A personal-injury firm's first 30 days of local visibility

A personal-injury firm, a neglected Google Business Profile, and the LawGrowth Local SEO Starter in Claude Code. Thirty days of local visibility, built one handoff at a time.

Legal is the most expensive vertical in search, which means a small firm cannot win by outspending anyone. It wins on local visibility and trust, and that is precisely what the entry bundle is built to establish. This walkthrough takes Hartwell Law, a personal-injury firm in Denver, through the $49 LawGrowth Local SEO Starter: six skills run as a chain to fix a profile, handle reviews without breaching confidentiality, publish compliant posts, and tighten the path that turns a click into a consultation.

The bundle is the legal sibling of the medical Local SEO Starter, and it runs the same way, but the substance is genuinely different. Bar advertising rules, the prohibition on confirming who is a client, and the contingency-fee framing that drives PI conversion are not cosmetic changes. They are built into the skills.

Loading the bundle into Claude Code

The install is identical to any LawGrowth work. Drop the skill files into the project, import them from CLAUDE.md, and open Claude Code in the folder.

mkdir -p hartwell-law/.claude/skills
cp law-local-seo-starter/*.md hartwell-law/.claude/skills/
cd hartwell-law
echo "@.claude/skills/09-conversion-cta-optimizer.md"   >> CLAUDE.md
echo "@.claude/skills/17-gbp-post-generator.md"          >> CLAUDE.md
echo "@.claude/skills/18-gbp-service-optimization.md"    >> CLAUDE.md
echo "@.claude/skills/19-review-response-generator.md"   >> CLAUDE.md
echo "@.claude/skills/20-reputation-pattern-analyzer.md" >> CLAUDE.md
claude

Structure the profile around practice areas

GBP Service Optimization asks for the firm name, the location, and the practice areas, and it gates on the practice areas because a PI firm's profile should be built around car accidents, slip and fall, and wrongful death, not a vague "legal services." For Hartwell it returns a primary category of Personal Injury Attorney, a sensible set of secondary categories, and a service block describing each practice area in plain language a potential client would search.

That service block is the vocabulary the rest of the chain reuses. The posts will talk about these practice areas, and the consultation CTA will point at them, so getting the wording right here makes everything downstream consistent.

Read the reviews before answering them

Reputation Pattern Analyzer takes the firm's existing reviews and finds what repeats. For Hartwell the pattern is clear: clients consistently praise responsiveness and communication, and a couple express confusion about how fees work. Both are useful. The praise tells you what to reinforce, and the fee confusion is a content opportunity, because explaining contingency fees clearly is one of the highest-converting things a PI firm can do.

Answer reviews without confirming who is a client

This is where legal compliance is non-negotiable, and where the skill's guardrail does the heavy lifting. The Review Response Generator never confirms or denies that a person is or was a client, and never discusses any case specifics in a public reply. Attorney-client confidentiality does not lapse because the reviewer volunteered details first. So even when a review describes a settlement, the safe response acknowledges the feedback, speaks generally about the firm's commitment, and moves the conversation private, without ever confirming representation.

The skill drafts replies that use the themes from step two, so the responses reinforce the responsiveness clients praise, and it flags anything that needs an attorney's eyes before posting. You review, you confirm nothing crosses a confidentiality or advertising line, and you publish.

Publish posts that educate without making claims

The GBP Post Generator writes a month of posts, and in legal the constraint is strict: educational content only, no case-specific claims, no outcome promises. The fee confusion from step two becomes a clear post explaining how contingency fees work. The practice areas become short educational posts about what to do after an accident. What the skill will not write is "we won a client $2 million," because case-result advertising is restricted in many jurisdictions and routes straight to the human-review flag.

Every post inherits the practice-area vocabulary from step one, so the profile and the posts describe the same firm in the same terms, and every post carries the general-information framing that keeps educational content from drifting into legal advice.

Make the consultation easy to start

Visibility is wasted if the visitor cannot convert. The CTA Optimizer audits the path and rebuilds it around what actually moves PI clients: a clear free-consultation offer, contingency-fee framing that removes the fear of upfront cost ("no fee unless we win," used only where the firm's jurisdiction permits that phrasing and with the required disclaimers flagged), and a prominent click-to-call for the urgency that accident cases carry. It writes the CTA around the practice areas the rest of the chain has been reinforcing, so the message is consistent from profile to post to page.

What thirty days produced

An optimized profile built on real practice areas, a set of review responses that protect confidentiality while reinforcing the firm's strengths, a month of compliant educational posts, and a consultation path framed to convert PI clients. Each skill read the one before it, so the firm is described consistently everywhere, and the advertising and confidentiality guardrails are baked into every step rather than bolted on at the end.

The Local SEO Starter is the entry point. When Hartwell wants to build out practice-area content or prove the work is generating signed cases, the larger LawGrowth bundles take over, and the same structured-handoff model carries straight through.