Overview
Scarsdale Solicitors needed a professional, trustworthy web presence that would rank well for legal service searches in their target area. I joined a team of frontend developers to build out the site on WordPress, with my primary focus on SEO optimization and translating approved designs into production-ready pages.
This was a collaborative effort — I worked alongside other frontend developers, with each of us owning different sections of the site. My contributions spanned both page development and the full SEO implementation.
My Contributions
Page Development
- Built out multiple service pages and inner content pages from Figma design mockups
- Ensured pixel-perfect translation of designs across all breakpoints — desktop, tablet, and mobile
- Implemented responsive layouts using WordPress block editor and custom CSS where the theme fell short
- Worked within the team's WordPress workflow, following established conventions for page templates and reusable blocks
- Collaborated with other developers to maintain visual and structural consistency across the entire site
SEO Optimization
- Optimized every page's meta titles, descriptions, and heading hierarchy for target keywords
- Implemented structured data (JSON-LD) for local business, legal service, and FAQ schemas
- Optimized image alt text, internal linking structure, and URL slugs site-wide
- Improved page load performance by optimizing image sizes and recommending caching configurations
Challenges
Legal Industry SEO
Law firm SEO is highly competitive. Every firm in the region targets the same keywords — "solicitors near me," "commercial law firm," "property solicitors." We focused on long-tail, intent-based keywords specific to their service areas and geographic location to find ranking opportunities.
WordPress Performance
WordPress themes often ship with heavy CSS/JS bundles. I worked with the team to minimize unused assets, defer non-critical scripts, and ensure the site loaded acceptably fast despite the platform's inherent overhead.
Brand Trust
Legal websites need to communicate trust and authority immediately. Every design decision — typography, whitespace, color palette — was deliberate. I ensured the pages I built maintained the firm's professional tone while being easy to navigate for potential clients seeking legal help.
Technical Details
- Platform: WordPress with a premium theme, customized extensively
- Page Builder: Mix of Elementor Pro editor and custom HTML/CSS sections
- SEO Stack: Yoast SEO, Google Search Console, structured data via custom JSON-LD
- Performance: Image optimization, lazy loading, script deferral
- Responsive: Fully responsive across desktop, tablet, and mobile breakpoints
Result
The site provides a clean, professional digital presence for the firm with strong SEO foundations. Pages are structured to rank for relevant legal service queries, and the site communicates the trust and authority that potential clients expect from a law firm. I continue to support SEO optimization as the firm publishes new content and service pages.
