How to Write SEO Service (Money) Pages for Personal Injury Attorneys That Get Cases
Most personal injury law firm websites have service pages that look professional but barely bring in any cases. The problem
Updated: April 2026
Mateja Matic is the founder of Dominate Marketing, a specialist SEO and PPC agency serving personal injury and criminal defense law firms in the United States.
He started working in SEO and PPC at age 18 at a New Zealand agency serving local businesses, spent six years there, and founded Dominate Marketing in 2019.
After an early focus on automotive businesses, a referral to a Sydney law firm pulled him into legal marketing. Since then, he has worked with law firms across New Zealand, Australia, and the United States, including firms in California, New York, Texas, Colorado, and Arkansas.
His current focus is personal injury and criminal defense, the most competitive segments of legal search.
He is known for a specialization-over-breadth approach: working with a small number of firms at any time, handling the work himself rather than delegating to junior staff, and prioritising signed cases over vanity metrics.
Areas of Expertise
- Personal Injury Law Firm SEO
- Criminal Defense Law Firm SEO
- Legal Marketing Strategy
- Local SEO for Law Firms
- Google Business Profile Optimization for Attorneys
- Google Ads (PPC) for Law Firms
- Local Service Ads for Law Firms
- AI Search Optimization for Law Firms
- Generative Engine Optimization
Professional Background
- 2013-2019: SEO and PPC Specialist at NZ Agency
- 2020-present: Founder, Dominate Marketing
Speaking, Publications, and Media
Notable Client Results
- 80% increase in traffic and leads in 4 months with SEO for Criminal Defense Firm
- Page 1 rankings in 30 days for Colorado Personal Injury Firm
- Page 1 rankings in 60 days for Arkansas Personal Injury Firm
- 400% increase in traffic & leads after Google Penalty for California Auto Law firm
- 600% Increase In Leads From PPC for general practice law firm
- Scaled a fixed-fee prenup offer to over 200 qualified leads/month with SEO and PPC
Articles by Mateja Matic
How Much Content Should PI Firms Produce Every Month For SEO?
If you are running a personal injury law firm and relying on SEO to generate cases, content output is one
Should Personal Injury Firms Do SEO Themselves?
Personal injury law firms face a critical decision when it comes to search engine optimization: handle it internally or hire
Most Common SEO Mistakes Personal Injury Firms Make (And How To Fix Them)
Personal injury attorneys invest thousands of dollars into SEO every month, yet many see little to no return on that
Can Small Personal Injury Firms Really Compete In SEO? (Honest 2026 Breakdown)
If you run a smaller personal injury firm and have looked at Google search results thinking there is no way
Does AI Content Work For Personal Injury Law Firm SEO?
If you run a personal injury firm, you’ve probably been pitched on “unlimited AI blog posts” to help you rank
Simple SEO Audit Any Personal Injury Attorney Can do
If you run a personal injury firm and your website looks fine but the phone isn’t ringing, you’re about to
Internal Linking For Personal Injury Attorney SEO: How to Build Silos
Internal linking is one of the most overlooked yet powerful tools in personal injury attorney SEO. When structured correctly through
Ultimate Technical SEO Guide for Personal Injury Lawyers
Personal injury lawyers often invest heavily in beautiful new websites, only to get minimal results because of technical SEO problems