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Six Services. One Seamless Website.
Esteri Law is a boutique Toronto firm at 120 Adelaide Street West — business law on one side, immigration on the other, six distinct services in all. We designed an SEO-optimised website that gives each service its own clear, searchable home, wrapped in a navy-and-gold brand that puts the lawyer front and centre.
6
Tailor-Made Services — Each With Its Own Searchable Home
SEO-ReadyArchitecture & on-page structure
Navy + GoldBoutique brand system
Lawyer-FirstPersonal, trust-led design
Liveesterilaw.ca launched
The Challenge
Two practices. Six services. One clear story.
Esteri Law spans two very different worlds: business law for founders and companies, and immigration law for people building a life in Canada. Six services in total — each with its own audience, its own search intent, and its own emotional register.
A generic one-page site would bury that range. In Toronto's crowded legal market, each service needed to be individually findable and instantly understandable — a business founder searching for incorporation help and a family pursuing reunification should each land on a page that speaks directly to them.
The objective: an SEO-optimised website design that gives all six services their own tailored presence, unified by one boutique brand and one clear path to a consultation.
The search intents the architecture was built around
Business lawyer Toronto
Immigration lawyer Toronto
Work & study permits
Family sponsorship
Brief 01
Six audiences, not one
Founders, employers, temporary residents, families — each service speaks to a different person with a different search.
Brief 02
Findable service by service
Architecture and on-page structure mapped to how each offering is actually searched.
Brief 03
Boutique, not template
A navy-and-gold system with the lawyer front and centre — personal trust over corporate gloss.
Brief 04
Every page converts
Book-a-consultation flows on every path, with hours, address and contact always in reach.
The Build
Designed for trust. Structured for search.
A boutique visual identity carrying a search-first architecture underneath — every design decision doing double duty for credibility and discoverability.
Lawyer-forward hero, gold consultation CTAs, and the essentials — address, hours, socials — always one glance away.
01
Boutique Design & Brand System
A deep-navy and gold identity that feels like the firm: personal, precise, premium — built to make a first-time visitor comfortable booking a consultation.
- Lawyer-forward hero & photography treatment
- Navy + gold boutique palette & serif typography
- Book-a-consultation CTAs on every path
- Address, hours & socials in the header
- Mobile-first, fast-loading build
- Blog platform for ongoing content
02
SEO-Optimised Architecture
Underneath the design, a structure mapped to search intent — so each of the six services can be found, understood and chosen on its own terms.
- Dedicated, keyword-mapped section per service
- Numbered service framework — clear, scannable
- Plain-language descriptions per offering
- Clean heading hierarchy & internal linking
- Toronto local-intent targeting
- Structured for ongoing content growth
The heart of the build — six numbered services, each with its own icon, plain-language description and searchable structure.
Service 01
Business Formation & Organization
Incorporations, partnerships, joint ventures, minute books and organizational upkeep.
Service 02
Business Immigration
Solutions for entrepreneurs and start-ups — intra-company transfers, C11 work permits, Start-Up Visa.
Service 03
Temporary Residence
Visitor visas (TRVs), work permits and study permits for temporary residents.
Service 04
Family Reunification
Helping spouses, partners and parents make Canada home with permanent residency.
Service 05
Immigration Litigation & Inadmissibility
Challenging refusals at the Federal Court and Immigration Appeal Division; inadmissibility concerns.
Service 06
Humanitarian & Compassionate
PR applications on humanitarian and compassionate considerations.
The Outcome
A firm that looks the part — and gets found.
Esteri Law now has a digital home that matches the calibre of the practice: boutique on the surface, search-engineered underneath.
01Full website designed, built and launched at esterilaw.ca.Live
02Six tailor-made services — each with its own searchable, plain-language home.6 Services
03SEO-optimised architecture mapped to Toronto legal search intent.SEO-Ready
04Boutique navy-and-gold brand system, lawyer front and centre.Brand
05Consultation-first UX — booking paths from every page.Convert
Impact 01
Every audience lands right
A founder and a family arrive at pages written for them — not a generic firm brochure.
Impact 02
Built to rank as it grows
The architecture and blog platform are ready for the ongoing SEO content that compounds.
Impact 03
Trust before the first call
The lawyer-forward design does what legal marketing must — makes the person behind the practice visible.
Impact 04
A brand worth referring
A boutique identity clients are proud to pass along.
Key Takeaways
What this engagement proves.
Multi-service firms need service-level architecture — one page per intent, not one page for everything.
SEO is a design decision: structure, headings and language decide findability before any campaign does.
In legal, the lawyer is the brand — design should put the person forward, not hide them.
Boutique beats template: a tailored identity signals the tailored service clients are buying.
A consultation CTA on every path turns credibility into booked calls.
Your practice deserves a website this considered.
Whether you're a B2B firm, a professional services provider or a tech company — we build the search authority and digital platform your business deserves. No fluff. Just results.
These results were delivered by the GM Digital team whose expertise now powers GM Digital Media's Dubai operations. Figures reported exactly as achieved.