A national firm renting its own front door
Stewart Guss has been representing injury clients since 1999, and the firm has grown into a national operation with offices in Houston, Dallas, Katy, Los Angeles, Atlanta, Chicago, and New Orleans. The website is where most of those clients start.
That website sat on a third party platform. No back end access, no ability to make changes, and every update went through someone else on someone else’s timeline.
The trap a lot of law firms are sitting in
This is not a one firm problem. Thousands of attorneys are on sites built by closed, proprietary legal marketing platforms, and the setup works fine right up until the firm wants to change something.
Switch your SEO agency, your paid ads vendor, or your marketing direction, and you find out the platform does not come with you. The content, the rankings, the years of work, all of it lives in a system the firm rents and cannot leave without starting over. The way out is a migration, and migrations done carelessly are how firms lose their rankings overnight.
Renting the platform
- No back end access, no ability to make changes
- Content and rankings live in a system the firm cannot leave
- Every update goes through someone else, on someone else’s timeline
Owning the build
- The firm holds the keys to its own site
- Content, rankings, and years of work come with them
- Internal team and SEO team make changes without a ticket
More than 1,000 pages moved. The URLs stayed put.
Practice area pages, location pages, attorney profiles, and years of blog posts, over a thousand pages in total, all rebuilt in WordPress.
The part that took custom work was what did not change. Every URL that ranked kept its exact address through the migration, because each changed URL on a site like this is a ranking put at risk. The site switched platforms underneath its search traffic without disturbing it.
The closed platform
Where 1,000+ pages and years of rankings lived, untouchable.
The migration
Every ranking URL kept its exact address through the move.
WordPress they own
The same site, on an engine the firm controls.
Same firm, same look, new engine
The firm liked their design, so we did not throw it out. We took the existing look, modernized it, and rebuilt it on WordPress where their own people control it.
Now the internal team and their SEO team make changes themselves. New practice area, new office location, new blog post, edited page, all without a ticket to a platform vendor. The firm owns its site for the first time.
A lead form that starts working after the click
An injury firm lives on intake speed, so the lead forms do more than collect a name.
We connected the site to their customer CRM and built automations that fire after every form submit. Leads land where the intake team works, follow up starts on its own, and nothing waits in an inbox over a weekend.
Form submit
A visitor asks for help, from any page on the site.
CRM intake
The lead lands where the intake team already works.
Automated follow up
Fires on its own. Nothing waits in an inbox over a weekend.
Measurement set up right
We set up Google Analytics and Google Search Console properly, with goals, events, and tracking configured rather than just installed.
The firm and their SEO team now see what every page and campaign actually does. For a firm that spends real money on marketing, that visibility is the difference between guessing and knowing.
Google Analytics
Goals and events configured, so every campaign reports what it earned.
Search Console
Every page’s search performance, visible to the firm and their SEO team.
Out of the rental, into their own building
More than 1,000 pages and blogs migrated from a closed platform to WordPress
Every ranking URL preserved through custom migration work
A modernized version of the design the firm already liked
CRM integration with automations after every lead form submit
Google Analytics and Search Console configured with goals, events, and tracking
A site the internal team and SEO team update without a vendor in the way
Stuck on a platform you do not own.
We move sites off closed platforms without losing the rankings that took years to earn. That is the whole point of the migration.
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