112-Page Personal-Injury Law Firm WordPress Build in 116 Days — White-Label Delivery for a US Marketing Agency

The Craft of a Build

112 URLs across 9 templates, built to Figma desktop and mobile specs — 83 of those pages on a single Individual Practice Areas template, applied once per practice area, sub-area, and jurisdiction page across the firm’s full service tree. The agency delivered the template library and the sitemap. We scoped the per-row hours, mapped every URL to its assigned template, and held the 66-hour budget across a 116-day build-and-feedback cycle.

Snapshot

The Brief

A US marketing agency retained by Jae Lee Law — a New Jersey personal-injury and employment-law firm serving clients across Bergen, Hudson, and Passaic counties — handed us a Google Sheets workbook with a full URL map, a templates catalogue, a launch checklist, and pre-populated issues backlogs. The build ran on their Kinsta environment; the page builder was Elementor; contact forms ran through Gravity Forms. The workbook’s Template tab carried a LEGAL-section library: Attorney Page, Practice Areas lander, Individual Practice Areas, About Us, Blog, Blog Lander, Homepage, Contact, Default Template, Results, and supporting policy pages.

The ask: build all 112 pages against the agency’s template library — mapping each individual practice-area URL to its assigned template from the sitemap row — and work down two parallel QA backlogs, the SEO track and the CX track, until the agency accepted the site. Throughout, stay out of the end-client-facing loop; surface ambiguity back to the agency; do not improvise practice-area descriptions, attorney credentials, or navigational hierarchy.

How We Did It

1. Nine templates, 112 pages, one build pipeline. Jae Lee Law’s pages spread across the agency’s legal template library: Homepage, the individual Attorney Page (applied four times, once per attorney in the initial sitemap), a Practice Areas lander (applied at Bergen, Hudson, Passaic county levels and at the main /practice-areas/ level — 4 times total), and the Individual Practice Areas template, the heaviest — applied 83 times across the firm’s practice trees: personal injury, motor vehicle accidents, construction site accidents, premises liability, products liability, employment law, medical malpractice, DWI/DUI defense, nursing home negligence, and county-specific location pages. We built each page on its assigned template. No page was hand-rolled outside the template system.

2. Spec followed line-for-line, within the hours we scoped. We scoped per-row hours ourselves. We costed the core build row by row — Homepage (7h), Case Results (3h), Practice Areas lander (3h), attorney bio pages (0.15–2.5h per attorney). The 83 Individual Practice Areas pages at 0.15h per page reflect the agency’s content-import pattern: each page receives a template application and content population from the agency’s existing copy. The aggregate came in at the agreed 66 hours.

3. Two parallel QA loops, closed before launch. The agency structured QA as separate SEO and CX tracks rather than a single merged backlog — because SEO findings were actionable by the dev team directly (meta titles, nav hierarchy, redirects) while CX items often required agency-side input or client approval before they could be implemented. Issues were tracked in two agency-side backlog tabs — the Issues Backlog(SEO) (35 rows, all Completed) and the Issues Backlog(CX) (25 rows, 24 Completed, 1 in QA at data export). The SEO backlog’s first items flagged nav hierarchy and Figma-fidelity corrections on the homepage; the CX backlog’s first items covered structural sitemap adjustments and contact form configuration. The 30-item launch checklist — Design, Functionality, Pre-Migration, Post-Migration columns — ran alongside both backlogs.

The H1 had been set to zero font size to match the Figma layout — a workaround that left the homepage with no effective heading in SEO tools. That catch, and case-result post types flagged as publicly indexable, went through the fix loop before sign-off. Neither required a scope change; both required the QA round to find them.

Results

Operational Integrity at handoff

The agency’s post-handoff review round surfaced two structural issues that ran through the shared fix loop: the homepage H1 had been set to zero font size — a Figma-fidelity workaround that left the page with no effective heading in SEO tools — and the case-results internal post type was publicly accessible and indexable, requiring per-entry noindex treatment before launch. Pre-handoff QA ran through Site Checker — see how we run QA for the categories and the pass-clean bar we hold before handoff. After handoff the agency ran its own checks and surfaced issues into the shared backlog, which our fix loop closed before sign-off.

Process

Phases overlap — the content rounds and structural updates ran in parallel with the QA backlog rounds, which is why the calendar is 116 days rather than the sum of individual phases.

Team

Delivery team

• Natalia Bogatel — lead developer across build and feedback phases
• Nikita Tumasevic — developer support on late-phase CSS and Elementor fixes
• Pavel Sazhin — QA iterations
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management and client-facing communication remained with the partner agency throughout. Jae Lee Law dealt with the agency on the brand; the firm never saw our names, and every build decision reached them as the agency’s work.

For agencies commissioning a white-label WordPress build