2011 to 2013
Dallas, Texas
by Joseph Mas
At Rasansky Law Firm I led the firm’s digital strategy, web development, and online visibility efforts. This role brought my enterprise-level engineering and optimization background into the legal space, where I rebuilt the firm’s technical footprint and created the frameworks that later made me a recognized expert in legal-industry SEO and digital performance.
Beyond marketing, the work involved deep technical modernization across the firm’s online properties, analytics, conversion systems, and operational workflows.
Core Responsibilities
Web Architecture and Platform Development
- Rebuilt major sections of the firm’s web infrastructure
- Developed new site architectures, routing logic, and on-page systems
- Improved stability, speed, and structured layout for higher conversion rates
Analytics, Attribution, and Conversion Systems
- Designed full-funnel attribution across campaigns, landing pages, and intake
- Created diagnostic workflows to identify leakage points and improve true conversions
- Implemented early cross-domain tracking methods before modern tools existed
Search Visibility and Content Structure
- Applied enterprise-grade SEO processes tailored to the legal industry
- Built page-level and site-level structures that aligned with user intent and case-type targeting
- Developed internal content placement strategies that increased intake quality
Firm-Wide Process Improvements
- Integrated new operational workflows across intake and marketing teams
- Built reporting systems for performance review and case-type distribution
- Provided guidance and procedures across the firm to standardize digital execution
1-800-ATTORNEY Platform Development
- Developed the early software and digital framework behind the 1-800-ATTORNEY system
- Created the core structure for routing, lead management, and geolocation logic
- Built the digital foundation that later became the basis for its broader rollout
Impact and Legacy
This period established my footprint as a senior technical expert in the legal industry. The methodologies, architecture, and diagnostic frameworks developed here led directly to the reputation that later shaped RazorRank’s service offerings and helped influence modern best practices for high-value legal SEO.