PI law has some of the highest CPCs in all of Google search. Every percent of conversion lift is worth thousands. This audit walks through the high-impact items.
Every audit item below traces back to one of these jobs. If the site doesn't make them frictionless, conversion suffers.
These don't show up in a generic Lighthouse audit, but they decide whether a personal injury law firm site actually converts.
Auto accident, slip-and-fall, and medical malpractice are different searches and different cases.
Past results are the biggest trust driver in legal marketing.
PI prospects act fast; visible CTA captures the urgency.
Trust hurdle is high; named attorneys outperform anonymous firms.
PI CPCs run $50–$200+ — every slow-load bounce is a wasted ad dollar.
Every audit also covers the four standard Lighthouse categories — the same ones Google uses to rank pages in mobile search.
Core Web Vitals (LCP, FCP, CLS, TBT). Slow sites lose mobile users in the first 3 seconds.
Meta tags, headings, indexable content, mobile-friendliness. The basics Google needs to rank you locally.
HTTPS, image optimization, no console errors, security headers. The hygiene Google penalizes if missing.
Color contrast, ARIA labels, tap targets. Required for many ADA-sensitive customers and rewarded in ranking.
Pulled from real audits across the niche. Sorted by impact on conversion and ranking.
| Issue | Severity |
|---|---|
| Generic 'we handle injury cases' page, no specialization Loses case-type-specific searches that convert 3–5x better | Critical |
| Slow mobile load over 3s on $100+ CPC traffic Ad spend bleeds — every bounced visitor is a hundred dollars wasted | Critical |
| No past case results Trust collapses; competitors with results win the consultation | Major |
| Long consultation form PI conversion drops sharply past 5 fields | Major |
| No attorney bios Anonymous firms lose to named-attorney competitors on the same case type | Major |
| No HTTPS / TLS issues Trust shock on a high-trust purchase; visitors bounce | Major |
The free audit at the top of this page is the demo. The real product audits every personal injury law firm on Google Maps for a whole city — sorted worst-website-first, with verified contacts, a drafted outreach email, and a white-label PDF report ready for every prospect.
Deeper guide: finding personal injury law firms leads on Google Maps.