Home Case Studies Robinson Calcagnie, Inc.

We Had One Year to Recreate This Firm’s Online Image

Robinson Calcagnie, Inc., is one of the largest product liability firms in the country — and one of the most prestigious. Their verdicts reach hundreds of millions of dollars, and their defeated opponents include Ford Motor Company, the State of California, the U.S. Department of Transportation, and more—but you couldn’t tell by looking at their website. When they came to us, they had a specific goal: to recreate their online image to reflect the firm’s reputation in real life. We replaced their existing website, which wasn’t performing at all, and replaced it with a custom designed site that showcased the firm’s accomplishments. We also built up a strong foundation in the SERPs, working side by side with the firm’s in-house marketing team at all times.


  • Robinson Calcagnie, Inc.

Practice Area:

  • Personal Injury


  • Los Angeles, CA

The Challenge

Robinson Calcagnie, Inc., had undergone several name changes before turning to SLS Consulting for help. Their website was mediocre, their rankings were non-existent and their local listings were in bad shape. We had to recreate the firm’s image, clean up their online footprint and get them ranking in the search engine results within one year, before their contract ran out and their in-house team took over.

Our Execution

First step? Travel to Orange County and meet the firm in person, getting to know them. At the time, we took professional interior and exterior photos of their office, which we then incorporated throughout the website. We discussed the firm’s unique position in the legal community, colleted case data and got an in-depth concept of what the firm wanted to accomplish with their new website. Throughout the process, we kept in constant communication with the firm’s partners and marketing team, incorporating their revisions to create a product the entire firm would be proud of (not an easy task). We redesigned a site that showcased the firm’s accomplishments and completely restructured the site for a better user experience. We performed initial optimization for their desired terms, rewrote and combined content to strengthen its authority, and established the firm’s local presence—all while surviving a barrage of Google updates. 2013 was the year of Penguin 2.0 and 2.1, Panda, and Hummingbird updates.

Website Design

Our design starts with a question: What sets your firm apart from other firms? No one could compete with Robinson Calcagnie, Inc.’s verdicts, settlements, and experience, so we showcased them in a classy yet simple website. Above the fold, we isolated the elements with negative space to focus on their impact, while adding photos of the attorneys to let the viewers see that real people were behind these results. We created a simple, yet efficient navigation structure for an enhanced user experience and higher conversion rate. The end product was exactly what the firm had been looking for and brought their online image in line with their prominence in the legal community.

Do You Want to Be #1?