J. Amelia Law Rebrand & Website Launch

Project Overview

Joe Amelia came to us in June 2026 with a firm deadline: rebrand his practice from JTM Law to J. Amelia Law following the retirement of Tom McGregor, the firm's longtime partner and namesake. The practice had built nearly four decades of reputation and search visibility in Wallaceburg and Chatham-Kent, so the mandate was twofold — a modern identity for the firm's new direction, and zero loss of the rankings the old name had earned.

What We Built

Before any design work started, we audited the existing site to document current rankings, top-performing pages, and inbound link equity. That baseline shaped the structure of the new site rather than the other way around.

• Developed the new J. Amelia Law brand identity, carrying forward the firm's credibility while modernizing its presentation.
• Designed and built a conversion-focused law firm website with clear paths to call, book, or send an enquiry.
• Created dedicated practice area pages for real estate, wills and estates, corporate and business, and family law.
• Built community pages targeting the towns the firm serves across Chatham-Kent, Lambton, and Essex.
• Mapped every existing URL to its new equivalent to preserve accumulated search equity through the migration.
• Updated the Google Business Profile and local citations to match the new firm name exactly.

Preserving Search Equity

A name and domain change is one of the riskiest things a local business can do online, so most of the technical work went into the migration itself — full URL redirects, keeping top-performing content intact rather than rewriting it, and matching name, address, and phone across every listing. Post-launch ranking monitoring was rolled into an ongoing SEO retainer so any movement could be caught and addressed early.

Outcome

The firm launched its new identity on schedule inside a one-month window, with a site that presents forty years of practice in a form that reads as current rather than dated.

• Rebranded a four-decade law firm without losing existing search rankings.
• Practice area and community pages built to capture high-intent legal searches across Southwestern Ontario.
• Existing search visibility carried through the rebrand rather than rebuilt from zero.
• Moved to an ongoing SEO retainer following launch.