Case Study · In Development · 2026
Goldberg & Loren,
redesigned.
The firm signs 25 to 40 personal injury cases a month off 300 to 600 monthly leads. The current site was built for a smaller practice. We are redesigning it to match the firm they have actually become.
Status: in development · Launching 2026
The numbers behind the redesign.
Public results sourced from goldbergloren.com. Lead and signed-case figures shared by the firm.
A site built for a smaller firm.
The current Goldberg & Loren website was designed when the firm was a fraction of what it is now. It still does its job for a casual visitor, but it does not reflect the scale, results, or trust signals of a practice that signs 25 to 40 new cases a month and has recovered more than $550 million for clients.
A personal injury firm at this volume needs a site that does four things at once: surface case results above the fold, route the visitor to the right practice area in under three seconds, build the trust a serious injury claimant needs before picking up the phone, and convert at the volume the firm now expects from search, paid, and referrals.
The redesign is built around that exact brief.
Fighting For You.
Scroll through the full-page comp inside the preview window, or drag the slider to jump anywhere in the design.
From brochure site to lead engine.
Results-first hero
$550M recovered, $8M and $2.6M and $1.1M verdicts visible before scroll. A serious injury claimant who lands on the site needs to know within three seconds that this firm wins large cases.
Practice-area routing
Car accident, truck accident, medical malpractice, wrongful death, motorcycle, workplace injury. Each routes to a deep practice page with case results, FAQ, and a contextual intake form.
Defense-side origin story
George Goldberg spent 30 years defending insurance companies before switching sides. That backstory is the single strongest trust signal the firm has, and the new design surfaces it instead of burying it.
Intake-engineered footer
24/7 click-to-call, secure intake form, live chat surfaced on every page. The current intake experience leaves money on the table at the firm's lead volume.
Core Web Vitals + SEO rebuild
Sub-two-second LCP across mobile. Clean Attorney + LegalService + FAQPage schema on every practice area. Built to compound search visibility, not fight it.
Brand language that matches the firm
"Fighting For You." "The Firm That Fights Differently." The visual and verbal identity reflects a firm that signs cases, not one that hopes for them.
Built blazing fast, tuned for the AI search era.
A personal injury firm signing 25 to 40 cases a month off Google and AI search cannot afford a slow site or a site invisible to ChatGPT, Perplexity, and Google AI Overviews. The new Goldberg & Loren stack is engineered for both.
Decoupled architecture. Sub-second load.
Static-rendered pages served from the edge. Content lives in a headless CMS the firm's team controls; the front end is pre-built and cache-warm before a visitor ever lands. No WordPress page-builder bloat, no plugin tax, no waiting on a database query while a serious injury lead bounces.
- → Sub-2s LCP target on mobile
- → Edge-cached HTML with sub-100ms TTFB
- → Content velocity without dev tickets
Answer-first content the SERP can lift.
Every practice page is structured around the questions a serious injury claimant actually types into Google. Answer-first paragraphs, structured FAQs, and stacked schema (LegalService, Attorney, FAQPage, BreadcrumbList) so the AI Overview, People-Also-Ask, and featured snippet boxes can pull verbatim passages straight from the page.
- → Passage-level snippet engineering
- → Stacked JSON-LD on every practice page
- → Question-shaped H2s that match real queries
Visible to ChatGPT, Perplexity, and AI Overviews.
Generative Engine Optimization is the new SEO layer. The new Goldberg & Loren site exposes a clean llms.txt, training-grade entity descriptions, citable case-result language, and an OpenGraph/schema graph that AI crawlers ingest cleanly.
When somebody asks ChatGPT "best Minneapolis personal injury lawyer" — or Perplexity asks the same — the firm needs to be in the cited answer. That is no longer optional; it is where the next generation of injury claimants is starting their search.
- → llms.txt + AI crawler accessibility
- → Entity-typed schema (Attorney, Person, LegalService)
- → Brand-mention signal architecture
- → Passage-level citability for AI Overviews
How we are building it.
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01
Lead-source teardown
Mapped the current 300 to 600 monthly leads back to source: organic, paid, referral, direct. Identified where the site loses qualified leads in the intake funnel.
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02
Practice-area architecture
Designed deep practice pages with case results, neighborhood-level service-area schema, and intake forms tailored to each claim type.
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03
Brand and visual system
Built a results-first visual language with the navy and gold palette, serif display, and the attorney photography the firm already had. No stock imagery.
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04
Build, measure, launch
Static-first build with Core Web Vitals as a launch gate. Conversion tracking wired before launch so we can A/B test intake flows from week one.
Want a site that matches the firm you have become?
We work with law firms, professional practices, and operators whose current website was built for a smaller version of their business. Tell us about your firm. We will tell you what we would rebuild first.
Start a ConversationOr call Christopher directly: (612) 868-9079