Ah, you've found forthepeople.com. Yeah, I don't envy your task. They're a pretty big deal and more than likely spend to get the results they have. I've watched them 'grow up' over the last five years.
Notice how they're very careful not to cannibalize Orlando Personal Injury Attorney? The domain was created in 1996. There's been steady improvement in ranking/traffic over the last five years. The last three years have been the most effective. Though there was a pretty good dip around the last Penguin update. They appear to have more or less recovered.
Your client may be a little newer. Your client may not have a domain of that age. Your client may not have the same budget right now. Morgan and Morgan has the budget and they've been around forever.
There's hardly anything in the PI space that isn't competitive. Specialization, differentiation and branding will be invaluable when faced with entrenched competition. What does the attorney or firm particularly specialize in?
- Wrongful Death
- Premise Liability (Slip & Fall)
- Workers Comp
You can focus on bolt holes within the personal injury niche, especially if the client doesn't have the budget of a larger firm. From there, you can set out milestones and spend. The Morgan & Morgan site wasn't built overnight. Notice how they kept tweaking it and adding to the site?
So no, don't go after every page under the sun just because a successful competitor has X amount of pages about X amount of topics. That's the road to disappointment.
"If you ever teach a yodeling class, probably the hardest thing is to keep the students from just trying to yodel right off. You see, we build to that." - Jack Handy