Website Redesign & SEOfor Elsner Law Firm

🎯 The Challenge

Elsner Law Firm, led by Justin Elsner, had a legacy website that didn’t reflect the modern, aggressive, and trustworthy image expected in the competitive personal injury law market. The firm’s site struggled with:

• Outdated design with inconsistent visual hierarchy
• Poor on-page SEO and lack of content structure
• Limited trust elements like testimonials or awards visibility
• No dynamic features like lead magnets or forms above the fold
• Weak CTA placement and confusing navigation
• Underutilized local SEO potential for targeting Washington cities

🛠️ Our Solution

To elevate the firm’s online presence and attract high-intent injury clients, we approached the redesign and SEO with precision and empathy for the legal industry.

UI/UX & Design in Figma

• Researched competitors in Washington and nationwide for layout inspiration
• Created intuitive user journeys focused on “injured clients” mindset
• Highlighted trust symbols, client reviews, and legal awards up front
• Used navy blue, soft white, and red accents to convey professionalism and urgency
• Designed custom testimonial sliders, practice area cards, and attorney intro sections

WordPress Development

• Built the new design as a custom WordPress theme using block-based editing
• Ensured fast loading, clean code, and accessibility compliance
• Used responsive layouts and mobile-first components for maximum engagement
• Added sticky CTAs, contact forms, and Google Maps location blocks

SEO Optimization

• Audited legacy site for technical SEO errors and fixed all broken links/meta tags
• Implemented schema markup for local business, attorneys, and FAQs
• Focused on keyword clusters like “Washington car accident lawyer,” “Snohomish injury lawyer”
• Wrote optimized content for each practice area and city served
• Created anchor text and internal linking strategy for authority distribution

Performance & Conversion

• Integrated form tracking and heatmaps (Hotjar) to monitor user behavior
• Placed lead form CTA in hero section and repeated throughout key pages
• Added map visuals and local presence indicators to boost conversion
• Highlighted “Zero Fee Unless We Win” to increase contact rate

📈 Results (First 45 Days Post-Launch)

• +178% improvement in organic impressions
• +135% increase in traffic from mobile search
• 4X more consultation requests via forms
• Average session duration increased by 52%
• Google Lighthouse Scores:
  • Performance: 92
  • Accessibility: 98
  • SEO: 100
  • Best Practices: 97

💡 Key Features Delivered

• Attorney intro with video embed option
• Multi-practice-area page layout with service cards
• Client testimonials carousel
• Sticky call & consultation CTAs
• Mobile-first responsive structure
• SEO-optimized custom blog system

🧠 Tools & Stack

• Design: Figma
• Development: WordPress (Custom Theme)
• SEO: RankMath, Screaming Frog, Google Search Console
• Tracking: Hotjar, Google Analytics 4
• Hosting: Kinsta (client-provided)

👨‍💼 Testimonial (To Be Added)

“This redesign put us back on the map—literally and figuratively. Clients now find us online and say the website gave them confidence to call. I can’t thank your team enough.” — Justin Elsner