Your rankings are real. The searches behind them are small.
We ran twelve searches live from McMinnville. You are in the map on nine of them and first on eight. That is the hardest position in local search to earn, and it is genuinely yours.
Then we checked what those searches are worth. Every one of your eight number-one positions sits on a phrase with very little measured volume. It is small enough that SE Ranking's database returns no figure for it. Of the three McMinnville searches that do carry measurable volume, you are third on one and absent from the other two.
That is not a reason to doubt the profile, and not a reason to disturb it. Keyword tools badly under-report how people actually phrase a local search, and the map is answering something they largely cannot see: "near me." Nationally, injury lawyer near me runs 246,000 searches a month at a $69.20 click and car accident lawyer near me 135,000 at $90. Those resolve to a map pack, and your position in it is why the phone rings. Fifty-five reviews say it works.
But it is capped by geography. A map position serves people physically near McMinnville, a town of about 34,000. To reach past it you need to appear in the ordinary results, and there your best position anywhere across those twelve searches is ninth. Never the top eight. Absent entirely on two.
The volume in your own town is in the general terms. Attorney mcminnville oregon, mcminnville lawyers and lawyers in mcminnville oregon. One cluster of roughly 210 searches a month, and by some distance the largest measurable local demand there is. These are not the wrong searches. Plenty of people who have just been hurt do not think "I need a personal injury attorney." They think "I need a lawyer," or they are not sure what kind of lawyer they need and assume any attorney in town handles it. That search is a client who has not yet worked out what to call the thing that happened to them. General-practice firms answer it. You are third on one of the three and absent from the other two.
The rest of the demand is where you cannot be seen. On the statewide and Salem-area injury terms you are either absent altogether or sitting at ninth to nineteenth which on a phone, under a map pack and an ad block, is below where anybody scrolls. This is not an argument for chasing work in Salem. It is that measurable demand exists and at present nothing you own reaches it.
So the plan is carry across then add. Almost every page is rewritten and many change address, nine keep their exact URL, the rest are renamed, merged or moved into sections, with fifty redirects carrying visitors and links from the old address to the new one. That is what the Migration Map is for and it is the part of this work that protects what you already have. Nothing is deleted without a forwarding address and where a page has earned something, new content goes on top of the existing copy rather than replacing it.
Then we add the part with the volume behind it: the three local searches that carry real demand and the Salem and statewide injury terms where a click is worth twenty times a McMinnville one.
One fix, thirty seconds, before anything else
Your Google profile sends people to http://www.ggnlaw.com/. That address is insecure and takes two redirects to reach your real site. It is the link behind nine map listings, the most valuable link you own. Changing that one field costs nothing.
The strongest thing about this firm appears once, in a bio
Mr. Norris started and ran the in-house trial department for American States Insurance in its Portland division from 1991 to 1996. Your Attorney Qualifications page, the only place this appears
You ran an insurance company's trial department for five years. Now you sue insurance companies. Every injured person choosing a lawyer is really asking one question, will this person be taken seriously by the insurer and you have an answer nobody else in this market has.
One of your own clients already puts it better than the website does:
I feel like his knowledge and prior experience working for a car insurance company really gave us an advantage too. A review on your own site
You have more material than the site shows
Seven straight years as a Super Lawyer
2020 through 2026, unbroken, top 5% of attorneys, by their own selection criteria. Your website shows the 2020 badge so it claims one year of a seven-year run.
Products liability is a fifth of your practice
Your Super Lawyers profile puts it at 20%. Your two product pages total 346 words, one is a duplicate of the other and neither ranks.
Where every number here comes from
| Figure | Source | Confidence |
|---|---|---|
| Map and website positions on 12 searches | Live Google results, McMinnville, 7 Sept 2026 | Observed |
| Word counts on every page | Measured directly from your live site | Observed |
| Profile categories, services, reviews, hours | Read from your live Google profile | Observed |
| Settlement figures, statutes, credentials | Transcribed from your own pages | Observed |
| Search volumes and difficulty scores | SE Ranking's database | Third-party estimate |
| Monthly visits and traffic share | SE Ranking's model | Third-party estimate |
| Backlink counts | SE Ranking's index | Third-party estimate |
What each section covers
The Audit
Where you rank, where you don't and what the site does and doesn't contain.
Our Strategy
What fixes the gap and the evidence that it works.
Migration Map
Every page: what stays, what moves and how we protect what already ranks.
New Site Structure
The full sitemap, both waves, with the search data behind each page.
Blueprints
The anatomy of each page type and the specification for every page.
Style Guide
Colors, type and the pieces the site is built from.
Offsite Plan
Your profile, your listings across the web, reviews and your ads.
First 90 Days
Everything above, sequenced into three months.
What We Need
The short list of what we need from you.
Nine searches you win and what they're worth
Run live from McMinnville on 7 September 2026, with volume, difficulty and click value from SE Ranking on 8 September. Read the volume column beside the position column, together they show what each of these wins is actually worth and why we keep them rather than chase more of them.
| Search | Volume | Difficulty | Value / click | Map position | Site position |
|---|---|---|---|---|---|
| personal injury attorney mcminnville oregon | very low | 1 | 11 | ||
| personal injury lawyer mcminnville oregon | very low | 1 | 12 | ||
| car accident attorney mcminnville oregon | very low | 1 | 9 | ||
| car accident lawyer mcminnville | very low | 1 | 11 | ||
| injury lawyer mcminnville oregon | very low | 1 | 11 | ||
| accident attorney mcminnville oregon | very low | 1 | 9 | ||
| dog bite lawyer mcminnville oregon | very low | 1 | absent | ||
| slip and fall attorney mcminnville oregon | very low | 1 | 14 | ||
| lawyers in mcminnville oregon | 210 | 6 | $2.72 | 3 | 19 |
Eight number ones, with little measured volume behind them
None of the eight phrases you lead on returns a search figure. Keyword tools are poor at hyper-local wording so this is not proof nobody searches them and these positions are worth holding. It does mean they cannot be the growth number so they are not what we measure against.
What the map is really answering is "near me"
Nationally, injury lawyer near me runs 246,000 searches a month at a $69.20 click. Those resolve to a map pack, not a list of links. Your position there is why the phone rings so the profile changes we make are additive, a category, the missing services, hours, photos and the right website link. Nothing that is working gets taken away.
The searches with volume are the general ones and you're not on them
attorney mcminnville oregon, mcminnville lawyers and
lawyers in mcminnville oregon about 210 searches a month, the largest measurable demand
in McMinnville. Someone who has just been hurt and does not yet know what kind of lawyer they need
types one of these. You are third on one and absent from two.
Two firms, not five
| Firm | Maps held (of 12) | Where |
|---|---|---|
| Abraham Hanson Law | 9 | Everywhere you are |
| Law Office of Daniel Cuppett | 8 | Everywhere you are. Also buying ads. |
| Mark F. Bierly | 3 | Only the generic attorney searches |
| Haugeberg, Rueter, Gowell | 2 | Only the generic attorney searches |
| Trask Mountain Legal | 2 | Only the generic searches. Also buying ads. |
Two of them are paying to sit beside you. Cuppett and Trask Mountain are running ads inside the map block on several of these searches. Your nine map positions are earned. Theirs, on those searches, are bought.
Your site ranks for fifteen things. Twelve of them are useless to you.
Nothing on this list was chosen, and none of it is a target. This is what SE Ranking reports your website currently ranks for, and it is the plainest evidence of the problem. Four of the fifteen are other law firms’ names that your site accidentally ranks 46th to 78th for. Four more are legal-research phrases that bring students and adjusters. Three are your own name. Twenty-one organic visits a month, total.
The list we are going after is the next section down.
| Keyword | Volume | Difficulty | Value / click | Map position | Site position | What it is | Why |
|---|---|---|---|---|---|---|---|
| lawyers in mcminnville oregon | 210 | 6 | $2.72 | 3 | 19 | Working | Also in the table above |
| mcminnville lawyers | 210 | 7 | $2.72 | absent | 19 | Working | Also in the table above |
| mcminnville car accident attorney | 10 | 3 | 1 and 2 | absent | Working | You hold two of the three map slots | |
| ors 20.080 | 260 | 10 | 24 | Wrong audience | 29% of your search traffic. A statute lookup, lawyers, adjusters and students, not clients. | ||
| gary norris attorney | 10 | 7 | 1 | Your name | Your own name | ||
| gary norris law | 10 | 7 | 1 | Your name | Your own name | ||
| gary norris | 140 | 8 | 24 | Your name | Common name, not all of this volume is you | ||
| uninsured motorist coverage oregon | 50 | 18 | $17.28 | 67 | No traffic | Informational. An AI answer now sits above the results. | |
| uninsured motorist oregon | 10 | 18 | 63 | No traffic | No traffic | ||
| oregon uninsured motorist laws | 10 | 18 | 64 | No traffic | No traffic | ||
| wrongful death oregon law | 10 | 16 | 57 | No traffic | No traffic | ||
| law offices of gary green | 170 | 6 | $2.05 | 58 | Another firm | A different firm. | |
| gary green law office | 170 | 12 | $2.05 | 51 | Another firm | A different firm. | |
| norris injury law group | 30 | 12 | 46 | Another firm | A different firm. | ||
| norris injury lawyers | 10 | 18 | $10.09 | 78 | Another firm | A different firm. |
Four of the fifteen belong to other law firms
380 searches a month for names that are not yours. You sit at 46th to 78th, earn nothing and never will. Name collisions rather than strategy and nothing in this plan chases them.
Your largest single source is a statute number
A 155-word post ranks for ors 20.080 and brings roughly a quarter of your search traffic. It is the best-performing content on the site. It has never produced a client.
Noted at your request: ORS 20.080 is not a target. In your words, it only applies where the claim is limited to $10,000, it is not a big source of income and you are not going to be a 20.080 lawyer. The post keeps its address and copy as proof that statute writing ranks; new statute content targets the statutes behind the cases you do want.
Four more sit at 57 to 67
Informational Oregon insurance-law terms. Real topics, no traffic and AI answers now appear above them.
Eleven more worth going after
Same six columns, plus the page that has to win each one. The first three are the searches from the table above that you currently lose, hold what works, add these alongside it. Ranked by what a search is worth against how winnable it is.
| # | Target | Volume | Difficulty | Value / click | Map position | Site position | Page that wins it | What it needs |
|---|---|---|---|---|---|---|---|---|
| 1 | attorney mcminnville oregon | 210 | 5 | $2.72 | absent | absent | Homepage | The pack is held by three general-practice firms. Lowest difficulty of any real term on the board. |
| 2 | mcminnville lawyers | 210 | 7 | $2.72 | absent | 19 | Homepage | You hold the map on the near-identical lawyers in mcminnville oregon and lose this one entirely. |
| 3 | wrongful death attorney mcminnville oregon | very low | absent | 19 | /wrongful-death/ | The only McMinnville search in the first table where you lose the map. 230 words already and they are good ones. | ||
| 4 | dog bite lawyer oregon | 210 | 8 | $3.42 | absent | /dog-bite-injuries/ | 143 words, already citing ORS 31.360(1) correctly. Depth, not new content. | |
| 5 | personal injury lawyer salem oregon | 260 | 15 | $59.16 | absent | /locations/salem/ | The most valuable click in the dataset. | |
| 6 | car accident lawyer oregon | 260 | 20 | $81.51 | absent | /automobile-accidents/ | The most expensive click in the dataset. 190 words today. | |
| 7 | car accident attorney salem oregon | 140 | 9 | $33.44 | absent | /locations/salem/ | Difficulty 9 at $33 a click. | |
| 8 | wrongful death attorney oregon | 110 | 10 | $16.52 | absent | /wrongful-death/ | The statewide form of the search above. One page serves both. | |
| 9 | personal injury attorney oregon | 480 | 23 | $22.84 | absent | Homepage | Highest volume anywhere and the hardest. A twelve-month target. Volume history is unstable, treat with caution. | |
| 10 | mediator oregon | 70 | 7 | $1.29 | absent | /civil-trial-practice/mediation/ | Softest genuine term on the board and Best Lawyers already recognises you for it. | |
| 11 | personal injury protection oregon | 70 | 25 | $5.47 | absent | /personal-injury-protection/ | Oregon-specific. Your FAQ already explains PIP including the $15,000 limit. |
The biggest local opportunity is also the easiest
attorney mcminnville oregon: 210 searches, difficulty 5 and you are in neither the map
nor the top hundred. It is the most-searched thing anyone types about lawyers in this town and it is
answered today by three general-practice firms.
The rest of the demand sits below where people scroll
On the statewide and Salem-area injury terms you are absent or ranked ninth to nineteenth. Advertisers pay $59.16 and $81.51 for those clicks against $2.72 here which tells you the demand is real. Reaching it is a ranking problem, not a geography one.
One thing that cuts against everything above
This market is shrinking. Over the last twelve months "car accident lawyer oregon" fell from 590 searches to 260. "Injury lawyer oregon" fell from 260 to 90. "Mcminnville lawyers" fell from 390 to 210. Roughly half the measured demand has gone in a year and AI answers are now appearing on the informational searches.
That doesn't change what to do, it raises the value of the local, ready-to-call searches you already win because those are the ones a machine-generated answer can't satisfy. But nobody should present these volume figures to you as a growing opportunity.
Not empty. Compressed.
The right-hand column is the important one. These pages contain things competitors' pages do not.
| Page | Words | What it already contains |
|---|---|---|
| /dangerous-and-defective-products/ | 268 | Strict liability, stream of commerce, the knife example |
| /fall-injuries/ | 250 | Business invitee status, the duty to remove a hazard rather than warn, constructive notice |
| /personal-injury/ | 245 | Forensic engineering, floor slip resistance, curb slope, impact speed |
| /work-place-accidents-involving-third-parties/ | 243 | The comp lien, the election deadline and your record fighting inflated liens |
| /uninsured-motoristunderinsured-motorist/ | 240 | A worked stacking example: $25,000 + $100,000 = $125,000 |
| /wrongful-death/ | 230 | The full beneficiary class, funeral costs, surviving punitive damages |
| /mediation/ | 214 | Confidential pre-mediation submissions. Your Best Lawyers credential. |
| /automobile-accidents/ | 190 | PIP, police reports, the settlement demand process |
| /seriouspermanent-injuries/ | 170 | Loss of future earning capacity, with a carpenter example |
| /dog-bite-injuries/ | 143 | ORS 31.360(1), strict liability, the provocation defence |
| /spinal-injuries/ | 140 | Nerve damage, paralysis, rehabilitation |
| /head-injuries/ | 139 | Concussion, post-concussion syndrome, neuropsychological testing |
| /arbitration/ | 124 | Panels, cost and speed against a jury trial |
| /business-disputes/ | 122 | Local memberships. Two lines about contract work to remove. |
| /building-contractor-issues/ | 114 | Construction liens, the Contractors Board, wage claim defence |
| /bicycle-injuries/ | 88 | ORS 814.400(1), claims against government road authorities |
| /dangerously-defective-products/ | 78 | Duplicate of the products page above |
| /general-civil-trial-practice/ | 73 | You serve as an arbitrator. Agricultural disputes. No family law. |
| All eighteen together | 3,071 | Roughly two properly built pages' worth |
Two problems sit underneath the word counts and both matter more than length.
None of these eighteen pages links to another page on your site from within its text. Google uses those links to work out which of your pages matter. Yours say nothing. In the most recent survey of local search professionals, internal linking ranks sixth out of 187 factors.
None of them has a single subheading. Every page is a title followed by two or three unbroken paragraphs. A person deciding whether to call cannot scan it and Google cannot see its structure.
Your best asset, arriving by accident
All 55 read on 8 September 2026 with their dates. Fifty-five reviews at 4.8 beats every firm in McMinnville by a distance, the problem is not the reviews, it is that nothing produces them on purpose.
| Year | Reviews | Pace |
|---|---|---|
| 2015 | 1 | |
| 2016 | 1 | |
| 2017 | 1 | |
| 2018 | 0 | None |
| 2019 | 4 | |
| 2020 | 0 | A full year with none |
| 2021 | 3 | |
| 2022 | 12 | best year on record |
| 2023 | 8 | |
| 2024 | 8 | |
| 2025 | 12 | ties the record |
| 2026 to 8 Sep | 5 | 0.61 a month, slower than last year |
The pattern isn't decline. It's intermittency.
Twelve in 2022, twelve in 2025, the volume is good for a solo practice. But it arrives in clusters with three-month silences between them which is what happens when reviews get asked for whenever someone remembers rather than every time a case closes.
A reader sorting your profile in March saw a three-month-old review at the top. So did Google.
The target: two to three a month and never a gap past six weeks
Twenty-four to thirty-six a year against the ten you got last year. The count matters less than the gap, the profile should never again show a three-month-old review at the top.
Settled on the call: nothing automated. The office asks at case close, by hand, with wording Gary approves, and the ask is logged so the gap never runs past six weeks. AIO, the all-in-one marketing CRM, records the ask; it does not send it.
Every review that isn't five stars is unanswered
You answer your five-star reviews warmly and personally, signed "--Gary." You have answered none of the six that aren't. Anyone who sorts your profile by lowest rating sees that asymmetry immediately.
| Stars | Date | What it says |
|---|---|---|
| 1 | 12 Dec 2016 | No text at all. A bare one-star, nearly ten years old. |
| 2 | 10 Nov 2021 | "Helped some but wasn't interested in my case" |
| 3 | 28 Jan 2019 | "You get what you pay for" |
| 4 | 19 Oct 2019 | "Although Mr. Norris was unable to help me personally, due to…", reads as praise despite the four stars |
| 4 | 30 Aug 2023 | Entirely positive: "he took the reins and ran with it. He never g…" |
| 4 | 5 Jun 2025 | Positive and about Stephanie "she was amazing in helping my client" |
Three of the six are positive reviews that happen to carry four stars. Those are easy and cost nothing. The three that actually criticise are all old, all short and two of them describe a case you declined rather than one you handled which is worth saying.
These have to be written by you, not generated. Oregon RPC 1.6 means a reply can't confirm or deny that the person was ever a client, or say anything about a consultation. The safe form thanks them, offers to speak directly and characterises nothing.
Strong and pointed at the wrong address
You beat every local firm on reviews
55 reviews at 4.8. The nearest firms sit at 21 reviews and 4.2 and 18 at 4.5. This is very likely why you hold nine maps.
But they arrive in bursts, with long silences between
One review every five weeks over the last year and a 91-day gap between 9 December and 10 March. Research across 8,186 businesses found reviews received this month matter more than the total.
The website link points at the wrong address
http://www.ggnlaw.com/ insecure and two redirects from your real site.
Your one named award isn't on the profile
Best Lawyers recognises the firm for Mediation and the site has a mediation page. Settled on the call: Gary does not offer mediation, so the page retires and forwards, and the credential is not advertised as a service.
Your weekend hours are now a ranking factor
"Business is open at the time of search" entered the 2026 rankings as the fifth most weighted factor. The survey's author names lawyers specifically: people research them late at night.
Your address doesn't match your website
The profile, Yelp, the Washington State Bar and MapQuest all say 723 NE Baker St. Your website drops the "St". The website is the one that's wrong.
Found by reading every page in full
Your website and your Super Lawyers profile describe two different practices
Super Lawyers which you pay for and which is current through 2026, lists you as Personal Injury General: Plaintiff (80%) and Personal Injury Products: Plaintiff (20%). No business work at all.
Your website says otherwise. One page advertises "insurance defense and construction defect litigation." Another says you represent businesses. A third says you defend contractors, "Defense of civil lawsuits filed against the contractor," wage claim defence and representation before the Contractors Board.
Those are opposite sides of a courtroom from the injury work and the business pages carry other signs of age, one states you are Rotary president for 2008 to 2009, in the present tense. We think the website is the stale one but that's your call to make, not ours.
Five different phone numbers are published about you
Your office line is (503) 472-3770. Four others are live: Yelp publishes (503) 583-4769, Yellow Pages adds (971) 267-5508 and Super Lawyers has shown two different numbers on the same day, it rotates. Matching phone details across sites is a top-fifteen ranking factor.
You've been a Super Lawyer for seven straight years and your site says 2020
Your Super Lawyers profile reads "Selected to Super Lawyers: 2020 to 2026" and carries a 7 YEARS badge. The graphic on your website is the 2020 one so the site understates a seven-year unbroken run as a single award from six years ago. This is the opposite of the problem we first thought it was.
Three different service areas
The homepage says Newberg. The practice page says Newberg and Beaverton. The directions page lists twenty cities, out to Astoria and Albany.
Three different experience claims
Your header says "Over 40 Years". Your site's code says 37. Links from other sites say 35. Admitted 1982 so the honest number is 44.
A seventeen-year-old sentence in the present tense
"He is the club's 2008-2009 president."
Small errors that read as carelessness
"Request Free Consultation Meetiing" on two pages. Your firm's name written "Gary G, Norris". The words "Case Type" showing as visible text on the homepage.
What's working against you underneath
Your homepage has unlimited copies
It generates numbered pages with no ceiling, page 999 returns a real page. Each carries your homepage's exact title.
Your address is in no structured data
Nothing machine-readable says where you are or that you are a law practice.
Practice areas are blog posts
All eighteen. Your menu points at a blog listing rather than real pages.
Seventy-five tag pages submitted to Google
Against 25 articles. Ten tags exist for one dog bite post.
Two pages compete for one topic
Both defective products pages are live and indexed.
Thirty-seven sites link to a page that's gone
An address from your previous website holds 52 links and returns an error. Twenty-six old addresses do the same.
Your contact page has 34 words
And its form is embedded from another service in a way search engines cannot read.
No call to action on your best pages
Neither your testimonials page nor your FAQ invites anyone to get in touch.
Nine practice pages have no image at all
And every image on the site carries the same boilerplate description.
Part of your backlink profile looks like spam
Of 99 sites linking to you, the domain endings include .top.sbs.monster and .website and the country spread shows 19 from Finland and 14 from Colombia against 54 from the US. Only 17 sites pass you any authority at all. This needs a review before any decision, never a blind disavow.
What the audit adds up to
You hold the hardest asset in local search and it is already yours. It is also pointed at the narrowest slice of the demand: eight number-one positions on phrases with very little measured volume. The larger pool in your own town is the general searches, the ones people type when they know they need a lawyer but not what kind and those go to general-practice firms. Everything beyond McMinnville, you either do not appear on or rank below where people scroll.
Nothing here suggests giving any of that up. Holding the map costs almost nothing and the migration map carries every position you have across to the rebuilt pages. The question is what we add beside it and the answer needs a website that can reach the ordinary results. Yours has never once made the top eight.
Your website contributes almost nothing to it. Not because the material is missing, seven Oregon statutes, twenty-one settlements totalling $11.8 million, four appellate cases and five years running an insurance company's trial department are all on the site right now but because it is compressed into pages of two hundred words with no headings and no links.
Keep the map. Build the thing that reaches past it.
Two jobs and they are not the same job. The profile already wins McMinnville; the changes there are additive, a sixth category, the services that are missing, hours, photos and the website field pointed at the right address. The website is the bigger job: almost every page is rewritten and many move, with a redirect map carrying the rankings across so that it can finally do something it has never done, appear in the ordinary results.
The good news about the second job: you do not have a content problem, you have a compression problem. Nearly every page contains something specific and correct that your competitors' pages do not, squeezed into two paragraphs with no structure and no links.
Onsite first, then offsite
Onsite, your website
Forty-eight pages, twenty-five of them service pages. The redirects that protect what already ranks. The internal links that currently don't exist. The structured data that tells Google where you are and what you do.
Migration Map · Site Structure · Blueprints · Style Guide
Offsite, everything else
Your Google profile and the link it points at. Fourteen listings across the web publishing nine versions of your name and five phone numbers. A review habit, by hand, because recency now outranks totals. And your Local Services Ads account.
Offsite Plan
These run in order. The website is rebuilt first, in months one and two, because it is what makes the profile durable and in your specific line of work it is also what AI answers read. The profile, the listings, the reviews and the ads follow in month three, once there is a site worth pointing them at.
In local search you are ranking a profile, not a website
When someone searches for a lawyer nearby, Google shows a map with three businesses before it shows any website. That map takes most of the clicks and calls.
You already hold nine of them. So this plan is not about winning the map, it is about the website finally corroborating what the map already claims. A profile that promises more than the website demonstrates is a profile Google eventually discounts.
The five things that matter and where you stand on each
From the 2026 Local Search Ranking Factors survey, in which 47 local search professionals scored 187 factors.
| Rank | Factor | Where you stand |
|---|---|---|
| #1 | Your primary profile category | Already correct. We build everything else around it. |
| #5 | Being open at the time of search | Closed weekends. New factor this year. |
| #6 | Review count and recency | 55 reviews at 4.8 but pace unmeasured |
| #8 | Your additional categories | Four of five are generic labels |
| #24 | A dedicated page for each service | 35 services on the profile, 18 thin pages |
Separately, in the organic rankings, internal linking sits sixth of 187 and controlled tests measured 5 to 7% traffic gains from linking changes alone. Your practice pages contain no internal links whatsoever. That is the single largest correctable gap on the site.
Every service you claim needs somewhere to land
Your profile lists 35 services. Google has confirmed through testing that the services listed on a profile affect ranking and a dedicated page for each service is a top-25 factor.
Right now those two things do not line up. Motorcycle accidents, pedestrian claims, catastrophic injury, personal injury protection, all listed on the profile, none with a page. Meanwhile a practice Gary no longer offers has a page and an award. The call settled all of it; the list below is the result.
Matching them does two things. It gives Google somewhere to send a click for each thing you claim and it lets each page cover the whole family of related phrasings people actually use rather than one exact term.
Thirty-five services today. Twenty-eight when we're done.
Every service that has ever been part of this plan, in the category it belongs to, with what happened to it. Everything is the full accounting: kept, added, merged, dropped, folded in, declined on the call, and considered but never proposed. Going forward is the same three columns with only the final list on them, and nothing else. The tabs after those break each group out with the reasoning behind it.
Settled on the 8 September call and checked against the recording frame by frame. Six more came off on 16 September, after a search-demand review found each of them saying the same thing as something already on the list. One service, Civil litigation, moved from Law firm to Trial attorney at the same time.
A full accounting of every service, from the first draft of this plan to today. Nothing is hidden and nothing is summarised away: each name sits in the category it was proposed under, with a chip saying what became of it.
Personal injury attorney
- ✓Auto accident litigation
- ✓Uninsured motorist claims
- ✓Underinsured motorist coverage
- ✓Wrongful death litigation
- ✓Slip and fall injury litigation
- ✓Dog bite injury litigation
- ✓Bicycle accident litigation
- ✓Product liability litigation
- ✓Catastrophic injury litigation
- ✓Spinal injuries
- +Personal injury protection
- +Motorcycle accident litigation
- +Property damage litigation
- ✓Serious personal injury claims new
- ✓Brain injury claims new
- +Insurance claim disputes new
- ✓Third-party workplace injury claims new
- +Premises liability claims new
- +Workers' comp lien reduction new
- +Free consultation new
- +Contingency fee representation new
- +Pedestrian accident litigation new was unplaced
- ·Serious personal injuries into Serious personal injury claims
- ·Personal injury claims into Serious personal injury claims
- ·Injury claims into Serious personal injury claims
- ·Dog bites into Dog bite injury litigation
- ·Injuries personal injury not a real phrase
- ·Lawyers personal injury not a real phrase
- ·Dog attack claims duplicate
- ·Wrongful death claims duplicate
- ·Wrongful death duplicate
- ·Litigation services too vague
- ·Assault and battery injury litigation Gary said no
- ·DUI injury litigation Gary said no
- ·Workers' compensation litigation Gary said no
- ·Rehabilitative services Gary said no
- ·Permanent injuries into Catastrophic injury litigation
- ·Fall injuries into Slip and fall injury litigation
- ·Pain and suffering litigation into Damages sections across the injury pages, plus one article
- ·Insurance claim protection declined
- ·Medical malpractice attorney no evidence
- ·Nursing home abuse lawyer no evidence
- ·Bus accident lawyer no evidence
- ·Boating accident lawyer no evidence
- ·Train accident attorney no evidence
- ·Rideshare, Uber and Lyft accidents no evidence
- ·Toxic exposure attorney no evidence
- ·Child injury attorney no evidence
- ·Burn injury attorney no evidence
- ·Amputation injury lawyer no evidence
- ·Back, neck, whiplash and broken bone injury too granular
- ·Loss of consortium claims too granular
- ·Animal attack injury lawyer redundant
- ·Defective product injury lawyer redundant
- ·Construction accident attorney ambiguous
Trial attorney
- +Trial attorney moves
- +Civil lawsuits moves
- ✓Arbitration new
- +Civil litigation new moved from Law firm
- ·General civil trial into Trial attorney
- ·Civil disputes into Civil lawsuits
- ·Mediation declined
- ·Business dispute resolution declined
- ·Contractor dispute defense declined
- ·Civil lawsuit representation declined
- ·Wage claim defense declined
- ·Contractors Board representation declined
- ·Insurance defense excluded
- ·Business litigation wrong label
- ·Construction defect litigation side unclear
- ·Shareholder dispute litigation on the site, not added
- ·Probate litigation on the site, not added
- ·Agricultural and crop disputes on the site, not added
- ·Class action lawsuits no evidence
- ·Legal malpractice trial no evidence
- ·Appeals attorney no evidence
Law firm
- +Legal consultation new
- +Personal injury law new
- ·Court representation into Trial attorney
The final list. Every service that will be on the profile when this is done, and nothing else.
Personal injury attorney
- Auto accident litigation
- Uninsured motorist claims
- Underinsured motorist coverage
- Wrongful death litigation
- Slip and fall injury litigation
- Dog bite injury litigation
- Bicycle accident litigation
- Product liability litigation
- Catastrophic injury litigation
- Spinal injuries
- Personal injury protection
- Motorcycle accident litigation
- Property damage litigation
- Serious personal injury claims
- Brain injury claims
- Insurance claim disputes
- Third-party workplace injury claims
- Premises liability claims
- Workers' comp lien reduction
- Free consultation
- Contingency fee representation
- Pedestrian accident litigation
Trial attorney
- Trial attorney
- Civil lawsuits
- Arbitration
- Civil litigation
Law firm
- Legal consultation
- Personal injury law
Two of the five categories on the profile carry no services and get no page. That is deliberate, and it is not the same as ignoring them. A category on a Google Business Profile is a matching signal in its own right: it helps Google decide which searches the profile is eligible for, whether or not any service sits under it. What these two describe is woven into the pages we are building rather than given a page of its own, because a page about being an attorney, at a law firm, would only repeat the three columns of real services in vaguer words.
Attorney
The broadest category Google offers for the profession. It matches people who search the bare word, which is the largest pool of all and the one where Gary is currently invisible.
Woven in, not built out: the homepage H1 and the About page both name him as an attorney in McMinnville, the bar admissions block on About carries the credential, and every service page signs off with the firm name and the word attorney in the title tag.
Legal services
A catch-all Google keeps for firms that do not fit a narrower label. It draws very few searches on its own, which is why it gets no services and no page.
Woven in, not built out: the contact page describes what working with the firm involves, and the free consultation copy across the site is the plainest statement of the service on offer.
Why not just give them services too
Because the only services that would fit are the ones already listed under the three real categories. Repeating them here would put the same page in front of Google twice under two labels, which is the exact duplication we spent this pass removing. The categories stay, they keep matching, and the content does the rest.
Fourteen additions, every one approved on the call and every one traceable to something already published or said on the record.
| Service | Goes under | Why | Where it comes from |
|---|---|---|---|
| Serious personal injury claims | Personal injury attorney | The merged name for Serious personal injuries, Personal injury claims and Injury claims. One topic, one slot. | Call, 09:48, the merge annotation |
| Brain injury claims | Personal injury attorney | There is a head injuries page on the site with no service behind it. | /head-injuries/ |
| Insurance claim disputes | Personal injury attorney | Representing an injured person against their own insurer. First-party work that runs through the whole practice. | Profile description, homepage, four blog posts |
| Third-party workplace injury claims | Personal injury attorney | Claims against a third party when someone is hurt at work. Distinct from workers' comp, which Gary refers out. | /work-place-accidents-involving-third-parties/ |
| Premises liability claims | Personal injury attorney | The legal term for the fall injury work already on the site. | /fall-injuries/ |
| Workers' comp lien reduction | Personal injury attorney | The sharpest passage on the site: the comp insurer will improperly inflate its lien and the firm has fought that many times with considerable success. | /work-place-accidents-involving-third-parties/ |
| Free consultation | Personal injury attorney | Stated plainly on the homepage. Kept as a profile service and as site-wide messaging. | Homepage: We do not charge for the first consultation |
| Contingency fee representation | Personal injury attorney | Answers the first question most injured people have about cost. Kept as a profile service and as site-wide messaging. | Homepage: if we do not recover for the client, there is no fee |
| Pedestrian accident litigation | Personal injury attorney | Gary at 16:31: there are nuances if you are hit as a pedestrian and he has handled several. Two crosswalk results total $1,545,000. | Call, 16:31; results page |
| Arbitration | Trial attorney | The page survives and the slug is kept. Gary arbitrates cases for clients; the page describes that, not an arbitrator-for-hire service. | /arbitration/, Christian's ruling |
| Legal consultation | Law firm | True and broad. Fills an otherwise empty category. Gary: Legal consultation, sure. | Call, Law firm column |
| Personal injury law | Law firm | The broad form of the primary practice. Gary: Personal injury law, sure. | Call, Law firm column |
| Civil litigation | Law firm | We are a civil trial firm. Gary approved it with Court representation. | Homepage; call |
| Court representation | Law firm | A trial practice since 1982, stated broadly enough not to tie him to anything narrow. | Call, Law firm column |
Fifteen entries come off: five red-circled non-phrases and duplicates, one struck through, four Gary rejected outright, four retired by merge, and pedestrian accident litigation leaving the unplaced group for a real slot.
| Service | Currently under | Why it comes off |
|---|---|---|
| Injuries personal injury | Personal injury attorney | Not a phrase anyone would say or search. Red-circled on the call. |
| Lawyers personal injury | Personal injury attorney | Same problem, two words in the wrong order. Red-circled. |
| Dog attack claims | Personal injury attorney | Third of three dog bite entries. Red-circled. |
| Wrongful death claims | Personal injury attorney | Third of three wrongful death entries. Red-circled. |
| Wrongful death | Personal injury attorney | Duplicate of Wrongful death litigation. Red-circled. |
| Litigation services | Personal injury attorney | Too vague to mean anything next to twenty specific services. Struck through on screen. |
| Assault and battery injury litigation | Personal injury attorney | Gary at 16:10: leave that off. |
| DUI injury litigation | Personal injury attorney | Gary at 16:20: no, all the drunk drivers would call. |
| Workers' compensation litigation | Personal injury attorney | Gary at 18:24: a self-contained system, nothing to do with what I do now. He refers comp claims out and handles the third-party claim. |
| Rehabilitative services | Personal injury attorney | Gary at 18:40: a medical term, not something I could opine on. |
| Serious personal injuries | Personal injury attorney | Retired by merge into Serious personal injury claims. |
| Personal injury claims | Personal injury attorney | Retired by merge into Serious personal injury claims. |
| Injury claims | Personal injury attorney | Retired by merge into Serious personal injury claims. |
| Dog bites | Personal injury attorney | Retired by merge into Dog bite injury litigation. Agreed twice on the call. |
| Pedestrian accident litigation | Personal injury attorney (unplaced) | Placed, not dropped. It comes out of the unplaced group here and goes in as a Personal injury attorney service in the add list, so it appears in both. |
Gary asked several times on the call whether we were duplicating ourselves. He was right to. Reading down one column at a time hides the repeats that only show up when you read across. After the call we read the settled list across instead of down, checked every suspect name against real search demand, and found six saying the same thing as something already on the list. All six came off on 16 September. This is the record of that decision.
What folding one in meant
Two things happened at once, and neither of them lost any content.
The name came off the Google profile. The profile stops listing the same service twice in different words, which is the only thing being fixed here.
The page that name would have had is not built on its own. Its subject became a section inside the page it folded into. Fall Injuries did not disappear: its copy, the best legal writing on the current site, now sits on the slip and fall page word for word, and the old address redirects there.
Every page in this plan gets written or rewritten either way. That was never what these six were about. They were about how many separate pages and separate profile entries carry the same idea. Six fewer entries, six fewer pages, the same amount of writing.
How to read the numbers
Each figure is United States monthly searches for the hiring phrase, "slip and fall attorney" rather than "slip and fall". We use the national figure on purpose. Every city-modified version of these phrases returns no measurable volume, exactly as it did in the audit, because local intent resolves in the map pack rather than in a typed city name. What the national figure tells us is which words people actually use, and that was the question.
The six that came off
| Came off | Was under | Searches a month | Where it went | Why |
|---|---|---|---|---|
| Permanent injuries | Personal injury attorney | no measurable demand | Catastrophic injury litigation | No measurable search demand for the hiring phrase, and it is the plain definition of both catastrophic injury and serious personal injury. Its page copy moved to /catastrophic-injuries/ verbatim. |
| Fall injuries | Personal injury attorney | 320 | Slip and fall injury litigation | The same claim as slip and fall, at one eighty-fifth of the demand. Its page copy, the best legal writing on the site, moved to /slip-and-fall/ verbatim. |
| Pain and suffering litigation | Personal injury attorney | 10 | Damages sections across the injury pages, plus one article | Nobody hires a lawyer for pain and suffering litigation. The demand that exists is people asking what it means and how it is calculated, which is a subject to write about rather than a service to sell. |
| General civil trial | Trial attorney | 260 | Trial attorney | The same claim as Trial attorney at one sixteenth the demand. Gary flagged the redundancy himself on the call. /general-civil-trial-practice/ now redirects to the Trial attorney category page. |
| Civil disputes | Trial attorney | 170 | Civil lawsuits | A dead heat with Civil lawsuits at 180, and both are small. Lawsuit is the word a person uses for the thing; dispute is the word a lawyer uses. |
| Court representation | Law firm | no measurable demand | Trial attorney | No measurable demand, and it says the same thing as Trial attorney in duller words. |
Thirty-four services became twenty-eight, and thirty-one service pages became twenty-five. The six retired pages are kept whole in the build files and can be put back in full at any time.
One service changed category
| Service | From | To | Why |
|---|---|---|---|
| Civil litigation | Law firm | Trial attorney | It draws 18,100 searches a month, more than every other entry in both columns put together, and courtroom work is what the Trial attorney category means. The page had not been written yet, so the move cost nothing. Its address moves from /law-firm/civil-litigation/ to /trial-attorney/civil-litigation/. |
Where two entries overlap and both were worth keeping
These were not drops. Both names stay on the profile because both are phrases people really use. What changed is that they share one page instead of fighting each other for the same searches from two.
| The pair | Searches a month | What we did | Why |
|---|---|---|---|
| Slip and fall and Premises liability | 27,100 and 14,800 | Both services, one page | Two real phrases for one claim. As two pages they compete with each other. Slip and fall is the bigger phrase so it leads the page and premises liability, the legal name for the same thing, runs as the second heading. |
| Uninsured and Underinsured motorist | 690 and 120 | Both services, one page | Genuinely different coverages, both worth listing. Uninsured outdraws underinsured about six to one, so it leads the page and underinsured becomes a section inside it. |
| Free consultation and Legal consultation | 4,400 and 3,200 | Both services, neither gets a page | Both carry real demand and they sit in different categories, so keeping both costs nothing. Neither is a claim type, so neither needs a page. Both point at the contact page, which is already where the free consultation button in the menu goes. |
| Catastrophic injury and Serious personal injury | 3,600 and 390 | Both, and catastrophic gets the stronger page | Gary insisted on camera that catastrophic stays separate, and the numbers back him: catastrophic injury attorney outdraws serious injury attorney nine to one. Serious personal injury claims still earns its slot because it absorbed three retired names, but catastrophic is the page that will carry traffic and it should be built that way. |
| Brain injury and Spinal injuries | 5,400 and 760 | Both, no change | Different injuries, both with real demand, no overlap problem. Worth noting that spinal injury outdraws spinal cord injury ten to one, so the wording already on the list is the right one. |
Three we looked at hard and left alone
| Service | Searches a month | Verdict |
|---|---|---|
| Personal injury law | 9,900 | Keep. It repeats the name of the main category, which is why it came under review, but it carries real demand and it is the only entry giving the Law firm category any injury relevance at all. It does not need a page of its own. |
| Property damage litigation | 5,400 | Keep. More demand than we expected. It is worth asking Gary whether he wants the diminished value and totaled vehicle work, because it sits slightly apart from the injury practice, but that is a positioning question rather than a duplication one. |
| Personal injury protection | 2,900 | Keep the service, write the page differently. The demand is real but the intent behind it is informational: people want to know what PIP is and what it covers, not to hire someone. The page needs to be a clear explanation that earns the call at the end, rather than a pitch from the first line. |
Thirty-four things we looked at and left off, in three groups. On the record, so each one is a decision you can overturn rather than something nobody thought of.
Put to Gary on the call and turned down · 7
These were on the grid in blue as proposed additions. He went through them one by one and said no to all of them, in his own words, on the recording.
| Service | Proposed under | What he said |
|---|---|---|
| Mediation | Trial attorney | Gary at 02:37: absolutely not, I don't do mediation. Red-rectangled with the rest of the blue block. |
| Business dispute resolution | Trial attorney | Gary: I'm not a business lawyer anymore. Red-rectangled. |
| Contractor dispute defense | Trial attorney | Gary: I don't do contractor disputes defense anymore. Those days are gone. Red-rectangled. |
| Civil lawsuit representation | Trial attorney | Gary: that's a kind of a generic claim. Red-rectangled. |
| Wage claim defense | Trial attorney | Gary: I've never done wage claim defense in my life and I never would start. Red-rectangled. |
| Contractors Board representation | Trial attorney | Gary: I would never do any of that. Red-rectangled. |
| Insurance claim protection | Personal injury attorney | Gary at 01:40: again, that's redundant. It becomes a keyword inside Insurance claim disputes. |
Weighed and never put to him · 24
Services a firm like this could plausibly list. Each one was checked against the site, the profile and the reviews first. Most failed on evidence: if nothing published says he does it, the profile should not say it either.
| Service considered | Would have sat under | Reason | Why we left it off |
|---|---|---|---|
| Medical malpractice attorney | Personal injury attorney | No evidence | A standard neighbour of personal injury and completely absent from the site. |
| Nursing home abuse lawyer | Personal injury attorney | No evidence | Nothing on the site. Avvo does list him under a Nursing Home Abuse profile; if that is wrong it should be corrected at the source. |
| Bus accident lawyer | Personal injury attorney | No evidence | No mention anywhere. |
| Boating accident lawyer | Personal injury attorney | No evidence | No mention anywhere. |
| Train accident attorney | Personal injury attorney | No evidence | No mention anywhere. |
| Rideshare, Uber and Lyft accidents | Personal injury attorney | No evidence | No mention anywhere. Worth revisiting later if the firm takes them. |
| Toxic exposure attorney | Personal injury attorney | No evidence | No mention anywhere. |
| Child injury attorney | Personal injury attorney | No evidence | No mention anywhere. |
| Burn injury attorney | Personal injury attorney | No evidence | No mention anywhere. |
| Amputation injury lawyer | Personal injury attorney | No evidence | No mention anywhere. |
| Back, neck, whiplash and broken bone injury | Personal injury attorney | Too granular | Real injury types, but each would need its own page before the profile should claim it. Revisit once the site is built out. |
| Loss of consortium claims | Personal injury attorney | Too granular | A damages category rather than a service someone searches for. |
| Animal attack injury lawyer | Personal injury attorney | Redundant | Already covered by the dog bite entries. |
| Defective product injury lawyer | Personal injury attorney | Redundant | Already covered by Product liability litigation. |
| Construction accident attorney | Personal injury attorney | Ambiguous | Reads as either injury work or contractor work depending on who is asking. Left off to avoid muddying the business-side line. |
| Insurance defense | Trial attorney | Excluded | Representing carriers, or businesses on a carrier's behalf. He acts against insurers for injured people, the opposite side. |
| Business litigation | Trial attorney | Wrong label | He does litigate business disputes but this phrasing reads as a business-law practice. Listed as Business dispute resolution instead, which Gary then declined. |
| Construction defect litigation | Trial attorney | Side unclear | He defends contractors against defect claims. Listing it plainly would draw homeowner claimants, the opposite side of his work. Martindale still advertises it ambiguously and should be corrected. |
| Shareholder dispute litigation | Trial attorney | On the site, not added | The civil trial page does mention business breakups in closely held companies. Left off to keep the list lean. |
| Probate litigation | Trial attorney | On the site, not added | The civil trial page does mention trust and probate disputes and litigation. Left off to keep the list lean. |
| Agricultural and crop disputes | Trial attorney | On the site, not added | The civil trial page mentions representation of growers and agricultural contractors in crop-related disputes. Left off to keep the list lean. |
| Class action lawsuits | Trial attorney | No evidence | Nothing on the site supports it. |
| Legal malpractice trial | Trial attorney | No evidence | Nothing on the site, profile or reviews supports it. |
| Appeals attorney | Trial attorney | No evidence | Plausible for a 44-year trial practice but nothing published says so. |
Whole categories weighed · 3
Not services. Profile categories, which is a bigger decision than any single service because the primary category is what the map pack ranks on.
| Category considered | Reason | Why we left it alone |
|---|---|---|
| Personal injury lawyer | Not worth the risk | More popular than the current primary category, but the firm already ranks first on what it has. Not worth disturbing. |
| Civil law attorney | Withdrawn | Proposed earlier to house the business silo. That silo is off the table so the category is too. |
| Business attorney | Withdrawn | Same. |
Personal injury leads and one fact leads personal injury
Every signal points the same way. Your primary category, your nine map positions, your reviews and all twenty-one settlements are injury cases. The business-side terms return very little measurable local demand, that work reaches you by referral, not search and the plan treats it accordingly.
Within injury work, what separates you is not forty-four years of practice. It is five of them:
You ran an insurance company's trial department. Now you sue insurance companies. American States Insurance, Portland division, 1991 to 1996
Substance, structure and something worth reading first
We are not chasing a word count. Google's own position is that word count is not a ranking factor and recent analysis of pages cited in AI answers found more than half were under a thousand words.
What does hold up: a study of 8,186 businesses found a correlation between more substantive words and better local rankings, the researcher's phrasing was "more words does not equal better rankings; more meaningful words is a different story."
And there is a simpler argument. Someone deciding whether to phone a lawyer reads the top of the page. Google's own guidance is that a page needs real content above the fold, not just an image. Your pages should be longer because they currently answer one question and stop, not because a number says so.
Section order follows the questions a reader actually asks
| Section | The question it answers |
|---|---|
| Hero | Can you solve my problem right now? |
| What the law says | Do I actually have a claim?, your statutes and worked examples |
| Why this firm | Why you over anyone else?, the insurance-side experience |
| Proof | Has this worked for people like me?, settlements and reviews |
| What happens next | What if I call? |
| Cost | What will this cost me?, free consultation, no recovery no fee |
| Act | How do I start? |
The second row is the hardest to write and you have already written it. The stacking example. The business invitee explanation. The carpenter losing earning capacity. The comp insurer inflating its lien.
One editorial test governs every page: if you deleted all the body copy, the headings alone should still tell the page's story.
Win the general searches at home. Become visible everywhere else.
McMinnville
You hold the injury map here and that is defended. The growth at home is the general searches, attorney mcminnville oregon and its near-twins, about 210 a month, the largest measurable local demand there is and the one an injured person types before they know what kind of lawyer they need. The homepage is what wins those.
Beyond McMinnville
Not about chasing work in Salem. It is that on the statewide and Salem-area injury terms you are absent or ranked ninth to nineteenth, below where anyone scrolls. Advertisers pay $59.16 and $81.51 for those clicks which is how we know the demand is real. Being findable there is a ranking problem and only the website can solve it.
Location pages come last, once the practice pages behind them are strong. A city page pointing at a 190-word service page has nothing to offer.
Rebuilt, moved and nothing lost on the way
- No page moves without a forwarding address. Fifty redirects, mapped one to one in the data file before anything is published.
- Your best-performing blog post keeps its address.
/moderate-injury-claims/earns about a quarter of your search traffic so new content goes above the existing copy rather than replacing it. - Nine pages keep their exact address. They are still rewritten and expanded, the URL is what stays.
- Twenty-six old addresses finally get forwarded recovering links from 37 sites that currently land on an error.
- Nothing is claimed that you haven't confirmed. Oregon's advertising rules make that a compliance matter, not a preference.
Every page and where it goes
51 redirects in total, 25 from the current site and 26 from the pre-2016 site. 9 pages keep their exact address; everything else is renamed, merged, moved into a section or retired, and every old address forwards to its replacement. A redirect keeps a visitor and a link from landing on an error page. It is not a promise that a ranking survives a rewrite; the pages that rank today are the ones whose copy is carried over unchanged, and that is why it is carried unchanged.
Rule one
No page that ranks moves without a forwarding address. Only three pages earn traffic and all three keep their address and their copy.
Rule two
Where a page has earned something, the existing copy stays as written. New sections sit around it, not in place of it.
Staying exactly where they are
/automobile-accidents/ · /bicycle-injuries/ · /wrongful-death/ · /spinal-injuries/ · /head-injuries/ · /dog-bite-injuries/ · /dangerous-and-defective-products/ · /arbitration/ · /moderate-injury-claims/: 9 addresses, unchanged. Every one keeps its copy; the page around the copy is rebuilt.
/moderate-injury-claims/ keeps its address and its existing copy. It is estimated to bring around a quarter of search traffic from 155 words ranking for a statute number. The other six posts move under /blog/ with redirects.Moving, merging and retiring
| Current address | New address | Why |
|---|---|---|
| /personal-injury/ | / | The main practice belongs on the homepage |
| /personal-injury-attorney-areas-of-practice/ | / | Orphaned, duplicates the homepage |
| /category/areas-practice/ | / | A blog listing the menu points at |
| /category/areas-practice/page/2/ | / | Same listing, page two |
| /what-our-clients-say/ | / | Retired. Testimonials move to the pages they belong to; the homepage carries the review section |
| /frequently-asked-questions/ | / | Retired. The ten questions live on the homepage, the category pages and the service pages they answer |
| /uninsured-motoristunderinsured-motorist/ | /uninsured-underinsured-motorist/ | Two words run together |
| /seriouspermanent-injuries/ | /catastrophic-injuries/ | Two words run together; the serious half now has its own page |
| /fall-injuries/ | /slip-and-fall/ | Folded into slip and fall on 16 September; one claim under two names, and its copy moved across whole |
| /dangerously-defective-products/ | /dangerous-and-defective-products/ | Duplicate pair resolved |
| /work-place-accidents-involving-third-parties/ | /workplace-injury-third-party-claims/ | 45 characters and did not match its own heading |
| /business-disputes/ | /trial-attorney/ | Retired on the call; forwards to the category |
| /building-contractor-issues/ | /trial-attorney/ | Retired on the call; forwards to the category |
| /general-civil-trial-practice/ | /trial-attorney/ | Folded into the Trial attorney category on 16 September; the page said the same as the category in weaker words |
| /mediation/ | /arbitration/ | Retired on the call; forwards to the arbitration page, the nearest thing the firm does |
| /attorney-qualifications/ | /about/ | Conventional, and the page has no rankings to protect |
| /some-of-our-past-results/ | /results/ | Shorter and clearer |
| /contact-us/ | /contact/ | Shorter and absorbs directions |
| /directions/ | /contact/ | Merged, map kept |
| 6 blog posts | /blog/[slug]/ | Three currently sit at URLs over 70 characters. The seventh, /moderate-injury-claims/, does not move. |
/arbitration/, which keeps its root address. That is deliberate: the URL structure says which practice is the centre of the firm.26 addresses from the previous website
One of them holds 52 links from 37 different websites
/ap-pers-inj.html was the old personal injury page. Thirty-seven other sites still link to it and every visitor those links send lands on an error page. Forwarding it is one line of configuration.
| Legacy address | Forwards to |
|---|---|
| /ap-pers-inj.html | / |
| /index.html | / |
| /areas-practice.html | / |
| /ap-faqs.html | / |
| /clients.html | / |
| /client-quotes.html | / |
| /ap-insur-def.html | / |
| /ap-aut-acc.html | /automobile-accidents/ |
| /ap-underinsur-mot.html | /uninsured-underinsured-motorist/ |
| /ap-bikes.html | /bicycle-injuries/ |
| /ap-wrog-death.html | /wrongful-death/ |
| /ap-ser-perm-inj.html | /catastrophic-injuries/ |
| /ap-sp-inj.html | /spinal-injuries/ |
| /ap-head-inj.html | /head-injuries/ |
| /ap-fall-inj.html | /slip-and-fall/ |
| /ap-dog-bites.html | /dog-bite-injuries/ |
| /ap-dang-def-prod.html | /dangerous-and-defective-products/ |
| /ap-wkpl-acc.html | /workplace-injury-third-party-claims/ |
| /ap-bus-disp.html | /trial-attorney/ |
| /ap-build-contr-iss.html | /trial-attorney/ |
| /ap-cons-def-lit.html | /trial-attorney/ |
| /ap-gen-civ-trial.html | /trial-attorney/ |
| /ap-arbitration.html | /arbitration/ |
| /ap-mediation.html | /arbitration/ |
| /members.html | /about/ |
| /contact.html | /contact/ |
Cleanup
From 111 submitted addresses to 48 real ones.
| What | How many | What happens |
|---|---|---|
| Homepage copies at /page/2/ and beyond | unlimited | Stopped. Page 999 currently returns a real page. |
| Tag pages | 75 | Hidden from Google, removed from the sitemap |
| Blog category listings | 2 | One forwarded, one kept as the blog index |
| Author archive | 1 | Hidden from Google |
| Internal search results | unlimited | Hidden from Google |
Every page and where it sits
One tree, top to bottom. The homepage is your personal injury category page so the injury services hang directly off it. Everything else sits beside it. Tags on the right say what each page is and which wave it lands in. Click any row for what it targets and where its content comes from.
Targets personal injury attorney McMinnville, where the firm already holds the map at number one, and attorney mcminnville oregon, where it is absent from both the map and the top hundred.
Why there is no separate practice-areas page: the homepage is the personal injury category page. It links down to every injury service through the practice grid. It also carries one H2 each for Trial attorney and Law firm, fifty to a hundred words apiece, linking down to those category pages. Only the two secondary categories and three priority services (Car Accidents, Uninsured and Underinsured Motorist, Wrongful Death) get cards; every other service is reached through the practice list and the menu.
Status Rebuilt from existing parts
Targets car accident lawyer oregon, 260 searches, difficulty 20, the most valuable click in the whole set.
Has today 190 words covering PIP, police reports and the demand letter process, carried verbatim. The two-year deadline and the advance-payment rule live in the FAQ and the linked article rather than being rewritten into the page.
Status Carried over, copy unchanged
Targets uninsured motorist attorney oregon. Two profile services, one page: someone searching either is served by the same copy, which is the merge rule.
Has today 240 words including the worked stacking example. Three articles link up to it: punitive damages, attorney fees under ORS 742.061 and ORS 20.080. Slug fix from /uninsured-motoristunderinsured-motorist/.
Status Carried over, copy unchanged, from /uninsured-motoristunderinsured-motorist/
Targets motorcycle accident lawyer oregon, 40 searches, difficulty 16.
Why it is in wave one with no copy: the largest single result is a $2,500,000 motorcycle settlement and one review is from a couple struck while riding. The proof is stronger than the page.
Status New page, briefs for Gary
Added on the call at 16:31. Two results totalling $1,545,000, both people struck in crosswalks, and the word pedestrian appears nowhere on the current site. The largest proof-to-content gap on the site.
Status New page, briefs for Gary
Has today 88 words but they include ORS 814.400(1) and, unusually, claims against government road authorities for road surface defects. Needs the Tort Claims Act notice deadline, from Gary.
Status Carried over, copy unchanged
Targets wrongful death attorney oregon, 110 searches, difficulty 10. The firm has a page and does not rank for it.
Has today 230 words covering the full beneficiary class including step-children and step-parents, funeral costs and surviving punitive damages.
Status Carried over, copy unchanged
Kept separate on Gary's insistence, argued with the Highway 18 case: catastrophic is a trigger word for people, at least literate people, and he likes having literate people for clients. Absorbs Permanent Injuries, folded in on 16 September, carrying its 170 words on loss of future earning capacity with the journeyman carpenter example. Redirects /seriouspermanent-injuries/ and /ap-ser-perm-inj.html land here.
Status Carried over, copy unchanged, from /seriouspermanent-injuries/
The merged name for Serious personal injuries, Personal injury claims and Injury claims, per the 09:48 annotation. The current /personal-injury/ page's three paragraphs carry over here; that address itself redirects to the homepage as planned.
Status Carried over, copy unchanged, from /personal-injury/
Has today 140 words on nerve damage, paralysis and rehabilitation. Proof: two settlements involving spinal compression fractures.
Status Carried over, copy unchanged
Targets brain injury attorney oregon, difficulty 3, one of the easiest on the board. Has today 139 words on concussion, post-concussion syndrome and neuropsychological testing. Proof: three settlements involving permanent head or brain injury. Address stays /head-injuries/.
Status Carried over, copy unchanged
Absorbs Fall Injuries. The two were one claim under two names, so the fall injuries page was folded in here on 16 September and its copy carried across whole: the best legal writing on the site, covering business invitee status, the duty to remove a hazard rather than warn, foreign-substance versus permanent-feature claims and the warning that store surveillance video gets destroyed quickly. Redirects /fall-injuries/ and /ap-fall-inj.html land here.
Status Carried over, copy unchanged, from /fall-injuries/
Added from the call. The legal term for the fall injury work and a Super Lawyers focus area. Scoped away from floors so it does not duplicate the two fall pages.
Status New page, briefs for Gary
Targets dog bite lawyer oregon, 210 searches, difficulty 8, the best volume-to-difficulty ratio available. The firm holds the McMinnville map at number one for this. Has today 143 words citing ORS 31.360(1). The article that quotes the statute in full links up.
Status Carried over, copy unchanged
The two product pages total 346 words and one duplicates the other; the duplicate folds in and redirects. Gary called this a stretch on the call (C16), so the page carries a pin asking him to confirm he wants the work.
Status Carried over, copy unchanged
Has today the sharpest paragraph on the site, on comp insurers inflating their lien. Gary refers the comp claim itself out and handles the third-party claim, which is why Workers' compensation litigation came off the profile and this stayed. Slug fix from the 45-character address.
Status Carried over, copy unchanged, from /work-place-accidents-involving-third-parties/
Currently one paragraph inside the workplace page and the most specific success claim on the whole site. Promoted to its own page because it is now a profile service.
Status New page, briefs for Gary
Targets personal injury protection oregon, 70 searches, difficulty 25. Not starting from nothing: the auto page names PIP and the FAQ has two full answers including the $15,000 figure, which carry over verbatim.
Status New page, briefs for Gary
Added from the call. The profile description already says insurance disputes and the homepage says the firm fights for insureds treated unfairly by their own insurer. The Moody article links up here.
Status New page, briefs for Gary
A profile service with nothing on the site today except the bio line about property damage cases. New copy, Gary's.
Status New page, briefs for Gary
Replaces the Civil Trial Practice silo. The call killed mediation, business disputes and contractor defence (C3, C4); what remains is the Trial attorney category with its five profile services beneath it. Gary flagged the labels as redundant and kept them anyway: I'll figure something out. Absorbs General Civil Trial and Court Representation, folded in on 16 September; /general-civil-trial-practice/ redirects here.
Status New page, briefs for Gary
Settled: a profile service under Trial attorney, page from the live copy, slug kept at the root. The 12-person jury line carries a Confirm with Gary pin. /mediation/ redirects here from 16 September: mediation is off the profile, arbitration stayed on, and this is the nearest page. Whether it says anything about mediation is Gary's call.
Status Carried over, copy unchanged
The service shares its name with the category; the H1 varies to Civil Trial Lawyer so the two pages do not compete for the same phrase. Logged.
Status New page, briefs for Gary
New copy, Gary's. The District of Oregon and Washington admissions lead.
Status New page, briefs for Gary
Moved from Law firm to Trial attorney on 16 September. Civil litigation draws more search demand than every other entry in the Trial attorney and Law firm columns put together, and courtroom work is what the Trial attorney category means. The page had not been written yet, so the move costs nothing. Earlier double listing, once as a Law firm addition and once as considered-not-added, was fixed at C12.
Status New page, briefs for Gary
New category page for the Law firm services Gary approved on the call, two of them since 16 September (civil litigation moved to Trial attorney, court representation folded). The Attorney and Legal services categories stay with no services and no pages, untouched by the call.
Status New page, briefs for Gary
Describes the meeting. The free consultation and contingency fee messaging lives on the contact page and site-wide, not here.
Status New page, briefs for Gary
An explainer of the law itself. Links up to the homepage, never sideways into the personal injury silo.
Status New page, briefs for Gary
Replaces /attorney-qualifications/, which redirects. The natural home for the word attorney and for the credential detail; it carries the Person and Attorney structured data for the whole site. The federal District of Oregon and Washington admissions lead.
Status Rebuilt from existing parts, from /attorney-qualifications/
Twenty-one settlements totalling $11,821,500 from /some-of-our-past-results/, which redirects. The disclaimer stays exactly as written. Each service page shows the results tagged to it and links here.
Status Rebuilt from existing parts, from /some-of-our-past-results/
Absorbs /directions/ and /contact-us/. The native form replaces the JotForm iframe and feeds AIO, the all-in-one marketing CRM. Address must read 723 NE Baker St #100 to match the Google profile. Free consultation and contingency fee land here as profile services and as site-wide messaging. No booking page (C6).
Status Rebuilt from existing parts, from /contact-us/
The index. Replaces the blog category listing the menu points at. The posts cite seven Oregon statutes, a 2023 Oregon Supreme Court decision and ten named trial court cases.
Status Rebuilt from existing parts
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /oregon-punitive-damages-in-um-uim-claim/
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /emotional-distress-damages/
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /those-injured-on-the-job-by-someone-elses-fault-may-be-able-to-recover-damages-in-addition-to-workers-compensation-benefits/
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /deadline-to-file-suit-may-be-extended-when-insurer-makes-an-advance-payment/
Handle with the most care of anything on the site. Roughly a quarter of search traffic from 155 words ranking for a statute number. Address unchanged, copy unchanged, links up to the UM/UIM page.
Status Carried over, copy unchanged
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /dog-owners-liable-in-oregon/
Moves under /blog/ with a redirect. Links up to its service page.
Status Carried over, copy unchanged, from /insurers-may-be-liable-to-their-insureds-for-attorney-fees/
The largest market in reach. Twenty-five miles out with no office there, so this targets ordinary results rather than the map.
URL follows the Core30 location rule: /location/[primary-category]-[city]-[state]/. No hub page; the footer carries all five cities (C15).
Status New page, briefs for Gary
The largest city in Washington County. Portland firms compete hard here; the page most likely to underperform, which is why it is built and measured.
URL follows the Core30 location rule: /location/[primary-category]-[city]-[state]/. No hub page; the footer carries all five cities (C15).
Status New page, briefs for Gary
Second-largest in Washington County, same drive and same competitive picture as Hillsboro.
URL follows the Core30 location rule: /location/[primary-category]-[city]-[state]/. No hub page; the footer carries all five cities (C15).
Status New page, briefs for Gary
The largest Yamhill County city after McMinnville and the one the firm has the strongest claim to. The current homepage already says Also servicing Newberg.
URL follows the Core30 location rule: /location/[primary-category]-[city]-[state]/. No hub page; the footer carries all five cities (C15).
Status New page, briefs for Gary
Small, but the next-largest Yamhill County city and it sits on Highway 18. Two of the settlements are Highway 18 crashes.
URL follows the Core30 location rule: /location/[primary-category]-[city]-[state]/. No hub page; the footer carries all five cities (C15).
Status New page, briefs for Gary
Required page. Template draft, Gary's wording.
Status New page, briefs for Gary
Required page. Template draft, Gary's wording.
Status New page, briefs for Gary
Required page. Template draft, Gary's wording.
Status New page, briefs for Gary
Required page. Template draft, Gary's wording.
Status New page, briefs for Gary
How the links run between them
Down
The homepage links to every injury service and to the Trial attorney and Law firm category pages, from within the body copy, not just a menu. Each category page links down to its own services.
Up
Every page links back to the homepage in its own words. Trial attorney and Law firm services link up to their category first, then home. Blog posts link up to the service page they support.
Sideways, within a practice
An injury page links to related injury pages. It doesn't link across to the civil trial section, those are two different practices and the site should read that way.
And a menu that works
A practice areas dropdown listing every service page. Body links and menu links are not a trade-off, the menu is how people find things, the body links are how the pages support each other. You need both.
Why the menu isn't a compromise
There's a long-standing belief in SEO that a menu link "uses up" the value of a body link to the same page so important pages should be kept out of the navigation. We checked it and the evidence doesn't hold up.
Google's own position is that links in the main content carry particular weight and sitewide menu links carry less, not that menu links cancel body links. A controlled split test on a retail site found that adding body links to pages already in the main navigation lifted organic traffic to those pages by around 25%. And in July 2026 a Google search advocate told someone planning to strip a nav link for exactly this reason that he was overthinking it.
Which matters because a menu that hides your practice areas costs you the visitor. Someone who has just been hurt and can't find "car accidents" in thirty seconds leaves. No amount of internal linking structure earns that person back.
What the site is built from
A serious, plain palette. Nothing about a personal injury firm's website should feel like a sales page.
assets/design/tokens.css, and every rule in the site's stylesheet, design.css, reads those variables and nothing else. Change a value once and every page follows. The values were settled on 7 October against the reference design Christian chose.Color
Navy carries the words and the bands, cream and white carry the page, gold is the accent. Seven colours do the whole site.
Around those seven: body text is --body #344054 and muted text --muted #667085; gold darkens to --gold-d #9C8550 on hover and fades to two translucent tints for the hero dots and the faint star behind a trust card; text on navy is white, with softer whites for small print, hairlines and the glass panels; the one hairline colour is --line, navy at ten percent. White is white.
How the grounds alternate
A page has three grounds: white, cream and navy. Sections change ground instead of announcing themselves with labels or lines. The hero and the steps band are navy; the sections between them alternate white and cream; the footer is the darker navy with the darkest bar beneath it. Body text on navy is white; figures and the accent word in a heading are gold.
Two rules about color
Blue means clickable, always and only. A heading is never blue. If it's blue, it's a link. Gold is the accent, not a ground: a button, a heading bar, an icon, one word in a heading, never a whole panel.
Wordmark
The logo is a fixed image and is never redrawn or retyped. Everything else on this page is chosen to sit beside it.
The letters are classical Roman capitals with small caps, the inscriptional style carved on Trajan's Column. Headings do not imitate it. The heading face below is chosen to sit beside it: a serif with the same contrast between thick and thin strokes and a true lowercase, so headings read as the wordmark's family without ever being set in its letters. Where a line has to echo the wordmark itself, the office name in the footer for example, Cinzel is the one face that may do it, and it is loaded only on the pages that use it.
Type
Two families, one job each. Nothing else is loaded. The sizes come from a fluid scale of eight steps that grows with the screen, so every step has a phone value (360px wide) and a desktop value (1440px and up).
Headings: Playfair Display
A high-contrast serif with a true lowercase, so it can carry the page heading at hero size. Semibold for H1, H2 and figures, italic for quotations. It shares the wordmark's thick-and-thin stroke contrast without borrowing its letters.
Body: Poppins
A round, open sans for paragraphs, lists, H3 and below, buttons, forms and navigation. It carries over from the current site's theme, so the site keeps one thread of its old voice. Two weights only: regular for text, semibold for buttons, navigation and emphasis. Poppins runs wide, so body sits at 17px with a 1.65 line height and a measure of about 62 characters.
Numbers and icons
Settlement figures are set in the heading face, in gold. Step numerals are white Poppins figures on a gold square. Icons come from one licensed set of 504 single-colour line drawings for law, court, healthcare, protection and vehicles, one stroke weight, coloured by the text around them: gold on light grounds, white on navy.
What changed from the current site
The current site loads two competing font systems. The theme sets headings in Amiri and body in Poppins; the page builder then overrides the content of every page with Roboto and Roboto Slab, so the text people actually read is Roboto and Poppins only reaches the header and footer. The rebuild keeps Poppins, drops Roboto and Roboto Slab, and replaces Amiri, which goes thin at hero size, with Playfair Display.
| Use | Face | Step | Phone | Desktop | Notes |
|---|---|---|---|---|---|
| Page heading (H1) | Playfair Display 600 | --fs-4xl | 42px | 67px | One per page: the service and the city. The benefit is a second line inside the same H1, set in Poppins at --fs-xl with a short gold bar |
| Section heading (H2) | Playfair Display 600 | --fs-3xl | 32px | 48px | A gold bar on the left; one word may be gold |
| Settlement figures | Playfair Display 600 | --fs-2xl | 26px | 37px | Gold on navy |
| Sub-heading (H3), step titles, footer headings | Poppins 600 | --fs-xl | 20px | 26px | Card names on the practice and services cards are fixed at 30px for now, to be moved onto the scale |
| Section introductions, FAQ questions, trust card titles | Poppins 400 / 600 | --fs-l | 17px | 21px | The lede beside a heading |
| Body, navigation, card text | Poppins 400 | --fs-m | 15px | 17px | Line height 1.65. Measure 62 characters |
| Buttons, pills, footer bar, small print | Poppins 600 / 400 | --fs-s | 13px | 15px | Sentence case on buttons |
| Eyebrows, disclaimers, captions | Poppins 400 / 600 | --fs-xs | 12px | 13px | Eyebrows are the one place for tracked capitals |
assets/design/fonts.css, never loaded from Google at run time. Cinzel is the reserved third face for wordmark echoes only and is not used on pages that have none.Layout rules
How every page is put together, as the approved homepage sections stand. Every page is checked against them.
One container, 1300 pixels
Every section's content sits in a container of at most 1300px, with a side gutter that grows from 17px on a phone to 40px on a desktop. Sections breathe with a vertical rhythm of 72px on a phone and 120px on a desktop; short sections use 48px and 80px.
The heading block
A section opens with its heading on the left, marked by a short gold bar, and its one-paragraph introduction on the right, top-aligned. One word of a heading may be gold. Where a section needs a button beside its heading, as the questions do, the button sits top right.
The header and the page opening
The header is the wordmark on the left, the navigation in the centre with a small white chevron on items that open a menu, and a glass call button on the right. The hero is navy: the H1 and its paragraph on the left, a gold consultation button and a call button with the number in it, and Gary's portrait on the right in a circle, with a scatter of dots behind it.
Cards
Three trust cards sit on the hero's lower edge, each with a gold icon on a white disc with a soft shadow, a bold title and three even lines of text. Practice and service cards are white on cream: a gold icon on a cream disc, the name in the serif linking to its page, and the page's own sentence; the rest of a long list becomes a cloud of pill links beneath.
Content left, image right
Text on one side, a photograph on the other, never text on top of a photograph. The Why section pairs the text with a collage: one tall photograph, a smaller one with a thick cream border, and a white rounded block for the Super Lawyers badge. The steps band pairs a paragraph and a photograph with four numbered steps joined by a dotted line. Every image is standalone, with real alt and title text.
What is left out
No text over photographs. No vertical rules between columns. No strips of small photographs. No signatures or handwriting. No arrows on links. Icons are one set, one weight, and only beside a fact or a service, never as decoration. Small tracked capitals appear only as an eyebrow or a name under a quote.
Questions and the footer
Questions are bordered boxes with a plus mark that turns to a cross when open, the first one open, beside a photograph of Gary with clients carrying a rotating "44 Years Experience" ring. The footer is the darker navy: the office name, the address, the phone number and the hours in rows with gold icons, a map of the office as tall as the text beside it, and a bar beneath with the copyright on the left, the menu on the right and the disclaimer centred in stacked sentences.
Phones first
Most visits arrive on a phone. Every section is designed at phone width first, where the columns stack with the image under the text and the card grids become one column, and then widened at 520, 820 and 1024 pixels. Nothing appears on desktop that is hidden on the phone.
Spacing
Every gap on the site comes from one twelve-step scale plus five fluid distances that grow with the screen. Nothing is eyeballed.
| Token | Phone | Desktop | Used for |
|---|---|---|---|
--sp-1 | 4px | 4px | Hairline gaps |
--sp-2 | 8px | 8px | Gap inside a button, between an icon and its label |
--sp-3 | 12px | 12px | Gap between lines in a card |
--sp-4 | 16px | 16px | Button padding, pill padding |
--sp-5 | 24px | 24px | Card padding, header padding |
--sp-6 | 32px | 32px | Card padding on desktop, gap under a heading block |
--sp-7 | 40px | 40px | Gap between steps |
--sp-8 | 48px | 48px | Space above a card grid |
--sp-9 | 64px | 64px | Footer padding |
--sp-10 to --sp-12 | 80 to 120px | 80 to 120px | Reserved for the largest bands |
--gap | 25px | 48px | Column gap |
--gap-l | 38px | 80px | Gap between a text column and its image |
--gutter | 17px | 40px | Container side padding |
--section-y-s | 48px | 80px | Short section padding |
--section-y | 72px | 120px | Section padding |
Shapes are as few: corner radii of 4, 8 and 12px (--radius-s, --radius-m, --radius-l) and a full round for discs and pills, a 4px gold bar beside headings, a 72px disc behind an icon, and two shadows, one for a resting card and one for a floating element.
Components
The parts the pages are assembled from, each a named class in the stylesheet: the gold button and the call button, the glass header button, the heading block with its bar, the card with an icon disc, the pill cloud, the collage, the numbered steps with their dotted line, the question box, the footer and its bar. New classes are design decisions and are added deliberately, never one page at a time.
The WordPress build is a plain Bricks build with the same variables and the same classes: the tokens become Bricks global variables, the classes become Bricks global classes, the base rules become the theme style, the three faces are uploaded as custom fonts, and each section of a blueprint becomes the same elements in the same nesting with the same words. A difference between a blueprint and the WordPress page is a bug in one of them, never a style choice.
What goes on each page and in what order
Two layers. Eight templates, each with a mockup you can open and read. Then every page on the site, with its title, description, schema and heading outline and where its content comes from.
How the mockups handle content we don't have yet
Where a page needs writing that doesn't exist on your site today, the mockup does not invent it. It shows an orange box naming the subject and the length, “about 200 words on the two-year deadline and what extends it”, followed by grey filler text standing in for the real words so you can see how much is needed. Those boxes are the writing brief. Everything else is either migrated from your current site or drawn from your Google profile, your results page and your reviews.
Nothing in a mockup is final design. They are about structure, order and content.
The honest gap: copy volume
Thirteen of the twenty-five service pages carry your existing copy unchanged, and that copy runs roughly 350 to 450 words a page against the 1,000 to 2,000 the method asks for. The other twelve, including all five Trial attorney and Law firm pages, are briefs until you write them. The structure, the addresses, the linking and the titles are done; the ranking claims in this plan depend on the writing that is still yours to do. Every page's notes panel says exactly what it needs.
Four formulas, applied without exception
Every heading and title in the specification below is generated from these. They are not stylistic preferences, they are the reason a page can be recognised by Google as being about a specific service in a specific place.
| Page type | H1 formula | Worked example |
|---|---|---|
| Homepage | [Primary category] in [City], [State] benefit line beneath, inside the H1 |
Personal Injury Attorney in McMinnville, Oregon Free Consultation, No Fee Unless We Recover |
| Category | [Exact GBP category] in [City], [State]: [Benefit] | Trial Attorney in McMinnville, Oregon: A Civil Trial Firm Since 1996 |
| Service | [Service] in [City], [State] benefit line beneath, inside the H1 |
Dog Bite Attorney in McMinnville, Oregon Owners Are Strictly Liable in Oregon |
| Location | [Primary GBP category] in [City], [State] benefit line beneath, inside the H1 |
Personal Injury Attorney in Salem, Oregon Serving the Capital From Yamhill County |
The benefit half is where the variation lives
The keyword half is fixed. Everything before the pipe is the same shape on every page of that type so the page is unmistakably about one service in one place. Everything after it is different on every single page, no benefit phrase is reused anywhere on the site.
Title tags follow a different formula from H1s
[Name] + [City] + [State abbreviation] + | + [Differentiator] kept under 70 characters so Google does not truncate it. Meta descriptions run 150 to 160 characters, and every commercial page ends its description with the phone number.
Your current site fails this on every page
The homepage H1 is the firm's name. Practice pages carry their heading burned into an image, where neither Google nor a screen reader can read it. Not one page names the city in its H1 which is a large part of why the website never reaches the top eight for anything.
Where each page sends its authority
The homepage
One short block for each category on your Google profile, each linking down to the page behind it, which for you means Trial Attorney and Law Firm. Then two or three priority services linked directly.
Every other service is named here and not linked. Twenty links from the strongest page on the site divides what it can pass twenty ways. Three links concentrate it.
Category pages
Link down to their own services and up to the homepage. Never sideways to another category, an arbitration page and a dog bite page have no business pointing at each other.
Service pages
This is where the full grid of services belongs. Someone reading about a car crash is already an injury client so showing them every other injury service there is useful rather than diluting. Each links up to the homepage and laterally only to siblings in the same silo.
Eight templates
Every page is built from one of these. Click through to read the page as it will be structured. The homepage mockup is drawn on the design framework from the Style Guide; the other seven follow one at a time as each is approved.
Homepage
The primary category page. It links down to secondary categories and to two or three priority services, not to everything.
2. Trust strip
3. One block per profile category, 50–100 words each, linking down to the page behind it
4. Two or three priority services, linked directly
5. The rest of the practice, named, deliberately unlinked
6. Results, six settlements, with your disclaimer
7. Reviews, three real Google quotes
8. What makes calling this office different (you write)
9. Final CTA
Service page
The workhorse. Twenty-four of them across both silos.
2. Hero, H1 on the formula, symptom hook, free-meeting line
3. Trust strip
4. What to do, migrated from your current copy
5. The law that applies, statute, deadline, exception
6. What the claim is worth (you write)
7. Filtered results for this service
8. FAQ
9. The sibling bank every other injury service, in a grid
10. Final CTA
Category page
One per secondary Google Business Profile category that earns a page. For you that is Trial Attorney and Law Firm.
2. Hero
3. Trust strip
4. The services inside it, each linking down
5. Why this practice, in your words (you write)
6. Published appellate decisions
7. Final CTA
Location page
Five cities, one template.
2. Hero, H1 “Personal Injury Lawyer Serving [City], Oregon”, honest drive time
3. Trust strip
4. Why [City] clients call a McMinnville firm (you write)
5. Real cases from that area, or the section is cut
6. Getting here, with the map
7. Local FAQ
8. Sibling cities + final CTA
About page
Trust, credentials and the story nobody is telling.
2. Hero with your portrait
3. Trust strip
4. Five years inside an insurance company (you write, the most valuable section on the site)
5. Admissions, education, memberships, verbatim
6. Published appellate decisions
7. McMinnville, the civic record
8. The people you'll actually talk to, with portraits
Contact page
NAP, hours, form, map.
2. Hero + the NAP card
3. Trust strip
4. The address and hours decisions
5. A native form, five fields, not seventeen checkboxes
6. Map and parking directions (you write)
Article
Notes on the Law.
2. Title, date, byline, reading time
3. The article, migrated verbatim
4. A practical section added to each post (you write)
5. A block linking to the matching practice page
Legal page
Three pages that don't exist yet.
2. No legal advice
3. No attorney-client relationship
4. Past results
5. Advertising notice under Oregon RPC 7.1
Every page on the site
Forty-eight addresses, forty-one pages plus your seven articles, every entry generated from the same data file as the comps. Expand any one for its planning detail: what it targets, the title and description we'll write, the schema it carries, its full heading outline and where its content comes from.
| Status | Rebuilt from existing parts |
| Target keyword | personal injury attorney mcminnville oregon |
| Meta title | Personal Injury Attorney McMinnville OR | Law Office of Gary G. Norris (70) |
| Meta description | Personal injury attorney in McMinnville, Oregon. A civil trial firm since 1996, free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + Person + FAQPage |
| Headings | H1 · Personal Injury Attorney in McMinnville, Oregon: Free Consultation, No Fee Unless We Recover H2 · Why Injured People In Yamhill County Call Our Office H2 · Personal Injury Claims We Handle in McMinnville H2 · Navigating your case with confidence H2 · Trial Attorney and Law Firm Services H2 · Twenty-One Recoveries Totalling $11,821,500 H2 · What Our McMinnville Clients Say H2 · Quick answers to your legal questions H2 · Serving McMinnville, Newberg, Salem and the Willamette Valley H2 · Hurt in Yamhill County? Talk to Gary Directly. |
| Content source | Rebuilt from existing parts. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | car accident lawyer oregon |
| Meta title | Car Accident Attorney McMinnville OR | Law Office of Gary G. Norris (67) |
| Meta description | Hurt in a crash that was not your fault? We handle the police report, the adjuster and the demand while you recover. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Car Accident Attorney in McMinnville, Oregon: Protecting Your Claim From the First Call H2 · Car Accidents in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Car Accident Claim H2 · Car Accident Results We Have Obtained H2 · What Our Clients Say H2 · Car Accident Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /automobile-accidents/, copy unchanged. |
| Profile services | Auto accident litigation |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | uninsured motorist attorney oregon |
| Meta title | Uninsured Motorist Attorney McMinnville OR | Gary G. Norris Law (63) |
| Meta description | Hit by a driver with no insurance or not enough? Your UM coverage must match your liability limits. We explain stacking and fight denials. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Uninsured and Underinsured Motorist Claims in McMinnville, Oregon: When Your Own Insurer Has to Pay H2 · UM / UIM Claims in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for an Uninsured and Underinsured Motorist Claim H2 · Uninsured and Underinsured Motorist Results We Have Obtained H2 · What Our Clients Say H2 · Uninsured and Underinsured Motorist Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /uninsured-motoristunderinsured-motorist/, copy unchanged. |
| Profile services | Uninsured motorist claims, Underinsured motorist coverage |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | motorcycle accident lawyer oregon |
| Meta title | Motorcycle Accident Attorney McMinnville OR | Gary G. Norris Law (64) |
| Meta description | Motorcycle accident attorney in McMinnville, Oregon. The firm's largest single result is a $2,500,000 motorcycle settlement. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Motorcycle Accident Attorney in McMinnville, Oregon: Riders Hurt by Drivers Who Did Not Look H2 · Motorcycle Accidents in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Motorcycle Accident Claim H2 · Motorcycle Accident Results We Have Obtained H2 · What Our Clients Say H2 · Motorcycle Accident Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Motorcycle accident litigation |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | pedestrian accident lawyer oregon |
| Meta title | Pedestrian Accident Attorney McMinnville OR | Gary G. Norris Law (64) |
| Meta description | Pedestrian accident attorney in McMinnville, Oregon. Two crosswalk results total $1,545,000. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Pedestrian Accident Attorney in McMinnville, Oregon: Struck in a Crosswalk, Hit by a Turning Car H2 · Pedestrian Accidents in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Pedestrian Accident Claim H2 · Pedestrian Accident Results We Have Obtained H2 · What Our Clients Say H2 · Pedestrian Accident Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Pedestrian accident litigation |
| Notes for Gary |
|
| FAQ seeds |
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| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | bicycle accident lawyer oregon |
| Meta title | Bicycle Accident Attorney McMinnville OR | Gary G. Norris Law (61) |
| Meta description | Bicycle accident attorney in McMinnville, Oregon. Oregon law gives cyclists the rights of any vehicle. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Bicycle Accident Attorney in McMinnville, Oregon: The Same Rights as Any Driver on the Road H2 · Bicycle Accidents in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Bicycle Accident Claim H2 · Bicycle Accident Results We Have Obtained H2 · What Our Clients Say H2 · Bicycle Accident Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /bicycle-injuries/, copy unchanged. |
| Profile services | Bicycle accident litigation |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | wrongful death attorney oregon |
| Meta title | Wrongful Death Attorney McMinnville OR | Law Office of Gary G. Norris (69) |
| Meta description | Wrongful death attorney in McMinnville, Oregon. Who can recover, what can be claimed and the deadline that applies. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Wrongful Death Attorney in McMinnville, Oregon: For Families Who Lost Someone to Another's Fault H2 · Wrongful Death in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Wrongful Death Claim H2 · Wrongful Death Results We Have Obtained H2 · What Our Clients Say H2 · Wrongful Death Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /wrongful-death/, copy unchanged. |
| Profile services | Wrongful death litigation |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | catastrophic injury lawyer oregon |
| Meta title | Catastrophic Injury Attorney McMinnville OR | Gary G. Norris Law (64) |
| Meta description | Catastrophic injury attorney in McMinnville, Oregon. Life-altering injuries, handled by a trial lawyer since 1982. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Catastrophic Injury Attorney in McMinnville, Oregon: When the Injury Changes Everything H2 · Catastrophic Injuries in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Catastrophic Injury Claim H2 · Catastrophic Injury Results We Have Obtained H2 · What Our Clients Say H2 · Catastrophic Injury Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /seriouspermanent-injuries/, copy unchanged. |
| Profile services | Catastrophic injury litigation |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | serious injury lawyer oregon |
| Meta title | Serious Personal Injury Attorney McMinnville OR | Gary G. Norris Law (68) |
| Meta description | Serious personal injury attorney in McMinnville, Oregon. We evaluate coverage, work with forensic engineers and protect you from settling too soon. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Serious Personal Injury Attorney in McMinnville, Oregon: Coverage, Evidence and the Right Time to Settle H2 · Serious Personal Injury Claims in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Serious Personal Injury Claim H2 · Serious Personal Injury Results We Have Obtained H2 · What Our Clients Say H2 · Serious Personal Injury Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /personal-injury/, copy unchanged. |
| Profile services | Serious personal injury claims |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | spinal injury lawyer oregon |
| Meta title | Spinal Injury Attorney McMinnville OR | Law Office of Gary G. Norris (68) |
| Meta description | Spinal injury attorney in McMinnville, Oregon. Nerve damage, paralysis and rehabilitation costs. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Spinal Injury Attorney in McMinnville, Oregon: Nerve Damage, Paralysis and Long Recoveries H2 · Spinal Injuries in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Spinal Injury Claim H2 · Spinal Injury Results We Have Obtained H2 · What Our Clients Say H2 · Spinal Injury Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /spinal-injuries/, copy unchanged. |
| Profile services | Spinal injuries |
| Notes for Gary |
|
| FAQ seeds |
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| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | brain injury attorney oregon |
| Meta title | Brain Injury Attorney McMinnville OR | Law Office of Gary G. Norris (67) |
| Meta description | Brain injury attorney in McMinnville, Oregon. Concussion, post-concussion syndrome and the testing that proves it. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Brain Injury Attorney in McMinnville, Oregon: Concussion, Post-Concussion Syndrome and Proof H2 · Brain Injuries in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Brain Injury Claim H2 · Brain Injury Results We Have Obtained H2 · What Our Clients Say H2 · Brain Injury Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /head-injuries/, copy unchanged. |
| Profile services | Brain injury claims |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | slip and fall lawyer oregon |
| Meta title | Slip and Fall Attorney McMinnville OR | Law Office of Gary G. Norris (68) |
| Meta description | Slip and fall attorney in McMinnville, Oregon. Business invitee status, the duty to remove a hazard and why store video disappears fast. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Slip and Fall Attorney in McMinnville, Oregon: Wet Floors, Ice and Unmarked Hazards H2 · Slip and Fall in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Slip and Fall Claim H2 · Slip and Fall Results We Have Obtained H2 · What Our Clients Say H2 · Slip and Fall Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /fall-injuries/, copy unchanged. |
| Profile services | Slip and fall injury litigation |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | premises liability lawyer oregon |
| Meta title | Premises Liability Attorney McMinnville OR | Gary G. Norris Law (63) |
| Meta description | Premises liability attorney in McMinnville, Oregon. Unsafe stairs, lighting and property conditions. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Premises Liability Attorney in McMinnville, Oregon: When a Property Owner's Neglect Hurts Someone H2 · Premises Liability in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Premises Liability Claim H2 · Premises Liability Results We Have Obtained H2 · What Our Clients Say H2 · Premises Liability Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Premises liability claims |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | dog bite lawyer oregon |
| Meta title | Dog Bite Attorney McMinnville OR | Law Office of Gary G. Norris (63) |
| Meta description | Dog bite attorney in McMinnville, Oregon. Owners are strictly liable for economic damages under ORS 31.360. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Dog Bite Attorney in McMinnville, Oregon: Owners Are Strictly Liable in Oregon H2 · Dog Bite Injuries in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Dog Bite Claim H2 · What Our Clients Say H2 · Dog Bite Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /dog-bite-injuries/, copy unchanged. |
| Profile services | Dog bite injury litigation |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | product liability lawyer oregon |
| Meta title | Product Liability Attorney McMinnville OR | Gary G. Norris Law (62) |
| Meta description | Product liability attorney in McMinnville, Oregon. Strict liability for dangerous and defective products. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Product Liability Attorney in McMinnville, Oregon: Strict Liability for Products That Hurt People H2 · Defective Products in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Product Liability Claim H2 · What Our Clients Say H2 · Product Liability Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /dangerous-and-defective-products/, copy unchanged. |
| Profile services | Product liability litigation |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | third party workplace injury claim oregon |
| Meta title | Workplace Injury Attorney McMinnville OR | Gary G. Norris Law (61) |
| Meta description | Third-party workplace injury attorney in McMinnville, Oregon. Recover from the at-fault party in addition to workers' comp benefits. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Third-Party Workplace Injury Attorney in McMinnville, Oregon: Hurt at Work by Someone Other Than Your Employer H2 · Workplace Injuries in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Third-Party Workplace Injury Claim H2 · Third-Party Workplace Injury Results We Have Obtained H2 · What Our Clients Say H2 · Third-Party Workplace Injury Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | Carried over from /work-place-accidents-involving-third-parties/, copy unchanged. |
| Profile services | Third-party workplace injury claims |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | workers comp lien reduction oregon |
| Meta title | Workers' Comp Lien Attorney McMinnville OR | Gary G. Norris Law (63) |
| Meta description | Workers' comp lien reduction attorney in McMinnville, Oregon. The comp insurer's lien is often inflated; we have fought that many times. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Workers' Comp Lien Reduction Attorney in McMinnville, Oregon: Keeping More of Your Third-Party Settlement H2 · Workers' Comp Lien Reduction in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Workers' Comp Lien Reduction Claim H2 · Workers' Comp Lien Reduction Results We Have Obtained H2 · What Our Clients Say H2 · Workers' Comp Lien Reduction Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Workers' comp lien reduction |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury protection oregon |
| Meta title | PIP Claims Attorney McMinnville OR | Law Office of Gary G. Norris (65) |
| Meta description | Personal injury protection attorney in McMinnville, Oregon. How Oregon PIP pays medical bills and lost wages, and what to do when it is cut off. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Protection (PIP) Attorney in McMinnville, Oregon: Your Own Policy Pays First, and We Process It Free H2 · PIP Claims in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a PIP Claim H2 · PIP Results We Have Obtained H2 · What Our Clients Say H2 · PIP Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Personal injury protection |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | insurance claim dispute attorney oregon |
| Meta title | Insurance Claim Dispute Attorney McMinnville OR | Gary G. Norris Law (68) |
| Meta description | Insurance claim dispute attorney in McMinnville, Oregon. Denied, delayed or underpaid by your own insurer? Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Insurance Claim Dispute Attorney in McMinnville, Oregon: When Your Own Insurer Treats You Unfairly H2 · Insurance Claim Disputes in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for an Insurance Claim Dispute Claim H2 · Insurance Claim Dispute Results We Have Obtained H2 · What Our Clients Say H2 · Insurance Claim Dispute Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Insurance claim disputes |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | property damage claim attorney oregon |
| Meta title | Property Damage Attorney McMinnville OR | Law Office of Gary G. Norris (70) |
| Meta description | Property damage attorney in McMinnville, Oregon. Vehicle and property loss claims after a crash. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Property Damage Attorney in McMinnville, Oregon: Your Vehicle, Your Belongings, Their Fault H2 · Property Damage Claims in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Property Damage Claim H2 · What Our Clients Say H2 · Property Damage Questions, Answered H2 · Hurt in McMinnville? Call Before You Talk to the Adjuster. H2 · Other Injury Claims We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Property damage litigation |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | trial attorney mcminnville oregon |
| Meta title | Trial Attorney McMinnville OR | Law Office of Gary G. Norris (60) |
| Meta description | Trial attorney in McMinnville, Oregon. A civil trial firm since 1996, admitted in Oregon, Washington and the U.S. District Court. Free consultation. 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Trial Attorney in McMinnville, Oregon: A Civil Trial Firm Since 1996 H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | arbitration attorney mcminnville oregon |
| Meta title | Arbitration Attorney McMinnville OR | Law Office of Gary G. Norris (66) |
| Meta description | Arbitration attorney in McMinnville, Oregon. When arbitration beats a jury trial and when it does not, from a firm that has done both for decades. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Arbitration Attorney in McMinnville, Oregon: Faster and Less Expensive Than a Jury Trial H2 · Arbitration in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for an Arbitration Claim H2 · What Our Clients Say H2 · Arbitration Questions, Answered H2 · Ask About Your Case H2 · Other Trial Attorney Services We Handle |
| Content source | Carried over from /arbitration/, copy unchanged. |
| Profile services | Arbitration |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | trial lawyer mcminnville oregon |
| Meta title | Civil Trial Lawyer McMinnville OR | Law Office of Gary G. Norris (64) |
| Meta description | Civil trial lawyer in McMinnville, Oregon. Every case prepared as if it will be tried, which is how fair settlements happen. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Civil Trial Lawyer in McMinnville, Oregon: Prepared for the Courtroom From Day One H2 · Trial Lawyer in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Civil Trial Claim H2 · What Our Clients Say H2 · Civil Trial Questions, Answered H2 · Ask About Your Case H2 · Other Trial Attorney Services We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Trial attorney |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | civil lawsuit attorney mcminnville oregon |
| Meta title | Civil Lawsuit Attorney McMinnville OR | Law Office of Gary G. Norris (68) |
| Meta description | Civil lawsuit attorney in McMinnville, Oregon. Filing and defending civil suits in state and federal court. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Civil Lawsuit Attorney in McMinnville, Oregon: From Filing to Verdict: H2 · Civil Lawsuits in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Civil Lawsuit Claim H2 · What Our Clients Say H2 · Civil Lawsuit Questions, Answered H2 · Ask About Your Case H2 · Other Trial Attorney Services We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Civil lawsuits |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | law firm mcminnville oregon |
| Meta title | Law Firm McMinnville OR | Law Office of Gary G. Norris (54) |
| Meta description | Law firm in McMinnville, Oregon. Legal consultation and personal injury law from one attorney since 1996. Free first consultation. 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Law Firm in McMinnville, Oregon: One Attorney, One Office, Since 1996 H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | legal consultation mcminnville oregon |
| Meta title | Legal Consultation McMinnville OR | Law Office of Gary G. Norris (64) |
| Meta description | Legal consultation in McMinnville, Oregon. What to bring, what to expect and what you leave with. The first consultation is free. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Legal Consultation in McMinnville, Oregon: What to Bring and What to Expect H2 · Legal Consultation in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Legal Consultation Claim H2 · What Our Clients Say H2 · Legal Consultation Questions, Answered H2 · Ask About Your Case H2 · Other Law Firm Services We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Legal consultation |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury law firm mcminnville oregon |
| Meta title | Personal Injury Law Firm McMinnville OR | Law Office of Gary G. Norris (70) |
| Meta description | Personal injury law firm in McMinnville, Oregon. How Oregon injury law works, from fault to damages to deadlines. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Law Firm in McMinnville, Oregon: The Firm's Main Practice, Explained H2 · Personal Injury Law in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Personal Injury Law Claim H2 · What Our Clients Say H2 · Personal Injury Law Questions, Answered H2 · Ask About Your Case H2 · Other Law Firm Services We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Personal injury law |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | civil litigation attorney mcminnville oregon |
| Meta title | Civil Litigation Attorney McMinnville OR | Gary G. Norris Law (61) |
| Meta description | Civil litigation attorney in McMinnville, Oregon. The process from demand to judgment, explained by a civil trial firm. Free consultation. 503-472-3770. |
| Schema | Service + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Civil Litigation Attorney in McMinnville, Oregon: We Are a Civil Trial Firm H2 · Civil Litigation in McMinnville, Oregon H2 · Why Choose the Law Office of Gary G. Norris for a Civil Litigation Claim H2 · What Our Clients Say H2 · Civil Litigation Questions, Answered H2 · Ask About Your Case H2 · Other Trial Attorney Services We Handle |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | Civil litigation |
| Notes for Gary |
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| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury attorney salem oregon |
| Meta title | Personal Injury Attorney Salem OR | Law Office of Gary G. Norris (64) |
| Meta description | Personal injury attorney serving Salem, Oregon from McMinnville. Free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Attorney in Salem, Oregon: Serving the Capital From Yamhill County H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury attorney hillsboro oregon |
| Meta title | Personal Injury Attorney Hillsboro OR | Law Office of Gary G. Norris (68) |
| Meta description | Personal injury attorney serving Hillsboro, Oregon from McMinnville. Free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Attorney in Hillsboro, Oregon: A Trial Lawyer Within Reach of Washington County H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
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| FAQ seeds |
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| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury attorney beaverton oregon |
| Meta title | Personal Injury Attorney Beaverton OR | Law Office of Gary G. Norris (68) |
| Meta description | Personal injury attorney serving Beaverton, Oregon from McMinnville. Free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Attorney in Beaverton, Oregon: Injury Claims Handled Personally, Not by a Portland Firm H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury attorney newberg oregon |
| Meta title | Personal Injury Attorney Newberg OR | Law Office of Gary G. Norris (66) |
| Meta description | Personal injury attorney serving Newberg, Oregon from McMinnville. Free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Attorney in Newberg, Oregon: Twenty-Three Minutes Down 99W to Our Office H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | personal injury attorney sheridan oregon |
| Meta title | Personal Injury Attorney Sheridan OR | Law Office of Gary G. Norris (67) |
| Meta description | Personal injury attorney serving Sheridan, Oregon from McMinnville. Free consultation, no fee unless we recover. Call 503-472-3770. |
| Schema | LegalService + Organization + BreadcrumbList + FAQPage |
| Headings | H1 · Personal Injury Attorney in Sheridan, Oregon: Highway 18 Crashes and Yamhill County Claims H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds |
|
| Comp | Open the page |
| Status | Rebuilt from existing parts |
| Target keyword | attorney mcminnville oregon |
| Meta title | About Gary G. Norris, Trial Attorney | Law Office of Gary G. Norris (67) |
| Meta description | Gary G. Norris, trial attorney in McMinnville, Oregon. Admitted in Oregon 1982, U.S. District Court 1984, Washington 2003. Free consultation. 503-472-3770. |
| Schema | Person + Attorney + Organization + BreadcrumbList |
| Headings | H1 · Gary G. Norris, Trial Attorney: Oregon, Washington and Federal Court Since 1982 H2 · Coming soon |
| Content source | Rebuilt from existing parts, replacing /attorney-qualifications/. |
| Profile services | none |
| Notes for Gary |
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| FAQ seeds | |
| Comp | Open the page |
| Status | Rebuilt from existing parts |
| Target keyword | personal injury settlements mcminnville oregon |
| Meta title | Case Results | Law Office of Gary G. Norris (43) |
| Meta description | Case results from the Law Office of Gary G. Norris, McMinnville, Oregon. Twenty-one recoveries totalling $11,821,500. Every case is different. 503-472-3770. |
| Schema | WebPage + Organization + BreadcrumbList |
| Headings | H1 · Case Results: Twenty-One Recoveries Totalling $11,821,500 H2 · Coming soon |
| Content source | Rebuilt from existing parts, replacing /some-of-our-past-results/. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Rebuilt from existing parts |
| Target keyword | personal injury attorney mcminnville contact |
| Meta title | Contact Us | Law Office of Gary G. Norris (41) |
| Meta description | Contact the Law Office of Gary G. Norris, 723 NE Baker St #100, McMinnville, OR 97128. Free consultation, no fee unless we recover. 503-472-3770. |
| Schema | ContactPage + Organization + BreadcrumbList |
| Headings | H1 · Contact the Law Office of Gary G. Norris: Free Consultation, No Fee Unless We Recover H2 · Coming soon |
| Content source | Rebuilt from existing parts, replacing /contact-us/. |
| Profile services | Free consultation, Contingency fee representation |
| Notes for Gary |
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| FAQ seeds | |
| Comp | Open the page |
| Status | Rebuilt from existing parts |
| Target keyword | oregon personal injury law blog |
| Meta title | Notes on the Law | Law Office of Gary G. Norris (47) |
| Meta description | Notes on Oregon injury and insurance law by Gary G. Norris, McMinnville trial attorney. Statutes, cases and what they mean for injured people. 503-472-3770. |
| Schema | Blog + Organization + BreadcrumbList |
| Headings | H1 · Notes on Oregon Injury and Insurance Law: Written by Gary Norris H2 · Coming soon |
| Content source | Rebuilt from existing parts. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | punitive damages in um/uim claims |
| Meta title | Punitive Damages in UM/UIM Claims | Law Office of Gary G. Norris (64) |
| Meta description | Oregon trial court rulings on punitive damages in uninsured and underinsured motorist claims, compiled by Gary G. Norris. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Punitive Damages in UM/UIM Claims H2 · Coming soon |
| Content source | Carried over from /oregon-punitive-damages-in-um-uim-claim/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | emotional distress damages against insurers |
| Meta title | Emotional Distress Damages Against Insurers | Gary G. Norris Law (64) |
| Meta description | Moody v Oregon Community Credit Union and what it means for emotional distress damages against an insurer. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Emotional Distress Damages Against Insurers H2 · Coming soon |
| Content source | Carried over from /emotional-distress-damages/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | recovering beyond workers' compensation |
| Meta title | Recovering Beyond Workers' Compensation | Law Office of Gary G. Norris (70) |
| Meta description | Injured on the job by someone other than your employer? A third-party claim can recover damages beyond comp benefits. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Recovering Beyond Workers' Compensation H2 · Coming soon |
| Content source | Carried over from /those-injured-on-the-job-by-someone-elses-fault-may-be-able-to-recover-damages-in-addition-to-workers-compensation-benefits/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | advance payments can extend your deadline |
| Meta title | Advance Payments Can Extend Your Deadline | Gary G. Norris Law (62) |
| Meta description | ORS 12.155: an insurer's advance payment can extend the deadline to file suit in Oregon. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Advance Payments Can Extend Your Deadline H2 · Coming soon |
| Content source | Carried over from /deadline-to-file-suit-may-be-extended-when-insurer-makes-an-advance-payment/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | none by decision: not a 20.080 lawyer, per Gary. The post stays for the traffic it already earns. |
| Meta title | Attorney's Fees Under ORS 20.080 | Law Office of Gary G. Norris (63) |
| Meta description | Attorney fees in Oregon injury claims of $10,000 or less under ORS 20.080, explained by a McMinnville trial attorney. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Attorney's Fees Under ORS 20.080 H2 · Coming soon |
| Content source | Carried over from /moderate-injury-claims/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | dog owners are strictly liable in oregon |
| Meta title | Dog Owners Are Strictly Liable in Oregon | Gary G. Norris Law (61) |
| Meta description | ORS 31.360 quoted in full: dog owners are strictly liable for economic damages in Oregon. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · Dog Owners Are Strictly Liable in Oregon H2 · Coming soon |
| Content source | Carried over from /dog-owners-liable-in-oregon/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | Carried over, copy unchanged |
| Target keyword | when insurers pay your attorney's fees |
| Meta title | When Insurers Pay Your Attorney's Fees | Law Office of Gary G. Norris (69) |
| Meta description | ORS 742.061 and the six-month proof-of-loss rule: when an Oregon insurer owes its insured's attorney fees. 503-472-3770. |
| Schema | Article + Person + Organization + BreadcrumbList |
| Headings | H1 · When Insurers Pay Your Attorney's Fees H2 · Coming soon |
| Content source | Carried over from /insurers-may-be-liable-to-their-insureds-for-attorney-fees/, copy unchanged. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | none, supporting page |
| Meta title | Privacy Policy | Law Office of Gary G. Norris (45) |
| Meta description | How the Law Office of Gary G. Norris handles form data, cookies and analytics. |
| Schema | WebPage + Organization + BreadcrumbList |
| Headings | H1 · Privacy Policy H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | none, supporting page |
| Meta title | Legal Disclaimer | Law Office of Gary G. Norris (47) |
| Meta description | Attorney advertising. Past results do not guarantee a similar outcome. Using this site does not create an attorney-client relationship. |
| Schema | WebPage + Organization + BreadcrumbList |
| Headings | H1 · Legal Disclaimer H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | none, supporting page |
| Meta title | Accessibility Statement | Law Office of Gary G. Norris (54) |
| Meta description | The firm's commitment to an accessible website and how to report a barrier. |
| Schema | WebPage + Organization + BreadcrumbList |
| Headings | H1 · Accessibility Statement H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
| Status | New page, briefs for Gary |
| Target keyword | none, supporting page |
| Meta title | Attorney Advertising | Law Office of Gary G. Norris (51) |
| Meta description | This website is attorney advertising under the Oregon Rules of Professional Conduct. |
| Schema | WebPage + Organization + BreadcrumbList |
| Headings | H1 · Attorney Advertising H2 · Coming soon |
| Content source | New page. Section briefs are placeholders on the comp; Gary writes or approves the copy. |
| Profile services | none |
| Notes for Gary |
|
| FAQ seeds | |
| Comp | Open the page |
Everything about you that isn't on your website
Your Google profile is the most valuable thing you own in search. Beyond it sit fourteen other listings, a review habit that has never been established and your Local Services Ads account. All of it runs in month three, after the rebuilt site is live, so every listing points at a site worth pointing at.
The changes worth making, in order
| Change | Why |
|---|---|
| Point the website field at https://ggnlaw.com/ | It currently sends every map click through two redirects |
| Rebuild the service list to the 28 going forward | Fourteen on, fifteen off, six folded into services already on the list. The full list is on the Strategy tab. |
| No appointment link | Removed on the call. The phone and the contact form are the two ways in; nothing is booked automatically. |
| Settle the weekend hours question | "Open at the time of search" is now the fifth most weighted factor |
| Add photos | Also affects your ad costs, not just your ranking |
| Start posting to the profile | Roughly weekly, tied to the practice areas you want to rank for. Treat it as engagement rather than a ranking tactic, the measured evidence for posts moving rank is weak. |
Fourteen sites and they don't agree on your name
Two of them advertise you as an insurance defence lawyer. One has you at an address you don't occupy.
These aren't untidy. They're costing you clients.
Justia advertises you as an insurance defence lawyer
Your unclaimed profile there lists Business Law, Insurance Defense, Products Liability and Insurance Bad Faith the opposite of what you do. It also carries a second office at an address you don't occupy and shows no website at all.
Martindale lists nine defence-side practice areas
Including Products Liability Defense and Insurance Defense. Worth fixing rather than abandoning, your 4.3 out of 5 peer rating from 27 attorneys is a genuine credential and one of the few third-party signals you have.
Yellow Pages has you at the 2005 to 2015 office, with the wrong middle initial
"Gary C Norris Attorney at Law" at 1006 NE 3rd St Ste A, unclaimed, with reviews from 2009 to 2013, an extra phone number and hours that aren't yours.
Avvo leads with nursing home abuse
Fifty percent of your listed practice, on an unclaimed profile carrying two different firm names, no phone number and no website.
Four numbers that aren't yours
| Number | Published on | What it is |
|---|---|---|
| (503) 472-3770 | Your profile, Justia, LawInfo, Super Lawyers firm page | Your office |
| 503-610-8993 | Super Lawyers attorney profile, FindLaw | Directory tracking number |
| 971-634-4394 | The same Super Lawyers slot, earlier the same day | It rotates |
| (503) 583-4769 | Yelp | Directory tracking number |
| (971) 267-5508 | Yellow Pages | Unknown |
Three local organisations you belong to and none of them lists you
Corrected on the call: not the Chamber and not the Downtown Association. You are a founding member of the McMinnville Education Foundation, a former member and past president of McMinnville Sunrise Rotary, and served several years on the board of Homeward Bound Humane Society.
None of them links to you. These are the most relevant local links available to a McMinnville firm and they cost nothing beyond the memberships you already hold. They matter for a second reason too, every new page needs at least one link from another site and wave one adds or rebuilds thirty.
Also absent entirely
Apple Maps, Bing Places, the Better Business Bureau and the data companies that feed listings to everyone else.
No company page on LinkedIn
Only a personal profile. For a firm competing on credibility, that's a gap.
Facebook is dormant
Six likes, no activity. Either use it or let it be.
Why this may matter more than any page
Research published in late 2025 across 8,186 businesses found that the reviews you received this month matter more than your total. One business that paused for eighteen days saw its rankings fall off a cliff.
On the client side, a 2026 survey of 1,002 consumers found 74% look for reviews from the last three months and the share requiring a 4.5-star minimum rose from 17% to 31% in a single year.
You have 55 reviews at 4.8, a strong total and nobody has ever measured your pace.
Seed the CRM
Every past client contact goes into the all-in-one marketing CRM, matched against your existing reviewers to find who never left one.
Drip, don't blast
Staggered requests to everyone who never reviewed. Steady arrival is itself a ranking factor, a hundred reviews in a week looks like exactly what it is.
Then make it a habit
Case closure becomes the office's reminder to ask by hand. Nothing sends automatically; the record of who was asked lives in the CRM.
One thing we're deliberately not automating
Your review responses. You write them yourself, warmly, signed in your own name, one opens with a corn maze metaphor. Half of consumers say a templated reply puts them off and keyword-stuffing responses ranks 182nd out of 187 factors. The system tells you a review arrived. You keep writing them.
What else gets switched on
Missed-call text back
A text goes out when a call rings out. Your office shows closed weekends and a study of 179 law firm profiles found calls declining while website visits held steady.
No appointment booking
Removed on the call. Calls and the form come into the pipeline; nothing is self-booked.
Intake pipeline
First contact through consultation, sign-up and closure. Closure is the reminder for the office to ask for a review by hand; nothing goes out automatically.
Forms search engines can read
Replacing the embedded form on your contact page, currently invisible to Google and feeding nothing.
Reputation beyond Google
Google's share of where people read reviews fell from 83% to 71% in a year. You have 2 reviews on Avvo and 3 on Yelp.
Consultation follow-up
People who call once and don't sign get a sequence rather than being forgotten.
What we'll look at in the Local Services Ads account
You're already running these. Access is being finalised; the audit runs in month three, after the relaunch.
| What we check | Why |
|---|---|
| Your answer rate | Google states directly that missed calls may hurt your ranking in these ads |
| Whether message and booking leads are on | Google names these as raising your chances, "especially during nights and weekends when you can't answer the phone" |
| Your ad schedule | It defaults to 24/7 regardless of your stated hours. You may be paying for weekend leads nobody answers. |
| Service categories and area | Since August 2024 Google no longer credits leads for the wrong job type or area. Loose settings are a direct cost. |
| Profile photos | Google says better profiles "may rank higher and may also pay lower costs per lead" |
| Where the calls ring | If they hit the same line as everything else, we can't tell which spend produced which case |
One change you should know about
From 1 October 2026, Google charges for a missed call during your business hours if the caller stays on the line more than twenty seconds. Answering no longer avoids the charge. That makes your answer rate and your stated hours a budget question, not only a ranking one.
What happens and when
Three months, counted from August 20. The website is rebuilt first. Every offsite signal points at the website, and none of it is worth sending to a site we are about to replace. Once the rebuilt site is live, the profile, the listings, the reviews and the tracking follow it, in that order.
Find out what is true, decide what to build
Research and decisions
- Full audit of the current site, the Google profile and every listing we could find: nine versions of the firm name, six addresses and six phone numbers in the wild
- Search demand measured for every service and every nearby city; the twelve searches we track chosen
- Scope settled: personal injury first, with the trial work and the insurance disputes that go with it. Business lawyering and business insurance out.
- All 35 profile services reviewed with Gary on the September 8 call: 14 added, 15 removed, 28 going forward
- Site structure mapped: forty-eight pages, twenty-five of them service pages, and fifty-one redirects covering every current and legacy address so nothing that ranks today is lost
- Every page planned in detail: title, heading, description, structured data, the questions it answers, what carries over and what Gary writes
- Location pages planned for Salem, Newberg, Sheridan, Beaverton and Hillsboro, each with directions to the office
- This plan written, published to a working link and walked through with Gary on September 8
- Style guide settled; page blueprints under way, homepage first, approved one page at a time
The Audit · Our Strategy · Migration Map · Site Structure
Accounts and access
- AIO set up with Gary's team on August 28; logins issued to the office
- Local Services Ads account access worked through with Gary on September 10
- Super Lawyers profile update written, ready for Gary to apply
- Marketing review with Gary on September 8; strategy update on September 16
Offsite Plan
Rebuild the website, write the content, connect AIO
Rebuild
- Blueprints approved one page at a time in your browser: homepage, category, service, location, about, contact, article and legal
- All 48 pages built on a staging site you can visit at any time
- The 25 service pages, starting with car accidents, uninsured motorist and dog bites, the pages that already rank
- The five location pages with directions, drive times and route maps
- Internal links wired through every page, up, down and sideways within its own silo; the seven blog posts linked to the service pages they support
- Structured data on every page; your address machine-readable for the first time
- The address, the seven-year Super Lawyers badge and the 44-year experience figure set right on every page
- All 51 redirects staged and tested before relaunch; the duplicate homepage copies and the 75 tag pages gone with the old site
Site Structure · Blueprints · Style Guide · Migration Map
Content
- The Site content document delivered: every page in site order, what carries over for your review and what needs your writing
- We write the rest: page copy from the research and the firm's facts, the questions each page answers, the location pages, the results and reviews pages
- Privacy, disclaimer, accessibility and attorney advertising pages drafted for your sign-off
- Photography shot and placed: the people, the office, the building
- Carried copy confirmed or corrected before it goes back up
Site Structure · Blueprints
AIO and ads
- Every form on the site feeds AIO, replacing the embedded form search engines cannot read
- Calls and form fills land in one intake pipeline: first contact, consultation, sign-up, closure
- Missed-call text back, with the privacy policy that makes it lawful
- Consultation follow-up for people who call once and do not sign
- Nothing automated toward past clients; review asks stay by hand and start in month three
- Local Services Ads reviewed and running: the account checked, the ads live, schedule and answer rate set right
Offsite Plan
With Gary
- Your writing for the pages only you can write comes back in rounds
- Logo files and photography in, so the colours and the images are final before relaunch
- Admin access to the current site and hosting, so the redirects and the domain move cleanly
- Two rounds of revisions per page, on the page itself, not by email
What We Need
Relaunch, then get everything in alignment
Relaunch
- Rebuilt site live at https://ggnlaw.com/, redirects verified address by address
- Search Console and Analytics connected, sitemap submitted, first indexing check on every page
Migration Map
Offsite and reporting, after relaunch
- Google profile: website pointed at the rebuilt site, service list rebuilt to the 28, description, hours and photos updated
- The wrong phone numbers killed; Justia, Avvo, Yellow Pages, Martindale and FindLaw corrected to one name, one address, one number
- Apple, Bing and the data aggregators built so the corrections propagate
- Local memberships collected: Education Foundation, Rotary (past president), Homeward Bound
- Past clients loaded into AIO; personalised review links begin, no automated follow-ups
- Local Services Ads profile updated with the new photos and the corrected details
- Rank tracking set up across a geographic grid, not a single point; the baseline read that month four is measured against
- Monthly report set up: the twelve searches, calls, reviews, cost per lead and consultations booked
Offsite Plan, step by step
What we measure and what we don't promise
| What we track | Where it is today |
|---|---|
| Map position across the twelve searches | 9 of 12, eight at number one |
| Website position across the same twelve | Best is #9. Never top eight. |
| Reviews received per month | Never measured |
| Calls and calls answered | Never measured |
| Cost per lead in your ads | Never measured |
| Consultations booked | Never measured |
Four of those six have never been measured. That is not a criticism, it is the most common situation we find. Tracking goes live in month three, after the relaunch and before the offsite work starts, so the baseline measures the rebuilt site and month four is judged against it. Anyone promising you a specific ranking or a specific number of cases in ninety days is guessing.
What we will commit to: the twelve searches above get re-checked the same way, from the same place, every month and you see the same table.
Eight things from you
Access, files and a few decisions. Everything about the pages themselves comes to you in the Site content document, not here.
| # | What we need | Notes |
|---|---|---|
| 1 | Google Ads and Local Services Ads | Finish the manager link. We are in the right account now; one approval on your screen completes it. |
| 2 | Facebook page | Confirm we have admin access. Stephanie added us on August 28; a thirty-second check. |
| 3 | Professional photography | One session with a professional photographer: individual portraits of Gary, Stephanie and Lynn dressed professionally, a group portrait, working shots at the conference table and at your desks, reception and the building from the street, and two or three around town, a coffee shop and a McMinnville landmark. The portraits also go on your Google profile and your ads profile. |
| 4 | Your writing, in the Google Doc | The Site content document is live and still being filled in. You review what carries over and write the sections only you can write. |
| 5 | The current website | Administrative login to WordPress, plus hosting and domain access. One email to Adam covers all three. Your office email stays where it is. |
| 6 | Logo files | The original vector or highest-resolution file you have. Adam may have it. |
| 7 | Better Business Bureau listing | Create one at bbb.org. The application starts from their site. |
| 8 | Super Lawyers | Upgrade your profile to premium. It adds the photograph and the profile controls the free listing does not have. |