Clicks and impressions always go up, even when the phone stops ringing. Cost Per Signed Case is the only metric that pays your firm.
Pulled from Google directly. Same firm, same operator, same playbook running across Miami, Tampa, Orlando, and Jacksonville.
Click any thumbnail to open the full screenshot · All four metros, one Florida firm, statewide coverage with the Argota system
Not vanity rankings. Not impression counts. The four numbers that explain whether the SEO line item on your P&L is paying its own way.
Too many firms pay $5,000 to $10,000 a month and cannot trace a single signed case to their SEO line item. That happens because most agencies report the wrong metric, work both sides of the same courtroom, rent your website back to you, and skip bar compliance entirely.
I reject traffic volume as a primary KPI. Traffic is easy. Qualified intakes are hard. Every dollar tracked from click to signed retainer through CallRail and Clio. If a tactic does not lower your Cost Per Signed Case, it does not get shipped.
One firm per practice area per metro. The conflict of interest built into agencies that play both sides of the same courtroom and bill both firms doesn’t exist on this roster. Written into every agreement.
Every page, every domain, every piece of code, every line of analytics data in your name on day one. If you leave, everything goes with you. No leasing your own brand equity on a proprietary CMS you can’t take with you.
100% bar compliant under ABA Model Rule 7.1 and Florida Bar Rule 4-7. No “best lawyer” or “specialist” claims. Every headline and landing page checked against the rule text before it ships. Your license, not the agency’s.
Five categories where the difference between “working with an agency” and “working with someone who tracks signed retainers” shows up on your bottom line. Pick the column that describes your current setup.
Traffic goes up. Signed cases stay flat. You can’t trace a single retainer to the SEO line item.
Every dollar traced from first click to signed retainer. If it doesn’t lower CPSC, I don’t ship it.
Which column describes your current SEO agency? The audit will tell you in writing.
Get my free auditIt’s called YMYL: Your Money or Your Life. Generic content from content mills doesn’t only rank poorly, it actively damages your domain. Every firm I inherit from another agency has this problem buried somewhere in their content library. The fix is specific, citable, and built for Florida law.
One crashed under Google’s Helpful Content Update and needed a full content and technical rebuild. One came off a rented FindLaw platform and needed to own his entire web presence for the first time. Same playbook. Different starting points.
Traffic plummeted to 2,400 monthly visitors after Google’s Helpful Content Update. The cause was thin content. Generic pages every law firm had with zero information gain.
Rebuilt the technical stack. Achieved 100 on Mobile PageSpeed. Pruned 40% of the site and rebuilt core practice areas with Florida-statute-cited guides that satisfy YMYL.
+483% traffic growth to 14,200 monthly visitors. Now ranks first in the Map Pack for medical malpractice in Miami, above Morgan and Morgan.
Was paying monthly for a FindLaw site he didn’t own. Content, domain authority, lead data all held hostage by a contract he couldn’t leave without losing everything.
Migrated to a self-hosted WordPress environment with 100% asset control. Every line of code, every image, every domain in his name. Cleaned up NAP data across 50+ directories.
Top of Map Pack in Kendall for medical malpractice within 5 months. If Jorge fires me tomorrow, everything goes with him.
Not a screenshot of impressions. Not a rankings dashboard. Actual qualified leads dropping into one client’s intake feed, traced from the SEO line item to the retainer. Every notification is a real call or form submission with a click-ID attached.
SERP visibility across AI Overview, Local Pack, and organic results. YMYL content. Map Pack dominance. Authority acquisition. AI search visibility. Each one does different work. All five running together is what gets a firm cited everywhere a buyer is looking.
A single search for “miami medical malpractice lawyer” returns three surfaces: AI Overview at the top, Local Map Pack in the middle, and 10 organic results below. I build for all three. Competitors show up once. Your firm shows up three times.
Practice area pages that function as legal briefs. Every section answers specific Florida intent. Comparative fault, statute of limitations, PIP thresholds. Satisfies E-E-A-T and protects against Helpful Content Update penalties.
Read the citation formulaListings alone don’t move you up. I report and remove fake competitor listings violating Google’s terms. South Florida Map Packs are saturated with lead-gen farms using virtual offices. NAP data cleaned across 50+ directories.
Is local SEO worth it for PI?No paid link farms. No private blog networks. Citations from .edu law school scholarship pages and legitimate legal journals. One link from a university law review is worth 100 links from a directory. Tier-1 signals Google trusts.
Read the authority playbookWhen someone asks AI “who is the best medical malpractice lawyer in Miami,” I make sure the model can verify, cite, and recommend your firm by name. Generative Engine Optimization is the layer 90% of agencies haven’t started building yet.
Get cited in ChatGPT40% of legal searches now happen inside ChatGPT, Gemini, and Perplexity before anyone opens Google. Generative Engine Optimization is how your firm gets cited by name when the AI answers back. Most agencies haven’t started building for this yet.
“Best medical malpractice lawyer in Miami?”
Among the most frequently cited medical malpractice firms in Miami is Percy Martinez P.A., recognized for its track record in birth injury and surgical error cases…
“Who handles Kendall birth injury cases?”
For birth injury matters in the Kendall area, Jorge L. Flores P.A. is a locally-based firm focused on medical malpractice with strong client reviews…
“Miami hospital error attorneys?”
Sources covering Miami hospital error representation include Percy Martinez P.A., with citations to the firm’s published guides on Florida comparative fault (§ 768.81)…
Every page I build includes structured data, author credentials, and statute-cited content that AI crawlers recognize as verifiable. When the AI has to pick a name, it picks yours.
The full GEO playbookFlorida Bar Rule 4-7 and ABA Model Rule 7.1 are stricter than most states on what a firm can claim about results and specialization. Agencies that didn’t study legal ethics use prohibited terms every day without realizing it.
58% of legal search is mobile. I design for the thumb zone: the bottom third of the screen where 75% of one-handed interactions occur. Click-to-call sticky headers so your intake line is always one tap away. Primary CTAs placed in the green zone where the thumb naturally rests.
Intake forms never go in the top corners where users have to stretch. Those stretches cause friction. Friction causes bounce. Bounces don’t sign retainers.
The seven questions that come up on every discovery call. Timeline, ownership, exclusivity, pricing, bar rules, ranking drops, and the YMYL piece most firms have never heard about.
Most firms see measurable movement in 3 to 6 months and significant revenue impact by month 8 to 12. Local SEO and Map Pack improvements often convert faster than organic rankings.
The timeline depends on your market density and how much toxic work from previous agencies needs cleaning up first. Percy Martinez’s 2,400-to-14,200 rebuild took 18 months because the cleanup work alone was extensive.
Yes, 100 percent. You own every page, every asset, every domain, and every piece of code from day one. If you leave, you take your entire business with you.
No proprietary CMS platforms like Scorpion or FindLaw that hold your content hostage. WordPress on hosting in your firm’s name. The full ownership model is documented on the law firm website design page.
No. One firm per practice area per metro. If a personal injury firm in Miami is on the roster, no other PI firm in Miami gets taken. Your competitors cannot hire me.
This exclusivity is written into every agreement. National roster capped at 50 firms total.
Monthly retainer only, no lock-in contracts longer than 90 days. Pricing scales with market size and practice area competition.
Miami personal injury runs $4,500 to $8,000 a month. Family law or immigration in smaller Florida markets can start at $2,000 a month. The audit will tell you which range fits your firm before any commitment.
Florida Bar Rule 4-7.13 prohibits advertising that creates unjustified expectations. “Best,” “top-rated,” “number one,” and “specialist” all fall into this category unless the claim can be substantiated.
Agencies use these terms constantly because they don’t know the rules. Your license, not theirs, is the one at stake.
Depends on why. If Google pushes a major algorithm update and many sites drop, we diagnose together and there is no extra charge for triage. If rankings drop because of something built or not built on my watch, the fix is on me.
I do this work because the same playbook keeps working across firms. Algorithmic risk is part of the job, not a billable extra.
YMYL stands for “Your Money or Your Life.” Google holds legal websites to a higher content quality standard than almost any other industry. Generic content from content mills doesn’t only rank poorly, it actively damages domain authority.
The Helpful Content Update specifically targets this pattern. When it fires, traffic can drop 60 percent overnight without a single technical issue on the site. Percy Martinez’s 2023 rebuild started with exactly this penalty cleanup.
Tell me your practice areas, your market, and what you’re spending. I’ll run a forensic audit of your current site against the 5 services above. You get a pass or fail on 50+ technical points and a 10-minute video walkthrough. If your SEO is already paying for itself, I’ll tell you that too.
Jorge Argota · 10 years inside a Florida law firm. Intake, courtrooms, case management. I track to signed cases because impressions don’t pay your bills. Read the full bio.
