Get in touch
Project Case Study

Masin: Giving 600+ experts and 23+ services one authoritative digital home

Masin provides expert witness services, technical advisory, and claims support for high-stakes disputes across construction, infrastructure, and energy. Their website didn't match that gravity. The Complete Studio redesigned and rebuilt it, over 90 pages, a filterable directory of 600+ experts, and SEO and AI search foundations that began ranking within a month.
How we Helped:
Industry:
  • Expert Witness & Dispute Advisory
Client Location:
  • Gurugram, India
Year:
  • 2024 - ongoing
The Stack:
  • Advanced Custom Fields (ACF), AISEO, Elementor Pro, Figma, GoDaddy, Google Analytics, Google Search Console, HubSpot, Jet Plugins, WordPress, Yoast SEO

The brief

Masin operates in a world where credibility is the entire product: expert witness services, technical advisory, and claims support for high-stakes disputes across construction, infrastructure, energy, and other major sectors. Their existing website was a basic presence, serviceable, but nowhere near the depth of the firm behind it. The brief was a complete corporate redesign: dedicated pages for all 23 services, 7 sector pages, a filterable directory of more than 600 experts each with an individual profile, and four distinct resource libraries covering ebooks, case studies, trainings, and news and events. The deeper challenge was architectural: how do you structure that much expertise so a lawyer under deadline finds the right specialist in seconds, and so search engines and AI systems understand the firm’s authority as clearly as its clients do?

Ninety+ pages, one argument

A website this large fails when it becomes a filing cabinet. So before any design, we treated the information architecture like Masin treats a claim: one central argument, supported by organised evidence. Every page — all 23 services, all 7 sectors, every expert profile and resource — exists to support a single proposition: this firm has the depth to stand behind any dispute. Services and sectors cross-link deliberately, expert profiles connect to relevant practice areas, and user journeys were mapped for the actual visitor: a time-poor lawyer or claims director who needs to verify capability fast, not browse leisurely. Structure first; the design then made that structure feel effortless.
Three different entry points, one consistent structure. Whether a visitor arrives through a service search, a sector need, or a direct referral, the site routes them to the right answer without asking them to browse first.
Six hundred experts, filterable on a phone. The directory was built for the professional under deadline – someone who needs to confirm a specialist exists before they can take the next step in a case.
The resource library that positions Masin as the knowledge source, not just the service provider. The Conflict-Impact Series anchors the thought leadership, curated long-reads on force majeure, delay analysis, and construction arbitration – while the broader article grid beneath it builds the topical authority that search engines and AI systems reward. Scrollable, mobile-readable, published by the team without a developer.

A flexible CMS

A 90-page website with 600+ expert profiles cannot run on manual page-building, it needs architecture. We built custom post types and field structures using Advanced Custom Fields, with the experts archive powered by advanced filtering, dynamic display conditions, and related-content sections driven by Jet Plugins. Each of the four resource libraries: ebooks, case studies, trainings, and news and events: runs on its own custom CMS structure with templated layouts, so Masin’s team publishes new content by filling in fields, never by designing pages. The custom Elementor Pro theme keeps every template on-brand, a discipline we maintained through direct collaboration with Masin’s Director of Marketing and Director of PR and Communications. Adding the 601st expert takes minutes, not meetings.
Each expert is a profile, not a row. Name, credentials, disciplines, sector experience – structured so search engines can index it and lawyers can scan it. Adding the 601st expert takes minutes, not meetings.

The results: Rankings that arrived before the celebration did

The clearest outcome came fast: within a month of launch, with organic SEO and AI SEO work complete, Masin began ranking first on Google and in AI search results for certain target services in key markets including the UK, earned organically, with no paid spend. Behind that headline sits the structural win: a 90+ page website that presents the firm’s full depth, integrated with Google Search Console, GA4, and HubSpot so marketing decisions now run on data rather than instinct. Operationally, Masin’s team publishes experts, resources, and updates independently. Strategically, the firm’s digital presence finally matches the calibre of disputes it’s trusted with.
Pages designed & developed

90+

Including 23 service pages, 7 sector pages, and four resource libraries
Expert directory

600+ profiles

Individually structured, filterable, and indexable by search and AI
Search performance

Rank #1

For certain target services in markets like the UK, within a month, organically

Performance as a credibility signal

For a firm whose experts testify on technical failure, a slow or fragile website would be quietly ironic. So after the build, we treated optimization as its own project phase: performance tuning to make 90+ pages load fast despite their depth, security hardening, accessibility improvements, and a lighter overall footprint for browsers and crawlers alike. Image handling, code structure, and template logic were all refined with measurable targets rather than guesswork, validated through Google Analytics 4 and Search Console data. The trade-offs were real, rich expert imagery versus load speed, deep interlinking versus crawl efficiency, and each was resolved by asking what served the firm’s authority long-term. The result is a large website that behaves like a small one.
The homepage makes the firm’s scale immediately legible – badge statistics, sector breadth, expert volume, and resource depth, all within one controlled scroll. The design persuades before the copy does.
Founders, directors, managers, consultants – across India, the UK, the UAE, and Singapore. The team page signals the same thing the expert directory does: this is not a boutique operation.
Thirteen years. $100 billion-plus in disputes handled. 800+ cases. 200+ forums. The About page states the firm’s authority in plain numbers – because for this audience, credibility is arithmetic, not aspiration.

Built to be found by humans and machines alike

The SEO and AI SEO layer was designed into the architecture, not sprinkled on afterward. Every service, sector, expert, and resource page carries structured, intent-matched copywriting; clean heading hierarchies; Yoast-managed metadata; and an internal linking structure that signals topical authority to search engines. Just as deliberately, content was written and structured so AI search systems can accurately answer questions like “expert witness for construction disputes” with Masin in the response, clear entity definitions, consistent terminology, and pages that state plainly what the firm does and for whom. Google Search Console and GA4 integration closed the loop, turning rankings into measurable, monitorable assets. The early position-one results in markets like the UK suggest the foundations are doing their job.
The kind of technical experts Masin recruits evaluate the firm as carefully as the firm evaluates candidates. The Careers page – with certification, location presence, and a clean application path — had to earn that audience too.
Twelve countries, one certification, three reasons to join. The Careers page earns the kind of expert the firm depends on.
Multiple sectors, multiple visual contexts. The stats close the argument before the scroll ends.

Conclusion

Masin’s expertise was never in question, its website simply hadn’t been asked to carry it. This redesign closed that gap: a 90+ page architecture that organises 23 services, 7 sectors, 600+ experts, and four resource libraries into one navigable, authoritative whole, built on a CMS the firm’s own team now runs. The early search results, position one for target services in key markets within a month, are encouraging, but the more durable outcome is structural: a digital presence that compounds, where every new expert and resource strengthens the whole. We build websites the way Masin builds cases: structure first, evidence throughout, nothing left to chance.

More Work

ABtA

Web design, UX architecture, and WordPress development for an ABA therapy provider serving families across North Carolina.

Your competitors aren't waiting. Neither should you.

Whether you’re starting from nothing, refreshing something that’s fallen behind, or finally building the brand your business deserves, we’d love to be part of it.

The first conversation is free. There’s no pitch, no pressure, and no obligation. Just an honest look at what you need and whether we’re the right fit.

Get in touch

Or Book a Call

Let's Talk