Project - Website Conversion + Redesign

Project - Website Conversion + Redesign Website Conversion + Redesign

For this website, I worked with the client’s marketing department, an SEO team, PR and outreach team, as well as a third party vendor who worked with A/B conversion optimization testing.

Sink Law originally had a website built on a closed source CMS, and they were eager to migrate things over to WordPress in order to get the additional flexibility the platform offered. Because database and filesystem access was not available for their original site, I scraped the site with some CLI tools, cleaned up the content (over 1500 pages - some dating back to 2012), imported everything into WordPress and of course gave the site a facelift courtery of a design provided by our design team.

With so much legacy content that had an inferior URL structure, I also worked with our SEO team to make sure everything was as optimized as possible when this rebuilt version of the site went live. We initially had an issue where their original provider had set up some redirects to account for URLs from a much older iteration of their site, we discovered these by looking through log files and Google Search Console and quickly implemented redirects for the old URLs and now the site is doing much better than the original, even without publishing much content.

Sink Law Website Image

This was an exciting project for me because I was also able to implement split tests designed by a conversion optimization team, we tested everything from button colors to call to action text to alternate page layouts and various mobile display options. While these types of tests are always a work in progress we were able to reach the firm’s original case intake goal within a few months of launching the redesign.

Technologies Used

  • WordPress Custom Post Types & Taxonomies
  • WordPress Custom Fields (via CMB2)
  • CSS / SCSS
  • HTML
  • Javascript
  • Google Optimize
  • Google Search Console
  • Screaming Frog Log Analyzer
  • Screaming Frog Site Crawler