Dell Attorneys

UX, UI and a full custom WordPress build for a Florida law firm, with a faceted insurance-review platform and a small React CRM, delivered without losing hard-won search rankings.

Dell Attorneys is a Florida law firm with strong organic visibility across a large and competitive set of keywords. We designed and built a complex, responsive website on a custom WordPress theme, added a custom backend and a faceted review platform for insurance companies, and connected it to a small React CRM, all while protecting the traffic and rankings the firm already held.

They came to us for a large website with real range, not just many pages but many kinds of page, each template built around its own features. The site needed multiple forms, complex faceted search, multimedia and archive management, and a review platform where people who had dealt with different insurance companies could rate and describe their experience, closer to a self-contained reviews product than a simple testimonials block. That platform holds several hundred reviews and is on its way to a thousand, so it had to stay fast and easy to browse at that volume.

The firm already ranked on the first page of Google for hundreds of keywords, which made the build as much an SEO project as a design one. We ran a full analysis of the existing rankings and structure so that nothing we changed would cost the firm traffic or position. To keep a project of this scale coordinated across many rounds of review, we worked from a clear system: user research first, then wireframes in Balsamiq, then hundreds of mockups and interactive prototypes in Figma, all documented in a style guide and a component guide. That documentation is what made it possible to move quickly, keep every template consistent, and deliver on time even as the design evolved.

On top of the custom WordPress theme we built a custom backend and a small CRM in React, focused rather than heavy: its job was to manage the reviews and help turn the people who left them into clients. Greg Dell, the firm’s managing partner, took a direct hand in the final direction, and the result was a complex responsive site that kept its search strength, gave the firm a review platform of real depth, and connected that platform to a working pipeline for new clients.

Project info

Requirements

Design and build a large, varied website for a Florida law firm on a custom WordPress theme, with distinct templates, multiple forms, complex faceted search, multimedia and archive management, and a full review platform for insurance-company experiences holding several hundred entries and growing. The site had to stay responsive and fast at that volume, preserve first-page rankings across hundreds of competitive keywords, and connect the reviews to a lightweight system for converting reviewers into clients.

Strategies & techniques

User research · SEO analysis and rank preservation · Information architecture · Faceted search design · Wireframing · Interactive prototyping · UI design · Design system and component library · Style guide · Multimedia and archive management · Custom WordPress theme development · Custom backend · React CRM · Responsive design

Tools

Ideation: user research, a full SEO analysis of the existing rankings and site structure, and low-fidelity wireframes in Balsamiq to settle the many different template layouts. Design and prototyping: Figma for hundreds of mockups and interactive prototypes covering the complex interactions, all captured in a style guide and a component guide so every template stayed consistent through many rounds of review. Delivery: a custom WordPress theme with a custom backend, a faceted review platform, and a small CRM built in React to manage the reviews and convert reviewers into clients, shipped as a fully responsive site across desktop and mobile.

Final results

We delivered a complex, responsive website on a custom WordPress theme, with a distinct template for each kind of page, multiple forms, faceted search, multimedia and archive management, and a review platform holding several hundred insurance-company reviews with room to grow toward a thousand. The firm kept its first-page rankings across hundreds of keywords through the rebuild, and the React CRM gave it a way to turn reviewers into clients. The clear design system behind the work, wireframes, hundreds of mockups, an interactive prototype set, a style guide and a component guide, is what let us hold a build of this size together and deliver it on time.