Rebuilding Michelman & Robinson's website around a new brand
A rebuild for a business law firm in the middle of a rebrand: more than 600 pieces of content moved into one system, and the main content loading in 1.9 seconds instead of 3.1.
The live site, captured October 2026. Visit mrllp.com
Michelman & Robinson's previous site was recent, but it no longer matched the firm. A rebrand was underway, with a shorter name, a new logo, a new color palette, and new messaging, and the website had to carry all of it. Two things made that hard. Firm leadership had to agree on a design direction, and the firm was paying five different vendors, none of whom took responsibility when something went wrong.
Built from the branding agency's designs
The branding agency, Right Hat, supplied ten design templates. We checked each one against what could be built, raised development problems before they turned into delays, and brought Right Hat into QA so the finished site matched the design intent.
Moved more than 600 pieces of content
Articles, blog posts, podcasts, media mentions, events, and headlines came across into one system, restructured where the new templates needed it.
Built for speed and for phones
A mobile-first rebuild in WordPress with Elementor, so the firm's own team can edit pages. Largest Contentful Paint dropped from 3.1 to 1.9 seconds and layout shift from 0.18 to zero. The site also carries the firm's first embedded video.
Launched with search in place
SEO setup, Google Analytics, and Search Console were live at launch, which went out during business hours. The project was scoped at six to eight weeks from approved designs. The delays that came were internal approvals, and the firm says so itself.
Real figures from a real engagement.
At long last, the reimagined Michelman Robinson website is live. It's been a long and at times arduous process, but the end result is fantastic, and I have Madison to thank for that. If there were a Yelp for web development, a review of Madison (and WhatArmy) would be impossible. There simply aren't enough stars!Paul Zimmerman, Director of Communications & PR, Michelman & Robinson, LLP
“The back-and-forth on design, between leadership and our branding agency, took significant time. It was certainly an intense process, but the extended timeline was entirely due to our internal decision-making, not WhatArmy. They delivered their work incredibly promptly at every step.”
Michelman & Robinson, LLP approved being named here. The work was done by WhatArmy, CounselDigital's parent firm. The figures and quotes on this page come from WhatArmy's MRLLP case study, and the quotes are word for word. We publish no fabricated metrics or invented testimonials, for this client or any other.