Work / Robb MacDonald
A criminal lawyer's site that a machine can finally read.
Robb MacDonald defends criminal cases in Toronto. His site was a 2019 WordPress theme with one long page of repeated keywords, the kind a search engine skims and an AI assistant ignores. Website design and development first, then a separate monthly program.
Before and after.Drag the handle.
Left: the 2019 site. Right: the site that is live now.
BeforeAfter
What changed.Three decisions, not a redesign.
The look mattered less than the structure. A search engine and an AI assistant both need a page per question, and real words on it.
Structure
One page per practice area, one per city.
Eighty-seven pages in place of one. Assault, DUI, drug offences, and the rest each have their own address, and so does each city he serves.
Proof
Results, media, testimonials.
Cases with outcomes, press appearances, and client words, each on a page an assistant can cite rather than a slider it skips.
Wiring
Analytics and Search Console from day one.
Structured data on every page and measurement in place, so the monthly program had something to stand on.
0
pages live, up from one.
Site inventory, August 2026Rebuilt
design and structure organized around the practice.
Website project, August 2026Ongoing
search and content work since September 2026, on a separate agreement.
Monthly program
