Case Study: Rebuilding First Point Law Group's Website in English and Spanish
How I rebuilt a Fairfax, Virginia law firm's website around the cases it wants: immigration first, a full Spanish site, situation guides, tracked ad landing pages and an AI intake assistant, all inside Virginia's advertising rules.
Website strategy and redesign, Spanish-language site, content and technical SEO, paid search landing pages and lead tracking, AI intake assistant
- Category
- Lawyer Websites
- Industry
- Law firm (immigration, family, civil litigation)
- Released
- 2026
- Platform
- Nova Agent Marketing Platform
The firm
First Point Law Group has practiced in Fairfax, Virginia since 2004. Four attorneys handle immigration, family law, criminal and traffic defense, and civil litigation, and the firm runs a separate site for its defense work, NovaCriminalAttorney.com. Its paid search budget goes to one thing: immigration.
The firm needed a website that matched how it actually gets clients. This is how we rebuilt it, from the first build on October 18 to a launch-ready site on October 26.
The situation
The old site was a WordPress and Elementor build: eight pages, six practice area pages, four attorney bios, a handful of testimonials and case results, and nine blog articles, all published in April 2020.
It looked fine on the surface. Underneath, it had drifted away from the firm. The home page title read "Criminal & Family Lawyer," and the description didn't mention immigration at all.
What was wrong
The website and the ads were telling two different stories. Every ad dollar went to immigration, while the home page introduced the firm as criminal and family lawyers.
There was no Spanish site. The firm wanted Spanish ad landing pages, and the old site had no Spanish pages at all. A family searching in Spanish had nothing to find.
The firm was competing with itself. Criminal, traffic and DUI pages lived on this site and on NovaCriminalAttorney.com, two sites from the same firm going after the same searches.
The blog had turned into a spam archive. Those nine articles from 2020 had collected more than 48,000 published comments, almost all of them spam: drug ads, off-topic link drops, a cabinet company in Austin. On one article, 13,551 of 14,863 comments carried a link. The heaviest page was 33 MB of HTML, where a clean page on the same site was 67 KB, and every one of those pages sat on the firm's domain for Google to crawl.
The content had drifted too. Some of those articles covered work the firm no longer takes, like personal injury and airline claims.
What I identified
Most of this comes down to one model: search, website, lead, intake, follow-up, consultation, client. A redesign that only fixes the website piece leaves the rest leaking.
- People search for their situation, not a practice area. Nobody types "removal defense." They type "my husband was detained by ICE" or "I got a deportation order." The site needed pages that meet people at that moment.
- A Spanish site has to be real pages. A translate widget isn't indexed, and auto-redirecting by browser language traps people on shared devices and hides the Spanish pages from Google. Spanish visitors needed their own pages, their own addresses and copy written for how they search.
- The ad has to match the page it lands on. Immigration ads need immigration landing pages, in both languages, and every lead has to remember where it came from. Otherwise there's no way to tell which ads are worth paying for.
- Intake happens after hours too. A family with a court date doesn't wait until Monday morning to look for help.
- Virginia's advertising rules shape everything. Lawyer advertising in Virginia has real limits on testimonials, claims about results and how a firm describes its lawyers. The copy had to be written inside those limits from the start, not cleaned up afterward.
The strategy
- Lead with immigration. The home page, the menus and the Immigration page put removal defense, immigration court, asylum, prior denials and complex USCIS cases first.
- Hand criminal and traffic to the firm's defense site. Those pages became short overviews that send visitors to NovaCriminalAttorney.com, so the two sites stop competing.
- Build a full Spanish site under /es/ with Spanish web addresses, formal "usted" copy and a language switch that suggests the Spanish page but never forces it.
- Write guides for the situations people actually search. Seven immigration and seven family law guides, in English and Spanish, built from keyword and "People Also Ask" research.
- Give paid search its own landing pages, with lead tracking that carries through to the firm's inbox.
- Add an AI intake assistant that collects what the firm needs for a callback and nothing more.
- Leave the spam behind. No comments on the new site, and nothing from the old blog carried over.
Execution
Immigration first, in two languages
The site has 34 pages in English and 34 in Spanish, including the home page, five practice areas, four attorney profiles, the FAQ, contact, articles and the guides. Each Spanish page has its own title, description and address, like /es/servicios-legales/inmigracion/, and links to other Spanish pages. The header switch opens the same page in the other language. Visitors whose browser prefers Spanish see a small suggestion they can dismiss. Nobody gets redirected.
Fourteen guides, each with its sources
The guides cover the moments that bring people to a lawyer:
- Immigration: a deportation order, a family member detained by ICE, an immigration court hearing, a denied application, being undocumented, marrying a U.S. citizen, and divorce on a conditional green card.
- Family: an uncontested divorce, a separation agreement, a protective order, a custody battle, spousal support, a contested divorce, and a parent who can't see their child.
Each guide opens with the deadline that matters, gives a short "at a glance" summary, answers the common questions and shows when it was last reviewed. Every statute, regulation, court rule and court decision it cites links to the official text, on sources like the Code of Virginia, USCIS and the Virginia courts: 169 links across the guides. Every guide stays general information. Anything that depends on the reader's facts goes to the firm.
Landing pages that remember where a lead came from
Two immigration consultation pages, one in English and one in Spanish, carry the call box, the managing partner's photo, the consultation form, what happens when you call, and client reviews. They're kept out of search results because they exist for the ads.
Every lead records which landing page and which ad brought the visitor in. That record holds for 30 days, so a visitor who clicks an ad today and fills out the contact form next week is still credited to the ad. In the firm's admin, each lead shows its landing page and can be filtered by it, and the notification email lists the phone number, the matter, the language, the landing page and the ad source above the message.
An intake assistant that knows its limits
The chat assistant answers in the visitor's language and collects what a conflict check and a callback need, such as name, contact details, the type of matter, any court date or deadline, and the best way and time to reach the person. It tells visitors not to share confidential details in chat, and it never gives legal advice, predicts outcomes or quotes fees. For someone asking about a protective order, it asks for the safest way to reach them. The footer explains in plain language how chat messages are handled.
Written inside Virginia's rules
- Lawyers are described by what they do. No "expert," "specialist" or "best."
- No promises about results.
- Reviews quote the client experience. They quote what clients said about communication and care, following the Virginia State Bar's guidance on testimonials, and the full reviews stay on Google.
- The legal pages fit a law firm. There's an attorney advertising notice, plus a Privacy Policy and Terms of Use that explain the content is general information and that contacting the firm doesn't create an attorney-client relationship.
Built to be read by search engines and AI assistants
The site is static HTML, so there's no plugin stack and no comment system to pile up spam. Pages carry structured data that describes them: the firm as a legal service, each attorney's profile, and the question-and-answer sections of every guide. There's also a plain-text guide to the site for AI assistants (llms.txt) and a Markdown version of every page, so tools like ChatGPT and Claude can read the firm's content directly.
Feedback, in rounds
The firm reviewed the site in rounds, and every change is recorded in a changelog the firm can read. The first round put immigration ahead of everything and took out references to injury work. Another updated the attorneys' biographies. A later one added bankruptcy as a quiet listing under Civil Litigation.
Outcome
The site is ready for launch. Here's what changes on day one, before any traffic data exists:
| Old site | New site | |
|---|---|---|
| Lead practice | Criminal and family | Immigration |
| Spanish pages | 0 | 34 |
| Situation guides | 0 | 14, in both languages |
| Spam comments on the domain | 48,000+ | 0 |
| Heaviest page | 33 MB | 151 KB |
| Ad landing pages | 1, English | 2, English and Spanish, with lead tracking |
| Chat | Third-party chat widget | Bilingual AI intake assistant, set up for the firm's rules |
Results
Added as the data comes in. Measured against the old site's baseline.
| Metric | Before | 30 days | 90 days | 6 months |
|---|---|---|---|---|
| Organic clicks per month (Search Console) | TBD | |||
| Search impressions per month | TBD | |||
| Visits to Spanish pages | 0 | |||
| Consultation requests per month (forms and chat) | TBD | |||
| Landing page conversion rate | TBD | |||
| Cost per lead, Google Ads | TBD | |||
| Mobile page speed (Largest Contentful Paint) | 18.9 s |
What I learned
A one-line request can carry federal law. The firm asked to list bankruptcy under Civil Litigation "without advertising it." Under the Bankruptcy Code, a law firm that helps consumers file is a "debt relief agency," and in Milavetz v. United States (2010) the Supreme Court held that this includes attorneys and upheld the disclosure their advertising has to carry. So the quiet listing needed a disclosure, and it went in as a footnote. This is where a legal education earns its keep: catching it before launch instead of after a complaint.
Translating a site isn't the same as having a Spanish site. The Spanish pages work because they were planned as their own site, with their own addresses, research and voice, not as a toggle on top of the English one.
Nobody had looked at the blog in years. Forty-eight thousand spam comments don't arrive in a day. A site that nobody owns keeps publishing, just not what the firm would choose.
The site is only one step. Tracking which ad produced which consultation is what lets the firm decide where the next dollar goes. Without it, a redesign is a nicer brochure.