Professional design for increased conversions.
Improving conversions through better design and build
What did Spratt Endicott need?
Spratt Endicott is a full service law firm in the middle of a rebrand. The website had grown into something that no longer told the right story.
Law firm websites accumulate content over years. Service pages multiply. Navigation gets patched rather than rethought. By the time the firm decided to rebrand, the site had become a liability – complex to navigate, difficult to maintain, and misaligned with the direction the business was heading.
The rebrand was being handled by RBL. The brief to us was to take the new visual direction and build a WordPress platform capable of doing it justice – one that could handle a large and varied content set, support the firm’s commercial objectives, and give the marketing team the flexibility to manage and grow it without relying on developers for every change.
This was not just a redesign. It was a strategic rebuild of how the firm presents itself online to clients, prospective clients and prospective employees.
What the site needed to do:
- Consolidate a large volume of accumulated content into a clear, navigable structure
- Translate the new brand identity into a flexible, future-proof WordPress platform
- Support both client acquisition and recruitment through distinct, well-structured user journeys
- Give the marketing team control over content without developer dependency
- Improve search performance through proper content architecture and technical SEO foundations
- Tell a clearer, more compelling story that matched the firm’s actual strategic direction
Our approach
Project overview
A strategic rebuild delivered alongside Spratt Endicott’s wider rebrand. Design templates supplied by RBL. Our focus was on translating the new visual direction into a technically excellent, scalable WordPress platform with the content architecture to match.
Content architecture
- A clear site structure built to support a large and varied content set – services, sub-services, people, news, events, case studies and careers
- Custom post types and taxonomies improve content organisation, URL structure and search performance
- Navigation simplified and rationalised – users can find what they need without complexity or dead ends
- Enhanced site search using Relevanssi improves content discovery across the full depth of the site
Design implementation
- New brand identity from RBL translated faithfully into a bespoke WordPress build
- Responsive templates built for every content type – consistent across all modern devices
- Custom Gutenberg blocks give the marketing team control over what appears where, without developer involvement
- In-page navigation, tabs and accordions support the depth of content without overwhelming visitors
WordPress build
Bespoke build from the ground up on our own custom starter theme – lightweight, fast and maintainable. Sections can be prepared in advance and enabled when required, giving the marketing team the ability to manage campaigns and content launches without developer support.
The platform is built to grow with the firm. New service lines, new people, new content types – all accommodated without restructuring the site.
SEO and analytics
Clean page structures, improved internal linking and Yoast SEO configuration throughout. Google Analytics GA4 and Google Search Console integrated to support ongoing measurement. The content architecture – proper custom post types, logical URL structure, strong taxonomy – does more for search performance than any SEO plugin on its own.
Rebranding a professional services firm?
If you are in the middle of a rebrand and need a development partner who can build the platform to match – we should talk.
Tell us what you have and we will tell you what we would build with it.
The results
100
Google PageSpeed score on mobile and desktop at launch
Simplified
Navigation rationalised from a complex accumulated structure into a clear, audience-led hierarchy
100%
Of content manageable by the marketing team – no developer involvement needed for updates, campaigns or content launches
Rebrand
New visual identity from RBL translated faithfully into a bespoke WordPress build – design and platform working as one
Dual
Objective – client acquisition and talent recruitment both supported through distinct, well-structured user journeys
Ready
Platform built to grow with the firm – new service lines, people and content types all accommodated without restructuring
Technical details
WordPress theme
Built on our own bare-bones WordPress starter theme. No inherited styles, no third-party framework dependencies, no bloat. Before any design work goes in, we run the blank theme through Google PageSpeed Insights and aim for 100 out of 100 on both mobile and desktop. That discipline is what makes the performance scores possible.
Plugins
We keep third-party plugins to a minimum. This site uses ACF-powered content blocks edited in the Gutenberg editor. The default WordPress block library was disabled entirely – editors can only use the purpose-built blocks we created, which means every page is built consistently and on-brand regardless of who published it.
Custom post types
Dedicated post types for people profiles, news, events, case studies and careers content – each with its own consistent template and URL structure. The taxonomy system means related content is properly connected, which improves both the user experience and search performance without any ongoing manual work.
Analytics and search
GA4 and Google Search Console integrated throughout. Relevanssi replaces the default WordPress search with a proper full-text engine – important on a site with this depth of content, where visitors are often looking for a specific practice area or individual. Everything configured and working at launch.
Why WordPress was the right platform for Spratt Endicott.
Full service law firms have a content problem. They serve multiple audiences, offer multiple services, employ a lot of people, and generate a lot of content. The website has to hold all of that together without collapsing under its own weight.
The previous Spratt Endicott site had not been rebuilt with that complexity in mind. It had been added to over time. Service pages here, people profiles there, news, events, careers – each piece added to an existing structure that was never designed to accommodate it. The result was navigation that had become genuinely difficult to use and a site that made the firm harder to understand rather than easier.
WordPress solved that problem at the architecture level. Custom post types for people, news, events, case studies and careers means each content type has its own properly structured home, its own URL pattern, its own template. You can add a new solicitor, publish a case study or post a careers listing without it affecting anything else on the site. The taxonomy system means related content is connected automatically – a solicitor’s profile links to their practice areas, which link back to relevant news and case studies – without anyone having to manage that manually.
The marketing team can now prepare content in advance, schedule launches and manage campaigns without calling us. That is not a nice-to-have for a firm of this size. It is a basic operational requirement.
The rebrand gave Spratt Endicott the visual identity it needed. WordPress gave it the platform to match.
