GMP Law had the strategy. They needed the technical layer.
GMP Law, formerly Gerard Malouf & Partners, is a national compensation law firm with more than 35 years supporting injured Australians.
Not every client needs an agency to set their direction. GMP already had a marketing team and its own SEO lead. What they lacked was a technical partner who could move at their pace and take the release work off their desks.
This account draws on WP Creative’s published GMP Law delivery record. Reported outcomes describe that engagement; they are not a forecast for another website.
The result, in three numbers
18 office location pages.
Across NSW, VIC, QLD and ACT, on one template system.
60+ pages built.
Office, practice area, lawyer profile and content hub pages.
+88% keywords in the top three.
From 224 to 422, a partnership result with GMP’s in-house SEO lead. Source: Ahrefs top-three keyword count, 1 May 2025 against 14 August 2026. This counts keywords, not pages.
The commercial problem
A compensation law firm wins clients in moments of stress. Someone injured, searching for a lawyer near them, deciding fast who to trust.
GMP had offices across four states and territories, yet no dedicated location pages. Those offices were an untapped search asset.
Legal articles carried no publish date, no author and no sign of when they were last reviewed. For legal content, those signals tell readers and search engines who wrote it and whether it is still current.
And the marketing team was carrying technical delivery. Releases and deployment checks were eating time meant for campaigns.
The call we made
The easy pitch would have been strategy. They did not need it. So we stayed in our lane and owned the layer underneath.
- Stabilise. Plugins, hosting and updates audited, the backlog cleared, and releases moved into a structured cycle run by my team with QA before anything reached the live site.
- Diagnose. Broken links, faulty redirects, duplicate pages, oversized images and an inconsistent content hierarchy cleared out.
- Optimise. The article template rebuilt from scratch: named authors, publish dates and last-reviewed dates on every article, mobile-first layout, and filters for topic and claim type.
- Scale. A page for every office, plus practice area pages for the highest-value claims and lawyer profiles. All on one template system, so every new page starts on-brand instead of drifting.
Then one thing nobody asked for. GMP’s forms collect sensitive information, so we proposed a security review of the live site before there was a reason to. Findings were remediated and verified, and GMP received a formal report.
“When the client already has a strategy, the most useful thing you can be is reliable. Ship at their pace and raise the risks they haven’t looked for.”
Nirmal
What changed
| Before | Now | |
|---|---|---|
| Office location pages | None | 18 |
| Article credibility signals | No author, date or review date | Named author, publish and last-reviewed dates |
| Finding relevant content | No categories or filters | Filter by topic and claim type |
| Releases | Carried by the marketing team | Run by WP Creative, QA before live |
| Security review | Not requested | Proposed by us, remediated and documented |
Why fewer keywords is good news here
The existing project comparison records a lower total keyword count alongside a higher top-three count. That does not mean fewer pages were ranking, and it does not by itself establish why the total changed. Over the same dates, the number of keywords in the top three rose from 224 to 422, where the clicks are. Both figures count keywords, not pages.
The published case reports improved local discovery across multiple offices. It does not supply a current query-by-office dataset here, so this page does not present that statement as a live ranking check.
What I learned
1. Know which job you were hired for. In-house teams with a strategy want a partner who removes friction, not one who rewrites the plan.
2. Office pages should answer a real local question. An office without its own page gives the person searching nearby very little to find. A dedicated page can help local discovery, and a template system makes a page per office affordable.
3. Trust signals are content. For legal, health and finance content, author and review dates are not decoration. They help readers assess who is responsible for the information and whether it has been reviewed; they do not guarantee rankings.
Work with me
Got a capable in-house team held back by releases, fixes and a backlog? Let’s talk about taking the technical layer off their plate. This is the work behind my team’s website support and maintenance and WordPress SEO consulting for professional services firms.