Smarter Web Strategy for Law Firms: Inside TALG's Long-Term Win

Bringing Clarity and Scale to a Growing Law Firm

When you're a multi-state law firm like TALG®, your website needs to do more than look professional. It must scale with your team, represent every office with clarity, and serve as a powerful marketing tool across search engines, AI chat tools, and voice assistants. For nearly a decade, Mazloy has helped TALG adapt and evolve its online presence to keep up with those needs.

TALG operates in a dynamic legal environment. With offices in six states and attorneys practicing in areas as varied as family law and biotech, their website had to reflect both breadth and depth - without overwhelming the internal team tasked with managing it. From staff turnover to practice-specific SEO requirements, the site needed to balance clarity, automation, and optimization.

As one of our longest-standing clients, TALG gave us the opportunity to build a solution that proves how content structure and thoughtful platform choices can pay long-term dividends. This case study shows how we streamlined their site, supported their team with professional photo content, and delivered measurable gains in visibility, engagement, and user experience.

Problem: The Hidden Complexity Behind Legal Websites

For a law firm like TALG - with offices in Nevada, California, Arizona, Texas, North Carolina, and New York - digital visibility isn't optional. Each location needed its own online presence to show up in local searches and offer potential clients the right information, fast. But keeping all of that content current across a growing number of attorneys, practice areas, and cities became a logistical headache.

Staff turnover is a natural part of any law firm's lifecycle. Attorneys move on. New hires come in. Paralegals and support staff get reshuffled. Each change affects multiple pages across a website - bios, case studies, practice area listings, and blog authorship. At TALG, manually updating those connections often took 30 minutes or more per update, and mistakes were easy to make. Outdated profiles, missing connections, or broken links could create confusion for visitors and weaken SEO.

Practice areas presented another hurdle. TALG doesn't just focus on one type of law - they serve clients in biotech, education, real estate, family law, business litigation, and more. Each of those service categories deserved its own optimized landing page. These are key entry points for organic traffic and need unique content, professional structure, and clear navigation. Without that structure, valuable search terms go unranked and potential clients go elsewhere.

TALG's leadership also wanted to highlight the results they achieved for clients. Legal marketing thrives on proof: published outcomes, client success stories, and the people behind the work. But telling those stories meant tying together blog content, attorney profiles, and case outcomes in a way that reflected the firm's true capabilities - without burying their team in endless manual updates.

Adding to the challenge, each location had to be more than just a marker on a map. Google and other search engines expect location pages to contain real, useful information - photos, hours, attorney bios, services offered - before they'll rank well in local search results. TALG needed to ensure that every office had enough unique content to stand on its own, without duplicating or diluting the firm's overall brand voice.

Ultimately, TALG needed a scalable system. One that could grow with them, not hold them back. They weren't just looking for a prettier website. They were looking for a smarter one - something that could support their operations, boost their search presence, and reduce the effort required to keep everything accurate and up to date.

Solution: A Website That Updates Itself

We approached TALG's challenges with a focus on flexibility, scalability, and long-term usability. At the foundation, we deployed their site on WP Engine, a secure and high-performance hosting provider optimized specifically for WordPress. From there, we built the site on the WordPress platform using the DIVI theme, which gave us the visual flexibility to design custom layouts while keeping content management intuitive for non-technical users.

To organize the site around TALG's real-world structure, we implemented two key plugins: DIVI Taxonomy Helper and DIVI Filter Grid. These tools allowed us to create custom post types and taxonomies for attorneys, support staff, office locations, and practice areas. This means each attorney profile is now dynamically linked to the correct practice areas and offices, and content updates in one place automatically reflect across the rest of the site. The grid displays make it easy for visitors to filter and explore team members by location or area of law - improving usability and internal efficiency at the same time.

Maintaining a national legal website also means staying compliant with evolving accessibility and privacy standards. To meet ADA compliance, we integrated UserWay, which adds a customizable accessibility widget to improve the site experience for all users. We also included Complianz, a consent management solution that ensures TALG meets requirements for privacy regulations such as GDPR and CCPA. These additions give TALG's site a professional, compliant edge - critical for a firm operating in multiple jurisdictions.

All practice area landing pages were built with structured content blocks, schema markup, and clear calls to action. The site's navigation was streamlined to guide users based on intent - whether they're looking for a specific service, attorney, or office location. Each office location has its own page, complete with staff listings, images, and services offered in that area, ensuring that every branch of the firm can stand on its own in local search.

One of the biggest upgrades was in the content management process. Previously, adding or removing an attorney meant editing multiple pages manually. Now, it takes less than five minutes to onboard or retire a staff member, thanks to the centralized data model and automation built into WordPress. With clearly defined post types and category filters, the website stays accurate and current without draining internal resources.

The result is a platform that scales with the firm. It's easier to manage, better optimized for search visibility across multiple channels, and aligned with the firm's operational needs. Whether the goal is growing into new markets or showcasing legal victories, TALG's website is now equipped to serve both the business and its audience with confidence.

Success: A Site That Delivers Real ROI

Since launching the newly optimized website, TALG has seen measurable improvements across every key digital performance metric. One of the most immediate wins came from the backend system overhaul. Tasks that used to take 30 minutes - like adding or removing an attorney - now take less than five. That's not just time saved; it's consistency gained. The new system ensures every profile is updated across all relevant pages without risk of human error, which means TALG can focus on serving clients, not managing content.

On the front end, the impact has been equally significant. The number of indexable pages with high-quality, unique content has tripled. Practice areas are clearly defined and supported by detailed landing pages. Each office location has its own dedicated content, complete with local staff, services, and photography. These changes have contributed directly to search engine visibility and higher-quality organic traffic.

Since the relaunch, TALG has seen a 497% increase in new users and a 437% increase in returning users. These are not vanity metrics - they reflect a larger audience discovering the firm and more repeat engagement from site visitors who found what they were looking for. When users return to a law firm website, it's a strong sign of trust, intent, or a recommendation. The improved site experience helps convert that interest into actual contact.

Engagement quality has also improved. The average time users spend on the site has increased by 5.72%, indicating better navigation, content relevance, and overall experience. Visitors are finding the right attorney or office faster and are more likely to explore additional services or read related blog content. With practice area pages now connected directly to attorney profiles and office locations, users can see exactly who they'll be working with - building familiarity before they even reach out.

Search Everywhere Optimization (SEvO) has also played a major role in these gains. TALG's site now performs across multiple search surfaces, including AI-driven tools, local directories, voice assistants, and traditional search engines. By structuring the site with semantic markup and modular content, we ensured that TALG could show up where clients are actually looking - not just in Google search results.

Ultimately, the success of this project comes down to strategic alignment. TALG needed a platform that could support growth, maintain professional credibility, and minimize content maintenance. Mazloy delivered exactly that - a scalable, optimized system that enhances how TALG is discovered and how efficiently they operate. It's not just a better website. It's a better business tool.

The Takeaway for Growing Law Firms

TALG's success wasn't the result of a flashy redesign or one-off marketing campaign. It came from building a solid, flexible system that reflects how their law firm actually operates - across people, locations, and practice areas. By investing in structure, automation, and Search Everywhere Optimization (SEvO), they've positioned themselves not just to be found online, but to grow with confidence.

What started nearly a decade ago as a simple website project has become a long-term digital partnership. We've helped TALG navigate the challenges that come with scaling a law firm across multiple states, while reducing the time and effort required to keep their site accurate and up to date. Every improvement has been designed to boost visibility, reduce maintenance, and help TALG's team spend less time managing content - and more time serving clients.

Whether your firm is growing fast, struggling to stay current, or just ready to be more discoverable across all digital platforms, Mazloy can help. We specialize in building digital tools that make sense for your business, your team, and your future.

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