From page four to first-call for injured clients across coastal OC

We started with the information architecture. Instead of one generic “practice areas” page, we split the site into individual pages for each case type — car accidents, motorcycle accidents, slip and fall, wrongful death — each written around the specific questions people ask in the first hour after an incident: what to do, who pays, how long it takes, what it costs to hire a lawyer. That last question came up constantly in search data and the old site never answered it.

On the technical side, we rebuilt the front end from scratch on a modern framework, which took mobile load time from nine seconds down to under two. We fixed a pile of crawl issues — duplicate title tags, missing schema, broken internal links from a decade of ad-hoc edits — and put proper LegalService and attorney markup in place so Google could actually understand who the firm was and what they did.

Then came the content work: plain-English explainers for each practice area, a settlement-process guide, and city- specific pages for the coastal OC towns where the firm actually took cases, rather than one generic “service area” page trying to rank everywhere at once. We kept the writing at the reading level people actually use right after an accident — short sentences, no Latin, no filler.