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Scolaro Law Web Redesign and SEO

Project Overview

In 2024, Scolaro Law, operating under the domain UsInjury.Law, partnered with Three29 for a comprehensive website redesign and SEO overhaul. With a wide range of personal injury practice areas, Scolaro Law needed a website that could better communicate its expertise, support client acquisition, and compete more effectively in local search results.

The firm’s previous website was fragmented and difficult to navigate, which created barriers for potential clients seeking legal guidance. The goal of the redesign was to create a more intuitive user journey, improve discoverability through a silo-based SEO strategy, and ultimately drive more qualified leads.

Outcomes

The collaboration between Scolaro Law and Three29 delivered measurable improvements in both usability and performance:

Streamlined Practice Area Navigation

We developed a siloed site architecture that groups content by practice area, ensuring that users landing on any page are guided through a relevant and informative legal experience. This structure also strengthens the site’s SEO by improving topical authority and internal linking

Full WordPress Redesign

The new website was built on WordPress with a custom theme focused on clarity, professionalism, and mobile responsiveness. Content was restructured to prioritize user intent, simplify complex legal topics, and drive conversions through prominent calls to action.

Significant Organic Traffic Growth

One month after launch, Scolaro Law saw a 176% increase in organic search traffic, a direct result of improved site architecture, on-page SEO enhancements, and content realignment based on user search intent. Within the first week of launch, the new site generated two qualified leads that converted into active cases

Project Scope

This website redesign project included:

  • Silo-Based SEO Structure: Organized content by practice area to improve user journeys and SEO relevance.
  • Custom WordPress Development: A modern, responsive site tailored to legal industry needs.
  • On-Page SEO Optimization: Including internal linking, metadata, keyword targeting, and page speed improvements.
  • Lead Capture Strategy: Contact forms, sticky CTAs, and click-to-call functionality designed to drive conversions.
  • Conversion Tracking Setup: Enabled analytics to monitor user behavior and lead flow post-launch.

How We Made It Happen

Discovery Phase: We began with a detailed intake session to understand Scolaro Law’s goals, differentiators, and pain points. The firm wanted to highlight its breadth of services while improving accessibility and performance for both desktop and mobile users.

Design Phase: The visual design focused on professionalism and clarity, with strong hierarchy, bold headlines, and intuitive navigation. Legal content was rewritten and reorganized to be more user-friendly while maintaining legal accuracy. Practice area pages were built to stand on their own while linking to related services to encourage further engagement.

Development Phase:

  • Built a scalable WordPress theme tailored to legal marketing best practices.
  • Developed a clean silo structure for services such as car accidents, slip and fall, wrongful death, and more.
  • Created individual landing pages for each core service with targeted CTAs and cross-linking.
  • Implemented a mobile-first approach to ensure accessibility across devices.

Optimization Phase: Search engine optimization was embedded into every layer of development, from performance tuning and schema markup to content hierarchy and internal linking. Speed improvements were made through code optimization and proper image compression to ensure fast load times without sacrificing design.

Testing and Launch: Prior to launch, the site was rigorously tested for browser compatibility, page speed, mobile responsiveness, and SEO compliance. We worked closely with the client to finalize each page and ensure the content accurately reflected their voice and services.

Results

  • 176% Increase in Organic Traffic: The SEO-focused structure drove a significant lift in visibility within the first month.
  • 2 Leads Converted to Cases in First Week: The streamlined design and clear CTAs helped convert early site traffic into real business.
  • Improved Navigation and UX: Visitors can now easily explore legal services without friction.
  • Mobile Optimization: The new site is fully responsive and accessible across all major devices.
  • Professional Online Presence: The redesign reflects the firm’s credibility and positions it for continued growth in competitive markets.

Through a strategic combination of web design, SEO, and content organization, Scolaro Law now has a digital platform that mirrors the strength and clarity of their legal practice. The site not only looks modern and professional, it works hard behind the scenes to drive discovery, support user intent, and convert interest into action.