The situation
A personal injury firm in Chicago competes on trust, and the web is where trust is checked first. Someone who has just been hurt, or a family member searching for them, looks at a few firms in a few minutes. The pages have to be right, fast on a phone, and easy to act on.
That is hard to keep true across a site of more than 1,600 pages and a portfolio of ten or more related sites. Phone numbers change. Practice areas and cities are added. Campaign sites come and go. One stale number on one page can cost the firm a call.
Where we started
We became the firm’s web team in 2021. The work has two halves: keeping every site safe and fast, with updates, speed reviews, responsive fixes and a staging site for risky changes, and helping them grow, with new practice-area and city pages built to one structure.
What we do
We have been the firm’s web team since 2021. It is steady, hands-on work across a portfolio of more than ten sites, not a one-off project.
- A portfolio, not a single site. One team looks after every site the firm runs, to one standard, so a change decided once is carried through everywhere it applies.
- New pages to one structure. Practice-area and location pages follow the same plan: a clear title and heading, the sections a reader looks for, a short FAQ with the matching structured data, links up to the practice area hub and across to related pages, and the firm’s standard disclaimer. Content is written first, then built, then checked on every device.
- Site-wide changes made safely. A change such as a new main phone number has to reach every page, including text hidden in page metadata. We back up first, test the replacement before running it, apply it, clear every cache layer and check each page afterwards.
- A staging site for anything risky. Changes are tried on staging before they go live.
- Keeping it current. Updates, speed reviews, responsive fixes, new logos in the “featured in” strip and fresh firm news.
- Fewer, stronger sites. Short-lived campaign sites are redirected into the main site so their traffic and links are not lost.
What it makes possible
A firm that can say “we need a page for this” or “change this everywhere” and have it done accurately across its sites, without a rebuild and without risking what already ranks.