Gillette Law Firm’s outdated website and minimal SEO presence limited their reach to referral cases. By implementing a robust SEO-first strategy, keyword optimization, technical fixes, and tailored content, Redefine Web drove a 48,233% increase in traffic, helping the firm dominate high-intent searches for truck crash litigation across Colorado.
Gillette Law Firm is a small-town Colorado practice specializing in personal injury law, with a growing focus on high-value truck accident litigation. Initially known for handling primarily auto claims, the firm’s expansion into truck crash cases demanded stronger outreach and sharper digital visibility in a competitive market saturated by large national firms. Before partnering with us, their website was outdated, lacked optimized content, and generated little to no traffic. Most cases came from referrals, limiting their ability to target new clients. Recognizing the need to create direct inbound cases, Gillette Law Firm turned to Redefine Web. Together, we reimagined their digital presence, strengthened their organic profile, optimized technical performance, and deployed SEO-driven growth strategies to amplify reach and revenue impact.
When Gillette Law Firm partnered with us in October 2021, their online presence was nearly invisible. The site attracted only about six organic visitors perer month, ranked for just 92 keywords, anlackeded proper analyticandand valuable content. Previous agencies had failed to produce results, leaving the firm with little visibility or inquiries.
Their main challenge was strategic. The managing partner sought to shift away from auto cases and establish authority in truck crash litigation, one of the most competitive areas in Colorado. Yet the site had no relevant history, content, or optimization for these high-value cases. Unlike some firms, they also refused co-counsel partnerships, so generating direct, qualified clients became essential.
Further complicating matters, the target market included a highly educated audience. The content had to strike a balance between SEO performance and professionalism to appeal to both potential clients and jurors. With steep competition, costly PPC, and limited past marketing, success required a carefully planned, results-driven organic strategy.
Redefine Web implemented a tailored SEO-first strategy balanced with light, strategic Google Ads support. We focused on building ownership of highly competitive keywords organically instead of relying on costly PPC campaigns that provided inconsistent ROI for law firms in this field. Our efforts included complete analytics setup, technical site optimizations, local SEO enhancements, legal keyword research, and original content addressing truck crash litigation and personal injury topics. By aligning both strategy and execution with the firm’s business objectives, we delivered measurable and lasting digital growth.
Key steps included:
Through focused SEO execution, content strategy, and technical optimization, Redefine Web helped transform Gillette Law Firm’s stagnant website into a major source of client acquisition. The firm now ranks for over 1,300 high-value keywords, attracts nearly 3,000 monthly visitors, and dominates search visibility for competitive truck accident litigation across Colorado.
Myles Scolnick
Peter Dolenc
Francis Strutt
