Evolve, LLC — Free Visibility Audit
Farnsworth & Vance Personal Injury Lawyers — Anchorage, AK
Here’s where Farnsworth & Vance stands in the Anchorage personal injury market. Every number below is pulled from live data — Google Maps, a 95-pin geographic ranking scan of Anchorage, live search results, page-speed testing, structured-data inspection, and direct verification of the legal directories that feed attorney search results.
Agency Audit Overview — Free Visibility Audit
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Core Visibility 66% On Track |
AI Visibility (AISO) 63% On Track |
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Strategic Readiness 76% Strong Foundation |
Technical Maturity 74% Strong Foundation |
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Gaps Found 10 |
Critical Priority 5 |
Overall · Strong Foundation 69% 0.35·66 + 0.25·63 + 0.20·76 + 0.20·74 = 69 |
This is a strong report, and that changes what the conversation is about. Core Visibility, Strategic Readiness and Technical Maturity are the confident end of this audit — a 257-page site with a real page for every practice area, a 5.0 Google rating, and top-three map placement across half of Anchorage. AI Visibility is the axis trailing the others, and it’s trailing for fixable reasons rather than structural ones: your site already allows every major AI crawler and publishes an llms.txt file, which most Anchorage firms don’t. What’s missing is the markup and content shape that turn that access into citations. The single largest issue in this report isn’t a score at all — it’s that two Google Business Profiles are carrying your firm’s name, and they’re competing with each other.
Score Breakdown — Core Visibility
| Dimension | Score | What the data shows |
|---|---|---|
| Google Profile Strength | 8/14 | A perfect 5.0 rating across 40 reviews on a claimed, fully-built profile — open 24 hours, onsite services and online appointments all enabled. Review count is what holds this back: 40 sits below the 100-plus volume that separates a strong profile from an unassailable one. |
| Map Pack Visibility | 14/20 | Across 95 pins scanned throughout Anchorage, you appear in the top 3 on 52% and in the top 10 on 99% — you are on the board essentially everywhere, with average position 4.11 (unranked pins scored as 20). |
| Review Authority | 7/14 | Your 5.0 rating beats Crowson Law Group’s 4.9, but 40 reviews against their 442 is an eleven-fold volume gap. You lead on one dimension and trail badly on the other. |
| Competitive Position | 8/12 | You hold the #1 spot on 22% of the scanned grid. Barber and Associates, your closest challenger for the top slot, holds #1 on 20 of 95 pins — you are narrowly ahead of them on first-place share, and no firm on the grid is running away with it. |
| Review Velocity | 9/10 | The newest review Google sampled on this profile landed on 26 July 2026 — roughly a month before this scan. You are actively earning reviews right now, which is the signal Google weights most heavily in 2026. |
Where You Rank Across Anchorage
A live 11×11 grid scan of Google Maps ranking around your office. Each pin shows your position at that spot; the colour key is on the map.
Scanned for “personal injury lawyers” · 11 grid
Open full interactive heatmap →
Ranking Breakdown — 95 pins scanned
30% rank #2–3
47% rank #4–10
1% rank #11–20
The headline here is consistency, not dominance. You appear in the top 10 on 99% of the scanned grid — there is no dead zone in Anchorage where your firm simply doesn’t exist, which is rarer than firms assume and it means the foundation is already built. But you hold the top spot on 22% of pins and sit in positions 4 through 10 on 47% of them. That middle band is where the money leaks: a searcher on a phone sees three map results, and on nearly half the map you are not one of them. No competitor is dominating this grid either — Barber and Associates takes #1 on 20 of 95 pins, Lowe Law Group on 9, The Brown Law Firm on 3, and Crowson Law Group, despite 442 reviews, takes it on none. This is an unusually open market. The firm that consolidates its listings, keeps its review pace up, and fixes its mobile experience is the one that converts that 47% middle band into top-three placement.
3 Critical Gaps
Two Google Business Profiles Are Carrying Your Firm’s Name
The profile analysed in this report sits at 911 W 8th Ave Ste 210 with a 5.0 rating, 40 reviews and the phone number (907) 290-8980. A second profile using the same firm name sits at 2525 Gambell St #410 with a 4.9 rating, 204 reviews and the phone number (907) 416-9064. Both surfaced in the same live local results for “personal injury lawyers” in Anchorage — at positions 2 and 8 — and both point to injuryak.com.
Business impact: Your 244 reviews are behaving like 40 and 204 instead of like 244, your map placement is being split across two listings that compete with each other for the same pins, and a prospect who checks both sees two different phone numbers for the same firm — which is exactly the moment trust breaks in a personal injury decision.
Your Site Takes 14.5 Seconds to Show Anything on a Phone
Mobile testing returns a largest-contentful-paint of 14,481ms and a first-contentful-paint of 13,355ms, with an overall mobile performance score of 55. Desktop is a different site entirely — 88 performance, 2.3-second paint. The gap is the mobile experience specifically: a video hero, a YouTube embed and a heavy script stack that desktop bandwidth hides and a phone on Anchorage cellular does not.
Business impact: Injury searches are overwhelmingly mobile and overwhelmingly urgent — someone standing at a crash scene or sitting in an ER waiting room. Fourteen seconds of blank screen is a back-button, and every one of those is a click you already paid for in map placement.
Crowson Law Group Has 442 Reviews. This Profile Has 40.
You rate higher than they do — 5.0 against 4.9 — and you beat them on the map, where they take the #1 spot on zero of the 95 scanned pins and you take it on 22%. But review count is the number a prospect actually reads on the results screen, and 40 next to 442 reads as “smaller firm” whether or not that’s true. Barber and Associates sits at 55, Libbey Law at 35, Lowe Law at 15.
Business impact: You are winning the ranking and losing the comparison. In a market where the top three map results appear side by side, the firm with a tenth of the review volume gets skipped even when it’s listed first.
VERIFY WITH CLIENT
Which address is the firm’s canonical location for Google purposes — 911 W 8th Ave Ste 210 (99501) or 2525 Gambell St #410 (99503)? Your attorney profiles on Avvo are filed under the 99503 zip while the profile audited here is 99501. Confirming which is current determines whether the second listing should be merged, closed, or kept as a genuine second office.
VERIFY WITH CLIENT
The click-to-call link in your site header resolves to (907) 999-9999 in the page source, while the body copy and your Google profile both use (907) 290-8980. This is usually a call-tracking script that swaps the number after the page loads, or a placeholder left in a template — please tap the header phone icon on a real phone and confirm where it actually dials.
Your Top 2 AI Visibility Gaps
ChatGPT, Gemini, Claude and Perplexity are becoming the first stop for people researching whether they need a lawyer. Your site already lets all four crawlers in and publishes an llms.txt file — most Anchorage firms don’t. Here’s where that access isn’t yet turning into citations.
Pillar 6 — Conversational Query Optimization
2 / 4 — On Track
You have a real FAQ section — a resources hub plus individual answer pages like “how long will it take to settle my claim” — but none of it carries FAQPage structured data in any of the five JSON-LD blocks on your site, and your homepage uses only two question-format headings. Crowson Law Group publishes FAQPage markup with Question and Answer entities; the live results for “personal injury lawyers” in Anchorage currently surface four People Also Ask questions, including “How much of a $25,000 settlement will I get?”
Business impact: Those are the exact questions your intake team answers on the phone every week, and Google and the AI assistants are already answering them for Anchorage searchers — using someone else’s words, and attaching someone else’s firm name to the answer.
Pillar 2 — Content Structure for AI Citation
3 / 6 — On Track
Your homepage headings are brand-led rather than question-led — “Why Choose Farnsworth & Vance?”, “Your Results-Driven Personal Injury Attorneys in Anchorage”, “Experienced and Dedicated Legal Advocates” — and the copy beneath each one reads as persuasion rather than as a self-contained answer. The substance is genuinely there, including the insurance-industry background of your team, but it’s written to convince a reader who is already on the page.
Business impact: When an assistant assembles an answer about hiring an injury lawyer in Anchorage, it lifts short quotable passages that stand alone. Sales copy gives it nothing to lift, so a firm with weaker credentials but cleaner structure gets named instead of you.
Want the full 6-pillar AI Visibility breakdown? See what Medium and Full audits include →
Strategic Readiness — 76% (Strong Foundation)
Strategic Readiness asks whether the site is built to meet the searches that matter — every service given a real page, every service area covered, and a URL structure that helps rather than fights. This is your strongest axis. Your sitemap index returns 257 URLs, including a dedicated page for each practice area (brain injury, dog bite, pedestrian, slip and fall, wrongful death, catastrophic injury, motorcycle, truck, bicycle, tourist accident) and a parallel page tree for Eagle River alongside Anchorage, with genuinely Alaska-specific sub-topics like icy sidewalks and winter accident causes. The weak dimension is URL architecture: nine slugs were flagged, seven of them duplicate-intent pairs where the Anchorage and Eagle River trees carry the same child page — /anchorage-car-accident-lawyer/rear-end/ and /eagle-river-car-accident-lawyer/rear-end/, the same for hit-and-run, statistics, distracted driving, icy conditions and icy sidewalks.
BIGGEST STRATEGIC GAP
Seven duplicate-intent URL pairs across the Anchorage and Eagle River trees — decide which version is canonical for each pair, differentiate the survivor with genuinely local detail, and 301 the other to it so the two stop competing for the same ranking.
Medium + Full audits dig into the 4 Strategic dimensions individually.
Technical Maturity — 74% (Strong Foundation)
Technical Maturity covers the stack itself — speed, on-page SEO health, site architecture, the path a visitor takes to contact you, and who links to you from elsewhere on the web. Most of this is in good shape. Your on-page SEO scores 92 and your titles and descriptions are properly written and unique. Off-page authority is genuinely strong for a local firm: 159 referring domains and 1,088 inbound links, built steadily since 2020 — that is a real asset most Anchorage competitors don’t have, and it’s part of why you hold page-one organic placement. Architecture is clean, with every practice area reachable in one click from the main navigation. The one dimension dragging this axis is mobile performance, and it is dragging hard.
BIGGEST TECHNICAL GAP
Mobile largest-contentful-paint of 14.5 seconds against a desktop time of 2.3 — defer the homepage video and the YouTube embed until after first paint, and serve a static hero image to mobile devices.
Medium + Full audits expand into Lighthouse + page-level on-page audit + content architecture + brand positioning.
Competitive Snapshot
| Firm | Rating | Reviews | #1 Pins (of 95) | Appears on Grid |
|---|---|---|---|---|
| Farnsworth & Vance (you) | 5.0 | 40 | 21 (22%) | 95 of 95 |
| Crowson Law Group | 4.9 | 442 | 0 | 95 of 95 |
| Barber and Associates LLC | 4.8 | 55 | 20 (21%) | 95 of 95 |
| Lowe Law Group | 5.0 | 15 | 9 (9%) | 95 of 95 |
Live results back up the grid. Searching “personal injury lawyers” in Anchorage right now, the map pack returns Barber and Associates first, Crowson second and Farnsworth & Vance third — you are in the pack, one slot from the top. In the organic results below it you sit ninth on page one, behind Libbey Law, Kelley & Canterbury, Power & Power, Atkinson Conway & Gagnon, Monge & Associates and Crowson. Two of the ten organic slots on that page belong to directories rather than firms — Super Lawyers takes first place outright, and Justia takes eighth. That matters for the next section.
Citation Breakdown
The directory NAP scan did not return data for this business on this run, so we have no per-directory name, phone and website comparison to report. What we can say from the data we do have is that the two live Google profiles carry two different phone numbers and two different addresses for the same firm name — which is the root condition that produces citation inconsistency everywhere downstream, because aggregators copy whichever profile they find first.
Legal Authority Directory Presence
Generic citation directories matter for Google Maps trust. Legal-specific authority directories matter for how Google ranks law firms in legal search results and which firms AI assistants cite when someone asks who to hire. We checked each one directly:
Verification Summary — 4 of 6 legal directories list your firm
| Directory | Status | Why It Matters |
|---|---|---|
| Avvo | PRESENT | First-stop directory for legal AI Overviews; ratings shown directly in Google legal results. Both Ty A. Farnsworth and Jeffrey H. Vance have attorney profiles. |
| Justia | PRESENT | Free high-authority profile, strongly indexed for attorney-name queries — and Justia’s Anchorage injury page holds a page-one organic slot for your core keyword. Ty Farnsworth has a profile. |
| FindLaw | PRESENT | Thomson Reuters legal network; long-standing trust signal. A full firm-level profile exists for Farnsworth & Vance Personal Injury Lawyers. |
| Lawyers.com | PRESENT | Martindale-Hubbell’s consumer-facing portal; common comparison-shopping destination. Jeffrey H. Vance has a profile — Ty Farnsworth and a firm-level listing did not surface. |
| Martindale-Hubbell | NOT FOUND | Peer ratings; the AV Preeminent badge is one of the strongest legal credibility signals in existence, and it can’t be earned without a profile. |
| Super Lawyers | NOT FOUND | Its Anchorage personal-injury page is the number-one organic result for your core keyword, listing 28 local attorneys. Every one of those is a firm a searcher sees before yours. |
Four of six is a solid position — better than most firms we audit, and it reflects real effort on Avvo, Justia and FindLaw. The two misses are the two that hurt most. Super Lawyers occupies the single highest organic result for “personal injury lawyers” in Anchorage, and 28 attorneys are listed on that page instead of you; a searcher who starts there never reaches your site at all. Martindale-Hubbell is the peer-rating network, and its absence means the AV Preeminent credential is off the table entirely. Note too that your directory profiles are attorney-level rather than firm-level in three of the four hits — Google reads attorney entity signals and firm entity signals separately, and right now your named partners have more directory identity than your firm does.
Accessibility & ADA Readiness
97/100 mobile · 97/100 desktop — your site already passes most automated accessibility checks, a strong foundation. The one flagged failure is two embedded frames without title attributes, most likely your contact form and map.
A Medium audit ($49) runs the full WCAG-aligned audit and names the top 3 specific fixes. ADA accessibility lawsuits against local businesses are rising every year — this is one of the highest-leverage protections you can put in place.
3 Quick Wins — This Week
1. Resolve the duplicate Google Business Profile
Sign in to Google Business Profile Manager and check whether both the 911 W 8th Ave listing (40 reviews, 907-290-8980) and the 2525 Gambell St listing (204 reviews, 907-416-9064) are under your control. If they are the same office, use “Report a duplicate” from the profile you want retired — Google merges the review history into the surviving listing rather than deleting it. If Gambell Street is a genuine second office, keep both but give each a distinct, accurate phone number and its own location page on the site. Nothing else in this report compounds as fast as consolidating 244 reviews into one profile.
2. Claim your Super Lawyers and Martindale-Hubbell profiles
We verified both as absent. Super Lawyers holds the number-one organic result for your core Anchorage keyword and currently lists 28 other local attorneys on it; a claimed profile puts Ty Farnsworth and Jeffrey Vance on the page a searcher reads first. Martindale-Hubbell profiles are free to claim at martindale.com and are the prerequisite for any peer rating. Budget about 30 minutes each, and file them under whichever address you confirm as canonical above so the new citations don’t inherit the split.
3. Put FAQPage markup on the FAQ hub you already built
You already have the content at /personal-injury-resources/faq/ and on individual answer pages — it just isn’t marked up, so search engines and AI assistants can’t recognise it as question-and-answer content. Add FAQPage structured data to that hub covering the four questions Google is currently showing for “personal injury lawyers” in Anchorage: whether it’s worth suing for personal injury, what not to say to a personal injury lawyer, how hard it is to win a case, and how much of a $25,000 settlement a client actually receives. Answer each in two to three sentences directly under its heading. This is writing work you have already done — it needs wrapping, not creating.
What a Full Audit Reveals
This report scores all four axes but shows you two of the six AI Visibility pillars. A Medium audit opens the complete 6-pillar AISO scorecard with a strategic read on each — including how your structured data compares to Crowson Law Group, who already publish FAQPage and attorney Person markup that you don’t. A Full audit adds a 5-competitor AI Visibility benchmark showing exactly where you place in the Anchorage field. Beyond that: keyword gap analysis against the firms beating you in organic results, a page-level on-page technical audit of your 257 URLs, a complete schema markup audit with the LegalService, Service and attorney entity types you’re missing, a WCAG-aligned accessibility audit with a prioritised fix list, a 90-day strategic roadmap sequenced by impact, and a content calendar mapped to the four search intents your practice-area pages need to cover.
Want to Turn These Gaps Into Growth?
This snapshot only scratches the surface. Book a free strategy call with Jim at Evolve — we’ll walk through your numbers, answer your questions, and map out exactly what it takes to start winning in your market.
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Analysis prepared using live Google Maps data, a 95-pin geographic ranking scan of Anchorage, live search results, page-speed and accessibility testing, structured-data inspection, and direct verification of six legal authority directories. Generated August 2026.
Evolve, LLC
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