The Technical Partner Behind GMP Law's Website
Pages built
Office locations, practice areas, lawyer profiles and content hubs
Pages fixed
A site-wide fault identified, diagnosed and resolved.
More keywords ranking in the top 3
Stronger visibility across high-value search positions.
GMP Law, formally Gerard Malouf & Partners, is a national compensation law firm with more than 35 years of experience supporting injured Australians, with offices across four states and territories.
The law firm website plays an important role in helping potential clients understand their options, assess the firm’s expertise and make contact when they need legal support.
GMP already had an established marketing team and SEO capability, so they needed a technical partner who could work at their pace, support ongoing delivery and identify technical issues before they became bigger problems.
See Our Solutions
The site had grown faster than the systems holding it up, and the work of keeping it running had quietly landed on the marketing team.
- Inconsistent application of the brand system. As new pages and designs had been introduced over time, visual inconsistencies had developed across the website and needed to be brought back in line with GMP’s brand guidelines.
- A blog template was missing its credibility signals. No publish date, no author, no sign of when anything was last reviewed. For legal content, these signals help readers understand who created the information, how current it is and whether it remains relevant.
- Limited content discovery. The article and case summary sections lacked categories and filtering, making it harder for visitors to find information relevant to their situation.
- Limited local search coverage. Despite operating across four states and territories, the website did not have dedicated location pages, and the review experience was not configured to reflect individual offices.
- A marketing team carrying technical delivery. Website releases and deployment checks were taking time away from the marketing team, with too much of the technical publishing process relying on them directly.
GMP operates in a highly competitive legal market where visibility, credibility and website reliability all matter. WP Creative came in as the technical partner supporting the marketing team behind the scenes.
Stabilise: Took the load off
The first priority was to take the technical workload off the marketing team and establish a more reliable delivery process.
- Full audit of the site’s plugins, hosting and updates, with the backlog cleared
- A structured test-and-publish workflow, with QA completed before changes reached the live site
- Website releases moved into a structured delivery cycle managed by WP Creative
- Regular planning and check-ins gave the marketing team clear visibility over priorities, progress and urgent technical issues.
Diagnose: Fixed What Was Breaking Underneath
- Broken links, faulty redirects and duplicate pages cleared out
- Duplicate code that was competing with itself resolved
- Oversized images and broken page elements fixed
- Content structure corrected across the site so pages followed a clearer and more consistent hierarchy.
Optimise: Rebuild the content platform
The blog template was rebuilt from scratch to improve credibility, usability and consistency across long-form content.
- Publish dates, last-reviewed dates and named authors added to every article
- Mobile-first layout with proper navigation, styled tables and inline calls to action
- Article and case summary sections rebuilt so people can filter by topic and claim type
During ongoing SEO monitoring, GMP’s team identified a large-scale rendering issue that required deeper technical investigation. The issue affected hundreds of pages, where search engines were not consistently seeing the same content experience as users. We diagnosed the underlying cause and resolved it across the affected templates.
Scale: a page for every office
GMP had a strong office network, but the website did not yet have dedicated location pages to support local search visibility.
- 18 office location pages across NSW, VIC, QLD and ACT
- Practice area pages for the highest-value claims: medical negligence, public liability, will and estate disputes, birth injury, cerebral palsy
- Lawyer profiles, plus the article and case study hubs
- 60+ pages in total, all on one template system, so every new page inherits the brand standards instead of drifting from them
The new location pages also improved GMP’s local search visibility, with multiple offices reaching strong positions for location-based compensation lawyer searches.
Secure: Before anyone had to ask
As part of our proactive support, we recommended a broader security review of the website rather than waiting for an issue to surface. The website handles sensitive enquiry information, so security and privacy needed to be treated as an ongoing priority rather than a one-off technical task.
- Comprehensive website security review
- Identified issues were remediated and verified as part of the review process
- A formal security report documented the findings, remediation and next steps for the client
GMP Law came to us with a website that was placing too much technical responsibility on its marketing team. Today, they have dedicated location pages, a stronger content platform, a managed release process and a website supported by ongoing technical and security oversight.
The work has continued beyond individual projects and website updates. They set the strategy. We handle the technical layer underneath, at the pace their team works. When technical issues emerge, we investigate them quickly. And when we identify risks or opportunities beyond the immediate brief, we raise them proactively.