Red Stapler Project

Red Stapler Project is run by Renée Soileau, a 23-year insurance industry veteran who now works exclusively with plaintiff personal injury attorneys in California to help them maximize settlements. Her background evaluating claims, using Colossus software and working litigation cases gives her rare insight into how insurance carriers actually value injury cases.

Her Squarespace site was clean and mobile-friendly, but it worked as a digital brochure rather than a lead generation engine, so the business stayed largely invisible to its target market. Its main problems were:

• No conversion funnel, lead magnet, email capture or nurture sequence, and generic calls to action
• A logo, palette and messaging that lacked the authority a B2B legal audience expects
• Feature-focused service copy with no founder story, social proof or educational content
• Platform limits on SEO, custom functionality, gated content and integrations
• Technical SEO gaps: no schema markup, no blog and weak local signals

Discovery and strategy

We started with strategy, not design. We analyzed the business model (case audits, strategic consultation and training for plaintiff attorneys), researched competitors and how attorneys search for this kind of help, mapped the customer journey from awareness to booking, and built a keyword strategy around plaintiff attorney searches.

Brand identity

We kept the memorable Red Stapler name and concept and redesigned the logo in horizontal, vertical and icon-only versions. We created a bold red, black and white palette that stands out among conservative blue legal websites, a Roboto and Roboto Condensed type system, and a style guide covering logo use, colors, typography, imagery, icons and UI elements.

Migration to WordPress on WP Engine

• Moved the site from Squarespace to WordPress on WP Engine managed hosting, with a CDN, daily backups and a staging environment
• Built a custom, mobile-first, conversion-focused theme with lightweight, accessible code
• Migrated and expanded all existing content and restructured the information architecture
• Set up Brevo SMTP for reliable form and system emails and Mailchimp for newsletters, signup forms and automated welcome sequences
• Added Cloudflare Turnstile spam protection, SSL, security hardening, malware scanning and two-factor login protection
• Tested across browsers and iOS and Android devices, then coordinated the DNS cutover with zero downtime

Content that sells

We wrote the full site: an eight-section homepage of about 2,000 words built around the problem attorneys face and a timeline of Renée’s 23-year career, an About page of about 1,500 words telling her story, a services page of about 3,000 words with pricing transparency and an FAQ, and a contact page with multiple contact methods and clear next steps. We also produced a Privacy Policy, Terms of Service, a mutual NDA template and a HIPAA Compliance Statement for attorneys handling sensitive medical information.

SEO and conversion

• XML sitemap, schema markup, titles and meta descriptions, image alt text, internal linking and page speed optimization targeting loads under 2 seconds
• Keywords such as insurance claims consultant for lawyers and Colossus claims software consultant, plus San Diego, California and La Mesa location terms
• Google Business Profile optimization, consistent NAP data, directory listings, and Google Analytics 4 and Search Console
• Conversion paths for a free consultation booked through Calendly, a downloadable Case Audit Guide and a newsletter signup, supported by CASD and La Raza Lawyers association badges

Five days from kickoff to launch

Day 1 covered discovery and brand direction, day 2 the migration to WP Engine and initial design, day 3 content and page building, day 4 SEO, email and security, and day 5 final testing and launch. We finished with WordPress training, documentation, a maintenance plan and WooCommerce capability for future digital products.