Kerri Law: Two firms, one clearer path for clients

Our work with Kerri Law began more than two years ago with a straightforward request: create a better website. When Kerri acquired another law firm, the brief grew. Two websites needed to become one, while keeping the search traffic and useful content each had already earned.

The acquisition gave us an opportunity to look at the whole journey, from someone searching for help with an unfamiliar legal issue to an existing client managing an appointment or sharing a document.

Give the existing content a destination

We began by auditing both websites with a custom website agent we had trained. We looked at what was there, what needed updating, and how the content should fit into the combined practice.

That work informed the new information architecture. We created corresponding pages on the consolidated site so old URLs could redirect to a relevant destination. Most of the existing content was evaluated, updated, and moved into its new place.

We also added the acquired location and expanded information about the firm and its team. The migration extended beyond the website: directory listings and Google Business information needed updating to reflect the combined practice.

Start with the questions people already have

The homepage content strategy centered on the firm's three areas of focus: probate, estate law, and elder care. We used AI to research the questions people in Arizona commonly ask about each of those subjects.

We then organized the content around an invitation: “Get answers to these questions.” A visitor could recognize a concern they already had and see a reason to explore further. That gave the homepage a relatable starting point grounded in the visitor's situation.

The intent was to help people find relevant information and understand the firm's work, while keeping the homepage away from individualized legal advice. We attribute a meaningful part of the engagement and search results we have seen to this question-led content strategy.

Rebuild the website and connect the client experience

The previous website was a static WordPress site. We built the new site from the ground up in Next.js, using our website-building agent to support the work across user experience, information architecture, content, and implementation.

We also ran a Lighthouse SEO assessment and tuned the site until it reached 100/100 in the SEO category. This gave us a defined set of technical checks to work through alongside the content and migration work.

For existing clients, we built a portal connected through an API to the firm's current back-office services. Clients can manage appointments and invoices, share documents, and access other services through that connection.

The portal extended the project into the day-to-day experience of working with the firm. The public website introduces the practice; the integration gives clients a way to handle practical tasks once the relationship begins.

Growth began in the first few weeks

We began seeing growth within the first two to three weeks after launch. The results reported over the engagement include:

• A 500% increase in website traffic.
• Qualified leads rising from fewer than five per month to five or more per week.
• The firm's five-star review count growing from 21 to 37 in the first eight weeks.

Those results sit alongside the work of consolidating the sites, updating local business information, and making the content more relevant to the people searching for the firm. The early signs appeared within weeks; the review increase covers the first eight weeks.

Kerri Law began as a website engagement and grew into a connected client experience. The work brought together search continuity, content shaped around real questions, a new technical foundation, and access to the firm's existing services. Each part supports a different moment in the relationship between the practice and its clients.