In 2024, Scolaro Law partnered with Three29 to overhaul a personal injury and maritime law website that wasn’t delivering organic results. Search visibility was low, practice areas had thin content, and potential clients couldn’t easily understand or access what services were offered or why the firm stood out. In the highly competitive field of law firm digital marketing, the website needed an overhaul and focused organic strategy.
Just one week after launch, the site generated two qualified leads that converted into active legal cases. In the following month, new pillar and blog content began appearing in AI snippets and overview results, giving Scolaro Law visibility above larger competitors. By the five-month mark, organic search had become the site’s leading source of traffic, firmly establishing it as the firm’s top digital growth channel.
How did we make that happen? With targeted content strategy, and AI-ready optimization, and SEO-focused site architecture that was designed to reach real people.
Thin Content and Fragmented Structure Equaled Low Visibility
Before the redesign, Scolaro Law’s site had pages for core services like cruise ship injuries, boating accidents, and premises liability, but lacked content that covered the full depth of their services and scope of their practice areas. Initially, much of the content was surface-level or absent altogether, with little keyword alignment and few clear answers to the kinds of questions prospective clients were searching for. At its core, the site wasn’t built to serve search engines, AI platforms, or, most importantly, real users seeking legal guidance.
Without strong internal linking or any kind of strategic hierarchy, even the most important topics were buried. The site didn’t rank for the queries potential clients were searching, and when it did, users had little reason to engage. The solution required more than a facelift. It called for a fully restructured approach rooted in content depth, clarity, and performance.
SEO, AEO, and User Experience Worked Together
Strategic Keyword Mapping Matched Real Search Behavior
Before we created a sitemap, built any designs, or wrote any content, our team started with intent-based keyword research. Step one of our strategy was identifying exactly how users were searching for personal injury assistance in Florida. Each page was planned and mapped to high-value, low competition long-tail terms, tied to specific legal scenarios, such as “boating accident attorney Miami,” “malfunctioning equipment on cruise ship attorney,” and “parasailing accident lawyer Florida.”
Instead of creating content for vanity keywords that one would assume people were searching, we backed all content writing decisions with data and high-intent questions real users were actually asking when they needed to find a personal injury or maritime lawyer.
Every on-page component was designed to align with that intent: headlines, paragraphs, metadata, and schema optimized to match how Scolaro’s target audience actually thinks and searches.
Within just weeks of launch, many of these pages secured top-three rankings on Google for competitive local searches. Blog articles, pillar pages, and supporting subpages also began surfacing in AI-generated overviews, positioning Scolaro Law above large national competitors that focused only on conversational search optimization.
Silo Structure and Content Depth That Serve All Channels
Instead of directing users to a single page for a practice area, we built a siloed content structure. Each legal area, such as cruise ship accidents, boating accidents, premises liability, and wrongful death, called for its own in-depth content structure, since each involves different litigation complexities and user intent. To capture these distinct search patterns, we built a dedicated pillar page for every practice area. Each pillar was then reinforced with supporting subpages designed to address long-tail queries and specific scenarios within that silo.
Content Outline and Optimization
During the build process, six new practice area pillar pages and twenty-one new practice area subpages were published, with monthly page additions continuing on an ongoing basis. To support this buildout, we provided the client with a detailed AEO- and SEO-friendly content outline designed to align with both search engine requirements and AI-generated answer visibility. The Scolaro team drafted initial text based on the framework we supplied, and our content specialists then optimized that copy for readability, keyword integration, and structured formatting.
Strategic Interlinking for User Journey, SERPs, and Robots
Backed by SEO and AEO research, the pages were then strategically interlinked and built to support the user journey. This structure not only helped search engines and AI engines interpret the full scope of Scolaro’s services, but also made it easier for visitors to quickly find the information they needed. For example, someone landing on the cruise ship injury page would remain in the cruise ship silo without being distracted by unrelated areas such as car accidents. Each page was crafted to guide users deeper into the content that matched their intent, keeping the experience both relevant and conversion-focused.
Answering Questions and Simplifying Technical Legal Concepts
The complex legal content was written in simple, direct language without sacrificing accuracy. We made sure to answer common client questions, simplify complicated legal concepts, and provide authoritative context that positioned the firm as a trusted resource. Instead of relying on generic service lists or immediate calls for information, the content was structured to educate and support visitors, helping them feel informed and confident. Throughout those questions, we included rich internal linking, added semantic keywords naturally, and used structured data to help Google and AI models better interpret the site.
By July, the site was being cited in AI Overviews for more than 20 legal search queries, especially in maritime and injury-related topics. Our content plan didn’t only improve organic rankings, but also created a more intuitive, frictionless experience for users, guiding them from question to answer to action.
Organic Visibility Turned into Conversions
Between February and July, organic traffic grew from fewer than 100 monthly clicks to nearly 400. This growth made organic search the leading traffic channel, surpassing direct visits, social traffic, and referral. Our detailed approach and comprehensive sitemap allowed Google Search Console organic impressions to jump from 31,500 to over 109,000. Additionally, keyword rankings continue to improve across the board, especially for location-specific and high-intent queries.
| Keyword | Pos. July | Pos. June | Improved by |
| do cruise ships have carbon monoxide detectors | 1 | 99 | 98 |
| boat accident attorney miami | 1 | 9 | 8 |
| cruise ship law | 3 | 99 | 96 |
| fl parasailing accident | 4 | 99 | 95 |
| parasail accident in florida | 4 | 11 | 7 |
| cruise ship accident lawyer everglades | 5 | 99 | 94 |
| best cruise ship lawyer florida | 7 | 99 | 92 |
| florida cruise ship attorney | 7 | 22 | 15 |
| cruise ship lawyer everglades | 7 | 13 | 6 |
| boating accident lawyer miami | 9 | 12 | 3 |
| cruise ship accident lawyer florida | 10 | 26 | 16 |
| boat accident lawyer coral gables | 10 | 22 | 12 |
As always, traffic wasn’t the only goal. In the first week after launch, two potential clients contacted the firm through the website and became active cases. While impressions, clicks, and traffic are important metrics to track, real conversions are the result of content that not only ranks well, but speaks clearly, builds trust, and guides users toward reaching out.
The Bottom Line
The new Scolaro Law site performs well organically because every part of it was built with purpose. The content is deep, readable, and aligned with data-backed user behavior. The structure also supports both SEO and AI engines while giving users a clearer path to the information they need and importantly, access to legal help after experiencing life changing personal injury accidents. If your firm is ready to turn organic search into a growth channel, Three29 can help you build a strong digital foundation that creates revenue. We design with strategy, write with clarity, and optimize for the way people, and AI bots, search today.
