Swor & Gatto partnered with us to create a clearer, more approachable digital experience for people searching for legal guidance. We rebuilt their WordPress presence with organized practice-area structure, friendlier navigation, and branding that helps visitors feel informed, supported, and confident in taking the next step.
Background. What shaped the project.
About the client
Swor & Gatto is a personal injury law firm serving Minneapolis and St. Paul. Their team represents clients navigating difficult situations, which makes clear communication and easy access to information essential. People often arrive at the website feeling overwhelmed, so the browsing experience needs to feel calm, organized, and supportive.
What they needed
Swor & Gatto’s previous WordPress website was outdated, cluttered, and hard for visitors to move through. The structure reflected an older SEO mindset of publishing long lists of similar pages, which created confusion instead of clarity. Important practice areas, subtopics, and resources were scattered across the site, making it difficult for people to find what applied to their situation.
They also needed brand cohesion online. Their print branding was strong, but it had never been translated into a modern digital experience. At the same time, the firm wanted better insight into user behavior, along with cleaner form flows so potential clients could reach out with fewer obstacles.
Our approach
We rebuilt the website from the ground up on WordPress, starting with a complete restructuring of the sitemap. Practice areas were reorganized into clear parent and subcategory relationships, and we introduced custom post types to support topic-specific pages, such as boating accidents under broader recreational vehicle categories. This allowed us to connect related content in a way that made sense for users and search engines.
We then translated the firm’s print brand—colors, typography, and tone—into a friendly, approachable digital identity. The new mega menu gives visitors a quick way to explore accident types, legal services, and educational resources. We also improved the form flow process to reduce friction and added analytics and tracking so the team can monitor traffic, consultations, and user pathways more accurately.
Tech we used
WordPress, custom content modeling, and reliable tracking.
- WordPress as a flexible, long-term platform
- Custom post types and taxonomies for practice-area structure
- Mega menu and reorganized navigation
- Form improvements for a frictionless contact experience
- Google Analytics and event tracking for user behavior insights
- Brand-aligned templates and visual components
What we delivered
An approachable, easy-to-navigate website that helps visitors understand their legal options quickly. The updated structure connects practice areas and subtopics in a clear way, while the refreshed branding creates a more supportive and trustworthy online presence. With improved forms, organized content, and analytics in place, the Swor & Gatto team now has a website that meets both user and business goals.
Key Outcomes / Results Snapshot
- A reorganized practice-area structure that makes legal topics easier to browse
- A modern digital identity that reflects Swor & Gatto’s professionalism and care
- Mega menu navigation that helps visitors find relevant accident types quickly
- A frictionless form flow that encourages more consultation inquiries
- Stronger alignment with real user search behavior and legal search intent
- Cleaner backend organization for faster updates and ongoing content growth
- Improved mobile experience for users searching on the go
- Reliable analytics and tracking for better decision-making and marketing insight
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