Field reports / Mayfair
Solo personal injury law firm
Thirty years of SEO equity locked behind .cfm URLs.
What we found
Every URL on the site ends in ".cfm" — Adobe ColdFusion, a stack that hasn’t been a sensible choice since around 2010. Practice-area URLs read like a 2009 link-building campaign: /practice_areas/philadelphia-bone-and-muscle-injury-lawyer.cfm, /practice_areas/philadelphia-pa-dog-bite-attorney.cfm. Footer credits a long-defunct legal-content syndication platform. The lawyer himself has 30+ years of practice and decent organic rankings — the SEO equity is real, the platform is the problem.
What it’s costing them
Philadelphia personal injury is one of the most expensive paid-search verticals in the country — $150–$300+ CPCs are routine. Brod Law, MyPhillyLawyer, and Shipon Law are all bidding heavily on the same terms. This site, as currently configured, would not survive a Google Ads landing-page quality audit, which means paid is closed off entirely. Every settled case in the relevant range is $20K–$200K of attorney fees. Two to four lost cases per year from being unable to compete in paid is a six-figure problem.
What we’d do
Rebuild + Paid (Tier 04). Modern WordPress or Webflow legal-firm site, properly structured around case results and intake forms, with 301 redirects mapping every old .cfm URL to its modern equivalent so the 30 years of organic equity carries forward. Then a 90-day paid sprint targeting the highest-intent terms in NE Philly. Project pays for itself in two settled cases.