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A litigation firm's 9-year-old site rebuilt into its best-performing associate
- +212%
- Qualified case inquiries in 6 months
- 96/100
- Mobile PageSpeed (was 31)
- 1.4s
- Largest Contentful Paint (was 11.2s)
- 38
- Practice-area pages ranking top 10
The challenge
The firm's site ran on a 2016 theme with 41 active plugins, took 11 seconds to load on mobile, and every practice area shared one generic page. Referral traffic converted; organic traffic didn't exist.
What was built
- 01
Rebuilt as a hand-coded theme with a practice-area page system: each case type got its own landing page with attorney attribution, FAQ schema and localized copy.
- 02
Cut the plugin stack from 41 to 12 by replacing single-purpose plugins with lean custom code inside a site plugin.
- 03
Implemented LegalService and Attorney schema, a redirect-safe URL migration, and internal linking from their existing blog archive to the new practice pages.
- 04
Intake forms were rewired to route by case type directly into their CRM, with after-hours submissions triggering an on-call notification.
The outcome
Within six months organic sessions tripled and qualified case inquiries grew 212%. The managing partner's benchmark, 'make the website earn like an associate', was met by month four; the site now produces the firm's cheapest signed cases.
“We'd been quoted five times the price by agencies that couldn't explain what we'd actually get. Humza told us what was broken in the first call, fixed exactly that, and the phone started ringing.”