy and ongoing SEO work.