The situation
Legal content sits in Google’s "Your Money or Your Life" category, where pages are held to the highest bar for expertise and trust. Someone searching "investment loss lawyer Tampa" has just lost money and is deciding who to believe.
The firm already had the credentials to win that trust: a former FINRA staff attorney who now serves as an active FINRA arbitrator, 20+ years of advocacy, 500+ cases resolved, and $20M+ recovered for clients. It had also outgrown WordPress and was ready for a platform that could carry seven practice areas, a steady publishing cadence, and a growing library of investor guides.
The opportunity was clear: put that expertise in front of searchers on a faster platform, page by page and claim type by claim type.
What we did
- Rebuilt the site on Next.js with a Prenta headless CMS. Pages are pre-rendered and served fast, with clean semantic HTML and optimized images. The content team publishes in Prenta without waiting on a developer.
- Gave every claim type its own page. Seven practice areas, plus focused pages for variable annuity fraud, reverse churning, private placements, and securities fraud. Each page answers one searcher’s problem in plain language.
- Built E-E-A-T into every page. A full attorney profile with verifiable credentials, recognitions (Best Lawyers 2027, Best Law Firms 2026, Super Lawyers, Florida Legal Elite), and media coverage in WINK News and Financial Advisor magazine. Bar-compliant disclaimers and a candid FAQ on fees and deadlines reinforce trust.
- Ran the blog as an expertise engine. Legal guides are kept separate from firm news, so how-to content is never buried under announcements. Investor-education posts are timed to moments like World Investor Week, and an Active Investigations hub publishes dated, first-hand notes on specific brokers and products.
- Measured against the real competitive set. We tracked 89 high-intent keywords against 19 competing firms in Semrush, with Tampa and statewide Florida targets.
The results
Search visibility grew 2.7× in three years, and the firm now ranks third in visibility among 19 tracked competitors, including national securities-arbitration firms.
Five #1 rankings on buyer-intent searches
The biggest single climb: "tampa finra arbitration attorney" moved up 99 positions, the top visibility gain in the set.
Every key page climbed
Figures from Semrush Position Tracking, 89 keywords, Google US desktop, Nov 8, 2023 to Nov 3, 2026. Visibility is Semrush’s estimate of click share across the tracked keyword set.
Why it worked
The firm’s expertise was always real; the rebuild made it visible. A fast Next.js platform gave Google clean, crawlable pages, and Prenta let us publish on schedule. E-E-A-T content gave searchers proof of who stands behind the advice. The result: #1 rankings on the exact searches that bring in cases. The pattern for every professional-services client: build on a fast platform, prove the expertise on every page, and publish like a subject-matter authority.